Filled ring doughnuts, a cocktail-inspired roulade, and a trio of cream buns are among the latest sweet treats unveiled by the nation’s bakers.
Some are extensions to existing ranges, tapping into trending flavours among consumers, while others help celebrate seasonal occasions, movie releases, and even weddings.
Get stuck into the latest round-up of bakery NPD below:
Tim Tam Extra Chocolaty, Arnott’s
Having entered the UK market just under a year ago, Australian chocolate biscuit brand Tim Tam is expanding its retail presence with a new Extra Chocolaty variant, available exclusively at Waitrose stores (rsp: £2.50).
The launch of the new biscuit, which offers a “more indulgent experience with a thicker chocolaty coating”, coincides with the first-ever Tim Tam Day, an annual celebration apparently well known with consumers down under.
Sweet Feast Box, Borough 22 Doughnuts
Inclusive sweet treat specialist Borough 22 has rolled out limited-edition versions of its plant-based and gluten-free (and therefore halal) doughnuts. Aimed at elevating Iftar and Eid celebrations, the Sweet Feast Box is available for nationwide delivery or via Deliveroo to London postcodes from 28 February until the end of March.
Each box of six, priced at £34, includes two each of the following trio of new Middle Eastern-inspired flavours:
- Pistachio Glaze – classic ring doughnut topped with a vibrant pistachio flavoured glaze
- Arabian Rose – classic ring doughnut flavoured with a delicate floral Arabian rose glaze, topped with rose petals
- Caramel Bliss – signature filled doughnut filled with buttery vegan caramel and rolled in sugar.
These can also be purchased individually for £5.95 at Borough 22’s Selfridges London Foodhall London concession.
Peach Bellini Meringue Roulade, Central Foods
Frozen food distributor Central Foods has added a Peach Bellini flavour to its range of Menuserve meringue roulades for the foodservice sector. Other roulade flavours available include Black Forest, banoffee, lemon, strawberry & prosecco, raspberry & hazelnut, and raspberry & white chocolate.
Said to be perfect for spring and summer menus, the new roulade is filled with peach curd and prosecco-infused dairy cream, hand-rolled and finished with a topping of honeycomb pieces. It is gluten-free and suitable for vegetarians, and sold exclusively via UK wholesalers in packs of two. Once defrosted they can be stored in the fridge for up to 48 hours.
Central Foods MD Oli Sampson said Menuserve meringue roulades were one of the company’s most popular desserts. “If all the meringue roulades we sold last year were laid end to end, they would be the equivalent of 100 times the height of the Eiffel Tower,” he declared.
Giant Stuffed Cookie, Chulo’s Stuffed Cookies
The Scotland-based brand known for its over-the-top cookies has taken indulgence to the next level with its newest creation, the Giant Stuffed Cookie. The colossal sweet treat (rsp: £45) weighs in at over 2kg and is packed with layers of cookie dough and filling – it serves between 12 and 16 people.
“We get messages every single week from you guys asking for Chulo’s for your birthday so we have created a giant version of our usual cookie,” wrote Chulo’s owner Rebecca Paterson when announcing the new product on Instagram. “The Giant Stuffed Cookie brings all the flavour, texture, and indulgence of our classic cookies but in a shareable, larger-than-life format.”
In ordering online, customers can choose from options for cookie dough flavour, two different stuffings, and topping, as well as decoration style (such as birthday cake, hearts, Milky Way etc). The item can be delivered or collected from Chulo’s Edinburgh or Glasgow stores.
Nutella Donuts, Ferrero UK
Following on from its 1kg Nutella cartridge for foodservice operators, Ferrero UK has now unveiled a doughnut filled with the hazelnut chocolate spread for in-store bakeries.
Available now in a twin-pack format (rsp: £2.65) at Tesco stores nationwide ahead of a wider grocery rollout, the doughnut is said to feature a soft, fluffy golden dough with Nutella injected at numerous points, allowing consumers to enjoy the unmistakable taste in every bite.
