Fruity cheesecakes, free-from doughnuts, pastries, and muffins, as well as cookies flavoured with a classic teatime treat are among the latest sweet bakery innovations.
There are some limited-edition creations as part of week-long charity or month-long awareness campaigns. Others tap into demands for indulgence or fibre-rich goods, or the ongoing pistachio trend.
Check out our round-up of the sweet NPD recently rolled out by bakery brands:
Raspberry Cheesecake Doughnut, Birds Bakery
In celebration of National Doughnut Week 2026, starting tomorrow (16 May), Midlands chain Birds Bakery is selling a limited edition Raspberry Cheesecake Doughnut.
The new treat (rsp: £2, takeaway) is filled with light and fluffy raspberry cheesecake, topped with a silky sweet glaze and finished with freeze-dried raspberries for a vibrant burst of fruity flavour.
As part of the charity initiative, 20p from every sale will be donated to The Children’s Trust, which supports children with brain injuries.
Lamington doughnuts, Borough 22
Free-from doughnut specialist Borough 22 has drawn inspiration from Lamingtons, the iconic Australian sweet treats, for its new selection box.
The Lamington Collection (rsp: £34, six doughnuts) includes two each of:
- Jam-filled Lamington Squares – soft square doughnuts filled with sweet jam, coated in rich chocolate fudge and finished with coconut
- Strawberry Coconut Rings – fluffy ring doughnuts glazed with strawberry and rolled in coconut
- Caramel Biscoff Rings – golden caramel glaze finished with Biscoff crumble
All the items are plant-based and do not contain gluten, peanuts or tree nuts, as well as being halal and kosher certified.
White Chocolate & Raspberry Cheesecake, Gü
Another raspberry cheesecake, this time in its original format but with the addition of white chocolate, has been unveiled by premium dessert brand Gü.
The four-layered dessert combines a golden biscuit base with a vibrant raspberry compote, creamy mascarpone, and white chocolate cheesecake, topped with bronzed sugar sprinkles. The sweetness of white chocolate is balanced with the tangy raspberry, creating a delicious contrast, noted Gü.
Featuring the new-look packaging launched earlier this year, the packs of two cheesecakes in ramekins (rsp: £3.95) are available at Morrisons, Waitrose, Sainsbury’s, and Tesco stores. The brand has also rolled out new Fruit Crèmes in flavours of Lemon & Yuzu, Raspberry & Strawberry, and Mango & Passionfruit.
Pistachio cruffin, Richoux
French brasserie Richoux, now located at Langham Place near Oxford Circus in London, has reworked and refined its cruffin (croissant-muffin hybrid) said to be a favourite from its days in Piccadilly.
The updated pastry (rsp: £8) now comes with a luscious pistachio filling that “melts through delicate layers”. It is handmade using “time-honoured methods” and regenerative ingredients. Richoux has also created a Chocolate & Salted Caramel variant for a “more classic kind of comfort”.
Custard Cream Chunk’d n’ Loaded cookie, M&S
M&S has further expanded its Chunk’d n’ Loaded cookie range – first launched last summer – by adding a new Custard Cream flavour. These 105g cookies (rsp: £2 each) are studded with generous chunks of M&S Custard Cream biscuit to offer “irresistible chew and texture in every bite”, finished with a drizzle of white chocolate.
The retailer said it sold 4.5 million custard creams every year. Its new cookie follows launches earlier this year of the Giant Outrageously Chocolatey Custard Cream and the new range of Dunked N’ Loaded doughnuts.
Are your sweet treats the best in the nation?
Then be sure to enter the Baking Industry Awards 2026. There are 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 are now open and 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 18 May – 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.
Cheesecake range, The Wholesale Group
A dozen frozen cheesecake varieties have been rolled out by The Wholesale Group as part of its Chef Approved desserts range for foodservice operators across care homes, coffee shops, cafés, pubs, restaurants, and wider hospitality.
Among the 12 new thaw-and-serve cheesecakes made with a digestive biscuit base are four gluten-free options – Blackcurrant & Prosecco, Strawberry, Black Cherry & Dark Chocolate, and Raspberry & Gin (also vegan). There are also pre-portioned cheesecakes in flavours of White Chocolate & Raspberry, Sicilian Lemon, Caramelised Biscuit, and Toffee & Honeycomb. The final four are uncut fruit-topped cheesecakes featuring Strawberry, Mandarin, Blackcurrant, or Fruits of the Forest.
“Cheesecake remains one of the most dependable dessert formats for foodservice because it combines broad customer appeal with real practicality for operators,” commented Richard Ellison, own brand manager at The Wholesale Group. The company was created at the start of 2025 visa the union of two independent wholesale buying groups: Confex and Fairway Foodservice.
Babka, Tim Tams x Copains
With May being Coeliac Awareness Month, Australian chocolate biscuit brand Tim Tam has teamed up with gluten free Parisian bakery brand Copains to launch a limited-edition Babka.
The 100% gluten-free pastry (rsp: £8.50) features sweet, braided babka layered with ribbons of chocolate and pieces of gluten-free Tim Tam. It is available throughout this month at Copains’ two London bakeries – in Covent Garden and Islington.
“We’ve been blown away by how much Brits love Tim Tam Gluten Free in stores and partnering with Copains has allowed us to take our biscuit into a completely new space, reimagining what indulgence can look like for gluten-free consumers,” said Amber Dutkiewicz, market development manager UK&I for Arnott’s, the Sydney-based manufacturer behind the Tim Tam brand.
Breakfast Muffins, We Love Cake
Cumbrian manufacturer Bells of Lazonby has expanded the range of its free-from bakery brand We Love Cakes into the breakfast occasion with a new muffin.
Launched exclusively into Tesco, the Rise & Shine Breakfast Muffins (rsp: £2.75, two-pack) are gluten, wheat, and milk free while being the first product in the We Love Cake range to have a source of fibre claim. They feature gluten free oats, pumpkin seeds and dried fruit.
“Fibre is becoming an increasingly important focus for shoppers, but it’s also an area where free-from products haven’t always delivered. With Rise & Shine, we saw an opportunity to address that, creating a product that not only meets allergen-free requirements but also brings added nutritional value into the category,” said Josh Boydell-Smith, head of marketing at Bells of Lazonby, which is marking its 80th year of operations in 2026.
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