Walk into any supermarket with a bakery counter, and you can buy a Marvel cake for your eight-year-old's birthday. Spider-Man, the Avengers, PAW Patrol – licensed character products for children are so normalised in retail bakery that we have stopped noticing them. The licensing model is mature, the margins are understood and the consumer demand is consistent. Now consider this: there is a generation of adult readers – overwhelmingly women in their twenties, thirties and forties – with...

St Pierre has launched All Butter Croissant Rolls exclusively in Tesco. A fillable, flaky hybrid format aimed at the premium bakery occasion shopper.

Nestlé Professional has launched a branded muffin range with Cherrytree Bakery, tapping into data showing UK consumers are more likely to buy sweet bakery they recognise.

A fresh spring range that blends café culture with nostalgic comfort, bringing together familiar favourites, simple choices and feel good moments inspired by everyday food memories.

Scottish Bakers' 2026 Bakery Category Insight Reports, produced with Dawn Foods, show spend growth across both savoury and sweet bakery in Scotland, with cookies the standout performer.

St Pierre's Croissant Loaf brings a category-first hybrid format to UK breakfast bakery, pre-sliced for convenience, croissant-textured and available from April 2026.

Tim Tam Original Gluten Free lands in Sainsbury's and Tesco this April, timed to Coeliac Awareness Month and backed by a 2025 Free From Food Awards Gold Medal.

Warburtons and Only Curls have launched a bakery-scented hair gel rooted in the old saying that eating bread crusts makes your hair go curly.