What’s trending in 2022: Partake sidles up to Cookie Monster, White Rabbit has a ball and Lantmännen Unibake finds its perfect pairing

By Gill Hyslop

- Last updated on GMT

Partake Food's collaboration with Sesame Street is guaranteed to resonate with its youngest fans. Pic: GettyImges/Pekic
Partake Food's collaboration with Sesame Street is guaranteed to resonate with its youngest fans. Pic: GettyImges/Pekic

Related tags vegan baking kits home bakers Sesame Street allergen-free Danish pastries inclusivity nostalgia Gluten-free baked goods

The Rihanna and Jay-Z backed allergen-focused brand has partnered with Sesame Street to debut two limited edition Cookie Baking Mixes, White Rabbit maintains its ‘per tutti’ ethos with gluten-free vegan dough balls and Lantmännen Unibake reveals the UK’s 5 favourite beverage pairings for its Danish pastries.

Success story

Mini Cheddars

pladis has launched a lighter format for its £93m Jacob’s Mini Cheddars brand to sit outside of the upcoming UK guidelines around HFSS products.

Jacob’s Mini Cheddars Nibblies are the brand’s classic cracker reinvented with all the cheesy moreishness, but 30% less fat. This means their position in store will not be restricted and can be used to signpost the crisps and snacks fixture at end-of-aisle.

The Nibblies are light, crispy and only 75kcals per individual portion, available in two bold flavours: Cheddar & Smoked Paprika and Double Gloucester & Chive.

“Jacob’s Mini Cheddars is one of our greatest success stories … reaching record heights, with sales growing +27% year-on-year,”​ said Christopher Owen, marketing controller at pladis UK&I.

“Although shoppers are actively seeking healthier snacks, we know they aren’t willing to compromise on taste – and nor should they have to. The good news is, our Jacob’s Mini Cheddars Nibblies are generously seasoned and packed full of flavour to ensure that Mini Cheddars shoppers – both established and new – can enjoy a moment of cheesy pleasure, even if they’re opting for a lower-calorie, lower fat proposition.

“Plus, we’re taking the brand beyond its afternoon snacking heartland by offering Jacob’s Mini Cheddars Nibblies in both multipacks and sharing bags. This will encourage shoppers to enjoy this nibbly new treat during even more eating occasions – whether that’s adding some flavour to lunchtime, or embracing an evening in.”

5000168032252_43290 Carrs Melts Italian Herbs_C1N1_Dec 30_2021

The global snacking company has also added a new variant to its growing Carr’s Melts range.

The Italian Herbs deliciously-crisp wheaten biscuits have a light and melting texture, perfect on their own or topped. The launch brings the portfolio up to a four-strong proposition, joining Original, Cheese and Black Olive.

“The irresistible meltability, crisp cracker and deep flavour of our Carr’s Melts range has helped it to win over shoppers who are looking for quality snacks which deliver on taste,”​ said Leighton Wall, marketing director – Savoury, at pladis UK&I.

“We’re confident that the product will be a hit amongst existing Carr’s Melts fans, as well as new shoppers looking to shake up their savoury snacks – whether they’re nibbling on the crackers straight from the box or piling them high with their favourite toppings.”

Jacob’s Mini Cheddars Nibblies are rolling out in multipacks and 115g sharing bags (RRP £1.50) – and Carr’s Italian Herbs Flavour Melts in 150g boxes (RRP £1.59) – across multiple grocery, wholesale and convenience in the UK.

Me want cookie, me want friends!

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Partake Foods – the Black-owned and female-founded better-for-you brand backed by Rihanna and Marcy Venture Partners (Co-Founded by Jay-Z) – has partnered with beloved children’s TV series, Sesame Street to debut two limited-edition Cookie Baking Mixes.

With the help of a few familiar faces – Elmo, Abby Cadabby and of course, Cookie Monster – budding bakers of all ages can whip up a batch of freshly baked cookies at home with just water and butter spread in two of the brand’s best-selling flavours.

