With Valentine’s Day just around the corner, bakeries, retailers and supermarkets are rolling out personalised NPD to make romantic couples feel special.

From heart-shaped doughnuts to giant cookie pies, consumers can expect to indulge in style on 14 February.

Here’s the latest round of Valentine’s NPD:


Aldi has rolled out three sharing desserts that have been in-store since 6 February:

Valentine’s Cupcakes (99p/two-pack), in red velvet or chocolate flavours

Mini Heart Shaped Pancakes (£1.49/300g) comprising mini fluffy pancakes that can be eaten hot or cold or dipped, said the company.

Profiteroles (£1.99/eight-pack) filled with British cream and topped with Belgian chocolate fondant.

Oast to Host

Offering gluten-free and personalised goodies, Tonbridge-based Oast to Host is unveiling brownies, tarts and biscotti.

Its Message in a Million tart (£6.70) contains toffee with Belgian chocolate and is encased in an all-butter sweet pastry.

The Tongo (Tea on The Go) Selection Box (£13) features two raspberry Bakewells, one cherry frangipani, one millionaire (toffee covered with Belgian chocolate), two chocolate brownies and two cantucci-style Italian hard biscotti.

Couples can also indulge in a Valentine’s Tea for Two (£8),with four tarts baked with a sweet shortcrust pastry. The selection comprises two Bakewells, a cherry frangipani and a millionaire with a heart or personalised name.

Nora & Nama

The vegan artisan bakery is launching a series of heart-warming limited-edition bakes. Nora & Nama is based in Camden Market, London, which is home to a variety of vegan sweet treats. 

Its Valentine’s Hampers (£20) contain freshly baked heart-shaped items including Turkish baklava (biscoff or hazelnut), chocolate Austrian malakoff with nuts, and a jar of meringues.

For a decadent treat, the Valentine’s Celebration Cake (£25)comprises a red velvet cake hand-decorated with vanilla cream and flowers.

Primrose Bakery

London-based Primrose Bakery is offering cakes, biscuits and cupcakes to share with a loved one.

Its February special, the Pink Heart Cupcake (£3.25), is Victoria spongefilled with strawberry jam and topped with pink vanilla buttercream and a pink or white sugar cookie.

The Chocolate Dipped Heart Sandwich Biscuit (£1.95) comprises two chocolate or vanilla heart-shaped biscuits sandwiched together with pink buttercream, dipped in 70% dark chocolate and dusted with sprinkles.

Meanwhile, the Valentine’s Stripey Cake (£52.55) includes five alternating layers of red and white vanilla sponge, covered and filled with pink vanilla buttercream and finished with heart sprinkles.

Millie’s Cookies

The cookie brand is unveiling a new limited-edition Valentine’s range, including a Stuffed and Loaded Cookie Pie, priced from £26.99.

Designed for sharing, the Cookie Pie is made from two giant cookies and is filled with marshmallows, premium chocolate chunks and Jammy Heart biscuits.

Sweet twists to its cookie range come in the form of its Signature Pick & Mix Tin of 6 (£12.89), comprising Jammy Hearts with a milk chocolate base and Love Hearts on a double chocolate base.

Its Valentine’s Cookie Cupcakes (£1.79) feature a classic cookie baked in a cupcake shape, hand-iced with frosting and topped with sweets.

Marchesi 1824

Inspired by Cupid, the Milanese bakery specialist’s Heart Cake (£45)is made of almond sponge cake, pistachio, raspberry, jelly and white chocolate mousse, with lemon and red glaze.

Marchesi 1824’s decorated Biscuits feature shortcrust pastry with almond paste and glaze. Consumers can choose from designs such as an envelope, a red heart with an arrow or red heart with a key for £5, or two puzzle hearts for £10.


The bakery chain is rolling out biscuits including: a Valentine’s All Butter Biscuit (£1.50/each), made of shortbread, chocolate and edible hearts; and a Love Bug Biscuit (£1.25/each) comprising a red heart-shaped shortbread and chocolate-shaped bugs.

Cupcakes come in the form of a Red Velvet Cupcake (£1.10/each) with red velvet sponge, topped with buttercream and sprinkled with edible hearts; and a Rose Cupcake (£1.10/each) made from Cooplands chocolate sponge topped with hand-piped pink or white buttercream roses, available in pink or white.

Whittard of Chelsea

Whittard of Chelsea is launching a limited-edition Raspberry and White Chocolate Cake (£5 per slice) at its Covent Garden Tea Bar.

Couples can enjoy a romantic afternoon tea featuring this round sponge cake, studded with freeze-dried and fresh raspberries and topped with white chocolate buttercream.


Morrisons is launching Heart Shaped Doughnuts (£1/two-pack) containing raspberry jam and dusted with icing sugar.

Consumers can also try Victoria sponge cupcakes (£1.25/two-pack) including I Love ‘Ewe’ featuring a black sheep design, Avo Cuddle with a green avocado designor One in a Melon comprising a pink watermelon design.

Gail’s Bakery

Gail’s limited-edition Chocolate Sourdough contains pure cocoa powder, bittersweet chocolate chunks and malt. Gail’s recommends lightly toasting it to avoid the chocolate chunk melting away, and served with salty butter and a spread of marmalade.

The bakery is also selling a Salted Caramel, Chocolate & Hazelnut Tartlet, comprising a sweet pastry filled with chocolate & caramel and topped with candied hazelnuts.

Gail’s indulgent Chocolate Heart Biscuit features brown sugar sable, dipped in white, dark and ruby chocolate and topped with edible petals.

Consumers can also savour the Mushroom, Caramelised Onion & Raclette Quiche, madewith leftover Raclette cheese to support the business’ Waste Not campaign, designed to promote food and waste sustainability in 2020.


The celebration cake makers are unveiling a Mini Cake (£22) with orange sponge soaked in orange juice, filled with blackcurrant jam and white chocolate ganache with a personalised message.

Its biscuits comprise adult Dodgy Jammers (£3.25/each) made up of a buttery biscuit sandwiched with seedless raspberry jam; and Pecan Hearts (£6.50) featuring a buttery biscuit with a light pecan flavour rolled in sugar.

Pink Meringue Hearts (£6.50) include crisp pink meringue hearts with a soft and chewy centre.

To find out what other bakeries and retailers are doing this Valentine’s, check out our previous story:

Valentine’s NPD from Krispy Kreme, Waitrose, Biscuiteers and more