Check out the finalists for Online Bakery Business of the Year 2026

Thanks to our category sponsor

Indulgent sweet treats, personalised biscuits, and stand-out free-from offerings are among the finalists battling it out for the title of Online Bakery Business of the Year at the Baking Industry Awards 2026.

Sponsored by IRCA Group, the award celebrates businesses that sell baked goods via a direct-to-consumer website as the judges look for excellent website design, a well thought out experience, and items that have been delivered to appear as good as when they left the bakery.

Here are the four finalists in the running:

Borough 22

Off the back of its triumph in the Free-From category at the Baking Industry Awards 2025, free-from specialist Borough 22 is looking to add another trophy to its cabinet.

The London bakery specialises in doughnuts and sweet treats, such as brownies, which are vegan and gluten-free, and also free from many of the other major allergens.

Online sales account for just over a third of the business’ revenue with overall sales growing at around 70% year on year. It has focused heavily on creating a ‘seamless, trustworthy and engaging’ online customer experience which has been optimised for mobile shopping, fast checkout, and clear allergen communication to build confidence with customers managing dietary restrictions.

The judges described the website as “cool”, “fun”, and “very appealing”, which was backed up by an engaging social media presence and customer communications. They also praised the “bold packaging” and quality of doughnuts upon arrival, adding that the instructions on how to get the best out of the products was a “thoughtful touch”.

My Gluten Free Bakery

Another London-based free-from specialist has been named a finalist. My Gluten Free Bakery specialises in 100% gluten-free, plant-based, top-14-allergen-free bread, bagels, and baked goods, which it does ‘without ever compromising on taste, texture, or craft’.

This fits into its mission to prove that ‘free-from food doesn’t mean food that’s missing something’. The business describes its online presence as ‘the core of the brand’, accounting for more than half of its growing turnover with the rest coming from a partnership with Ocado.

While consumers can purchase a plethora of goods on a one-off basis, a subscription model sits at the heart of its online offering – providing customers with a regular, reliable delivery with a discount on top to encourage further loyalty.

The judges praised My Gluten Free Bakery for the quality of its sourdough loaves and baguettes, noting that the order process was “simple but effective”.

The Biskery

Leeds-based The Biskery was founded in 2016 by two working mothers. It has since flourished into a purpose-led business with a team of skilled women working flexible, family-friendly hours. Its mission is simple but ambitious: ‘to spread kindness in biscuit form and make 10 million people feel genuinely appreciated’.

With 99% of revenue coming from online sales, its website sits at the heart of this. Here, it serves two distinct but complementary audiences – individual customers looking for personalised gifts for a plethora of occasions, and corporate clients seeking branded biscuits for product launches, client gifting, and more. Both journeys begin online, and both are supported by what The Biskery describes as a seamless ordering experience, clear photography, and responsive customer service.

The Baking Industry Awards judges agree noting that products were “delivered quickly, safely, and to a high quality” in lovely packaging. The personalisation was also tested, with great printing results.

The Cookie Dealer

The Cookie Dealer says it isn’t just making cookies; it’s creating mouthwatering masterpieces that’ll leave consumers craving more.

It specialises in handcrafted New York-style stuffed cookies, sold directly to customers across the world. It’s known for innovative flavour creations, limited-edition drops, and high-quality ingredients, which have helped build a loyal and engaged customer base. Current flavours include Strawberry Trifle, Dubai White Chocolate, Banoffee Pie, and Caramelised Biscuit.

Investment in high-quality photography and engaging content is helping to drive sales although The Cookie Dealer is continuously reviewing website performance, customer behaviour, and conversion data to improve the user experience and increase customer satisfaction.

“Indulgent” was how the judges described the cookies noting that the packaging kept the products safe in transit and the individual wrapping allowed them to stay fresher for longer.