French toast waffles, cloud pancakes, and several collaborations with big chocolate brands are among the latest sweet bakery innovations.
There are also new additions to cookie dough and gourmet cookie ranges, a Gothic-themed doughnut, as well as a new twist on the classic vanilla custard slice.
Savour the selection of new sweet NPD creations from bakery brands below:
Oreo Croissant, 7 Days
Packaged croissant brand 7 Days has unveiled its first UK NPD since its 2021 acquisition by Mondelēz International. The new Oreo Croissant (rsp: 66p) comes through a collaboration with the global cookie brand also owned by Mondelēz, and features a dual-texture filling of a both Oreo cream and cookie pieces inside a classic 7 Days croissant.
The recipe is said to have been carefully developed to appeal to both existing 7 Days shoppers and loyal Oreo fans looking for something different, exceeding expectations in consumer testing [NIQ bases, 12 November 2025]. It sits alongside 7 Days’ core range of croissants including Cocoa and Cocoa & Vanilla variants.
Froffle Toast range, Creams Café
By pressing golden brioche French toast into a waffle iron, Creams Café has created a brand-new bakery hybrid: Froffle Toast.
The dessert parlour is offering the Froffle Toast in a range of dine-in options including Classic Maple (rsp: £6.95) featuring lashings of maple syrup; Apple Crunch (£7.95) topped with apple sauce, toffee drizzle, apple pie filling, white chocolate curls, and crumble; and Banana Choc (£7.95) topped with Creams-a-Tella, banana, toffee drizzle, milk chocolate curls, nuts, and crumble. All are served with warm custard.
There is also Chicken Teriyaki (£7.95) and Pizza (£7.95) variants for the fans of savoury.
“Some of the most exciting food trends come from combining two things people already love, in a way no one’s done before,” commented Creams Café CEO Everett Fieldgate. “Our Froffle Toast does exactly that. It’s familiar, but unexpected.”
The Bride! doughnut, Crosstown
Ahead of the 6 March cinema release of new Gothic romance film The Bride!, Crosstown has unveiled a limited-edition vegan doughnut in collaboration with Warner Bros.
Said to bring sharp and sweet together, it features a chocolate chia seed sourdough base “for brooding depth and satisfying chew”, layered with dark inky blackcurrant compote, and finished with Tongan vanilla glaze and chaotic black splatter.
The Bride! doughnut is available at all Crosstown stores across London, Oxford and Cambridge until the end of March, priced at £5.95. It can also be paired with a 75% dark hot chocolate as part of a £8.50 deal.
Cookies & Cream Cookie Dough, Doughlicious
London-based brand Doughlicious has added a Cookies & Cream flavour to its gluten-free range of ready-to-bake cookie dough.
Made with a signature blend of 100% British oat flour, the new cookie dough (rsp: £3.20, box of six) comprises dark and black cocoa for an almost-black colour and rich flavour along with creamy white chocolate chips. The pucks bake into thick cookies with crispy edges and soft centres.
They are available in the frozen section at Sainsbury’s stores nationwide.
Cookie Dough-nut, Krispy Kreme
Another tie-up of big brands sees Krispy Kreme and KitKat collab on a new limited-edition doughnut.
The Cookie Dough-nut (rsp: £2.99) is a signature Krispy Kreme doughnut filled with KitKat chocolate cookie dough flavour Kreme, topped with a marbled coating sprinkled with KitKat crumb. It is available at Krispy Kreme shops across the UK until 6 April. There’s also a Kreme Shake with KitKat (£5.49) to wash things down with.
Cloud Pancakes, M&S
Light as a cloud and melt-in-the-mouth delicious is how M&S describes its new Cloud Pancakes inspired by the viral Japanese souffle-style recipe. Meringue‑based, light and airy, and infused with Madagascan vanilla, they are hand‑flipped on a hot plate to keep them extra tall and jiggly too.
Available in M&S Foodhalls (rsp: £2, 110g), the pancakes are recommended to be topped with maple syrup and bacon or yoghurt and fruit compote.
Galaxy Croissant, Mars Chocolate Drinks & Treats
Mars is building on the success of its confectionery-inspired bakery formats – including biscuits, cookies, and cakes – with a new Galaxy variant of its croissant range (joining MilkyWay and Mars options).
The new four-pack (rsp: £2,50) is currently listed in Morrisons, Poundland, Home Bargains and Farmfoods, with further listings planned in Iceland this month and Asda from May.
“We believe that introducing the Galaxy brand to the popular croissant format will excite existing category purchasers and attract new Galaxy fans,” said Kerry Cavanaugh, general manager at Mars Drinks & Treats.
Aero, Munchies, and Rolo muffins, Nestlé Professional
More branded chocolate treats are featured in the second sweet bakery innovation from the Nestlé Professional stable (see Kit Kat above). This time it’s a range of muffins made with Nestlé favourites Aero Peppermint, Munchies, and Rolo, which has been developed in partnership with Burnley-based manufacturer Cherrytree Bakery.
The Peppermint Aero Muffin combines a rich chocolate muffin with a smooth peppermint chocolate sauce centre, topped with chocolate-flavoured icing and finished with a peppermint chocolate bubble.
The Munchies Muffin is a toffee-flavoured muffin studded with Nestlé milk chocolate drops and filled with a gooey caramel sauce, before being topped with a caramel-flavoured icing and Munchies piece.
Lastly the Rolo Muffin (would you love anyone enough to give them it?) is a chocolate muffin packed with milk chocolate drops and a rich caramel sauce filling, topped with caramel-flavoured icing and finished with a mini Rolo.
To maximise flexibility across channels, the range is available in twin packs for retail – ideal for grab-and-go and in-store bakery fixtures – as well as foodservice cases containing two trays of 12 individual muffins.
Willow & Finch cookies
Devon-based artisan bakery Willow & Finch has launched a collection of new cookies inspired by “flavours that feel slightly nostalgic but still fresh”. Available for nationwide delivery via their website as well as stocked in farm shops, delis, and cafés across the West Country the range includes:
- Cherry Bakewell Gourmet Cookies – almond dough studded with flaked almonds and topped with glacé cherries (limited edition until 31 May)
- Coffee & Walnut Gourmet Cookies – made with Little’s coffee, crunchy walnut pieces and signature buttery cookie dough
- Miso Caramel Cookies – featuring rich, buttery caramel balanced with a subtle salty depth from white miso
- Triple Chocolate Cookies – rich milk chocolate dough studded with both white and dark Belgian chocolate chunks
- Finchlings – a smaller format of the gourmet cookies, available in Milk Chocolate, White Chocolate, Triple Chocolate, or a mix of all three.
Centenary Caramel Custard Slice, Wrights
To help mark its 100th anniversary, Wrights has created a celebratory twist on its bestselling Vanilla Custard Slice. The limited-edition Centenary Caramel Custard Slice comprises layers of rich caramel custard between crisp puff pastry, finished with icing including swirls of caramel.
As well as being supplied frozen to wholesale customers, the 170g slice can be purchased at any of Wrights’ 14 shops across Staffordshire and its vans as well as selected UK forecourts.
Founded in Stoke-on-Trent in 1926, Wrights is now owned by The Compleat Food Group and operates a factory in Crewe. The sweet NPD forms part of a yearlong programme of celebrations and investment including a refresh of its retail estate, expansion of its store network, community initiatives, and the Wrights Roadshow – a tour to key customer events and local shops.
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