In 2025, the spotlight is on versatility and fun, with products designed to inspire a sense of adventure in the kitchen and beyond.
Healthier snacking options, like JUNKLESS Chewy Granola Bars, cater to growing consumer demand for better-for-you treats, while indulgent innovations such as Gnaw’s Mocha Melts offer a luxurious twist to daily coffee rituals. Bakers and chocolatiers can now unleash their creativity with Henley Bridge’s vibrant Food Colours range, featuring natural powders, liquid dyes, and shimmering metallic dusts to add flair to their creations.
Collabs like Krispy Kreme’s partnership with Pop-Tarts, and Borough 22’s matcha-infused treats with PerfectTed, display how brands are elevating classic favourites with fresh, unexpected pairings. Even heritage brands are stepping up, with Pepperidge Farm introducing its first-ever Milano White Chocolate cookies.
From colourful inspirations to collaborative indulgences, these launches reflect the industry’s commitment to delivering exciting, versatile, and creative products that cater to diverse tastes and preferences.
Borough 22 Doughnuts x PerfectTed
Veganuary has been given a vibrant twist with the launch of limited edition Matcha Doughnuts from Borough 22 and PerfectTed.
Since 2014, Borough 22 has revolutionised allergen-free indulgence, creating plant-based, gluten-free doughnuts that are certified kosher and halal. Now, founder Ryan Panchoo has teamed up with PerfectTed, Europe’s leading matcha brand, to craft sweet treats featuring ceremonial-grade Japanese Uji Matcha Powder, known for its rich, earthy flavour.
The PerfectTed Box (£34 for six doughnuts) includes:
- 3 doughnuts topped with a glossy hand-poured matcha glaze
- 3 doughnuts filled with creamy matcha and dusted with icing sugar
Order online or via Deliveroo for delivery across London throughout January. Alternatively, grab individual doughnuts (£6.49 each) from Borough 22’s concession at Selfridges London Foodhall. For maximum freshness, doughnuts are delivered on the same day and can also be made oat-free upon request.
Tostitos kicks off Super Bowl LIX sweepstakes
The countdown to the Super Bowl is on, and Tostitos is serving up a celebration like no other. This year, fans have the chance to win an all-expenses-paid trip to Super Bowl LIX and the once-in-a-lifetime honour of pressing the official NFL confetti button to mark the winning moment.
To enter the sweepstakes, fans must channel their inner MVP and stop a countdown clock at exactly 5.90 seconds, a nod to 59 years of the Super Bowl. With NFL Legend Reggie Bush on board, fans can get insider tips on precision and timing to ace this challenge. Test your reaction time by visiting TasteOfSuperBowl.com or scanning QR codes on specially marked Frito-Lay snacks, including Tostitos, Cheetos, Doritos, and Lay’s. Stopping the clock unlocks the sweepstakes page for official entry.
For an in-person experience, visit interactive pop-ups at select grocery stores until 27 January, where you can assess your skills and feel the excitement IRL.
Fans heading to New Orleans for the big game can enjoy the Chips and Sips Quarter, a free immersive experience in the French Quarter featuring food, drinks, prizes, and activities inspired by New Orleans culture. Meet Reggie Bush and other NFL legends while soaking up the festive vibes.
Deli Kitchen helps Brits escape the lunchtime rut
This January, the bakery brand from Signature Flatbreads is tackling lunchtime monotony with a vibrant new advertising campaign. Research from National World reveals that 48% of Brits feel stuck in repetitive lunchtime habits, and Deli Kitchen aims to change that with fresh ideas and healthier options.
Following a strong 2024 with double-digit growth and a £150m investment plan for the next five years, Deli Kitchen is launching a two-week out-of-home (OOH) campaign on Valentine’s Day. Focused on its Carb Lite Wraps (just 14.6g of carbs) and Protein Wraps (10g of protein per wrap), the campaign is aligned with the company’s ethos – to make eating adventurously simple and tasty by reimagining global bakery favourites. Drawing inspiration from food markets worldwide, the brand offers an exciting range of products, including its bestselling Greek Style Flatbreads and Persian Style Flatbreads, the latter of which recently won Gold at the Quality Food Awards.
