A matcha flavoured chocolate biscuit, a Jaffa cake-digestive hybrid, and an indulgent strawberries & cream sandwich are among the new sweet bakery items hitting the UK market for summer.
The sunny season also welcomes innovation from a trio of free-from bakery brands including ice cream filled cookie dough, celebration carrot cake, and caramel blondies.
Find out more information on each new sweet treat below:
Dairy cookie dough & gelato bites, Doughlicious
Gluten-free brand Doughlicious has unveiled a new dairy version of its Chocolate Chip Cookie Dough & Gelato Bites, said to have been requested by its customers for years. The launch is accompanied by two other existing variants – Non-Dairy Chocolate Chip and Chocolate Truffle – as part of a brand-new nationwide listing with Asda.
Each bite contains no more than 110 calories and pairs gluten-free cookie dough made with wholegrain oats and premium vanilla bean gelato, finished with a delicate cookie crumb (Rsp: £4 for a pack of six).
It comes at a time when the UK ice cream category has surged past £2bn in annual retail sales – up 12.3% year-on-year, according to latest Circana data – with demand for better-for-you, free-from formats among the fastest-growing segments.
Matcha chocolate biscuits, Fox’s Burton’s Companies
Tapping into the matcha trend, premium biscuit brand Fox’s Chocolately has rolled out new Matcha Indulgent Creams. It’s the second limited edition flavour in a viral-inspired series, following last summer’s Dubai Style Indulgent Creams which attracted 850k new shoppers to the brand [Worldpanel by Numerator data, 52w/e 5 October 2025].
The latest NPD (rsp: £3, eight-pack) features generously chocolate-covered biscuits with a delicate shortcake base and smooth matcha cream filling. They have been initially launched in Tesco and Booker, with a wider rollout at other retailers from 20 June.
“Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers. Its eye-catching colour, versatility and cultural appeal are just some of the reasons why,” commented Jo Harwood, chief sales and trade marketing officer at FBC.
Free-from carrot cake, Just Love
A new Carrot Cake for “deliciously inclusive” celebrations has been created by free-from cake manufacturer Just Love at its allergen-safe bakery in South Wales.
Comprised of spice-infused carrot sponge, and filled and topped with orange and vanilla flavoured frosting, the 1.2kg cake (rsp: £17, serves 14) is gluten free, milk free, and nut free. It is available in Waitrose stores across the UK.
Are your sweet treats the best in the nation?
Then be sure to enter the Baking Industry Awards 2026 – and quick, there’s just a week left! This year’s competition features 15 categories to choose from including New Bakery Product of the Year, Free From Bakery Product of the Year, and Bakery Manufacturer of the Year, as well as the brand-new Bakery Leader of the Year.
Now in its 39th year, the awards recognise talent, innovation, and dedication as it celebrates the best people, products, and businesses the industry has to offer.
Entries cost £90 plus VAT with the exception of Rising Star and Outstanding Contribution to the Baking Industry, which are free to enter. The entry deadline for all categories is Monday 1 June – to enter the awards, or for more information, visit www.bakeryawards.co.uk.
Finalists will be revealed on BritishBaker.co.uk in early September, with winners announced at a black-tie ceremony on Wednesday 25 November at the London Hilton on Park Lane.
Free-from blondies and squares, Lazy Day
Scottish free-from bakery brand Lazy Day has unveiled two new additions to its range: Caramel Blondie and Choca Mocha Squares. Both are vegan and free from gluten, milk, and egg; priced at £3.25 and available in Tesco.
The Caramel Blondie combines a gooey caramel base with chunks of golden biscuit, cherries and marshmallows, topped with smooth caramel and a delicate sprinkle of coconut. It is said to mark a significant step forward for the category, bringing a nostalgic yet elevated non-chocolate flavour profile.
Meanwhile, the tiramisu-inspired Choca Mocha Squares feature crunchy crisped rice coated in rich Belgian dark chocolate, layered with coffee-flavoured white icing and finished with a light cocoa sugar dusting.
Jaffa and jammy biscuits, McVitie’s
A collaboration between two iconic McVitie’s brands has given rise to new limited-edition Digestives in Jaffa Cakes flavour. These see baked digestive biscuit topped with a jaffa orange-flavoured jelly layer and a milk chocolate coating. First launched at Sainsbury’s (rsp: £2.35), they will roll out across grocery, wholesale and convenience from 29 June.
Pladis-owned McVitie’s has also expanded its portfolio with a new Jammy’s range, launched in two flavours of raspberry and apple. These comprise a light, crumbly biscuit packed with a vibrant jam centre and dusted with icing sugar. Both are priced at £1 (137g), with the raspberry variant available now in Iceland, B&M and Ocado, ahead of a wider retail rollout alongside the apple variant from 6 June.
Strawberries and cream sandwich, Le Café by Nicolas Rouzaud
London-based French pastry chef Nicolas Rouzaud has produced a second service of sweet NPD following last year’s tennis-themed treats.
Described as a love letter to Wimbledon season, the Strawberry Sandwich (rsp: £6 takeaway, £8 eat in at Le Café in Picadilly) has toasted brioche filled with vanilla mascarpone, layered with strawberry compote, and crowned with fresh strawberries.
From 29 June, the Wimbledon Special takes centre court. The tennis ball-styled entremet (£12 takeaway, £14 eat in) is crafted with vanilla and orange blossom cream paired with a bright strawberry and elderflower compote, balanced on a light sponge with a pistachio crunch.
Wee Chunkies, Walker’s Shortbread
Family-run Scottish shortbread manufacturer Walker’s has introduced a innovative new format, Wee Chunkies, designed to meet growing demand for premium, shareable treats.
Available in two flavours, the bite-sized biscuits feature the brand’s signature all-butter shortbread acting as a base for a chunky inclusions. The Triple Chocolate variant has a blend of milk and dark chocolate pieces in chocolate shortbread, while Chocolate & Caramel has pockets of gooey caramel and smooth Belgian chocolate in standard shortbread. They have both been rolled out at Waitrose and Sainsbury’s with an rsp of £2.50 per pack.
The launch comes as shoppers are making more frequent trips for immediate ‘everyday-evening’ and ‘weekend-wind-down’ treats. Key market trends reveal ’treats for tonight’ shopper missions have increased by over 7.5% in the last year [Kantar data, January 2025].
No comments yet