Focus On Cakes & Biscuits: 10 October

By Nicola Smith (nicola@nicolasmith.net) 

Advertising deadline: 25 September 2026

Submissions deadline: 18 September 2026

From chocolate orange cookies to raspberry & milk celebration cakes, confectionery brands are increasingly crossing over to cakes & biscuits. So what’s behind this flurry of treat-inspired launches?

Innovation: Category cross-overs

• Which sweets and chocolate brands have recently entered cakes & biscuits?

• Which cake & biscuit brands are tying up for co-branded launches?

• How are shoppers responding to the innovations?

Global flavours: Trending cuisines

• How is the popularity of East Asian cuisines playing out in cakes & biscuits?

• Which other cuisines are informing NPD?

• What do forecasters predict will be the next trending flavour in the category?

Seasonal: Limited editions

• How are suppliers capitalising on Easter, Halloween, Christmas and other events?

• How are they positioning their treats for gifting occasions?

• Which times of year see the highest volume sales of cakes & biscuits?

Health versus indulgence: Purchase drivers

• To what extent does health inform purchases of cakes & biscuits?

• How are healthier brands marketing their products?

• How are non-HFSS lines faring?

Brand spotlights: We will profile two brands making an impact in the category. Please provide strong hi res images.

Innovations: We will profile four new products or ranges. We need launch date, rsp, and a hi-res picture of each.