From mooncake to flapjack, and matcha to pumpkin spice, the sweet bakery market has been an explosion of creativity.
Here we look at the latest launches from businesses including Fox’s Burton’s Companies, McVitie’s, Bun House, Brioche Pasquier, The Little Bakery World and Flapjackery:
Barista macarons, Brioche Pasquier
Brioche Pasquier has launched a range of Barista Macarons under its Symphonie Pasquier brand for catering professionals.
The macarons are available in six flavours – vanilla latte, speculoos, viennese chocolate, caramel macchiato, cappuccino cocoa powder and pistachio latte – and have been developed to be paired with coffee.
They are made in France to an authentic Parisian recipe that calls for the macarons to have smooth crisp shells and a soft gooey centre with a generous amount of filling.
Mooncake box set, Bun House
London Chinatown business Bun House is giving the traditional mooncake a twist ahead of the Mid-Autumn Festival.
Falling on 25 September this year, the festival is celebrated when the full moon is traditionally at its brightest and is a time for Chinese communities to gather and share food including mooncakes.
Bun House has created a Mooncake Box that is priced £29 and features four cakes: Lava Custard, Red Bean, Mango Sago and Mango Matcha. The Lava Custard mooncake has a rich, creamy centre that melts into a molten custard heart; Red Bean combines a chewy red bean texture with a smooth, creamy paste; Mango Sago draws inspiration from the nostalgic Cantonese dessert; while Mango Matcha combines mango with nutty, earthy matcha for a bittersweet flavour profile.
Pumpkin spice chocolate biscuits, FBC
Fox’s Burton’s Companies (FBC) has unveiled a third limited-edition flavour for its Fox’s Chocolatey brand. Fox’s Chocolatey Pumpkin Spice Indulgent Creams are a chocolate-coated shortcake biscuit with a Pumpkin Spice flavour cream centre, and are available until December in retailers including Tesco, Asda, B&M, Heron, and Ocado (rsp: £3, 122g).
“Pumpkin Spice is one of the most recognisable autumn flavours, yet it has never been available in branded sweet biscuits,” said FBC chief sales and trade marketing officer Jo Harwood. “We’re confident Pumpkin Spice Creams will drive incremental spend by bringing new shoppers into the brand.”
Fox’s launched Dubai Style Indulgent Creams in 2025 and followed these with Matcha Indulgent Creams in May this year.
Ice cream desserts, Flapjackery
Devon bakery Flapjackery has partnered with ice cream and sorbet producer Granny Gothards to launch a range of ice cream desserts. Sold in individual 240ml tubs, they combines all butter-flapjack with milk ice cream to create a layered dessert inspired by some of the company’s bestselling flavours.
The initial line-up is Chocolate Millionaire’s, Raspberry & White Chocolate, and Apple & Blackcurrant. Each dessert has a flapjack crumble base that is layered with ice cream and finished with ingredients including fruit compotes from Waterhouse Fayre and a crumbled flapjack topping. Customers can purchase individual pots through Flapjackery shops in Padstow, Lymington, Tavistock and Dartmouth, while multipacks can be purchased online.
School cakes, The Little Bakery World
Two nostalgic products from newly launched sweet treat brand The Little Bakery World have just rolled out at Tesco stores: a four-pack of School Cakes and a 10-pack of School Cakes & Custard.
The four-pack (rsp: £2) contains classic vanilla ‘school cakes’ that are topped with sweet white icing and bright rainbow sprinkles. They are described as offering a playful treat suited to lunchboxes, afternoon snacks or sharing at home.
The 10-pack (rsp: £6.50) features soft vanilla and chocolate school cakes finished with icing and rainbow sprinkles and served around a smooth custard dip. “Designed for a nostalgic dessert or snack experience, it can be enjoyed hot or cold and is ideal for sharing,” said The Little Bakery World.
Salted caramel oaty cookies, McVitie’s
Following the launch of its Hobnobs Oaty Cookies range last year, McVitie’s has now introduced a salted caramel variant.
The new biscuits (rsp: £1.75, 155g) – available at Sainsbury’s, Morrisons, and Asda – combine the crunch of 100% wholegrain oats with milk chocolate flavour chips and a rich salted caramel flavour.
Pladis-owned brand McVitie’s said its latest NPD delivers the perfect balance of sweet and salty, and brings a more indulgent twist to the familiar Hobnobs biscuits just in time for autumn. Earlier this year, it unveiled high fibre Hobnobs Oaty Snaps, which form part of its pledge to double the volume of products it sells with lower levels of sugar, salt and saturated fat, and higher fibre and protein content, by 2030.
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