Like all Partake products, the Chocolate Chip Cookie Baking Mix and the Birthday Cake Cookie Baking Mix are certified gluten-free, vegan, non-GMO, and free of the top 9 allergens.

“When my daughter Vivi was diagnosed with food allergies, I started Partake so she would have delicious, better-for-you snacks to share that she and her friends without food allergies would enjoy,”​ said Partake’s founder & CEO Denise Woodard.

“When I think of brands who share this strong commitment to inclusivity, Sesame Street is at the top of that list. I am honoured to create these limited edition Cookie Baking Mixes in partnership with a brand that has taught generations the importance of friendship, kindness, and sharing.”

Added Gabriela Arenas, senior VP of Global Product Licensing, Sesame Workshop, “Partake Foods is a champion of food inclusivity, a fighter for food insecurity, and a supporter of Black and female entrepreneurship – all of which we admire and celebrate.

“We’re proud to collaborate with them on this latest Sesame Street offering–bringing families together through the joy of baking and warm treats.”

Available online for an RRP of  $7.99 / 2-pks, with 4-pks also available.

Stock up for National English Muffin Day


To ensure National English Muffin Day (23 April) gets the recognition it deserves, Wolferman’s Bakery has curated a Limited Edition Bundle that includes its favourites, including:

  • Multi-grain honey super-thick English muffins
  • Cherry blossom super-thick English muffins
  • 1910 original recipe traditional English muffins
  • Cinnamon raisin traditional English muffins
  • Cranberry citrus mini English muffins
  • San Francisco-style sourdough mini English muffins

The bundle also includes an array of berry preserves [strawberries, blueberries, blackberries] and Wolferman’s branded bamboo tongs.

Fun fact

While the size of Wolferman’s Super Thick English Muffins is the same today as when it was first created – originally baked in a tuna can – the gamut of flavours has exploded, ranging from the classic to more exotic takes, like Pumpkin Spice, Cornmeal and Cheddar Cheese.

Wolferman’s ships approximately 3.7 million sleeves of English Muffins a year – that’s about 14.8 million individual English Muffins.

Wolferman’s started as a corner grocery store in Kansas City, Missouri, in 1888 – adding its now-famous muffins to its lineup in 1910. Some of its recipes are decades-old proprietary formulas, spanning more than 200 treats, including breads, coffee cakes, cookies, waffles, and more.

The bakery and is offering a 20% discount to all orders of £69 and above – ordered via sitewide between 14-25 April.

Per tutti


Alternative Italian start-up White Rabbit is stretching its authentic-tasting vegan and gluten free concept into frozen dough balls as a UK market first.

Tutti​ is Italian for ‘all voices or instruments performing together’.

White Rabbit Free From Dough Balls follow a stream of NPD and distribution gains over the past year, including a stretch into Frozen Pizza and a first-to-market chilled Free From Calzone SKU. As a result, the brand has grown 40% YoY and saw its biggest Veganuary to date.

Co-founders Nick Croft-Simon and Bergamo-born chef Matteo Ferrari are on a mission to make restaurant-quality Italian food accessible to everyone, whether they are vegan, gluten free or otherwise.

The doughballs are crafted using Ferrari’s signature pizza sourdough and include a separate plant-based garlic and herb dip. They are also certified as gluten-free and SALSA accredited.

“Our mission is simple – to create delicious Italian food for everyone ‘per tutti’, while keeping true to our gluten-free and plant-based credentials,”​ said Croft-Simon.

“A special thanks goes to the team at Sainsbury’s for giving us the opportunity to develop offers like this, it’s been a pleasure to work with them so closely on it.”

White Rabbit Free From Dough Balls with Garlic & Herb Dip has an RRP of £3.75 for 180g, available in Sainsbury’s stores across the UK. White Rabbit products are also available in Waitrose, Holland & Barret, Ocado, Daylesford, Whole Foods Market, Planet Organic and a range of delis and independents.

Classic campfire treat

Box Side Angle

To add sizzle to a favourite summer pastime, Little Bites is bringing back Limited Edition Little Bites S’mores Muffins.

