European bakery manufacturer Baker & Baker has agreed a new licensing partnership with global bakery brand Cinnabon which will see it launch branded products in the UK in-store bakery market.
Baker & Baker is kickstarting the relationship by launching a two-pack Cinnabon muffin (RRP: £1.80) and two-pack Cinnabon doughnuts (RRP: £2) with selected retailers this month.
Inspired by the firm’s iconic cinnamon rolls and cream cheese-style icing, the ‘soft and moist’ muffins have a cinnamon filling. It is then topped with a smooth layer of cream cheese flavour icing and finished with a delicate sprinkle of cinnamon biscuit crumbs.
The doughnuts, meanwhile, are ‘light and fluffy’, have a cinnamon filling and are finished with a swirl of velvety cream cheese flavour icing and crowned with crunchy cinnamon biscuit pieces.
They will launch in Co-op on 6 May and in Asda from 18 May with further distribution planned.
“We’re excited to bring the iconic Cinnabon brand into fresh in-store bakery, and we’ve identified a clear, untapped market opportunity for this type of premium bakery product in the UK,” said Michael Bancroft, licensing director at Baker & Baker.
“The Cinnabon brand will generate instant recognition amongst UK consumers within the bakery aisle, and create a new, distinctive offering for retailers to drive sales in sweet bakery.”
Dave Mikita, president of international and retail channels licensing at GoTo Foods, owner of Cinnabon, added that expanding the brand into UK grocery stores marks “an important step in our brand building strategy, broadening our reach and allowing us to give our fans more opportunities to enjoy our iconic brands in new and exciting ways”.
Cinnabon was founded in Seattle in 1985, growing substantially over the years with outlets across the US and a presence in 50 countries globally.
However, the latest deal comes not long after Cinnabon exited the UK market as all locations, including high street stores and shopping centre kiosks, ceased trading in 2025. Master franchisee for the US sweet bakery brand, EG On The Move, said the decision was not taken lightly but reflects the “strategic shift to focus on our core convenience retail business”.
Want to know more about the operators who remain in the UK out of home market? Then dive into British Baker’s exclusive Bakery Market Report 2026.
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