Bakery Trends
texture, due to their authentic boil and bake method,” Stephen explains. “With its expanded range, refreshed packaging and nationwide media investment, New York Bakery continues to lead the bagels category by making health- focused innovation mainstream.” To back this innovation, the brand is also launching its biggest marketing push since 2020. “Consumer awareness is everything, and New York Bakery is supporting the launch with its biggest marketing push since 2020,” Stephen 22nd to July 13th, then returns from 21st August to September 28th.”
The new creative platform ‘Bakes You There’ is bringing the essence of New York to UK Prime, with a six-month Channel 4 Breakfast sponsorship running until 13 October,” Stephen says. “It brings the authentic spirit of NYC to reaching over 31 million UK adults.”
Sour flavours gain traction At Puratos, global insight plays a central role in identifying and shaping product development. “Tangy twist is the number one bakery trend worldwide, according to our Taste Tomorrow ‘always on’ consumer insights,” says Nanno mulberry, have grown in popularity over the past year, resulting in over 2.8 million global social media mentions and searches.” sensory complexity that appeals to adventurous consumers.
“Shoppers also associate sour
such as vitamin C, which is an added bonus,” these tart notes, with sour cherry, raspberry, and passionfruit and blackcurrant are gaining ground. When it comes to innovation, Puratos is placing emphasis on creating balance— between nutrition and enjoyment, and health availability, there’s rising demand for innovative recipes that balance nutrition with enjoyment,” Nanno explains. “Health continues to be a top priority for consumers, according to Taste Tomorrow – it’s the second biggest bakery trend globally.” Consumers are now actively seeking baked goods with a nutritional boost, favouring ingredients like chia seeds, dates, and alternative
26 Kennedy’s Bakery Production June/July 2025 Today’s consumers are hungry for new sensory experiences, especially ones that look great on social media.
But, as we’ve frequently found, the demand
pleasure. Smaller portions are emerging as a clever way to enjoy indulgent treats more mindfully. “We’ve seen the trend for smaller treats grow in popularity over the last year, culminating in over 658,000 social media February 2025,” says Nanno. “Although a trend powered by aesthetic appeal, it allows people to try new as well as well-loved treats without overindulgence.”
Supporting this, Puratos’s
Taste Tomorrow data shows that searches for ‘single serve cake’ rose by 44% in the past year. In parallel, transparency and simplicity are increasingly important to today’s bakery shopper, interest in clean labels, there’s growing consumer scepticism about labelling and the potentially higher costs of more ‘natural’ products,” Nanno says. In response, Puratos is leveraging enzyme technology in its improvers to support manufacturers in reducing fat without compromising on taste or freshness. “Puratos’s Intens Puraslim is designed for reducing fat in enriched dough products like hot cross buns and brioches,” says Nanno. “Bakers can achieve up to 50% fat reduction and up to 20% recipe cost savings, while also maintaining freshness and taste over shelf life.” Similarly, Acti Fat is aimed at cakes, offering up to 30% fat
Sustainability is another area where Puratos is determined to lead by example. “We’re always looking for ways we can make not only our ingredients, but also our customers’ products more sustainable,” Nanno explains. “It’s a huge part of our ethos.” Performing life cycle Puratos to help reduce carbon footprints by as much as 40%. In brioche, for example, switching to a plant-based bakery mix can eliminate the need for eggs entirely while reducing fat and incorporating alternatives to traditional egg washes and dairy butter. Throughout all of this, the Taste Tomorrow programme remains central to Puratos’s strategy. “Staying ahead in the market means staying ahead of consumer trends,” Nanno says. “We use Taste Tomorrow insights to understand not only the latest trends in bakery, patisserie and chocolate, but also the conversations and curiosity in the wider food us to develop new end product concepts that speak to consumers’ interests and show our customers how they can do the same.”
Breakfast indulgence
bakeryproduction.co.uk
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