Speciality-Food-June-2025

PANTRY STAPLES specialityfoodmagazine.com T he nostalgia trend is still going strong, and with most shoppers still penny- pinching – but excited to treat themselves when they step through the doors of fine food establishments – it’s a smart move to stock a range of comforting treats for customers to indulge in when the mood takes them. Bonus points if they, as Samantha Harvey, marketing and social media specialist at Cakehead, WHAT TO STOCK IN 2025 “Seasonal fruits and anything with nuts always go down well,” says Laura, “and pistachio is consistently popular. Nostalgic flavours do brilliantly too, especially anything inspired by classic chocolate bars or old-school puddings. Jammy, spongy things also have a loyal following. It’s all about that small moment of joy with a coffee or tea.” “Nostalgic, retro-inspired flavours like Cherry Bakewell, Lemon Drizzle and Victoria Sponge remain popular, especially when combined with multi-textural experiences- such as crunchy nutty toppings, creamy fillings, and gooey jam centres, all enhancing the sensory appeal,” says Samantha. Consumers want familiar favourites, but they’re increasingly open to creative twists and bold flavour combinations By offering consumers an affordable treat, cakes and traybakes provide a valuable opportunity for retailers SWEETEN YOUR SALES suggests, “combine quality ingredients, artisanal flair, visual appeal, and a point of difference - cakes that not only satisfy a sweet tooth, but also tell a story worth sharing.” A slice of something sweet with a cup of tea can cure all manner of ills, and a teatime treat is still a daily (or regular weekend) occurrence, but don’t feel that you have to stick to the classics – Victoria sponge, chocolate fudge cake or flapjack – to get mouths watering and tills ringing. Healthier options are proving increasingly popular, as shoppers opt for better-for-you options to satisfy their cravings for something sweet without blowing the budget. Indeed, at Laura’s Larder, owner Laura Roberts has found that her customers switch their allegiance as the week continues. “During the week, there’s a definite lean toward ‘healthier’ bakes — fruit-based cakes, lower-sugar options, or something with oats and nuts. But by Thursday or Friday, it’s full-on treat mode. That’s when the nostalgic bakes come out: Crunchie brownies, gooey traybakes, and anything indulgent.” Buying better Cakes don’t need to be piled high with buttercream to be considered a treat, particularly earlier in the week says Laura; there are plenty of less saccharine options to satisfy a customer’s sweet tooth. “Healthier options absolutely have their moment, especially earlier in the week. Customers often pick up something lighter for themselves – a fruit-and-nut bar or naturally sweetened cake – and save the richer stuff for later.” Free-from options are worth stocking too. “We’re not a ‘free-from’ specialist, but people appreciate having a couple of naturally gluten-free or dairy- SAMANTHA HARVEY CAKEHEAD LAURA ROBERTS LAURA’S LARDER COMMENTATORS light options, as long as they’re still delicious,” she continues. “In 2025, shoppers are seeking cakes and bakes that balance indulgence with mindful choices,” agrees Samantha. “Vegan and gluten-free friendly options are in high demand, reflecting a growing preference for inclusive and health- conscious offerings, something that Cakehead feels very strongly about and is one of few in the market that caters 100% gluten-free options.” As well as free-from and generally healthier ingredients lists, “Consumers are also increasingly drawn to clean-label ingredients,” says Samantha, “favouring natural alternatives over artificial additives. Just like using hand-squeezed fresh lemons for our Lemon & White Chocolate Blondies, and fresh eggs from a local farm in Oakham in every recipe.” Hungry for ‘homemade’ Busy consumers who want to present something crafted with love but don’t have the time to bake at home are well catered for in 2025. “There’s still a strong love for the handmade, home-style look and feel. People want a slice that feels a bit special but still familiar,” says Laura. “We also get birthday orders and ‘I’m not baking, but I want it to feel homemade’ moments. These ‘homemade’ moments are also popular with Cakehead’s customers. “We bake all our cakes with a focus on local, artisanal craftsmanship. Every cake is made with care by our skilled bakers, using traditional methods and quality ingredients to ensure they deliver the authenticity and homemade feel our customers value in every bite.” Weekday treats may be just as delicious, if a bit healthier, but weekends are when Laura sees a sales boost. “Mostly people buy cakes for sharing – a treat when people visit or when they’re visiting others. We definitely see a Friday afternoon spike – that ‘you survived the week’ school pick-up treat.” The rise of traybakes “Traybakes and slices remain top choices, thanks to their versatility and shareable format,” says Samantha. “Our secret-recipe Caramel Shortbread is a standout favourite, combining rich, buttery shortbread with smooth caramel and a thick layer of chocolate for timeless appeal. Meanwhile, our range of Brookies – including the gooey, chocolatey S’mores Brookie, the indulgent Kinder Brookie, and the ever-popular Cookies and Cream Brookie – captures the demand for hybrid bakes that offer texture, novelty, and serious indulgence.” While well-known and undeniably delicious, products such as these offer a taste of something new too. “These products reflect a wider trend: consumers want familiar favourites, but they’re increasingly open to creative twists and bold flavour combinations,” explains Samantha.