A wave of innovation is sweeping the bakery market as brands lean into global flavours, playful collaborations, and nostalgic tie-ins.
From matcha-infused doughnuts and cookies to Minions-themed biscuits and viral bento cakes, the latest launches highlight how novelty, indulgence, and trend-led formats are driving excitement across biscuits, cakes, and other sweet treats.
Dive into the latest new product launches here:
Swizzels biscuits, Baleigh
Two of Swizzels’ iconic sweets are venturing into the biscuit category for the first time in the form of Squashies Raspberry & Milk Cream Biscuits, Squashies Cherry & Apple Cream Biscuits, and Love Hearts Orange Creams.
Manufactured by Baleigh, the range features sandwich style biscuits designed to bring the confectionery flavours to the biscuit aisle. The Squashies variants feature creamy, fruity fillings while the Love Hearts biscuits are sandwiched with creamy, orange flavour filling.
The range is available in Morrisons with an RRP of £1 per pack and will be rolling out across other UK retailers from September onwards.
Matcha doughnuts, Bombolone Doughnuts
London-based doughnut brand Bombolone has teamed up with drinks specialist Blendsmiths to create a limited-edition matcha sweet treat.
Handmade daily from 4am, the Bombolone X Blendsmiths limited-edition ‘Matcha Bombolone’ brioche doughnut is filled and decorated with Blendsmiths Matcha and a velvety white chocolate filling. The bakery has also added adding Matcha Lattes, Iced Matcha Lattes and Mango Iced Matcha to its menu for consumers to pair with the new product.
They’re priced at £4.90 per doughnut or £24 for a box of six, and are available from Bombolone’s Italian-style bakery and café on Whitcomb Street until 5 July.
Designer biscuits, Biscuiteers
Hand-iced biscuit brand Biscuiteers has unveiled its latest collaboration with a fashion brand having partnered with Olivia Rubin to create a pastel-hued Sweet Celebration Biscuit Collection.
The tin has been illustrated by Rubin herself with her favourite party staples such as balloons, flowers and cakes, which can be found in biscuit form inside the tin.
Sour lemon Jammie Dodgers, FBC
Fox’s Burton’s Companies (FBC) has added Sour Lemon Jammie Dodgers (RRP £1) to its line-up.
Designed to tap into demand for limited-edition and licensed products, the biscuits are part of a partnership between the manufacturer and Universal Products & Experiences to celebrate the upcoming launch of Minions & Monsters which arrives in cinemas on 1 July.
The biscuits feature a Minion-themed design, replacing Jammie Dodgers’ usual jam motif, with a sour lemon filling. They build on Jammie Dodgers evolving flavour line-up including classic raspberry, apple & blackcurrant, and really fruity.
Impulse treats range, Fiona Cairns
To celebrate its 40th anniversary, cakemaker Fiona Cairns has launched a duo of bite-sized handmade cakes called Impulse Treats. The range comprises:
- Raspberry & Almond Bite Impulse Treats (RRP £7, six pack) – delicate golden mini sponge cakes filled with smooth marzipan, raspberry jam and raspberry compound, finished with toasted almonds
- Signature Chocolate Brownie Impulse Treats (RRP £7, six pack) – made with Belgian dark chocolate, these brownies deliver a rich chocolate flavour and fudgy texture
Both are available via Fiona Cairns’ website, Fenwick, and Dunnes. They’re sold in the bakery’s new branding which incorporates its hallmark pink packaging with coloured stripes and hand drawn illustrations.
Bento cakes, Lola’s
Lola’s is tapping into the viral Korean cake format of Bento cakes with a new six-strong range. Each cake is designed for two people to enjoy straight from the burger box container it is served in.
Lola’s describes each flavour as a love letter to Korean and East Asian dessert culture. They are:
- Matcha Raspberry: Made with Perfect Ted matcha, this flavour pairs matcha with bright raspberry for a fresh, balanced take on one of the most-loved flavours in modern cafés and bakeries
- Sakura Strawberry: Described as soft, floral and delicate, cherry blossom meets strawberry for a cake that tastes like spring
- Yuzu Mango: Fragrant, fruity and full of sunshine, Yuzu Mango combines the sharp citrus notes of yuzu with juicy mango for a cake that feels light, bright and refreshing
- Miso Caramel: A sweet-savoury twist on a classic, Miso Caramel layers rich caramel with a subtle savoury note for a flavour that is smooth, moreish and a little unexpected
- Vintage Style Vanilla: For those who want the size and format but prefer a more classic flavour
- Vintage Style Chocolate: Rich, indulgent chocolate in the same perfectly portioned bento box format.
