An exquisite honey bun, a new shape for an iconic biscuit, and a chocolate & caramel celebration cake are among the new sweet treats launched by bakery suppliers.
There’s also vegan stuffed cookies to help mark the upcoming National Biscuit Day, versatile little sponge cakes for foodservice operators, iced and filled doughnuts, and even a range of pop tarts springing up on TikTok Shop.
Check out more details on each sweet bakery innovation below:
Salted caramel & nut doughnut, Baker & Baker
Sweet bakery supplier Baker & Baker has introduced a double-filled salted caramel & nut doughnut to the UK, after proving popular with its European customers.
The treat is filled with nut-nougat and salted caramel cream, and decorated with a salted caramel glaze, milk chocolate drizzle and a sprinkle of crunchy hazelnut pieces. It contains no artificial colours, flavours, preservatives or eggs, and is suitable for vegetarians, noted the company.
“We’ve introduced this product to capitalise on a very popular flavour in the UK”, commented Helen Sinclair, UK marketing manager at Baker & Baker, who added that it would help their foodservice and wholesale customers “remain competitive during these challenging times”.
The thaw-and-serve doughnut, which offers a three-day shelf life, becomes the latest permanent addition to Baker & Baker’s portfolio and follows on from its launch of the Victoria Muffin, a new format for the quintessential British sponge cake.
Mayfair Bun, Brown’s Hotel
There’s a new bun in town, proclaims London’s oldest hotel, Brown’s, as it unveils its latest pastry creation: the Mayfair Bun. Described as a delicate balance of indulgence and restraint, the bun is baked in beeswax, draped in honey (sourced from Rhug Estate in North Wales), and dusted with floral bee pollen. This helps it acheive a ‘subtle sweetness that lingers without overpowering’.
To honour the hotel’s address – 33 Albemarle Street – only 33 buns will be available each day from 11am, with each featuring 33 layers of pastry. From every bun (rsp: £20) sold, a £1 donation will be made to Bees for Development, an international charity harnessing the power of beekeeping to transform lives and support biodiversity.
“The Mayfair Bun is all about craft, provenance, and a little bit of fun,” said Adam Byatt, chef director of food and beverage at Brown’s Hotel. “We wanted to reimagine a classic British treat with refined techniques and exceptional ingredients.”
Stuffed Cookies, Cake or Death
Exeter-based vegan brownie specialist has pivoted to stuffed cookies, just in time for National Biscuit Day on 29 May. The new lines also help it move away from a heavy reliance on chocolate as prices for the ingredient soars.
The box of five cookies (rsp: £20) comes in three flavours:
- Biscoff cookie dough – stuffed with a combination of chocolate brownie and Biscoff Spread, topped with Biscoff crumb
- Funfetti – vanilla cookie dough stuffed with chocolate brownie and topped with multicoloured sprinkles
- PBJ – peanut cookie dough stuffed with chocolate brownie and strawberry jam and topped with toasted peanuts.
As with all Cake or Death products, the Stuffed Cookies are plant-based and available for nationwide delivery through letterboxes in a pink leopard print box and including a personalised note.
Ready-to-bake cookies, Country Choice
Aimed at meeting growing demand for indulgent sweet treats is Country Choice’s new selection of premium, ready-to-bake cookies for convenience retailers. The two core flavours are Belgian Milk Chocolate and Triple Belgian Chocolate – which the bakery supplier advises to be stocked all-year round – while there is also a limited-edition White Chocolate & Lemon Cookie as a light and zesty option for the sunnier seasons.
Each cookie contains 50% more chocolate than those in Country Choice’s standard ready-to-bake range and, at 80g, they are also 60% heavier. Retailers can package them as single units in film-fronted bags (rsp: £1.75) or offer as multipacks of two (rsp: £3) or three (rsp: £4.50).
The cookies are supplied in cases of 30 and have a shelf life of three days when kept wrapped or two days when unwrapped.
Under The Sea Minis Party Rings, Fox’s Burton’s Companies
For the first time in its 42-year history, Fox’s Party Rings have been rolled out in a new shape. Under The Sea Minis offer the much-loved iced shortcake biscuits in fun, bite-sized fishes, available in packs of six (rsp: £1.50) at Asda stores for a 12-week period from 24 April.
“In initial testing, the products performed incredibly well with consumers, outperforming industry standards by 24%, so we’re confident they will be a hit,” commented David Hebson, trade marketing director at FBC, referring to a concept screening conducted by Toluna in June 2024.
