A macaron and cake tower, a collagen boosting cookie, and a toffee apple cheesecake are among the latest sweet bakery launches.
Some innovations have been led by trends such as cake sandwiches, cinnamon buns, and health benefits, while others feature brand collaborations or simply look to offer more indulgence.
Check out the round-up of sweet bakery NPD below:
Sandwich Cake, Aldi
The discounter has caught up on the sweet sandwich trend after M&S’ strawberries & cream summer hit and Tesco’s birthday version.
Aldi’s a new limited-edition Sandwich Cake (rsp £1.99, two-pack) features two soft layers of golden vanilla sponge, a thick spread of creamy blush vanilla frosting, and a scattering of rainbow sprinkles.
“The nation made it clear: cake beats crusts every time,” commented Julie Ashfield, chief commercial officer at Aldi UK. “We’ve taken the hint and delivered exactly what shoppers have asked for. True to form, our Cake Sandwich is simple yet delicious – creating the perfect pick-me-up treat that truly delivers.”
Skillet cookies, Doughlicious
The London-based gluten-free cookie dough brand is aiming to heat things up in the chilled aisles with its new cookie skillet range.
Crafted to deliver gooey American-style cookies straight from the oven, the range is headlined by a first-of-its-kind Chocolate Chip & Banana Chunky Oat Skillet that contains a plant-based blend of vitamins, minerals and bamboo extract to help boost the body’s natural collagen production. This functional inclusion is said to align with growing demand for products that blur the line between indulgence and wellbeing.
Also included in the range is the Chocolate Chip Baked Cookie Dough Skillet that comes with a golden crumble topping. Both products are big enough to share (rsp: £5.50) and available at the six Whole Foods Market stores across the capital.
Toffee apple cheesecake, English Cheesecake Company
The Northwest London firm has unveiled its latest limited-edition cheesecake creation embracing classic autumnal flavours – the Toffee Apple Crumble Sharing Cheesecake.
Sweet apple is paired with notes of creamy custard, rich toffee sauce, and a crunchy crumble topping in the sharing cheesecake (rsp: £5.99), available at Morrisons stores and online as well as via Ocado.
Squashies and Love Hearts celebration cakes, Finsbury Food Group
Having found success with its Squashies Drumstick Celebration Cake earlier this year, bakery manufacturer Finsbury has extended its brand collaboration partnership with confectionery maker Swizzels to launch two new celebration cakes.
The Strawberry & Cream Squashies Celebration Cake (rsp: £14.98, 872g) is available exclusively in Asda as part of the retailer’s Tickled Pink campaign during Breast Cancer Awareness Month. It comprises plain sponge layered with strawberry jam, plus a filling and frosting that have been flavour-matched to the much-loved sweets. Packs also contain an edible plaque and mini bag of Squashies for extra decorating at home. Finsbury is to donate 10% of proceeds of each cake sold until January 2026 to the Asda campaign.
Also launching this autumn is the new Love Hearts Gift Cake (rsp: £6.50, 196g), which features a plain sponge base topped with a vibrant frosting layer that matches the original sweet flavour – fizz and all – along with coloured micro-dots. It comes in a choice of ‘For You’ or love heart emoji edible plaques.
Pink and blue cake slices, Little Dessert Shop
The sweet bakery chain has teamed up with youth-focussed charity CoppaFeel! in launching two limited-edition cake slices to also help mark Breast Cancer Awareness Month.
The Check Me Pink Slice (rsp: £7.50) is a pastel pink sponge with dried strawberry pieces, layered with vanilla buttercream and strawberry jam. The Check Me Blue Slice (rsp: £7.50) has pastel blue sponge with bursts of dried blueberry pieces, zesty yuzu buttercream, and a layer of blueberry jam.
“Together with CoppaFeel! we’re doing what we do best, creating delicious and eye-catching viral desserts, all whilst the funds raised from each slice mean the charity can reach even more young people to educate, encourage and empower them to check their chest monthly – which we know can save lives,” said Little Dessert Shop founder Maz Ali.
Nationwide cake range, Lola’s Cupcakes
The London bakery brand, which recent had a major stake acquired by Finsbury, had undergone a complete makeover of its cake range for nationwide delivery.
Described as bigger, bolder, and more indulgent than ever before, the cakes have been reimagined to ensure they arrive at their customer’s door in perfect condition. They are also now more generously filled with three sponge layers and are fully iced.
Among the cake flavours are Red Velvet (also in gluten-free option), Triple Chocolate, Chocolate Pistachio Kunafa, Chocolate & Raspberry, Cinnamon Bun, Vanilla Petal, Carrot, and Rainbow Sprinkle. They are available in sizes of small (rsp: £32.50, serves eight) and medium (rsp: £50, serves 14) via Lola’s website. Vegan and gluten-free versions.
Macaron and cake tower, Mademoiselle Macaron x Mimi’s Bakehouse
Two Edinburgh-based businesses – both female led – have collaborated on a striking alternative to a traditional wedding or birthday cake, combining handcrafted French macarons with sponge tiers in a bespoke cake tower.
Customers can select from either pre-set designs or a fully-personalised tower with their choices of sponge flavours (Victoria sponge, chocolate, red velvet, carrot cake, banana Biscoff, or sticky toffee) and macaron colours (classic, pink ombre, or golden hues). Towers are either 125 macarons with four tiers and six-inch cake (rsp: £260) or 170 macarons with six tiers and four-inch cake (rsp: £315).
Cinnamon Swirl Cake, We Love Cake
The free-from brand, produced by Cumbria-based Bells of Lazonby, has added new cake slices to its range that are inspired by this year’s cinnamon roll trend.
‘Spice Me Up’ Cinnamon Swirl Cake Slices (rsp: £2.45, four-pack) are gluten, wheat, and milk free, and feature a swirled sponge finished with a smooth cinnamon frosting. Targeting younger shoppers, they are exclusively available at Tesco.
The We Love Cake brand is currently reporting year-on-year growth of 23% in volume and 22% in value in UK retail. “Cinnamon isn’t just a classic flavour anymore – in the UK it’s booming,” expressed Bells of Lazonby head of marketing Josh Boydell-Smith. “Consumption of cinnamon products has risen by nearly 60% since 2016 [Bakery and Snacks sweet bakery report April 2025], driven in part by the popularity of bakeries specialising in cinnamon buns.”
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