The rise of the BFY trend reflects a growing consumer demand for healthier indulgence, which is spurring on innovation. Forward-thinking bakers are now incorporating ingredients like ancient grains, alternative flours and natural sweeteners, creating products that prioritise wellness without sacrificing taste. We take a look at some of the brands at the forefront of this movement.
Nestlé Professional’s Dessert Trends Report
Nestlé Professional’s Breaking Dessert Barriers report reveals evolving consumer preferences for out-of-home desserts, with health-conscious choices and sustainability leading the charge.
While cheesecake, ice cream, and chocolate fudge cake remain beloved classics, younger diners are gravitating toward lighter, trendier options like churros and crepes.
Health is a key factor shaping decisions, with 37% of consumers seeking dessert deals, 29% favoring shareable plates, and 25% interested in mini dessert and drink pairings. These preferences reflect a growing demand for indulgence without excess. Meanwhile, sustainability is crucial, particularly among 16–24-year-olds, 75% of whom value ethical and eco-friendly options.
Branded desserts also resonate strongly, with 63% of consumers preferring familiar names like KitKat, Aero and Rolo.
“Desserts remain a highlight of dining out, but operators must balance popular favourites with seasonal and personalised options to keep menus fresh,” said Irene Ferre, Insights Lead at Nestlé Professional.
“Desserts remain a highlight of dining out, but operators must balance offering popular favourites with seasonal and personalised options to keep menus exciting,” said Irene Ferre, insights lead Irene Ferre.
“We’re committed to bringing our iconic confectionery brands into out-of-home desserts, and we’ve delved deeper into how operators can optimise this category. By incorporating popular brands, we’re pushing the boundaries to create innovative, exciting dessert experiences that captivate consumers and drive sales.”
Bio&Me launches super nutty muesli
The fast growing gut health brand founded by ‘The Gut Health Doctor’ Dr Megan Rossi has expanded its gut-loving muesli range.
Muesli – a £158m category in the UK – has seen challenges with own-label dominance and decline. Bio&Me hopes to revitalise interest by combining great taste with tangible gut health benefits at an accessible price. With gut health increasingly important – especially among women aged 55+ - the timing aligns with growing consumer demand for functional, health-supporting foods.
Joining the original Fruit & Nut muesli, the new Super Nutty variant is rolling out in 550 Tesco stores for an RRP of £3.50 for a 450g pack.
Packed with 13 plant-based ingredients like almonds, cashews, Brazil nuts, oats, dates and sultanas, Super Nutty promises gut-friendly nutrition alongside flavour. Meanwhile, the award-winning Fruit & Nut muesli offers 12 diverse plant-based foods, including apricots and sultanas. Both varieties are high in fibre, free from added sugars, and packed with natural goodness.
Since entering Tesco in 2022, Bio&Me has grown its product range from four to 18 SKUs, with a 300% revenue increase.
“I’m interested in creating great tasting food that also truly delivers on its health claims,” said Dr Rossi.
“Our ‘good for your gut’ mueslis tick all the boxes: they’re not only high in fibre but are full to the brim with diverse plant-based goodness with absolutely no added sugars and make a great quick and delicious breakfast option or afternoon snack. Pair with your milk of choice or our new kefir drinks for the ultimate gut loving way to start your day.”
Added cofounder and CEO Jon Walsh, “Bio&Me is well-placed to deliver exactly what today’s muesli consumers are looking for: functional foods that taste really good. We believe they’ll appeal to both current muesli lovers, as well as help bring new consumers into the category.”
Franuí brings its viral raspberry bites to the UK
The original creators of chocolate-covered raspberry bites that became a viral sensation at SIAL Paris has officially debuted in the UK.
Hailing from Patagonia, these hyper-chilled, award-winning treats combine farm-fresh raspberries with double layers of premium milk or dark chocolate, offering a very unique snacking experience.
“Our family has poured passion and dedication into crafting these unique treats, and we’re thrilled to introduce Franuí to the UK,” said founder Leticia Fenoglio.
“We aim to provide a snacking experience like no other – combining indulgence, convenience, and quality. We’re confident that UK consumers will embrace Franuí’s authentic taste and heritage and we’re excited to see the opportunities ahead.”
Each raspberry is hand-picked from regeneratively farmed sources and coated in ethically sourced chocolate – free from preservatives and artificial flavours. The result is a natural indulgence that’s both premium and guilt-free.
Franuí has already made waves internationally, with products sold in 35 countries and a remarkable 300% sales growth in 2023. Named ‘Best Frozen Product’ at the International Food Event in London and recognised at the Great Taste Awards, Franuí is set to become a staple of premium snacking in the UK.
Franuí is kicking off the launch with a digital-first campaign, collaborating with influencers across London to generate excitement on social media.
Whole Earth expands ‘gamechanging’ Drizzler range
The UK-based peanut butter brand has introduced an indulgent Salted Caramel variant to its Drizzler range, enhancing its appeal for sweet dessert and topping occasions.
The new variant features a golden roasted peanut butter base blended with plant-based ingredients, packed with protein and fibre.
