A steak & Guinness pie, a Thai red chicken curry filled pastry, and a chicken tikka pork pie with mango chutney are among the latest savoury bakery innovations.
There are also a few new pizzas getting stocked in supermarket freezers, ambient sausage rolls offering grab-and-go options, and flavoured crackers for a premium festive snack.
Check out the round-up of savoury NPD unveiled by eight different bakery brands below:
Rosemary Crackers, Carr’s
Pladis-owned snacking brand Carr’s has launched a new premium offering, Rich & Savoury Rosemary Crackers, to join its popular seasonal selection helping drive sales during the festive period. The packs (rsp: £1.99) were rolled out at UK grocery and convenience stores from the end of September.
“Rosemary is a popular flavour, which makes our new Carr’s offering perfect for festive snacking,” commented Beth Owen, brand manager at Pladis UK&I. Noting that Carr’s is the number one premium cracker brand [NIQ data for 52w/e 8 August 2025], including during the Christmas season, Owen said it plays into hosting and social occasions when people are willing to spend more, “whether they’re looking to enjoy a savoury snack during a movie night or cap off their Christmas lunch with a cracker-covered cheeseboard”.
Pladis has also introduced new jumper-themed livery for its Jacob’s Christmas Caddies range, which is now worth over £16.4m [NIQ data to 27 September 2025].
Bake & Bite sausage rolls, Country Choice
Sysco-owned bakery supplier Country Choice has unveiled a simple, yet high impact ambient sausage roll concept as part of its Bake & Bite brand, aimed at helping convenience retailers boost their food-to-go sales.
The sausage rolls are made with seasoned pork sausage meat wrapped in a crisp, golden puff pastry, and have been specially developed so that they can be displayed for up to 12 hours at room temperature without compromising on taste or quality. This is a considerably longer shelf life than standard hot food-to-go products that tend to have a maximum holding time of four hours, the firm said.
Operators just need to bake the sausage rolls from frozen and let them cool for two hours, then place them in a film-fronted bag to be displayed in either a Bake & Bite branded countertop or freestanding merchandising unit (supplied free of charge). With a rsp of £3.50 for a four-pack, plus no VAT payable on ambient products, stores can expect a monthly cash profit of up to £317 when selling just 40 packs per week, said Country Choice.
Craft Pizza range, Freiberger
For the first time in nearly 50 years of producing pizzas and other convenience food products, predominantly for supermarket own-label lines, German manufacturer Freiberger has launched a new brand for the UK retail market. The Craft Pizza range is designed to bring restaurant quality pizza to homes and features six frozen pizza options across three different base styles.
For those looking to indulge, the Takeaway style offers a stone-baked pizza base with toppings of Cheese Feast or Mac & Cheese. The Thin style, meanwhile, comes in Meat Feast or Spicy Chicken varieties. Lastly, the Pinsa style is described as delivering a light, airy texture with cloud-like crusts, available in Cheese & Garlic or Meatball Marinara flavours. The range has been rolled out at 450 Tesco stores nationwide, with prices starting from £2.50.
Freiberger highlighted that the launch comes at a time when the frozen food industry is experiencing significant growth, with projections that sales of UK frozen food will experience a 6.7% compound annual growth rate between 2025 and 2035 [Future Market Insights], driven in large parts by the increasing cost of living, demand for convenient meals, combined with greater awareness of the benefits that frozen food can offer both nutritionally and environmentally.
Slow-cooked Steak & Guinness Pie, Higgidy
Samworth Brothers-owned savoury bakery specilaist Higgidy has teamed up with the world’s leading stout brand to create a new 200g pie (rsp: £3.75). The tender, slow-cooked British beef filling is complimented by an onion and herb gravy with Guinness adding a rich depth. It is baked in an all-butter shortcrust pastry topped with a puff pastry lid and a sprinkle of rosemary.
The pie will be promoted across a national poster campaign, through in-store trade media, an experiential PR event and Instagram and Facebook socials. It is available in recyclable packaging featuring the recently launched new design at Tesco and Sainsbury’s stores and via Ocado.
Sausage rolls and pasties, Holland’s Pies
The 175-year-old Lancashire bakery manufacturer has expanded its offering with two new frozen products: Pork & Chilli Rolls and Beef & Veg Pasties.
Made with pork sausage meat seasoned with a hint of chilli, and wrapped in flaky puff pastry, the rolls come in a convenient four-pack (rsp: £2.50) and are suitable for both oven and air fryer cooking. They are available at Tesco stores across the North West. Holland’s said its inclusion of chilli tapped into increased consumer demand for products with a spicy kick, with other food brands recently launching chilli bread and chilli soft cheeses.
