Flavoursome and football-themed buns, as well as authentic Italian focaccia and Lebanese flatbread, are among the latest launches from bakery brands.
The innovations showcase some versatile formats including one comprised of croissant dough.
Read more details on each new bun and bread below:
Brioche buns and croissant rolls, St Pierre
St Pierre has unveiled limited-edition Caramelised Onion Brioche Buns (rsp: £2.50, four-pack), available now in Tesco, Sainsbury’s, and Asda until September.
Pairing signature soft, golden brioche with a rich, gently sweet onion flavour, they build on the from the Grupo Bimbo-owned brand, such as its Spicy Chilli Brioche Buns which contributed 54% growth in savoury brioche last summer [Circana data, 13 w/e 30 August 2025].
In the meantime, St Pierre has continued to strengthen its continental portfolio with new All Butter Croissant Rolls (rsp: £2.30, two-pack), rolled out exclusively at Tesco. Coming hot on the heels of its Croissant Loaf, the new rolls combine light, flaky, texture and rich flavour of croissants with a versatile format ideal for breakfast, brunch and more.
“Bakery occasions is the segment driving growth in bakery, offering more opportunity for St Pierre and our retail partners to bring new shoppers into the category, as they look for products that make everyday meals feel that little bit more special,” commented Gill Riley, global VP marketing at St Pierre Groupe.
Potato buns, New York Bakery
Another of Grupo Bimbo’s UK brands is New York Bakery, which has brought out its own version of the potato bun – a format born in the Big Apple’s burger joints and championed by franchises like Shake Shack and Smashburger.
The new Original Legendary Burger Buns (rsp: £2.25, four-pack) are made with potato and designed to deliver a light and fluffy texture with maximum flavour. Pre-sliced, HFSS compliant, vegan-friendly and free from artificial colours or flavourings, they are available in Asda, Tesco, and Ocado.
New York Bakery highlighted how 73% of UK consumers are willing to pay more for a burger served in a gourmet bun [Americana’s Built to Deliver report, 2025]. By bringing a format typically associated with foodservice into retail, it is well-positioned to help retailers drive trade-up and incremental value within the bakery aisle, it added. The brand recently launched the latest iteration of its sourdough bagels as part of its New York Favorites line-up.
Soccer bun, Bridor
Bakery supplier Bridor is helping foodservice operators tap into World Cup fever with a new Soccer Bun (wholesale price: 30p each).
Developed by Pandriks, the Netherlands-based bread specialist it acquired in 2024, the buns are crafted with sourdough and natural ingredients before being stone-baked for a thin, crispy crust and fluffy interior. They feature a distinctive football-pattern stamp for instant on-counter impact, and are supplied frozen and half baked to support flexible production and minimise waste.
The convenient 65g format is said to make the Soccer Bun suitable for a wide range of applications, including premium burgers, filled rolls, and meal deals. “The World Cup is a major sales moment for our customers, particularly those with strong food‑to‑go and casual dining offers,” said Erwan Inizan, northern Europe sales director for Bridor and Pandriks.
Focaccia, Waitrose
Among a dozen-strong range of authentic Italian products that Waitrose has created in collaboration with chef Angela Hartnett are a pair of new focaccia loaves made using 24-hour long fermented dough and extra virgin olive oil.
The Rosemary & Sea Salt Focaccia (rsp: £4.25, 270g) is hand-topped with fresh rosemary and flaked sea salt. The Semi-dried Tomato Focaccia (rsp: £4.25, 310g) has a burst of sweetness from the tomatoes. Baking for an extra five minutes at home is recommended for a crispier finish.
Waitrose reveals its new range builds on the growing popularity of Italian food, with searches on its website for ‘Italian food’ jumping +46% year on year, while ‘Italian pasta and sauce’ is up a massive +67%.
Sourdough Khobez, Dina Foods
West London-based Mediterranean food specialist Dina Foods has added a new Sourdough Khobez to its Paninette branded range of Lebanese flatbreads.
Made using a bespoke flour blend, the khobez (rsp: £1.20, five-pack) is baked in a traditional stone oven to create a distinctive two-layer flatbread with a soft, flexible finish and a convenient disc shape.
Its described as high versatile for professional kitchen and sandwich shop operators, and can be used as either a wrap or pocket bread with hot or cold fillings.
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