As summer unfolds, bakery brands are leaning into seasonal flavours, playful collaborations, and lighter indulgence to tempt consumers.
From tropical doughnuts and ice cream-inspired treats to character-themed cakes and fruit-filled biscuits, the latest launches showcase a mix of nostalgia, novelty and premium positioning.
Here, we round up the latest products landing on shelves this month:
Tropical doughnuts, Borough 22
Free-from doughnut brand Borough 22 employs vibrant summer flavours in its new limited-edition Carnival Collection. Its box of six fried doughnuts (rsp: £34) features three different varieties – including the earthy sweetness of Strawberry Matcha, the tropical taste of Piña Colada with pineapple glaze and coconut, and the zesty freshness of Mango Lime.
Available until September, the doughnuts are handcrafted at its dedicated gluten-free bakery in Brockley Cross Business Centre, south London. They are also plant-based, dairy-free, egg-free, peanut and tree nut free, halal-friendly and Kosher certified. Borough 22’s original vanilla glazed doughnut is the reigning Free-From Bakery Product of the Year, which had judges at last year’s Baking Industry Awards lauding its “fantastic structure”.
Miffy’s cakes and biscuits, Cutter & Squidge
Through a brand partnership brokered by Rocket Licensing, London-based sweet treat specialist Cutter & Squidge has launched a range of Miffy bakery products including cakes, biscuits and more.
A highlight is the Miffy’s Strawberry & Peach Melba Cake (rsp: from £49.99 | 6-inch), which has layers of vanilla sponge filled with peach jam, strawberry cream cheese frosting, and peach buttercream. The top is piped with pastel shades of green, yellow, blue and pink buttercream, with a Miffy face cutout, finished with sliced strawberries and scattered rainbow petals. There’s also a tin of Miffy’s Biscuits (rsp: £23.99), shaped like Miffy herself and filled in flavours of Lemon & Vanilla, Strawberry, and Peach.
Available at Cutter & Squidge’s flagship café in Soho (rsp: £45) is the Miffy’s Afternoon Tea, comprising the likes of cheese and chutney brioche, egg mayo charcoal roll, coronation chicken sourdough, strawberries cream biskie, Miffy’s strawberry sprinkle posset, a slice of Miffy’s Strawberries Peach Melba Cake, and two scones with Rodda’s clotted cream and strawberry jam, served with tea. Consumers can order an adapted version of the Afternoon Tea for home delivery too (£34.99).
Ice cream doughnuts and cookie, Donutelier
To mark National Ice Cream Day (19 June), boutique bakery brand Donutelier has launched a sundae-inspired dessert at its new Oxford Street store that combines soft-serve ice cream with doughnuts or cookies (rsp: £7.50 each). A trio of flavours are available including:
- Dulcey Ice Cream Donut – honey butter doughnut with caramel ice cream, toffee sauce, caramelised pecans and crunchy sable chunks
- Vanilla-Berry Ice Cream Donut – honey butter doughnut with vanilla ice cream, berry coulis, and fresh strawberries
- Vanilla-Chocolate Ice Cream Cookie – choice of double chocolate or chocolate chip cookie with vanilla ice cream, chocolate sauce and chocolate flakes.
Meanwhile, the brand’s bestselling doughnuts have inspired a new line-up of seasonal beverages such as Blueberry Matcha Cloud, Strawberry Matcha Cloud, Iced Chocolate Pretzel Mocha, Iced Rochers Gianduja, Iced Vanilla Pecan, and Berry Pink Lemonade. Donutelier doubled its London retail presence last year, adding a flagship store on The Strand as well as Oxford Street that joined existing sites on Carnaby Street and the original one on Charing Cross Road.
Chocolate orange biscuit, Fox’s Burton’s Companies
The new Maryland S’wich Terry’s Chocolate Orange heralds the first time that Terry’s chocolate orange flavour has been made available in sweet biscuits. The NPD from manufacturer Fox’s Burton’s Companies (FBC) puts Terry’s orange oil into a chocolate chip cookie sandwich (rsp: £1.39, 150g).
It also sees the first flavour extension of the Maryland S’wich since it debuted in July 2025, with FBC noting that chocolate orange stands as one of the top five flavours in anytime treats across grocery multiples [Circana, 52 w/e 11 October 2025].
