Valentine’s Day is fast approaching, and the nation’s bakers, retailers and manufacturers have whipped up a host of NPD to meet the demands of lovestruck consumers.

From retro-themed biscuits to heart-shaped delicacies, there’s something for everyone.

Here are some of the latest bakery items rolling out in time for 14 February:


Biscuiteers has unveiled a series of sweet treats to make loved ones feel special.

Its variety of heart-shaped biscuits include the Love is Sweet Luxe Biscuit Tin (pictured), with cherries, liquorice swirls, chocolate hearts, fizzy lemons and love hearts-shaped biscuits (£45).

Inspired by vintage love letters and letterboxes, the bakery has introduced its Personalised Vintage Love Letter Collection (£35) and intergalactic To the Moon and Back (£25), which features iced biscuits in the shape of spaceships, stars and a moon.

Its individual hand-iced gingerbread Jolly Gingers (£6.95 each) take examples from romantic icons Romeo, Cupid, Mr Darcy and Audrey Hepburn.

Paul UK

Paul UK is also rolling out heart-shaped delicacies from 4-16 February – a play on the bakery’s most popular bakes.

Its Sweethearts collection (£5.25 each/£10 for two) will be available in four St Valentine flavours, including carrot cake and cream cheese Carotte, Black Forest and Morella cherries Forêt Noire, dark chocolate and mousse sponge Craquant, and strawberries with pink marzipan Fraisier.

Other items include its £1.95 Chocolate Brioche, a sweet, golden bread dipped in dark chocolate.

Pierre Marcolini

The chocolatier Pierre Marcolini has partnered up with retailer Carine Gilson to unveil a ‘refined collection’, in stores now.

It has introduced its £36 Coffret Macarons As De Coeur, a box of 16 vanilla macarons (pictured) decorated with a velvet heart. Its flavours include raspberry, rose, palet or ganache and Madagascan vanilla.

A delicious desert for two comes in the form of the £15 Gateau Coeur Forêt Noire, a rich cake including homemade milk, chocolate sabayon and raspberries with a ‘dentelle de Quimper’ heart.

Hummingbird Bakery

The Hummingbird Bakery has teamed up with liqueur brand Baileys to launch a limited-edition Red Velvet Cupcake Deluxe (£3.25).

As the bakery’s most wanted flavour, its icing, sponge and cheesecake has been combined with Baileys’ classic cupcake. This velvety-smooth cupcake is available across all London branches of The Hummingbird Bakery and online until Saturday 29 February.

Fatherson Bakery

Designed for sharing, Fatherson Bakery’s two new offerings are made from its secret recipe.

The chocolate sponge cakes are available as a £5 Chocolate Heart Shaped Cake with red icing or Valentine’s Cupcakes (£4 for two, pictured) including vanilla sponge and icing.

The vibrant bakes are available from early February in the Co-op, Spar and Budgens.


Betty’s is offering treats designed for a special Valentine’s tea with your other half. This includes Valentine’s Fondant Fancies (£7.60/box of four), with a light Genoese sponge, buttercream and raspberry preserve and marzipan topping. Each cake is covered in pink or ivory fondant and hand-decorated with iced hearts.


Waitrose is catering to chocolate-lovers this Valentine’s Day by teaming up with luxury cake maker Fiona Cairns. First up are the duo of Fiona Cairns Hand Decorated Cupcakes (£2/two pack, pictured) – one topped with chocolate buttercream and the other with vanilla buttercream – which are finished with edible heart decorations.

There’s also the Fiona Cairns Seasonal Spring Fondant Cupcakes (£1 each). Sold on the patisserie counter, they’re available in chocolate sponge with chocolate fondant or golden sponge with pink fondant.

Maître Choux

Patisserie Maître Choux has unveiled a selection of Valentine’s pastries for couples feeling the love.

Its indulgent éclairs include Red Love (£5.80), containing Tahitian vanilla cream and raspberry purée, and Spanish Raspberry with raspberries and meringue.

To add a personal touch, consumers can create an I Love You (£5.20) éclair with a choice of fillings, including dark chocolate or smooth caramel.

Couples can also indulge in an éclair decorating workshop to build a choux tower out of mini éclairs or share a speciality Valentine’s Day Sweet Pink Afternoon Tea (pictured). The afternoon tea menu includes Maître Choux’s bestsellers – chouquettes, éclairs and choux – paired with a glass of bubbly.

Cutter & Squidge

Cutter & Squidge has given its signature biskie a makeover for Valentine’s Day. Available in a Biskie Box (£18.90 for six) they come in two variants – pink lemon cheesecake or choc caramel crunch (pictured). The fruity one is filled with a lemon cream cheese, lemon buttercream and raspberry jam with a digestive layer. The chocolate variant, meanwhile, is filled with chocolate buttercream and has a honeycomb crunch core.

Also available are Vegan Valentine’s Loaves in chocolate velvet or vanilla strawberry flavours (£35 for a box of 10). Rounding off Cutter & Squidge’s romantic range is the Valentine’s Day Biscuit Selection Box,filled with five types of biscuits: flower biscuit with raspberry jam; raspberry pink heart with buttercream; vanilla squares with a dark chocolate drizzle; pink squares with a white chocolate drizzle; and square shortbread cookies with sliced almonds and caramel.

Krispy Kreme

A twist on its signature doughnut range, Krispy Kreme has created a Hugs and Hearts range, available on Galentine’s and Valentine’s Day on 13 and 14 February.

Consumers can opt for the Original Glazed ring ‘hug’ or a classic raspberry jam filled heart.

It is also rolling out three limited-edition flavour hearts for the occasion, including the Nutty Chocolatta with a Nutella centre and hazelnuts on top, the White Chocolate Berry (pictured right)with a strawberry & white chocolate filling, hand-dipped with white chocolate flavoured coating and berry pieces, and finally the Dark Chocolate Mint (pictured left) with a mint chocolate filling and dark chocolate icing.