The Drizzler range – a category-first innovation that was launched in 2022 – revolutionised the peanut butter category with its convenient squeezy bottle and ultra-smooth texture achieved through a unique milling process. The lineup – which includes Classic Roasted and Golden Roasted Super Smooth variants, remains the only squeezable peanut butter offering in UK supermarkets.
Available in Waitrose for an RRP of £3.79, the Salted Caramel Drizzler opens new possibilities for breakfast, snack and dessert applications – from porridge and pancakes to ice cream and puddings.
“The Drizzler range is a real star on social and peanut butter lovers have hailed it as ‘a gamechanger’ for enjoying peanut butter in the mornings as well as throughout the day,” said Nicola Turner, brand controller at Ecotone UK.
“Until now, we’ve been missing a sweeter variant that lends itself to other eating occasions, but still reflects Whole Earth’s commitment to naturally nutritious food. We wanted to offer people a healthier alternative to sweet toppings on desserts like pancakes or ice cream. We know that NPD plays an important role in bringing excitement to the spreads fixture for both new and existing consumers. Salted Caramel as a flavour continues to be in high demand and Drizzler felt like the perfect format for it.”
With its 100% recycled and recyclable bottles, Whole Earth remains committed to sustainability.
Nature’s Path launches organic flour line in US
The organic breakfast and snack producer has entered the baking category with its new Organic Flour line, now available in the US.
The launch reflects the company’s mission to provide high-quality, nutrient-rich organic options while prioritising the health of people and the planet.
“Our entry into the flour category is a natural extension of Nature’s Path’s mission to leave the Earth better than we found it,” said president Arjan Stephens.
“It gives us great pride to offer the same trusted, organic ingredients consumers know and love while inspiring creativity in the kitchen and providing healthier, planet-friendly options.”
With the home baking ingredients market expected to reach a value of $28.2bn by 2033, Nature’s Path is meeting the growing demand for quality baking essentials that consumers can feel good about using. It’s range of flours are crafted with nutrient-rich, responsibly sourced grains processed through traditional low-temperature milling techniques at a low speed.
The range includes five versatile options:
- Organic All-Purpose Flour: A high-gluten blend.
- Organic Gluten-Free All-Purpose Flour: Perfect for gluten-free recipes, crafted with wholesome oat flour.
- Organic Baker’s Blend Flour: A mix of white flour and sprouted whole grain wheat, spelt and rye.
- Organic Whole Wheat Flour: Stone-milled for textured whole grain creations.
- Organic Keto All-Purpose Flour: With just 5g net carbs per serving, it’s ideal for low-carb baking.
Available at Hannaford, Woodman’s, Raley’s and Hy-Vee stores, as well as online.
Good Good wins listing in Holland & Barret for its no-added sugar jams
The Icelandic pioneer of no-added sugar jams, jellies and spreads has launched its Strawberry, Raspberry, Apricot and Blackcurrant Jams at Holland & Barrett stores across the UK. This marks the brand’s first foray into UK retail, providing health-conscious shoppers with premium, naturally sweetened spreads that balance indulgence and nutrition.
With consumer interest in reduced-sugar options on the rise – 79% of global consumers perceive them as healthier – Good Good’s jams offer an ideal alternative. Packed with 33% more fruit and 88% fewer calories than standard jams, these spreads deliver taste with just 6g or less of naturally occurring sugar per serving. They are also keto-friendly, gluten-free and non-GMO certified, making them suitable for a wide range of dietary needs.
- Strawberry Jam: Bursting with 58% whole strawberries.
- Raspberry Jam: Made with 50% raspberries.
- Apricot Jam: Crafted with 56% apricots.
- Blackcurrant Jam: A 50% blackcurrant spread.
“We pride ourselves on delivering fruity, full-bodied jams that offer optimal taste and superior nutrition,” said cofounder and CEO Gardar Steffanson.
“We know that expanding the availability of low-sugar alternatives simplifies the path to healthier eating habits and by offering Good Good’s jams at H&B, we aim to empower consumers to make nutritious choices, while indulging in their sweet cravings.”
Available now in Holland & Barrett stores and online for an RRP of £4.00. Also available on Amazon.
The Protein Ball Co launches healthy multipacks
The Protein Ball Co has made a bold move into the healthy snack aisle with the launch of its first-ever multipacks.
Containing three bags of its popular protein + vitamin balls, the packs are aimed to appeal to both on-the-go consumers and those seeking convenient, healthy snacks for the week.
Available in Peanut Butter High Protein, Salted Caramel (V), and Blueberry Oat Muffin (V), each 45g bag delivers at least 7g of protein, with the Peanut Butter High Protein packing a hefty 10g. Each bag includes six natural, gluten-free, no-added-sugar snacks.
“Our products typically cater to the on-the-go customer, looking for a quick impulse buy that fuels their active lifestyle,” said founder Matt Hunt.
“These new multipack boxes will appeal to those who like to plan further ahead and have healthy snacks to hand all week long.”
The Protein Ball Co ensures its snacks are made with all-natural ingredients, free from preservatives and sweeteners. High in fibre and rich in vitamins B12, C and D3, these protein balls are as nutritious as they are delicious.
The multipack boxes are now available in selected retailers across the UK for an RRP of £4.99.