BISCUIT INGREDIENTS AND FLAVOUR TRENDS


need to balance a number of factors when considering flavour trends. “Alongside a desire for indulgence; health, cost and sustainability considerations are also all important drivers of consumer purchasing decisions,” he says. “We encourage our teams to see what traditional and craft bakeries are doing in terms of flavours and concepts, because there is always the potential for these to translate to mainstream bakery.”


A craving indulgence Despite the huge diversity of the bakery market across the sectors that make up Europe, Africa and the Middle East (EAME), one thing unites them – a shared craving for indulgence in sweet baked goods, according to Jade Lain, UK Marketing Manager at Symrise. “Brown notes – think caramel or nuts –


are highly trending and gaining momentum. Hazelnut, coconut and almond continue to dominate the bakery sector, offering richness and familiarity. Creamy profiles remain essential, reinforcing indulgence and comfort,” she says. Adult-friendly indulgence is also on


the rise, with brown alcoholic notes such as bourbon, whiskey, and amaretto being valued for their character and warm complexity. Dessert-inspired flavours are also


sweeping across the EAME region, adding playful, nostalgic energy to bakery shelves. “Here, American classics appear to be leading the way with flavours like s’mores, birthday cake and marshmallow sparking fond memories for some while offering a taste of ‘newstalgia’ in markets where they are new,” continues Jade. Dessert-inspired flavours are evolving


further to meet changing tastes with comfort-driven profiles such as tiramisu and coffee expanding across EAME markets. In the UK, this trend has taken a new twist – sweet dessert classics like mince pie and shortbread are being reimagined with zesty citrus notes or bold, tangy red fruits. Jade believes that the UK hosts


EAME’s most flavours-forward market, with tradition and innovation sitting side- by-side. “Alongside scones and Victoria sponge cakes, consumers are embracing globally inspired patisserie and creative twists on classics,” she says. “Meanwhile core flavours like caramel, vanilla, butter, chocolate, and cream remain as timeless


Colour has an important role to play in flavour perception.


BAKER & BAKER HAS FORMED A PARTNERSHIP WITH THE


COCOA ALTERNATIVE BRAND, CHOVIVA – WHICH IS BASED ON FERMENTED AND ROASTED SUNFLOWER SEEDS


UK consumers might traditionally have associated an orange cupcake with orange flavour. However, concepts from abroad are now influencing flavour/colour perception to think that orange colour might also be peach, mango or passion fruit.” Emilio also pointed out that brands often


favourites across the EAME, region while pistachio and hazelnut elevate the brown flavour landscape. Warm spice notes such as cinnamon and ginger are also gaining seasonal appeal, answering the demand for indulgence and ‘pampering’ moments.”


The colour/flavour connection Colours have traditionally been associated with specific flavours. Offering an example, Emilio Saklambanakis, EMEA Regional Marketing Manager at Oterra, says: “Red is linked with strawberry, green with apple or lime and brown with chocolate. It is not often that brands deviate from these colours, because this is what consumers know and it’s what they have come to expect from food. “Consumers are now also being more


exposed to tastes from around the world. This is broadening their understanding of colours and flavours. For example,


play with colour intensity, because the more intense the colour the more intense taste consumers expect. “A deep red icing on a cupcake might be perceived as having more flavour than a pale red alternative,” he says. Consumers in different parts of the world also have different preferences. In Asia for example consumers tend to be more drawn to intense colours, highlighting intense flavours. While in Europe paler, more subtle tastes are preferred as this can also be perceived as being more natural or healthier. “Brands can also use colours to


disguise flavours, to add a surprise element to their product concept or engage with consumers through some form of gamification – for example guess the flavour,” continues Emilio. For bakery manufacturers, consumers


fast-changing tastes and the growing globalisation of flavours brings both opportunities and challenges. It is important to balance both flavour and colour with innovation with familiarity, and to translate emerging trends into products that resonate with today’s more health-conscious and adventurous customers. In addition, it is important to understand how tastes may differ across different regions of the world.


AUGUST/SEPTEMBER 2025 • KENNEDY’S BAKERY PRODUCTION • 35


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