Bakery brands conjure up new cakes, doughnuts, cookies, croissants and more

Some flavours suited to the autumn season such as cinnamon, toffee apple, and hojicha have been incorporated into other new products, while free-from formulations have been applied to on-trend treats, and an all-time classic biscuit has been given a branded makeover.

Giant Jaffa cake, Asda

Following on from the “runaway success” of its Custard Cream Cake, launched earlier in the year, Asda has brought another teatime favourite to life in giant cake form with its Jaffa Cake.

Under it’s The Bakery at Asda own-label range, the 820g showstopper (rsp: £14, serves 12) features soft sponge layered with tangy orange curd, covered in orange-flavour frosting and finished with a smooth chocolate icing layer.

Asda is also inviting customers to vote via its social channels on the next biscuit-inspired giant cake, with a choice of Cookies & Cream, Malted Milk, Jam & Cream, or Bourbon. The winning flavour could hit shelves in 2027, noted the retailer.

Cheesecake cookie sandwich, Aldi

A TikTok craze of dessert mashups has inspired a new hybrid bakery treat at Aldi.

The Cheesecake Cookie Sandwiches (rsp: £2.99, two-pack) are available at selected stores in two indulgent flavours:

• Belgian White Chocolate & Raspberry – baked raspberry cheesecake made with British dairy tucked between two chewy Belgian white chocolate chip cookies, and hand-finished with a sweet white chocolate drizzle and tart freeze-dried raspberry pieces.
• Belgian Milk Chocolate & Caramel – baked caramel cheesecake sandwiched between Belgian milk chocolate chip cookies, finished with a sprinkle of fudge pieces.

Harry Potter and Thornton cakes, Finsbury Food Group

Finsbury has further expanded its licensed celebration cake portfolio by collaborating with Warner Bros. Discovery Global Consumer Products on a brand-new product to mark the 25 th anniversary of the first Harry Potter movie.

Launched into Tesco nationwide, the 1kg cake (rsp: £16.50, serves 16) is made with layers of chocolate sponge and frosting and encased in burgundy icing with gold accents in homage to Gryffindor house colours. It also brings to life some of the most recognisable details from the iconic film such as chocolate decorations of a Golden Snitch and Sorting Hat, along with a Hogwarts crest in gold lustre detailing.

Finsbury has also extended its partnership with Thorntons to create a celebration cake featuring signature flavours of one of the chocolate brand’s best-known products under its Continental range, the Viennese Truffle. Launched exclusively in 160 Asda stores, the Thorntons Viennese Continental Cake (rsp: £17, serves 16) is crafted with layers of chocolate and vanilla sponge with a chocolate frosting, topped with milk chocolate curls, decorative piping, and finished with Viennese Truffles.

Cinnamon bun pudding, Gü

Premium dessert brand Gü has seen cinnamon buns “having a real moment” and turned them into a hot, indulgent pudding just in time for cosy season.

The new Cinnamon Bun Pudding (rsp: £3.95) comprises a sticky cinnamon cake layered with white chocolate and cinnamon crème, finished with a spiced double chocolate topping.

Joining it are two more autumnal treats:

• Toffee Apple Pudding (£3.95) – a caramel sponge, salted caramel sauce and cinnamon-spiced apple compote.
• Mint Chocolate Cheesecake (£3.95) – a mascarpone cheesecake topped with mint-infused chocolate ganache and crunchy chocolate-mint pearls.

All three new from Gü desserts are available at Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, and Co-op.

Hojicha Shortcake, Kova Patisserie

One of the growing number of Asian-French fusion bakeries in London, Kova Patisserie has created a new Japanese-style shortcake showcasing the toasted character of hojicha. Priced at £7.40 a slice or £68 for the whole cake, it features layers of light hojicha chiffon sponge are paired with smooth chestnut cream and a bright touch of apricot jelly, then finished with roasted chestnuts for added texture and depth.

Matcha may be a global flavour trend phenomenon, but its Japanese green tea companion hojicha – which is roasted in a porcelain pot over charcoal instead of being steamed – is starting to gain favour in sweet bakery recipes too. “Hojicha has this wonderful, toasted aroma and gentle bitterness,” commented Kova co-owner Jon Cai, who noted its natural, nutty quality was particularly suited to the colder months.

Traitors doughnuts, Krispy Kreme

Doughnut brand Krispy Kreme has formed a faithful alliance with All3Media International, which handles licensing partnerships of BAFTA-winning TV show The Traitors, to create a pair of new sweet treats.

The doughnuts are cloaked in chocolate icing and decorated with a Traitors sugar shield, with its centre revealing a filling of either Faithful orange of Traitorous green ‘Kreme’. Available at Krispy Kreme stores and selected supermarkets nationwide or for home delivery via its website, they are priced from £2.99 each, from £7.95 for a four-pack, and from £21.99 for a dozen. Six-packs can be ordered for delivery only.

Free-from tiffin and cake bars, Lazy Day

Scottish free-from bakery brand Lazy Day has unveiled Cornflake & Honeycomb Tiffin and Chocolate & Vanilla Cake Bars that do not contain gluten, milk, or egg.

Tapping into the 2026 social media trend for childhood favourite cornflake bakes is the Cornflake & Honeycomb Tiffin, which combines contrasting textures of crunchy caramel cornflake together with rich Belgian dark chocolate tiffin, crumbly biscuit, and crisp honeycomb pieces. Priced at £2.0 for a box of five slices, it has been launched into Morrisons.

The Chocolate & Vanilla Cake Bars (rsp: £3.75, four-pack), meanwhile, are set to roll out at Tesco on 12 October. They also balance texture, with soft chocolate sponge and smooth vanilla frosting paired with a crisp Belgian chocolate coating. It adds to Lazy Day’s existing Belgian Chocolate Cake Bars, and follows NPD from earlier this year such as Caramel Blondies and Choca Mocha Squares.

New look Biscoff, Lotus Bakeries

The engraving on the Biscoff ‘1 piece’ biscuit has been updated for greater brand recognition and consistent identity.

The switch from ‘Lotus’ (the name of its bakery parent company) to ‘Biscoff’ is said to make it easier for hospitality operators to harness the power of the caramelised biscuit brand, with the engraving following the familiar font and mirroring on-pack visuals.

Independent consumer research, conducted on behalf of Biscoff, found 87% of respondents stating that a biscuit alongside their beverage encourages them to return, whilst 74% admit they would pay more for such an accompaniment, and 67% wanting it this to be Biscoff.

Chocolate & Hazelnut Filled Croissants, St Pierre

The latest product introduced by continental bakery brand St Pierre is Chocolate & Hazelnut Filled Croissants (rsp: £2.50, six-pack), which have secured listings across Tesco, Asda, Sainsbury’s and Co-op.

These feature light, flaky layers of laminated croissant pastry with a smooth, rich chocolate and hazelnut filling, in an individually wrapped format designed for freshness and convenience.

“Breakfast and snacking continue to offer significant opportunities for bakery retailers and this launch has been developed with those occasions firmly in mind,” said Gill Riley, Global VP marketing at St Pierre Groupe, which is part of Grupo Bimbo.

The launch is said to form part of a broader programme of innovation and distribution growth for St Pierre, following the introduction of its category-first Croissant Loaf and All Butter Croissant Rolls earlier this year.