Booker has launched a range of sweet treats and baked goods for the foodservice sector under a new own-brand line called Fihka.
The 20-strong range spans Pistachio Cannoli, Lemon Shortbread Bars, White Chocolate and Raspberry Blondies, Oat and Berry Cookies.
It also includes a seasonal collection, such as Chai and White Chocolate and Spiced Date and Fudge Cookies, and a new Mini Sandwich Cake Collection with Matcha, Victoria Sponge and Bakewell flavours, catering to afternoon tea and sweet sharing platters.
Booker’s existing sweet bakery products have also been reformulated and transitioned to the Fihka brand.
This includes its Mixed Muffin assortment, now featuring White Chocolate and Raspberry, Blueberry Crumble, Lemon and classic Triple Chocolate, while the topped mini loaf cakes have also introduced Lemon Meringue and Caramelised biscuit flavours. Rocky Road and All Butter Flapjacks remain in the range, Booker added.
Fihka products are ambient and have an extended shelf life to eliminate the need for freezer space, the wholesaler explained. They are also individually wrapped and come in multipack cases so they are “easy to store and simple to serve”.
Booker added that with 15% UK adults buying out-of-home coffee at least once a week, according to Lumina Intelligence July 2025, Fihka was designed to help operators turn that demand into incremental sales by strengthening the link between coffee and premium baked sweet treats.
Selected Fihka lines are also available to the independent retail sector to cater to on-the-go or impulse purchases.
“Fihka is a premium, contemporary and tempting selection of sweet treats and baked goods that operators can count on every time, delivering a greater sense of choice to the consumer,” said Booker head of own brand and product Karen Poole.
“It is designed to drive upsell opportunities, keep menus fresh and interesting while remaining profitable, reduce wastage, minimise storage requirements and take pressure off busy hospitality teams.
“The ‘little treat economy’ is booming as consumers seek affordable, comforting pick-me-ups and personal treats amid economic caution. Outlets and venues can become the destination for coffee and sweet treats and Fihka brings menu innovation to drive differentiation, provide relevance and appeal, all while delivering stronger margins for operators.
“We have taken inspiration for the name Fihka from the Swedish cultural moment of a ‘coffee and a cake break’, which translates into taking a pause, relaxing, socialising with friends or colleagues. Our new offering will support operators in becoming the go-to place for these occasions.”
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