A sweets-inspired cake, cheesecake-inspired snacks, flag-inspired pastries, and a tennis-inspired dessert are among the raft of new sweet items recently rolled out by bakers.
There are also inclusive treats to address allergy concerns at kids parties, on-trend flavour brownies, fruity biscuits, and chocolately crêpes and brioche buns.
Read on for more details on each new baked goodie:
Dubai Chocolate Brownies, Cake Box
The egg-free cake specialist has put its own spin on the Dubai chocolate trend with a new range of pistachio-laden sweet treats. These are available via its website and 250+ shops across the country (majority of which are franchises), having gained 22 new sites earlier this year via the £22m acquisition of Ambala Foods.
A highlight product is the Dubai Style Chocolate Brownies (rsp: £14.99 | box of four), featuring chocolate brownies layered with Cake Box’s signature pistachio Dubai crunch, topped with pistachio cream piping, Nutella drizzle, nibbed pistachios, and suter pheni – a traditional Indian dessert with crispy, vermicelli-like threads. Half a strawberry, half a Ferrero Rocher, and two chocolate deco tubes complete the look.
Other products on the company’s new Dubai Style range include a cookie (£3.99), a chocolate cup (£4.50), a chocolate slice (£5), a chocolate cake (from £31.99), and a strawberry chocolate cheesecake (£18.99).
Squashies Celebration Cake, Finsbury Food Group
The first product created through a new partnership between bakery manufacturer Finsbury and British sweets maker Swizzels is the Squashies Drumstick Celebration Cake.
Launched into 438 Tesco stores nationwide, the cake (rsp: £14) combines soft sponge and frosting in the Squashies dual flavours of raspberry and milk. Each box also contains a mini bag of the sweets to let consumers add further decorations at home. Squashies is the UK’s No. 1 sugar confectionery brand, valued at £53m with 12% growth year-on-year [Circana data, 52 weeks to 6 August 2023].
Finsbury has a history of licencing deals, including on the likes of Disney-branded celebration cakes, and further innovation is planned for its latest partnership with Swizzels.
Flipz Strawberry Cheesecake Pretzels, Pladis
Flipz, the ‘swavoury’ snack brand produced by McVitie’s and Jacob’s owner Pladis, has introduced a new limited-edition flavour for its coated pretzels inspired by the nostalgic dessert, strawberry cheesecake.
It is being sold at Nisa in a 90g sharing pouch (rsp: £2) before rolling out to further convenience and retail stores from this month, alongside an 80g PMP (£1.49) for wholesale channels.
The NPD is said to build on the success of Flipz’s other limited edition trending flavours, such as Peanut Butter, Cinnamon Bun, and Salted Caramel. Having first hit the UK shelves in 2018 with its classic Milk Chocolate variant, the brand is currently worth £17.3m and is growing by 27.7% in total retail [NIQ data, 52 weeks to 31 May 2025].
“Popular with snacking customers seeking inspiration, Flipz performs particularly well in Impulse, recording double digit value and volume growth of +21% and +18% respectively,” said Char Wilkinson, brand manager at Pladis UK&I, citing the same NIQ data set.
Gruffalo and Wallace & Gromit cakes, Just Love Food Company
Here’s yet another brand partnership on cake NPD, but this time it marks a UK supermarket-first for trademark licensed products that are also inclusive of vegan consumers and those with milk, egg, and nut allergies.
South Wales-based free from bakery specialist Just Food has launched The Gruffalo Celebration Cake (rsp: £13.98), comprising a vanilla sponge layered with chocolate flavoured frosting and covered with chocolate flavoured soft icing. For bite-sized treats, there’s also Gruffalo Cupcakes (£8 | pack of nine).
Meanwhile, the Wallace & Gromit Celebration Cake (£13.98) has a vanilla sponge filled with a plum & raspberry jam and vanilla flavour frosting covered in a soft icing, finished with edible soft icing decorations. All three new cakes are exclusively available at Asda stores.
“Children’s birthday cakes are at the root of many wonderful memories and making sure those experiences are more accessible to all children is our mission at Just Love,” commented brand manager Danika Woods.
Hobnobs Oaty Cookies, McVitie’s
Pladis-owned biscuit brand McVitie’s has unveiled two new cookie additions to its Hobnobs range in milk chocolate and dark chocolate variants (rsp: £1.75 | 155g).
Made with 100% wholegrain oats and chocolate flavour chips, they are said to deliver a wholesome, home-made look and feel and a chewy texture. They have been launched into Morrisons ahead of rolling out more widely to multiple retailers at the end of the summer.
