Bakery and Biscuits
From nostalgic favourites to modern, health-conscious bakes, we’ve curated a bakery and biscuit range to deliver comfort, quality and innovation. Whether you’re stocking shelves for cafés, offices, hospitality venues or retail, this category offers high-margin, high-repeat products that shoppers love to discover and return to. With a mix of heritage brands, artisan producers and better-for-you options, these lines are designed to improve your offering and help you stand out in a competitive landscape.
Biscuits remain the #1 snack with hot drinks in the UK (Kantar)
68% of shoppers say they’re more likely to buy biscuits with “natural” claims (Mintel)
Bakery snacks are seeing double-digit growth in convenience and hospitality (The Grocer)
Essential Sub-Categories Driving Growth
- Classic Biscuits: Shortbread, digestives, bourbons and custard creams still lead the way
- Healthier Bakes: Reduced sugar, high-fibre, and plant-based options for mindful snacking
- Indulgent Cookies: Chunky, gooey, and perfect for elevating the afternoon break
- Mini Cakes & Traybakes: Individually wrapped for freshness and portion control
- Breakfast Biscuits: Wholegrain, vitamin-packed options for on-the-go energy
Ranging Tips
Bakery and biscuit shoppers are increasingly motivated by taste, ethics, and convenience, making it essential to curate a range that reflects these evolving preferences. Striking a balance between heritage favourites and modern formats ensures broad demographic appeal, while offering portion-controlled and on-the-go options caters to busy lifestyles. Seasonal flavours—such as gingerbread in winter or lemon shortbread in spring—can add timely interest and drive impulse purchases. Dietary considerations like gluten-free, vegan, and low-sugar choices are no longer niche, but expected. Finally, products that tell a story, whether through provenance, handmade credentials, or ethical sourcing, are more likely to resonate with today’s conscious consumer.
