Six baked goods named as finalists for New Bakery Product of the Year 2026

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Innovation is the name of the game in the New Bakery Product of the Year category, which seeks out delicious baked goods that meet the changing needs and demands of consumers.

Finalists for the category, which is sponsored by Baker & Baker, were selected after an enjoyable morning of judging in which the panel eyed, prodded, sniffed, and tasted their way through an array of baked goods. Entrants were also judged on the innovation, whether the products met consumer needs, and the development process.

Here are the products deemed worthy of being named finalists at the Baking Industry Awards 2026:

Ginger & Marmalade Sourdough Bake, Lovingly Artisan

This crumbly bake has the feel of a parkin, all the characteristics of a cake, yet the main ingredient is sourdough breadcrumbs. Discovering varying levels of surplus bread at the end of each day (some of which is donated to local food banks), Cumbria-based Lovingly Artisan sought to turn the rest into sourdough breadcrumbs. It then sought to find an innovative use for it.

Enter the Ginger & Marmalade Sourdough Bake. The loaf starts with a traditional creaming method but with the sourdough breadcrumbs substituting most of the flour and the addition of ginger for a subtle warmth. Marmalade is then piped into the bottom of a lined tin and the cake batter spread on top before entering the wood-fired ovens.

“We’ve not seen anything like this before,” exclaimed the judges, noting the “incredible bake” on the product with a “lovely story behind it”.

Maple & Pecan Danish, Knead Bakery

The Maple & Pecan Danish was developed to meet growing consumer demand for bakery products that feel both indulgent and premium, while still offering a sense of familiarity and comfort.

Inspiration for the pastry, available at Knead Bakery’s locations in Oxford and The Cotswolds, came from a family recipe for a pecan pie. Its development focused on creating a maple glaze that complemented the roasted pecans and buttery laminated pastry without overpowering them.

“They have definitely executed what they set out to achieve,” declared the judging panel, who praised the pastry for being “beautifully layered with pockets of sugary, nutty gooeyness”.

Proper Sourdough Crumpets, Jason’s Sourdough

Jason’s Sourdough wanted to ‘rip up the rule book on what a crumpet could be’ and reimagine it through the brand’s lens by taking a familiar favourite and elevating it through slow fermentation and craft baking. It also marked Jason’s first venture outside of bread.

Keeping the recipe simple was an important part of this process. Like the wider Jason’s range, the crumpets contain no preservatives, additives, emulsifiers and no added yeast. They use slow fermentation to naturally develop flavour, structure and texture from just four ingredients – flour, water, salt and fermented wheat flour.

Judges enjoyed the “inviting sourdough aroma” noting that the crumpets had a “great chew and nice crust on the bottom” and were “delicious with or without butter”.

Tiramisu Brownie, Just Desserts

As the name suggests, the Tiramisu Brownie is a hybrid of two beloved desserts aiming to reimagine the nostalgic, classic taste of tiramisu through the modern format of a brownie. But Just Desserts was clear that both desserts must co-exist clearly within one product.

The resultant treat sees a rich, dark chocolate brownie topped with espresso-infused sponge fingers, thick layers of mascarpone icing, mocha coffee beans, and a dusting of cocoa powder.

The blend of contrasting textures was intentional to ensure an interesting experience for the consumer, Just Desserts explains.

“Indulgence galore” was how the judges summarised the experience, noting that it “delivered exactly what it says on the tin”.

Vanilla Brioche French Toast, Griddle Bakery

Griddle Bakery looked to bring the restaurant-quality French toast experience to at-home dining in a quick-and-easy format for consumers.

It’s answer? Frozen Vanilla Brioche French Toast. Available via Ocado, the NPD was rolled out to coincide with Griddle’s full brand relaunch. It sees thick slices of French brioche, soaked in a rich vanilla, egg and cream mix, soft in the middle, crisp at the edges, and ready from frozen in minutes via the microwave or air fryer. It’s made with only kitchen-cupboard ingredients; free-range eggs, real French butter, crème fraîche, sourdough, milk and orange blossom water.

“An innovative product which meets the needs of its target audience,” declared the judges, adding that the toast was “light and fluffy”, “sweet and buttery”, and had an “incredible aroma”.

White Chocolate Berry Cheesecake Cookie, Happy Cinnamon Artisan Bakery

The White Chocolate Berry Cheesecake Cookie reimagines a classic berry cheesecake as a modern artisan cookie.

Made with a rich red velvet-style dough, it combines white chocolate, creamy cheesecake filling and mixed berry compote to create layers of flavour and texture in one product. Crisp edges, a soft centre and bursts of sharp berry flavour balance the sweetness and make the cookie both indulgent and highly memorable, according to Happy Cinnamon Artisan Bakery.

The Cheltenham-based bakery said the cookie was designed to be both social-media friendly and commercially viable while remaining fully handcrafted and consistent for everyday retail production.

“A visually striking cookie which isn’t too sweet,” was what the judging panel had to say. They were impressed by the textures of the cookie and the filling.