The NPD is an extension of Ferrero’s ambient bakery range, which includes Nutella Biscuits and Nutella Muffins for foodservice – the latter line was also introduced last year at Tesco, Morrisons, and Iceland stores, earning £3.5m in value sales (Nielsen data for the 52 weeks to 25 January 2025).
Pink cheesecakes, brownies and more, Gü
Marking this month’s release of the new Bridget Jones: Mad About the Boy movie, premium dessert brand Gü has given a pink makeover to the packaging for eight of its most popular products. This includes its ‘Zillionaire’ (rsp: £2.75), which comprises treacle cheesecake on a cocoa biscuit base with double chocolate ganache, salted caramel and bronzed sugar sprinkles.
Other Gü items looking pretty in pink are Salted Caramel Cheesecake, Chocolate & Honeycomb Cheesecake, Hazelnut Praline Zillionaire, Double Chocolate Brownie, Speculoos Cheesecake, Spanish Lemon Cheesecake, and Chocolate Melting Middle Hot Puds. Consumers can also scan a QR code on the packaging for a chance to win a luxury city break for two.
Gü supplies a range of chilled sweet treats to all major UK retailers from its manufacturing site in Bishops Stortford. Since being acquired by private equity firm Exponent in 2021, it has grown to surpass sales of £73.3m (Nielsen data for 52w/e 2 March 2024).
Wedding cakes, The Hummingbird Bakery
The Hummingbird Bakery has lifted the veil of its latest wedding cake collection, available to order online for next day delivery across London.
Described as offering a sophisticated take on minimalist wedding cakes, there are three different one-tier designs – Elegant White, Forever White, and Eternal White. These come in signature flavour choices of Red Velvet, Chocolate, and Vanilla.
Customers can expect light-as-air sponge and unctuous frosting, delivering “a little magic in every bite and the kind of melt-in-the-mouth moment every wedding deserves”. Prices start from £36.
Fastelavn Festival Buns, Ole & Steen
The Danish bakery chain is celebrating the Nordic carnival tradition of Fastelavn with a limited-edition launch of new cream buns.
The indulgent cream-filled pastries are available at all of Ole & Steen’s 26 stores in London, Windsor, Oxford, and Guildford throughout February at a special price of £3 (usually £5.45). A new flavour is being rolled out each week, including:
- Mocha Festival Bun – a rich combination of coffee cream and salted caramel, topped with whipped cream and dark chocolate
- Raspberry Festival Bun – a vibrant treat filled with chocolate and raspberry cream, topped with icing, extra raspberry cream, and freeze-dried raspberries
- Vanilla Festival Bun – a classic delight featuring whipped cream and white chocolate.
“These buns are a staple of Danish celebrations, and we can’t wait for people to experience their indulgent flavours and the joy of this tradition,” commented an Ole & Steen spokesperson.
Red velvet pancakes, M&S
Red velvet cake – but make it a pancake, says M&S in timely advice ahead of Pancake Day.
The retailer’s new buttermilk pancakes are flavoured with red velvet and studded with chocolate chips. Sold in packs of six (rsp: £1.90), M&S recommends to try loading them with fresh whipped cream, chocolate sauce, and berries.
Apple & Mango Lift Bars, Soreen
Soreen has added Apple & Mango flavour to its HFSS-compliant Lift Bar range, which was first launched in 2023 in Blueberry, Raspberry & Vanilla, and Chocolate Orange variants.
The UK’s No.1 healthy cake brand (Kantar data for 52 w/e 1 December 2024), which is owned by Samworth Brothers, said its latest NPD came in response to 2024 consumer research by Wirral Sensory highlighting that 72% of shoppers would prefer fruity flavoured Lift Bars for a mid-morning boost. They contain naturally occurring vitamin B12 to combat tiredness and fatigue and provide a source of fibre.
“We’re committed to championing feel-good nutrition,” said Liz Jacobs, marketing director at Soreen. “We’re uniquely positioned in the cake category to drive innovation and offer exciting new products in an aisle which is traditionally associated with afternoon and evening consumption.”
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