Nestlé Professional research reveals that branded confectionery gives sweet bakery the ‘wow factor’

Research released today by Nestlé Professional reveals that branded confectionery can play a significant role boosting the enjoyment of sweet bakery. Sweet bakery is now the second biggest segment in the UK snack market, and ‘treating’ one of the top deciding factors for consumers1. This highlights opportunities for foodservice and retail to satisfy consumers and boost turnover through providing sweet bakery products that feature popular confectionery brands.

The research monitored more than 41,000 online conversations during May and June 2023, which mentioned muffins, cookies, doughnuts and brownies. When compared to unbranded, branded mentions showed an 11% increase in joyful mentions. Overall sentiment also increased in positivity by 2%, proving the ability of brands to boost sweet bakery’s ‘wow factor’.

These findings accompany the foodservice launch of a new cookie range co-created by Nestlé Professional and Rich’s. One of the UK’s favourite sweet bakery formats; the delicious new cookies incorporate ROLO®, AERO® or MATCHMAKERS® and are responsibly sized to offer consumers a permissible indulgence. Ideal for convenience and foodservice operators, they’re available in bags of four in ‘ready to bake’ and ‘thaw and serve’ formats.

To celebrate their launch, and to help operators make the most of the booming sweet bakery market, Nestlé Professional has developed ‘Sweet Baked Goods: Evolving tastes and trends’. Packed with exclusive insight and market data on who is eating sweet bakery, what products and occasions are most popular, and where they’re consuming it, the report is available online here.

Nestlé Professional also collaborated with premium bakers, Cherrytree Bakery, earlier this year to create their popular ROLO® muffins and KITKAT® bunny muffins for Costa. Now they are working on further sweet bakery innovations, which will provide uniquely special treats for coffee shops, retail and foodservice operators and are set to launch later this year.

Danielle Cartney, BDI Category Lead, Nestlé Professional UK&I says:

“When consumers buy sweet bakery, they’re looking for something extra special and exciting. Well-known and loved brands like AERO®, ROLO® and MATCHMAKERS® hold a special place in the hearts of consumers – no doubt explaining their allure in sweet baked goods.”

“Operators have been using our branded dessert ingredients for 15 years, creating desserts and snacks that combine their craft with our confectionery. We’ve also delivered successful collaborations with leading operators and retailers: muffins with Costa Coffee, doughnuts with Krispy Kreme, and McFlurries with McDonalds, to mention just a few. Now we’re delighted to co-launch these exciting new cookies to convenience and foodservice. And to help operators satisfy growing consumer demand for a treat, we’ve pulled together all the insight they might need.”

The ‘Sweet Baked Goods: Evolving tastes and trends,’ report is available for food operators and convenience stores to download here.

Food operators can find out more about Baked by Rich’s cookies by contacting