A trio of lovely looking fruit Danish pastries surrounded by coffee and fruit

Source: Schulstad Bakery Solutions

A pastry swirled with Milka chocolate, a mash-up of McVitie’s Digestives and Gold Bars, and a trio of fruity Danishes make up the latest sweet bakery innovation.

Here is a closer look at the NPD:

Pastry swirls dotted with chocolate chips

Source: Bridor

Pastry Swirl with Milka, Bridor

French bakery manufacturer Bridor has partnered with German chocolatier Milka to bring its Swirl with Milka Chocolate pastry to the UK.

The new pastry combines a ‘light and flaky’ Viennese pastry and a smooth pastry cream, with Milka chocolate chips made from palm oil free and 100% sustainable cocoa, Bridor said.

Available in boxes of 66, the 95g pastries come frozen and ready to bake in 16-18 minutes at 165-170°C following a period of 35-45 minutes at room temperature. Bridor has also designed branded, recyclable greaseproof paper bags to accompany takeaway sales, as well as repositionable stickers to catch the eye of consumers.

“We are excited to be bringing the Swirl with Milka Chocolate to the UK following its great success in France,” said Erwan Inizan, UK sales director at Bridor. “Milka shares our dedication to producing exceptional quality products with responsibly sourced origins and we are delighted to have collaborated to bring caterers and retailers a delicious pastry.”

A full sales kit is available for Bridor customers, which includes Milka branded bags and stickers as well as shelf tags and posters that will help drive sales and prompt impulse buys.


McVitie's Gold Digestives in packaging

Source: Pladis

McVitie’s Digestives Gold, Pladis

Biscuit behemoth Pladis is combining two of its iconic sweet treats into one product.

The snacking giant’s latest launch sees McVitie’s Gold Bars combined with McVitie’s Digestives to create the limited-edition McVitie’s Gold Digestives. Launching in early July, the biscuits feature the classic golden-baked digestive with the golden caramel chocolate.

It has been created in response to consumer demand, Pladis said, and adds to an impressive track record of successful innovation for McVitie’s Gold including McVitie’s Gold Billions Wafer, which was rolled out in 2023.

“McVitie’s Gold Digestives have been created with the latest flavour trends in mind to unlock another golden sales opportunity for retailers,” explained James King, marketing director – McVitie’s, Pladis UK&I. “An overwhelming 96% of 18 to 35-year-olds have already expressed intent to purchase McVitie’s Gold Digestives, clearly signalling the opportunity for retailers.”

Available in 232g packs of 15 biscuits (with a rsp of £1.89), McVitie’s Gold Digestives will hit shelves in Sainsbury’s from 7 July before rolling out more widely across multiple grocery, convenience, and wholesale from the middle of the month.


Three fruit Danish pastries on an oval plate on a pink background

Source: Schulstad Bakery Solutions

Signature Fruit Danish Selection, Lantmännen Unibake

Lantmännen Unibake has sought to bring on-trend sweet bakery options to the out-of-home market by launching a trio of Signature Fruit Danish Pastries under its Schulstad Bakery Solution brand.

The pastries are available in three flavours:

  • Morello Cherry & Almond Bakewell – this square pastry is filled with Morello cherry and almond frangipane, topped with crisp, toasted almonds and a drizzle of icing
  • Apple & Cinnamon Custard Square – giving a modern twist to apple pie flavours, this is filled with pieces of apple in a cinnamon-infused crème anglaise and topped with a caramelised biscuit crumb
  • Rhubarb Madagascan Vanilla Custard & Meringue – a Danish pastry square filled with pieces of tart rhubarb in a Madagascan vanilla custard, topped with crunchy pieces of meringue

The range could attract new consumers into the category by tapping into trends seen across artisan bakeries for dessert-inspired nostalgic flavours, and sweet pastries that feature visible fruit pieces, the manufacturer said. Consumer research by the brand found that 97% of those polled would buy a Signature Fruit Danish Selection pastry in an out-of-home setting and almost half (49%) would be willing to pay £3.49 for one in a coffee shop. They also tick the box for more than half of consumers (52%) tempted by retro flavours, it added.

“Our Signature Fruit Danish Selection range has been designed to drive customer demand and create a premium tiering within the pastry category, tempting consumers to trade up and choose a more decadent treat,” Samantha Winsor, marketing manager at Schulstad Bakery Solutions commented.