To stay ahead, bakeries
need agility in their innovation models and ingredient systems that can adapt to multiple macro trends”
CVB: Product innovation is essential to driving sustained interest in this category. While American-style formats offer a strong foundation,
it is ongoing innovation—
Let’s start with the headline insight: American- style sweet baked goods now represent 20% of the sweet bakery market in Europe. What do you think is driving this surge in popularity? CVB: American-style sweet baked goods— such as donuts, muffins,
brownies, and
cookies—are gaining strong traction across Europe due to a combination of cultural appeal, evolving consumption habits, and their ability to deliver on indulgence, variety, and convenience.
These formats offer
comfort and familiarity, while still allowing room for visual creativity and innovation through fillings and toppings. Our market research shows that these products now account for approximately 20% of the sweet bakery market in Europe, with particularly high uptake in the UK, where American–style formats represent more than half of sweet bakery offerings. This growth is reflective of broader consumer desires for indulgent, expressive formats initially adopted by younger consumers, that also fit into modern, on-the-go lifestyles for all age groups.
bakeryproduction.co.uk
From donuts to cruffins, how are European consumer expectations evolving in terms of flavour, texture, and overall indulgence? CVB: Consumer expectations in the bakery space are becoming increasingly multi-dimensional. with a single note of sweetness—they’re seeking layered sensory experiences that combine rich familiar formats in a way that feels new and premium. Texture is especially important: consumers are looking for contrast, such as a crispy element paired with a soft crumb, or a same time, indulgence must remain accessible and credible products need to deliver satisfaction without being overly complex or intimidating.
Cargill’s research notes a 15% year-on-year rise in filled muffin innovation. What role does product innovation play in maintaining momentum within this trend?
whether through new flavours, dual fillings, unique textures, or creative presentation— that keeps consumers engaged and excited. Our research shows that new product development (NPD) within filled muffins alone has grown by 15% year-over-year (Innova, 2025), underscoring how important it is for brands to continually refresh their offerings. At Cargill, we support this through versatile, off-the-shelf fillings that are freeze/ thaw stable, helping our customers move quickly from concept to commercialisation, while still meeting consumer expectations for indulgence and performance. In addition, our gourmet portfolio supports customers to easily tailor their products for special occasions – such as Christmas.
You’ve introduced a range of freeze/thaw stable fillings tailored to American-style formats. What challenges do these fillings solve for bakers in the frozen bakery sector? CVB: In frozen bakery, stability during storage and distribution is critical. Fillings must retain their taste, texture, and structure through freeze/ thaw cycles, baking processes, and extended shelf with these requirements in mind. By carefully engineering fat compositions, managing water activity, and tailoring the rheological properties of performance across a variety of applications. We have studied the sensory (taste and texture) The insights are used in the creation of this
Kennedy’s Bakery Production June/July 2025 19
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