According to the producer, the classic campfire treat turned bite-sized muffin is an essential element to any warm-weather activity this year and sure to satisfy any sweet craving.

The nostalgic limited-edition muffins are baked moist and soft, made with real graham flour and milk chocolate, devoid of high fructose corn syrup. They are packed in individually portioned portable pouches, making it an easy treat to take on-the-go.

Little Bites S’mores Muffins will be available from most major retailers around the US between 28 March and 24 July, for an RRP of $5.49.

Bottled bliss

Bottled Cookie Mixes x3 (002)

Online baking experts Baked In is strengthening its foothold in the baking kit category with the launch of Bottled Cookie Mixes.

Recognised as a challenger brand, the innovative NPD see the brand extend beyond its traditional boxed baking kit format.

The mixes are packaged in a reusable and 100% recyclable glass bottle, available in three flavours: Oatmeal & Raisin Cookie, Triple Chocolate Cookie and Milk Chocolate Cookie. In line with Baked In’s waste-free baking ethos, the bottles include all the dry ingredients home-bakers will need to get their bake on and come in either a 1 litre bottle for 16 chewy cookies (RRP of £11.99) or 500ml mix option for a batch of 8 (RRP of £6.99). 

Like its other kits, the bottles comprise only the best ingredients, including award-winning local flour, Belgian chocolate and ground Madagascan vanilla.

“Across our community and beyond, we’re finding that customers are more discerning than ever about the products they buy,”​ said founder and CEO Joe Munns.

“As a brand this means ensuring our NPD delivers on great, responsible ingredients, premium design, green packaging as well as social sharing appeal. The new Bottled Cookie Mixes were a way to bring all these elements into a single product, that works across our key channels of retail, online and gifting.  We’re excited to get these out into the world.”

Baked In’s Bottled Cookie Mixes are available online. Its lineup of premium baking kits and mug baking mixes are also available from well-known UK high street retailers like Costco, Hobbycraft, Lakeland and Tesco.

The UK’s top 5 pastry and hot drink pairings


According to new research by Lantmännen Unibake’s Schulstad Bakery Solutions, pairing a sweet pastry with a hot drink is more likely to encourage 87.6% of consumers to make a purchase.

In addition, 66% of consumers habitually pair these items together at least once a week, which presents operators with a significant opportunity.

Earlier this year, the brand asked UK consumers to rank their favourite pairings from its Thaw & Serve Danish Pastry range:

  1. Maple Pecan Plait paired with Vanilla Frappuccino
  2. Vanilla Crème Crown matched with Hazelnut Hot Chocolate
  3. Apple Crown coupled with Caramel Frappuccino
  4. Cinnamon Swirl paired with Iced Almond Latté
  5. Mini Raspberry Square and Vanilla Latté

“Pairings alone aren’t a new trend, but what is becoming a bigger part of this occasion is the importance of the drink and pastry flavours working together to create the ultimate experience for the consumer,”​ said Chris Barnard, senior development chef at Lantmännen Unibake,

“Elevating the consumer taste experience by pairing ingredients that have a natural affinity – such as pecans and vanilla, or vanilla, hazelnut and chocolate – will help operators to secure repeat custom.

“Our research findings and top five pairings are here to help provide inspiration on exactly that, and we would encourage operators to experiment with different drink ingredients or even invite their customers to a tasting event to help solidify a menu offering.”

The Thaw & Serve Danish Pastry range is perfectly baked and ready to serve after thawing, allowing caterers without ovens to significantly reduce preparation time, as well as control costs and wastage. The full range consists of Schulstad Bakery’s best-selling Maple Pecan Plait, Vanilla Crème Crown and Apple Crown, each individually wrapped to lock in freshness and added convenience, along with the Mini Danish Selection (five favourites in a sealed variety tray, including Mini Maple Pecan Plait, Mini Cinnamon Swirl, Mini Apple Coronet, Mini Raspberry Square and Mini Blueberry Square).

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