Strawberry Matcha Doughnuts, Golden Cinnamon Digestives, and Butterscotch & Pecan Knots are among the new sweet bakery goodies launched at the start of the year.
Some are looking to turn those January blues into green lights of indulgence by way of the on-trend pistachio and matcha flavours. Others tap into childhood nostalgia or American favourites like ice cream sandwiches and marshmallow-filled cakes.
Check out the eight latest sweet bakery innovations below:
Cookie Dough Ice Cream Sandwich, Ben & Jerry’s
American ice cream brand Ben & Jerry’s has ventured into a new format with the UK launch of its Cookie Dough Ice Cream Sandwich.
Aimed at tapping into rising appetite for ice cream within the snacking sector – set to grow 6.7% in three years [Euromonitor 2023-2026 CAGR], the new product combines two soft vanilla-and-cocoa swirled cookies “gently hugging” rich vanilla ice cream with cookie dough chunks. Ingredients include Fairtrade sugar and eggs from free-range hens.
Four-packs of the frozen snacks (rsp: £5, 68ml each) have landed in Asda and Morrison stores, while single-portion versions (rsp: £2.50, 120ml) are rolling out at retailers nationwide.
Strawberry Matcha Doughnut, Krispy Kreme x Perfect Ted
As part of its ‘Grab Your Greens’ campaign in January, Krispy Kreme has teamed up with matcha brand Perfect Ted to create the Strawberry Matcha Doughnut.
The sweet treat (rsp: from £2.59) is comprised of an Original Glazed doughnut filled with strawberry-flavoured Kreme, dipped in a matcha flavour coating, and topped with dried strawberry pieces.
It is available at Krispy Kreme outlets across the UK as well as selected Tesco stores until 6 February. The range also includes a Matcha Latte and Iced Matcha Latte (from £4.69), which are infused with a subtle Original Glazed doughnut flavour.
Chocolate Old School Cake, McGhee’s
Glasgow-based bakery brand McGhee’s has reimagined a childhood favourite by introducing a new chocolate version of its Old School Cakes.
The family-run firm said it had given the classic school traybake a richer, more indulgent twist – it sees soft chocolate sponge topped with thick icing and a hearty help of sprinkles. Four-packs are available in selected Tesco stores across Scotland.
McGhee’s noted that demand for retro comfort cakes has fuelled 75% year-on-year volume growth of its Old School Cakes, supported by new supermarket listings at Tesco and Lidl.
Golden Cinnamon Digestives, McVitie’s
Pladis-owned biscuit brand McVitie’s has added a trending flavour variety to its low-sugar digestive range. The limited-edition Digestives The Light One Golden Cinnamon flavour (rsp: £1.69) feature the buttery baked biscuits with a light spice of cinnamon, which is said to provide depth and warmth as well as natural sweetness.
“Cinnamon is a popular trending flavour among consumers, and since 2023/2024 there’s been a 17% increase in consumption of cinnamon across many food sectors including coffee, porridge and butters,” commented Pladis UK&I brand manager Bethan Ashman, citing an IndexBox 2025 report.
The Light One range is made with 30% less sugar than original McVitie’s Digestives and has grown to reach £12.3m in value for Pladis [Nielsen data to 16 December 2025].
Pistachio Crêpe with Chocolate Sauce, Paul UK
Bakery chain Paul has continued its love affair with the pistachio and chocolate pairing, having previously rolled out a Dubai Chocolate Yule Log. Well in time for Pancake Day, it has now launched a Pistachio Crêpe with Chocolate Sauce as a permanent item on its brunch menu.
The new crêpe is generously filled with smooth pistachio cream and finished with a drizzle of rich chocolate sauce. It has also added a new Berries & Whipped Cream Crêpe – prices start from £9.95.
These are available at selected Paul bakeries including in London, Oxford, and Reading. The company currently operates 32 UK locations, with a total of over 800 sites across Europe, Asia, and the Middle East.
Pistachio Croissant, Pettigrew Bakeries
Cardiff-based craft bakery chain Pettigrew has added a new Pistachio Croissant to its daily pastry line-up.
It starts with a buttery, sugar-glazed croissant which is sliced and filled with a pistachio crème diplomat, before being covered in a pistachio and shortbread crumb for extra bite, texture and richness. The new croissant is available at all four of its outposts across the Welsh capital, as well as its Cardiff Farmers Markets stall.
“We like to keep things interesting and we work on new recipes year-round; we thought this would be the perfect time to launch something a little bit indulgent to chase the January blues away,” said Pettigrew founder David Le Masurier.
Butterscotch & Pecan Knot, Pipp & Co’s
Another extension of a pastry line-up has occurred at Pipp & Co, which recently came out with two new savoury options. The Swindon-based bakery has now launched a trio of new products including a butterscotch & pecan knot, a plain croissant and an almond croissant.
“Following strong customer demand, we’re expanding our retail offering for the very first time, beyond our much-loved doughnuts and cruffins,” expressed co-founder Betina Evangelista. “Our new butterscotch & pecan knot, and two new croissants – all made from hand-crafted pastry – will be available online, at Pipp & Co market stalls, and our artisan van across the region. This marks a new chapter for Pipp & Co, and is part of a broader expansion, as we move way beyond our original doughnut offering.”
Dreamies, Worldwide Global Brands
Launched as an Aldi SpecialBuy in line with the discounter’s American Week (22 to 29 January) are the new Dreamies cake snacks from Worldwide Global Brands.
Made with a light, airy vanilla sponge, they are filled with a creamy, marshmallow-style filling for an extra layer of indulgence. The new individually wrapped treats (rsp: £2.75, six-pack) are also available via TikTok Shop and Amazon, just like the Toast’em Pop-Ups range from the London-headquartered supplier.
“This iconic treat is a nostalgic take on an American favourite, which we have been able to bring to UK markets,” said Bobby Warne, head of supply chain at Worldwide Global Brands. “Both affordable and convenient, the irresistible golden sponge, is the perfect way to add a little extra joy to a lunchbox or for cake lovers looking to curb their cravings.”
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