Bakers across the nation have been adding egg-citing innovations to their ranges in the form of cookies, cakes, cupcakes, buns, and more to mark the Easter season.

Consumers can expect some traditional recipes along with plentiful chocolate inclusions, vibrant colours, and fun decorations – several of these were highlighted in British Baker’s recent Easter 2024 trends report.

Below is a roundup of eight sweet bakery NPD launching this spring as we head towards Easter Sunday on 31 March:

Cadbury Mini Eggs Chocolate Cookie, Baker & Baker

European bakery manufacturer Baker & Baker unveils the latest offering from its fresh bakery licensing partnership with Mondelēz, which owns brands Cadbury, Milka, and Oreo brands. The three existing flavours of the freshly-baked range of cookies include Dairy Milk, Dairy Milk Caramel, and Dairy Milk Chocolate & Orange.

The new cookies feature Cadbury chocolate cookie dough packed with Mini Eggs. They are currently available in vibrant Mini Eggs-coloured paper bags of four cookies (rsp: £1.75) at Tesco, Asda, and Co-op stores, for a limited time only.


DukesHill Simnel Cake  2100x1400

Source: DukesHill

Simnel Cake

Simnel Cake, DukesHill

Artisan food supplier DukesHill offers up its version of Simnel Cake, the Easter classic traditionally eaten to mark the end of Lent. Priced at £26.50 and available from 28 February, it comprises a 6” light fruit cake with an almond paste centre and marzipan ball decorations.


Honey Bun Jamaican Easter Bun 795g Box  1000x590

Source: Honey Bun

Jamaican Easter Bun

Jamaican Easter Bun, Honey Bun

With flavours similar to a hot cross bun, this sweet-spiced bread dotted with rum-soaked fruit and coated in a honey-fruit glaze is popular among the UK’s Caribbean diaspora during Easter.

Honey Bun’s 795g offering is priced around £4.99 and available at supermarkets and independent retailers thanks to its exclusive import from Jamaica by foods wholesaler Wanis.


Easter-themed Biscuits, The Original Baker

Source: The Original Baker

Easter-themed Biscuits

Easter-themed Biscuits, The Original Baker

A range of hand-iced biscuits from around £2.95 each is being crafted by The Original Baker, an artisan business based in Malton, North Yorkshire. Available options include gingerbread daffodils, bunnies, and Easter eggs, as well as shortbread Easter egg designs.


Easter Egg Biscuit Collection, Biscuiteers

Another hand-iced biscuit range for Easter comes from London-based artisan firm Biscuiteers.

Its Easter Egg Decorations Biscuit Collection (£39.95) comprises nine different chocolate biscuits, each evoking the luxurious stylings of a Fabergé egg.

Other gifts available for home delivery include an Easter Chick Letter Box (£12.95), Easter Egg Hunt Luxe Tin (£49.95), and an Easter DIY Kit (£39.95), which allows consumers to decorate their own biscuits and hang them on an indoor tree.


Brownies, Cupcakes and Cakes, Finsbury Food Group

Finsbury has rolled out a packaging update on its Chocolate M&M’s Easter Brownies (rsp: £2.50 for a four-pack), featuring M&M animated characters sporting furry bunny ears. Available at Asda, they comprise a brownie base with a layer of chocolate filling and a topping of M&Ms.

Finsbury also has a longstanding partnership with chocolatier Thorntons and has launched new-look Cupcake Creations in flavours of chocolate and toffee. Featuring sweet sauce centres, frosting, and decorations, they are available now at Asda and Tesco (rsp: £5 for a six-pack).

Making it a hattrick of Finsbury product lines getting a makeover is the Thorntons celebration cakes. These are available now at Asda, Sainsburys, Morrisons, and Tesco (rsp: £15 each) in either Triple Chocolate and Toffee versions.


Choc eggs brownie - Cake or Death

Source: Cake or Death

Easter Eggstravaganza Brownies, Cake or Death

The vegan brownie specialist claims to have made its most decadent and bonkers brownie yet. Cake or Death’s classic fudgy brownie base is topped with plant-based treats including Doisy & Dam Good Eggs, Vegan KitKat, Moo Free White Chocolate, Freedom Marshmallows, dark chocolate drops and drizzle. A box of six brownies costs £21.50 and is available for pre-order online for delivery between 19 and 29 March – senders can include a personalised note in each box as well.


Easter Collection, Lola’s Cupcakes

The West London-based sweet bakery specialist has created a raft of seasonally inspired treats that combine decadent chocolate flavours with a burst of pretty springtime pastels and fun finishing touches. Available for nationwide delivery from 27 March to 9 April, these include:

  • Easter Cupcake Box – £22.20 (box of six), £26.40 (box of 12)
  • Easter Brownies – £17.70 (box of six)
  • Easter Pastel Layer Cake – £25 (serves 8), £42.50 (serves 14), £70 (serves 24)
  • Easter Postal Cake – £40 (serves 14)