Creating Moments of Delight

Like Holdsworth Foods, Baker & Baker is focused on supporting foodservice businesses with high-quality products that help create memorable moments for customers.

Their comprehensive sweet bakery range includes cookies, doughnuts, flapjacks, muffins, traybakes and shortbread, available in convenient formats including bake-off, food-to-go and thaw-and-serve.

Baker & Baker also works with strategic partners including Mondelēz International and Cinnabon®, bringing recognisable brands such as Cadbury and Oreo® to the sweet bakery category.

A European Bakery Specialist

Baker & Baker is a leading European bakery manufacturer, employing approximately 2,500 people across 12 sites throughout Europe. Its headquarters are based in Bromborough on the Wirral, alongside UK manufacturing sites in Ashington, Bradford and Daventry.

Across these sites, Baker & Baker produces sweet bakery products for a wide range of customers, including cafés, coffee shops, convenience stores, education facilities, hotels and pubs.

Innovation at the Heart of Bakery

Innovation plays a key role in Baker & Baker's approach to product development. Its team focuses on evolving consumer needs and emerging market opportunities to create products that remain relevant and commercially successful.

With extensive experience across research, development and customer-facing roles, the Baker & Baker innovation team continues to develop products designed around what customers and consumers are looking for.

Sweet Bakery Trends to Watch in 2027

Looking ahead, Baker & Baker has identified several trends set to influence the sweet bakery category in 2027.

More is more
Consumers are increasingly looking for products that deliver more, whether that's texture, indulgence, nostalgia or excitement.

Texture contrasts
Texture is becoming increasingly important to product appeal, with consumers seeking multisensory experiences and combinations of contrasting textures.

Loaded and stuffed
Visible indulgence continues to attract attention. Generous toppings, oozy fillings and inclusions such as chocolate chunks, nuts and biscuit pieces can add texture and moments of surprise.

Hybrids
Familiar favourites with a modern twist offer a balance between comfort and novelty, creating products that feel recognisable while still offering something different.

Newstalgia
Nostalgic flavours are being reinvented in contemporary formats. Baker & Baker's premium muffin range, inspired by favourites such as Victoria Sponge, Carrot Cake and Red Velvet, is one example of this approach.

Maximising Sweet Bakery Sales

With the busiest trading periods approaching, understanding what customers are looking for can help businesses make informed choices when selecting sweet bakery products.

From indulgent loaded treats and texture-led products to nostalgic flavours in modern formats, these trends offer plenty of inspiration for cafés, coffee shops, hotels, pubs and other foodservice businesses.

For more hints, tips and bakery inspiration from Baker & Baker, follow them on LinkedIn.

Baker & Baker – a proud partner to Holdsworth Foods.