Baker & Baker has unveiled a comprehensive rebrand of its Black Label range along with NPD plans for the year.
The sweet bakery manufacturer first created its premium tier range of muffins, doughnuts, cookies, and viennoiserie in 2010 for Spanish retail and foodservice customers. The range has since been expanded to over 40 products and entered several new markets including the UK, Germany, Austria, Switzerland, France, Spain, Portugal, Belgium, Netherlands and Italy, as well as a number of countries across Eastern Europe and the Middle East.
Building on Black Label’s existing brand awareness, the relaunch aims to have it resonate more with both operators and consumers. This includes tapping into social media-fuelled trends for new lines, with the first in the 2026 pipeline being a Pistachio Vanilla Doughnut.
The new ring doughnut features a dual filling of vanilla and pistachio cream, each injected into separate sides, before a topping of pistachios and white chocolate is applied.
Baker & Baker noted that, as with the rest of the Black Label range, the Pistachio Vanilla Doughnut has been developed in response to consumer demand for high quality, indulgent food that can be enjoyed consciously. It referred to a 2024 State of Snacking Report by Mondelēz International which found 78% of people saying they preferred brands that prioritise quality ingredients over calorie reduction.
Other products on the premium range include a variety of chocolate and fruit flavoured muffins, American-style doughnuts and cookies, croissants, and regional specialties within laminated sweet bakery. These products unite premium ingredients, irresistible fillings and toppings, with contemporary flavours, said the company.
“The Black Label range represents the high-premium end of Baker & Baker’s product portfolio, and we’re really excited about sharing the new look and feel with our customers,” commented Graeme Williams, chief commercial Officer UK at Baker & Baker.
“The range will feature the same proven quality and taste that our customers have come to expect, and we believe the refreshed branding will deliver standout and impact with consumers across Europe.”
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