The cakes are available at all of Lola’s stores and concessions, and are available for delivery within its driver zones and collection at lockers, priced at £17.50.
Korean bento cakes have become one of the most recognisable dessert trends of recent years, loved for their playful size, photo-ready look and premium quality, according to Lola’s. Finsbury Food Group, which acquired a majority stake in Lola’s last year, previously ventured into the bento market with new brand Little Big Cake.
Hand-finished sponge cakes, McGhee’s
Scottish bakery McGhee’s has launched a new range of hand-finished sponge cakes in Tesco stores across Scotland as demand grows for affordable sharing treats beyond traditional celebration cakes.
The new range includes Victoria Sponge, Lemon and Toffee varieties, each retailing at £3.50. Available in a larger-format square cake designed for slicing and sharing, the new products have been developed to cater to changing consumer habits, with shoppers increasingly looking for affordable cakes that can be enjoyed across multiple occasions – such as family visits, occasions at work, or having friends’ round – rather than reserved for birthdays and larger celebrations.
The family-owned bakery has also expanded its range with a limited-edition Scottie dog-shaped biscuit which sees 25p from every pack sold donated to cancer support charity Maggie’s.
The biscuits will be available in One-O-One Convenience stores from Thursday 18 June and in Spar stores across Scotland from 30 July for a limited three-week period. They tie into the Scotties in the City trail in Glasgow, where a McGhee’s sponsored sculpture will unlock free biscuit rewards for visitors via the official trail app.
Matcha coconut cookies, Nourish
Another matcha-themed collaboration comes from healthier snacking brand Nourish and OMGTea in the form of Matcha Coconut Cookies.
The cookies feature AA-grade Japanese matcha with a hefty dose of desiccated coconut (58.6%), as well as coconut oil, maple syrup, raw cacao butter, and vanilla. Each 20g cookie (RSP £1.50) comes in at 123 calories with 1.4g of fibre.
It was created to tap into demand for more adventurous flavours in the biscuit market, as well as better-for-you products.
Ice cream croissant cones, Paul
Move over waffle cone, there’s a new ice cream carrier in town – the croissant.
French bakery Paul is using its signature croissants as a base for its soft serve ice cream in vanilla, chocolate or salted caramel. A vegan strawberry sorbet option is also available. For extra indulgence, consumers can add fresh strawberry slices, chocolate sauce, or sweet crumbled meringue on top.
The Ice Cream Croissants are available to eat-in or takeaway at £5 each from select Paul stores: Holland Park, St Paul’s, Three Quays, Regent Street, South Kensington, Marble Arch, and Earls Court.
Jaffa cookies, Pladis
Spurring further debate over whether Jaffa Cakes are biscuits or cakes (the clue is in the name), Pladis-owned McVitie’s has unveiled Jaffa Cookies.
Jaffa Cookies (RRP £2.50) combine a half-coated, soft-baked chocolate chip cookie with a tangy orangey centre. They’re available in Asda Express stores now ahead of a rollout in Asda nationwide from 25 June, and all major grocery retailers from w/c 20 July.
Further innovation comes from the biscuit behemoth in the form of McVitie’s White Hobnobs. Made with 100% wholegrain oats, it sees the classic Hobnob covered in a white chocolate flavour coating. They’re available in Morrisons now and are rolling out across other major retailers from 30 July.
Trio of mini doughnuts, Simply Doughnuts
Blackburn-based Simply Doughnuts has extended its range of long-life sweet treats with new Mini Glazed Doughnuts (rsp: £1.60, pack of eight) in three flavours – Strawberry, Chocolate and Lemon.
Steamed for softness, and developed using the firm’s existing long-life doughnut recipe, with flavoured glazes and sprinkles on top.
The Chocolate variant has secured a listing at Tesco, launching on 24 August, and a spokesperson said the firm is working on additional listings in several channels including convenience and forecourts.
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