A new range of sweet bakery treats for the coffee shop sector has been unveiled by wholesale distributor Booker.
Supplied ambient and offering an extended shelf life, the 20-strong range under its new brand Fihka includes the likes of Pistachio Cannoli, Lemon Shortbread Bars, White Chocolate & Raspberry Blondies, Brownie Traybakes, and Oat & Berry Cookies.
There’s also a seasonal collection including Chai & White Chocolate and Spiced Date & Fudge Cookies. Said to be ideal for afternoon tea and sweet sharing platters is a new Mini Sandwich Cake Collection, featuring flavours such as Cherry Bakewell, Light Matcha, Chocolate, and Victoria Sponge.
Booker’s existing sweet muffins have been given the ‘Fihka treatment’ through recipe updates, with White Chocolate & Raspberry, Blueberry Crumble, Lemon, and Triple Chocolate now comprising the mixed assortment. Familiar favourites such as Rocky Road and All Butter Flapjacks remain in the range, while the topped mini loaf cakes have been refreshed alongside the introduction of brand-new Lemon Meringue and Caramelised Biscuit flavours.
All Fihka products are individually wrapped and sold in multipack cases, making them easy to store and simple to serve as grab-and-go options. They can also be displayed unpackaged on the counter, on cake stands, or in domes for a homemade, just-baked look, suggested Booker.
The company highlighted how 15% of UK adults purchase out-of-home coffee at least once a week [Lumina Intelligence, July 2025], equating to more than nine million weekly occasions with that number continuing to grow. It said its Fihka range is designed to help operators turn that demand into incremental sales by strengthening the link between coffee and premium baked sweet treats.
“Fihka is a premium, contemporary and tempting selection of sweet treats and baked goods that operators can count on every time, delivering a greater sense of choice to the consumer,” commented Karen Poole, head of own brand and product at Booker.
“The ‘little treat economy’ is booming as consumers seek affordable, comforting pick-me-ups and personal treats amid economic caution. Outlets can become the destination for coffee and sweet treats and Fihka brings menu innovation to drive differentiation, provide relevance and appeal, all while delivering stronger margins for operators.”
Poole noted that the name Fihka was inspired by the Swedish cultural moment of a ‘coffee and a cake break’, which she said translates into taking a pause, relaxing, socialising with friends or colleagues. “Our new offering will support operators in becoming the go-to place for these occasions,” added Poole.
A subsidiary of Tesco, Booker has 189 branches across the UK, serving over 300,000 catering customers with fresh, chilled, frozen and ambient foods, snacks, and drinks. Its other own brands include Chef’s Essentials, Chef’s Menu and Chef’s Premium, Farm Fresh, and Blackgate.
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