Following the success of its Beef & Veg Pasties in chilled, Holland’s is now introducing them as a bake-from-frozen format. The pasties combine seasoned British minced beef, potato, swede, and carrot with a rich gravy, wrapped in puff pastry. They join the sausage rolls in the freezer aisles at Tesco, priced at £2.25 for a two-pack. Both lines will also be launched at regional Iceland and Sainsbury’s shops in the coming weeks.
Slices, parcels, and pies, Pukka
Pukka has revealed four new products across chilled pies and savoury pastries aimed at driving trial and excitement among its loyal fans and attracting new, younger shoppers to the category during a flavour-packed autumn.
The new line-up includes:
- Hog Roast Slice (rsp: £1.95) – adding to Pukka’s thriving Slices range, which is growing +8.7% [Circana data for 12 weeks to 3 August 2025], this new seasonal recipe comprises pulled pork paired with chopped apple and Bramley apple sauce, encased in flaky pastry with a crunch crumb
- Thai Red Chicken Curry Parcel (rsp: £1.50) – building on its World Flavours range launched a year ago, the latest parcel contains chicken pieces, sweet potato, sweetcorn, aubergine, and peppers marinated in an aromatic sauce with coconut, Thai red curry paste, lemongrass, ginger, galangal, and chilli
- Creamy Pepper Steak Pie (rsp: £2.25) – inspired by the Chicken, Ham & Leek Pie, which has become a top six bestseller for Pukka since its 2024 debut [Circana, 52w/e 3 August 2025], this gourmet twist on a classic has steak pieces cooked in a creamy peppercorn sauce finished with a sprinkling of cracked black pepper
- The Big One Minced Beef & Onion (rsp: £4) – a top 3 bestselling recipe for Pukka has been utilised in a new sharing pie to drive family meal occasions and value growth.
Pukka has also brought back its Festive Pie (rsp: £2.25), which returns after delivering a 77% incremental spend to the category last year – and now with 10p per pie donated to Young Lives vs Cancer charity. The new lines will be rolled out at supermarkets including Tesco, Asda, and Morrisons over the next few months.
Gluten free pizzas, bases, and dough balls, White Rabbit
Oxford-based gluten-free bakery specialist White Rabbit has crafted a trio of NPD for the frozen free-from fixtures at Tesco. All featuring its signature 24-hour slow-proved sourdough, the newcomers include two Tesco exclusive lines – the Chicken & Chorizo Pizza (rsp: £4, 332g) and the Sourdough Doughballs with Roasted Garlic & Herb Butter (£2.75), which have both been launched at 714 of the retailer’s stores. Meanwhile, the Prosciutto Ham & Mushroom Pizza (£4, 332g) has landed in 210 Tesco stores but will also be available at Sainsbury’s and Ocado.
The launch into Tesco is billed as a significant milestone in the White Rabbit journey, with the brand already the UK’s second largest gluten free pizza brand and the number one contributor to gluten free pizza growth [Nielsen data, 12w/e 3 May 2025]. “White Rabbit was founded on the belief that no one should have to compromise on good food,” commented co-founder and CEO Nick Croft-Simon. “We are all about crafting delicious Italian meals you’re proud to eat and share and we even built our own bakery so we can push the boundaries of what’s possible in gluten free. We’re now very grateful to have the support of Tesco to help us accelerate our mission.”
White Rabbit has also unveiled a new and improved recipe for its pizza bases, sold wholesale to foodservice operators via distribution partner Central Foods. The amount of sourdough has been doubled in the bases, while the hydration level has been increased in the dough for improved flexibility and durability.
Mango Chutney Chicken Tikka Pork Pie, Ye Olde Pork Pie Shoppe
The Melton Mowbray-based business has made its “boldest creation yet”: the Mango Chutney Chicken Tikka Pork Pie. This limited-edition product debuted at the East Midlands Food Festival over the weekend (4 and 5 October), bringing a taste of spice and sweetness to the heart of Britain’s pork pie capital.
It blends the Shoppe’s hot water crust pastry and seasoned British outdoor-bred pork with pieces of marinated chicken tikka, finished with a layer of tangy mango chutney. “Melton Mowbray is all about great food and proud traditions, but we also love to innovate,” said Guy Coombs, master pie maker and baker at Ye Olde Pork Pie Shoppe. “This pie is our way of celebrating the diverse tastes of the East Midlands while giving festival visitors something they’ve never tried before.”
The pies are also available from Ye Olde Pork Pie Shoppe and online, as well as Harrods Food Hall till the end of the month, while stocks last.
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