“There is a clear gap in the cookies market for a differentiated eating experience,” explained Eleonore de Saint Perier, brand manager at Pladis UK&I. “Hobnobs is perfectly placed to deliver this through its brand equity and delicious oats – it’s a much loved, fun and trusted brand, with great appeal to under-35s. In consumer testing, it was the Hobnobs Cookies’ home-made rustic appearance, with the ‘Hob-nobbly’ texture of wholemeal oats that appealed, as well the fact that they are different to anything else on the market.”
Wimbledon patisserie, Nicolas Rouzaud at The Connaught
Bakery twists on the classic summer dessert of strawberries and cream continues to turn heads inside and outside of Wimbledon. Inspired by this year’s tennis tournament and pairing further with trending pistachio and seasonal lemon, master pâtissier Nicolas Rouzaud has created an immaculate sweet treat available at his shop in the Mayfair hotel, The Connaught (rsp: £14 takeaway | £17 dine-in).
The limited-edition patisserie, available till 13 July, features a base of pistachio cake, layered with strawberry confit, pistachio crunch, and finished with a smooth pistachio mousse. A handcrafted lemon ‘tennis ball’, filled with zesty lemon cake and a sharp lemon confit, is served like an ace on top.
Sweet biscuits, Realfoods by Organico
Sustainability-focussed food brand Readfoods by Organico is making its first foray into sweet biscuits with a trio of new launches that it says are “as adept accompanying your favourite hot beverage as they are being munched in splendid isolation”.
The Organic Vegan Choc Chip Biscuits (rsp: £2.59 | four packs of three) feature dark chocolate, wheat, and whole oats; while the Organic Speculoos (£2.59 | pack of 12) are spiced Belgian biscuits made with Fairtrade ingredients. Lastly, the Petit Beurre Biscuits (£2.59 | three packs of five) are produced in Normandy to a classic French butter biscuit recipe.
“Historically consumer’s attitudes to purchasing ‘indulgent treats’ has been more relaxed in terms of eating guidelines, too often vindicated as a well-deserved time-out from the daily eating regime,” commented Realfoods founder Charles Redfern. “In truth, there’s no reason whatsoever why even our more guilty snacking choices can’t juggle best-in-class ingredients, enticing taste buds and a little sweet snacking guilt with being better for the planet.”
Éclair and berry tart, Paul UK
The bakery chain is looking to celebrate the upcoming Bastille Day (on 14 July) in style with an array of special tricolour treats.
From 9 to 15 July, Paul UK will be selling a duo of patisserie filled and topped with Chantilly cream, blueberries and raspberries at £5.25 each – the Bastille Day Éclair and the Bastille Day Berry Tart. They can also be enjoyed as part of a 2 for £10 Mix& Match offer.
In addition, complimentary coffee will be served to customers “wearing visible stripes” that come into one of its 32 stores across London, and in Oxford and Reading (other T&Cs apply).
Viennese whirls, Thomas Fudge’s
Following its rebranding earlier this year, the premium biscuit brand has unveiled new raspberry and almond Viennese Whirls, with which it says is helping it tap into the £16.5m ‘indulgent treats’ market [NIQ data for the 52w/e 24 May 2025] and tempt new shoppers to the category.
The new Viennese Swirls see two soft, buttery almond Viennese biscuits filled with raspberry jam and vanilla cream. They are being sold in packs of seven (rsp: £2.80) at Waitrose and Morrisons stores, with a debut in Sainsbury’s coming up in September.
Valued at £2.4m and growing 27% year-on-year [NIQ, 52w/e 7 May 2025], Thomas Fudge’s is Fox’s Burton’s Companies (FBC)’s fastest-growing brand. “Our consumer research shows a clear appetite for indulgent, new treats that still feel familiar. The Almond Viennese Whirls hit that sweet spot, bringing together timeless flavours with a premium, Thomas Fudge’s twist,” commented David Hebson, trade marketing director at FBC.
Crêpes and brioche buns, Whaoo!
Norac Foods Group-owned kids snack brand Whaoo! – best known for its chocolate crêpes – has expanded its line-up with two new sweet treats.
Chocolate & Banana Filled Crêpes (£1.95 | six-pack) blend smooth chocolate with creamy banana purée and are individually wrapped for on-the-go convenience. Available now at Asda and Tesco. The bite-sized Mini Chocolate Chip Brioche Buns (£1.95 | six-pack) signals a new format for the brand, with sweet and soft buns studded with chocolate chips, sold at Tesco stores nationwide.
“Whether it’s for the school run, sports club, or weekend outings, Whaoo! has families covered with snacks that parents trust, and kids love,” said Jean-Pascal Allemand, managing director at Whaoo!.
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