Pumpkin Spice Crumpets, Tiramisu Loaf Cake, and Dubai Style Chocolate Baklawa are among the newest sweet bakery treats to hit shelves.
Also making the round-up are fashion-inspired biscuits, Harry Potter-themed doughnuts, and an extra tropical flavour twist on Jamaican ginger cake, while a certain Colin the Caterpillar Cake is getting super cool in his advanced age.
Check out the new launches set to delight sweet-toothed bakery fans below:
Lulu Guinness range, Biscuiteers
London-based Biscuiteers has announced an exclusive collaboration with British handbag designer Lulu Guinness on a new limited-edition range of hand-iced biscuits.
The Lulu Guinness Biscuit Tin contains biscuits made to look like some of the designer’s signature pieces such as the Lips Bag, the Chartreuse Rose Basket Bag, and the Birdcage Clutch. It also features a hand-drawn label designed by Guinness herself.
The collection will be available for purchase from 5 September at Biscuiteer’s Notting Hill store, via its website, and at Selfridges London. In addition, the biscuit specialist is serving a Lulu Guinness-themed Afternoon Tea throughout September featuring indulgent sweet treats like a chocolate & hazelnut praline bar and a lemon meringue choux.
Dubai Style Pistachio Brownie, Co-op
The viral pistachio chocolate treat keeps on inspiring bakery NPD at retailers, although Co-op has managed to make its new limited-edition brownie remarkably affordable – at just £1.50 per slice.
Launched under its Irresistible premium tier and available at in-store bakeries in 2,400 locations nationwide over the next three months, the item comprises a rich Fairtrade chocolate base topped with a layer of crunchy pistachio and kadaif filling (shredded filo pastry), and finished with a layer of smooth milk chocolate and pistachio nibs.
Better still, the brownie can be purchased as part of Co-op’s standard (£3.50 for members) or premium (£5.50 for members) lunchtime meal deals.
Pumpkin Spice Crumpets, Crumpetorium
Normwich-based crumpet specialist is getting ready for crisper days ahead with its limited-edition Pumpkin Spice variety (rsp £7 for a pack of six).
Available for home delivery from 11 September up until Halloween (31 October), the crumpets are filled with real pumpkin and spices to offer a “delicious and comforting bite”, according to Kat Ajomale, who founded the brand in 2020. They can be toasted or grilled and served with the likes of butter, whipped cream, or cinnamon butter.
Crumpetorium produced handmade, small batch artisanal crumpets with a core range of year-round flavours including Original, Cheese, Ginger, Chocolate Chip, and Chocolate Orange. The Pumpkin Spice version is one of its seasonal specials and follows Sun-dried Tomato & Feta Crumpet for summer and the Hot Cross Crumpet in Spring. The brand’s launch of Crumpet Baking Kits for customers has helped contribute to a 22% increase in sales over the past year, noted Ajomale.
Harry Potter doughnuts, Krispy Kreme
Krispy Kreme has teamed up with Warner Bros to launch a limited-edition collection of Harry Potter themed doughnuts, with different varieties tailored to each of the four Hogwarts houses (from £3.49 each).
These include:
- Gryffindor Doughnut – filled with Biscoff Kreme and topped with red and yellow icing, biscuit crumble, and house crest
- Slytherin Doughnut – an Original Glazed doughnut with chocolatey and green frosting swirl, dark crumb, silver sugar, and crest
- Hufflepuff Doughnut – a Caramel Kreme doughnut filled with chocolate drizzle, topped with yellow icing, cookie pieces and crest
- Ravenclaw Doughnut – an Original Glazed doughnut dipped in blueberry flavour icing, topped with sprinkles and crest.
There also the Sorting Hat Doughnut (£3.99), dipped in chocolatey icing and sprinkled with gold stars, which reveals a house colour when bitten into.
Tiramisu Loaf, Lidl
The discounter has seized on one of the hottest desserts trends of the summer, tiramisu, which had TikTok searches surpassing one billion and over 165,000 videos posted on the platform about it.
Its new Tiramisu Loaf (rsp: 99p) becomes the latest limited edition ‘Special Guest’ to be added to its in-store bakery line-up. Available over the next three months, it features a light, coffee-flavoured sponge with a subtle cocoa finish.
“Run, don’t walk, before this dough-licious new treat says, ciao,” said Lidl, which won Retailer of the Year at the Baking Industry Awards 2023 and is in the running in the category again this year as a finalist.
Arctic Colin, M&S
In celebration of Colin’s 35th birthday, M&S has given the caterpillar cake a frosty glow up that has him crawling into the frozen aisles.
The new dessert (rsp: £16, 765g) serves eight and comprises silky semifreddo with a light mousse like texture, chocolate sponge, and gooey ganache, all encased in a rich Belgian chocolate shell. It’s finished with Colin’s white chocolate face, chocolate beans, and boots.
M&S noted the Arctic Colin took two years to carefully perfect the recipe, describing it as a “chocolate lover’s dream and the ultimate centrepiece for summer celebrations and beyond”.
Pineapple & Coconut Jamaica Ginger Cake, McVitie’s
A new Pineapple & Coconut variant to McVitie’s Jamaica Ginger Cake range marks its first flavour extension since 2009.
Known for its sticky texture and spicy ginger kick, the cake is often referred to as a ‘Sticky Pudding Cake’ because it can also be served as a pudding, making it versatile for various occasions, noted McVitie’s.
The Pladis-owned brand said its new Pineapple & Coconut cake was a moist, sweet loaf cake with a modern tropical flavour, perfect for enjoying cold with tea or warm with custard. Priced at £1.75, it is available now in Morrisons, Spar, and Nisa stores and across discounters including B&M, Home Bargains, Farmfoods, and Heron.
Baklawa range, Regal Foods
Another finalist at the Baking Industry Awards 2025 is Bradford-based manufacturer Regal Foods, which has boosted its range of baklawa with three new trend-inspired flavours: Dubai Style Chocolate, Caramelised Biscuit, and Choco Nut.
The Dubai Style Chocolate Baklawa has buttery layers of golden pastry, drizzled with smooth Dubai-style milk chocolate, topped with crunchy pistachio nibs. The Caramelised Biscuit Baklawa has the crisp, flaky pastry finished with rich caramel sauce and sprinkled with sweet, spiced caramelised biscuit pieces. The Choco Nut Baklawa is filled with nuts and drizzled with milk chocolate for the perfect blend of crunch and creaminess.
Building on the success of the Regal baklawa range, introduced in 2022, the new limited-edition creations (rsp: from £3.50, 250g) are designed with gifting and celebration in mind. They are rolling out nationally at major retailers next month and will be available in world food aisles to coinciding with Diwali in late October.
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