Nestlé Professional has launched a range of branded muffins produced in partnership with Cherrytree Bakery, now core listed with Sysco/Brakes. The three variants, Aero, Rolo and Munchies, are a direct response to research the company commissioned earlier this year, which surveyed 1,000 UK consumers on their out-of-home sweet bakery habits. The data makes the commercial case plain: 63% of UK and Ireland consumers are more likely to purchase sweet bakery when it carries a brand they recognise and Nestlé brands specifically drove interest among 54% of respondents.

That figure matters because the decision to lean into existing confectionery IP rather than develop new bakery-specific branding reflects a deliberate strategy. During inflationary periods, the research found, consumers gravitate towards familiar names and flavours they find reassuring.

Brand familiarity is particularly pronounced among younger shoppers with 77% of those aged 25–34 saying that seeing a trusted brand is important when choosing a sweet baked good out of home, compared to 46% of those aged 55 and over. Separately, 40% of UK consumers identified Nestlé-branded sweet bakery as most appealing when purchasing out of home, with Nestlé brands ranking in the top three overall.

A category with momentum

Sweet bakery is a £2.8bn category and Nestlé Professional's own Kantar panel data (52 weeks to 29 December 2024) puts the broader market at £2.7bn in value, up 10.3% year on year, with 1.5 billion packs sold across 39.8 million shoppers. Muffins specifically recorded value growth of +12.9% in the same period, behind cookies (+15.2%) and croissants (+14.7%) but ahead of several other subcategories.

In terms of out-of-home preference, muffins are chosen by 13% of consumers as their go-to OOH sweet treat, the same proportion as cupcakes and ahead of croissants (12%).

The afternoon occasion is now the primary consumption window. Where lunchtime held that position in 2023, by 2025 a third of consumers say they reach for sweet baked goods between 2pm and 5pm. In sales terms, 21% of OOH sweet bakery purchases happen in that 2–5pm slot, with another 24% occurring in the evening between 8pm and midnight. Muffins, with their broad demographic reach and all-day suitability, sit well across these occasions, something the report explicitly highlights as a factor in their continued relevance.

Practical efficiency

The practical specification is straightforward: each product is supplied frozen in cases of 2 x 12 muffins, with a five-day ambient shelf life once thawed and a thaw-and-serve preparation method. That format directly addresses one of the structural challenges in foodservice bakery, waste from over-defrosting, by allowing operators to defrost to demand. For sites with variable footfall or limited back-of-house storage, that flexibility has a measurable impact on margins.

The listing on Brakes puts the range inside one of the UK's largest foodservice distribution networks, removing a significant barrier to trial for operators who might otherwise need to source through smaller, less familiar suppliers.

Visual appeal and travel ability

One finding from the research that has a direct bearing on format decisions: 73% of consumers say the visual appearance of a sweet baked good influences their purchase decision and 83% of those want their treat to look appealing. That's a high bar for a frozen-thaw product and it places weight on the quality of Cherrytree Bakery's production credentials as much as on the brand names themselves.

Equally relevant is where consumption is actually happening. In 2023, two thirds of sweet bakery items bought from retail were eaten outside the home. By 2025, that pattern has reversed, over half (51%) of sweet bakery purchased out of home is now consumed at home. A further 16% is eaten at the point of purchase and 11% on the go. The practical implication for operators is that products need to hold their quality after the point of sale, not just at it. A muffin that travels well and retains texture over several hours is a different product requirement from one designed for immediate counter consumption.

The brand question

Not every operator will see a named confectionery brand as the right fit for their offer. Independent cafés and bakeries in particular may have reasons to prioritise their own-baked identity. But the channel data suggests the opportunity is concentrated elsewhere.

Supermarket in-store bakeries account for 35% of OOH sweet bakery purchases, bakery chains and supermarket packaged sections each account for 22% and independent coffee shops and branded coffee chains together represent 30%.

Quick-service restaurants, convenience stores and petrol stations make up much of the remainder. For operators in those higher-volume, lower-differentiation channels, a recognisable name on the counter does different work than it would in a craft bakery.

The report also notes that shopper repertoires are broadening, consumers are buying across more subcategories, including cookies, croissants, muffins and scones, which spreads purchase frequency rather than concentrating it. Operators who stock a narrower range risk missing spend that goes to more varied competitors.

Source: Nestlé Professional Sweet Ambition: Growing Sweet Bakery Opportunities in Out-of-Home, 1,000 consumers, March 2025; Kantar OOH Purchase panel, 52 w/e 29 December 2024.