“The collaboration is designed to engage both existing fans and new consumers in the chocolate confectionery category, while creating meaningful opportunities to support category growth and sales performance,” commented Jo Harwood, chief sales and trade marketing officer at FBC. “The launch is also expected to benefit from the seasonal association and pull that Terry’s has around Christmas following its initial launch period.”
Variety Bites, Krispy Kreme
The new offering from doughnut brand Krispy Kreme is an elevation of its Bites format, introducing a collection of flavoured toppings and sprinkles.
The Variety Bites box contains Original Glazed Bites in new flavours Rainbow Sprinkle, Milk Chocolate Sprinkle, and Chocolate & Salted Caramel, available in eight-packs (from £6.49) or assortments of 24 (from £12.99) for a limited time at all UK and Ireland shops as well as via nationwide delivery.
Cream Tea Scone Cake, Lola’s Cupcakes
Lola’s is celebrating its 20th anniversary with a quintessentially British celebration cake inspired by a cream tea.
The aptly named Cream Tea Scone Cake features layers of vanilla sponge filled with strawberry delifruit and clotted cream mascarpone, made using Rodda’s Cornish clotted cream. It’s available in three sizes – small (5.5”), medium (7”) and large (9”) – and is presented on a white board, with the option to add a personalised message.
“Twenty years ago, Lola’s set out to be the cake brand that shows up for people, and that’s exactly what we’ve tried to be,” said Lola’s MD Asher Budwig. “For our 20th anniversary, we wanted to create something joyful, nostalgic and unmistakably British, while still feeling very Lola’s. The Cream Tea Scone Cake is our way of celebrating the people and occasions that shaped the brand over the last two decades.”
Alongside the celebration cake, Lola’s is releasing a limited-edition cupcake box featuring three flavours with each a nod to the ingredients, occasions and spirit that have marked 20 years of baking. They are:
- Cream Tea: vanilla sponge, strawberry delifruit and clotted cream mascarpone, made with Rodda’s Cornish clotted cream, topped with a mini scone and a fresh strawberry
- Lemon Tart: lemon sponge, lemon curd and lemon mascarpone, finished with a mini lemon curd tart
- Vanilla Jammy Dodger: vanilla sponge, raspberry delifruit and pink buttercream, topped with a mini Jammy Dodger and fresh raspberries.
The box is priced at £30 and is available at Lola’s stores and nationwide delivery.
Hobnobs Oaty Snaps, McVitie’s
McVitie’s is tapping into demand for higher fibre products with the launch of Oaty Snaps.
The high fibre biscuits are available in Vanilla and Caramel flavours (rsp £1.49 per 167g pack), and feature 100% wholegrain oats. They boast 1g of fibre per biscuit – equivalent to 8.7g per 100g. For comparison, a regular Hobnob also has 1g of fibre per biscuit but only 6.5g per 100g.
McVitie’s said the biscuits combine Hobnobs’ ‘signature oaty goodness with a satisfying snappy crunch’ in a format which is compliant with HFSS regulations.
“We are excited to launch Hobnobs Oaty Snaps at a time when fibre continues to be a focus for British consumers, with many people not getting enough fibre in their daily diets,” said Annalisa Fanali, marketing manager, Pladis UK&I. “Hobnobs Oaty Snaps offer a delicious and more permissible way to enjoy a biscuit break, bringing together great taste, satisfying texture and the benefits of wholegrain oats in every bite.
Oaty Snaps are rolling out now across multiple retailers and discounters.
Strawberries & Cream Tim Tam, Arnott’s
The iconic Australian biscuit Tim Tam has been given a fruity makeover with a new limited-edition Strawberries & Cream variant hitting shelves in Tesco, Sainsbury’s and Ocado this summer.
The latest iteration (RRP £2.50), which follows in the footsteps of a white chocolate version released last autumn, sees two malted biscuits sandwiched with a smooth strawberry cream centre and covered in a white chocolate coating.
“Tim Tam Strawberries & Cream is everything we love about summer in biscuit form – a fresh strawberry aroma, a velvety cream centre, all sandwiched between two iconic Tim Tam biscuits and wrapped in white choc,” said Francesca Reid, global brand lead at Tim Tam.
“We know the UK has already fallen for Tim Tam, and we’re confident this new flavour is going to be the ultimate crowd pleaser.”
No comments yet