Designed to attract the family shopper and boost basket spend, the move follows strong performance of the manufacturer’s Mini Party Rings range which is now worth £13.5m [NIQ data for 52w/e 28 December 2024] with a repeat purchase rate of 56% [Kantar data for 52 w/e to 23 February 2025]. It also comes after Fox’s refreshed its Party Rings packaging with a ‘Colour Me In’ design, alongside a new limited-edition Strawberry flavour launched in March.
Cherry Bakewell and Pistachio Iced Doughnuts, Krispy Kreme
The doughnut brand has rolled out two new limited edition iced doughnut varieties (rsp: £2.65), available at all UK shops and cabinets until 17 September.
The Pistachio Iced Original Glazed doughnut is dipped in pistachio icing and topped with white icing and real raspberry pieces, while the Cherry Bakewell Original Glazed doughnut is topped with almond flavoured icing, cherry icing, and freeze-dried cherries.
Strawberry Cheesecake Doughnut, Lidl
The discounter has combined two sweet treats together in its latest limited-edition bakery item, the Strawberry Cheesecake Doughnut.
Priced at just 79p and available till 28 May while stocks last, the new doughnut comprises creamy, fruity icing atop soft, sugar-dusted dough. Lidl said it offers a ”decadent bite that balances tangy strawberry notes with rich cheesecake flavour in every indulgent mouthful”.
In addition, Lidl is set to bring back its Cheesecake Brownie (89p), which amassed over 52k likes on TikTok during its previous guest appearance in 2024. The retailer recently dropped prices on 11 in-store bakery (ISB) items including rolls and croissants in celebration of beating Tesco for the largest ISB market share last year.
Tigres sponge cakes, Pidy
European patisserie specialist Pidy had expanded its range of ready-to-use products with new Tigres sponge cakes. Featuring a dimpled top to resemble a savarin, the cake consists of sweet, fluffy sponge with a slight hint of cocoa powder to provide a deeper and richer colour plus mini chocolate chips.
The subtle sweetness means the versatile cake is compatible with a range of fillings, most commonly a rich praline or a chocolate ganache, noted Pidy. They are sold frozen, requiring a few hours to defrost before being ready to serve.
“Building on our range of sponge sheets, blocks, and round cakes, we’ve drawn on our roots and the expertise of our parent company, Bouvard Pro, to create our Tigres sponge cake to a traditional French recipe,” said Fabien Levet, commercial manager at Pidy UK. “This versatile sponge offers a point of differentiation on menus whilst still delivering familiar fan favourite flavours.”
Cadbury Caramel Celebration Cake, Premier Foods
This new launch aims to leverage the popularity of the nation’s favourite chocolate brand [Circana data for 52w/e 1 March 2025] to help retailers tap into the popular caramel flavour, which has grown 10% year-on-year in cakes.
The new cake features a chocolate flavoured sponge with layers of smooth caramel flavour crème and rich caramel sauce, hand decorated with milk chocolate and caramel curls, caramel pieces, and milk chocolate chunks. Priced at £15, it serves 14 people and is available now at selected Morrisons stores before a wider rollout from June. Meanwhile, Cadbury Caramel Mini Rolls have also been brought back (rsp: £3.50 for a 10-pack).
Cadbury Cakes, which is manufactured by Mr Kipling brand owner Premier Foods, has previously launched Flake and Crunchie versions of celebration cakes as well as a Dairy Milk Caramel Layer Cake. The Cadbury caramel sub-brand is already a consumer favourite worth £169m [Circana 52w/e to 25 January 2025], and Premier Foods said it will use the same well-loved taste credentials to help retailers drive even more sales.
Toast’em Pop-Ups range, Worldwide Global Brands
As the original pop tart, introduced to the market in 1964, Toast’em Pop-Ups are perhaps an obvious choice for the first product to launch on Worldwide Global Brands’ upcoming TikTok Shop (as well as via Amazon).
The frosted pastries, which are intended as a quick breakfast or on-the-go snack, are available in packs of six (£5.50 for two packs) in five flavours: S’mores, Strawberry, Cookies & Crème, Chocolate Fudge, and Blueberry.
Established in 2021, Worldwide Global Brands is a London-headquartered manufacturer and distributor offering a range including cakes, snacks, breakfast cereals, drinks, and home baking products.
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