“We aim to drive considerable growth for Deli Kitchen, kickstarting 2025 with the launch of our striking lunchtime advertising campaign after a 2024 that exceeded expectations,” said Tim Wittekind, head of Brand and NPD at Signature Flatbreads.
JUNKLESS joins Target’s January Wellness campaign
JUNKLESS Chewy Granola Bars is starting 2025 strong with a launch in 1,200+ Target stores nationwide, following a record-breaking year since being acquired by Impact Capital.
As part of Target’s January Wellness Campaign, JUNKLESS will feature prominently on digital platforms, social media, and instore displays, including the ‘Wellness Aisle Tower Display’ in 1,780 locations. From 12 January, the better-for-you snack brand – known for its commitment to simple, wholesome ingredients – will secure permanent shelf space at Target, offering top-performing flavours like Chocolate Chip, Peanut Butter Chocolate Chip, Strawberry, and Cinnamon Roll.
Crafted with 100% whole grain oats and 34% less sugar than leading kids’ granola bars, JUNKLESS bars are Non-GMO Project Verified, gluten-free, and free from artificial flavours, colours, preservatives, and high-fructose corn syrup.
Naturipe delivers peak organic blueberry season
This winter, Naturipe Farms is redefining the fresh produce landscape with a robust supply of premium organic blueberries, filling the usual seasonal gap from December through February. Thanks to exceptional harvests from its South American operations in Peru and Chile, Naturipe is providing retailers with an off-peak opportunity to stock shelves with high-quality, great-tasting organic berries.
Historically, organic blueberry volumes dip during the winter months, but Naturipe’s commitment to growing in diverse regions has changed the game. The USDA-certified organic berries not only boast superior taste and appearance but also come in higher-than-average volumes this season, making them ideal for dynamic pricing and promotional opportunities.
“We’re thrilled to see such abundant and delicious volumes this season,” said Brian Vertrees, director of Business Development for Naturipe Farms. “Growing in diverse regions like Peru and Chile allows us to supply exceptional berries year-round, creating a golden opportunity for retailers to engage customers.”
Naturipe’s organic blueberries are grown with sustainability in mind, prioritising biodiversity, ecological balance, and soil integrity. With a growing consumer demand for eco-conscious and healthy produce, these berries offer a versatile option for retailers to attract shoppers looking for fresh, nutritious, and sustainable choices.
Pepperidge Farm introduces Milano White Chocolate Cookies
The Campbell Snack-owned brand is kicking off 2025 with its first-ever white chocolate offering. The new addition pairs the iconic Milano biscuit with a smooth, creamy white chocolate base, available in flavours like Strawberry, Lemon, and Coconut.
The launch continues Pepperidge Farm’s tradition of flavour innovation, elevating the cookie experience with unique profiles akin to its seasonal hits like Thin & Crispy Peppermint Cocoa and Milano London Fog. With 58% of white chocolate lovers favouring it exclusively over milk or dark chocolate, this release caters perfectly to fan preferences.
Milano White Chocolate cookies is rolling out in selected US retailers with a RRP of $5.09 per pack.
Krispy Kreme x Pop-Tarts
This first-ever collaboration merges the iconic flavours of Pop-Tarts with Krispy Kreme’s signature doughnuts.
Available from 6 January for a limited time, the Krispy Kreme x Pop-Tarts Crazy Good Doughnuts Collection comprises three indulgent variants:
- Pop-Tarts Frosted Strawberry Doughnut: An unglazed shell doughnut filled with strawberry, dipped in shortbread icing, and topped with strawberry drizzle, shortbread pieces, sugar sprinkles, and a Frosted Strawberry Pop-Tarts Bites piece.
- Pop-Tarts Frosted Chocolatey Fudge Doughnut: An Original Glazed Doughnut coated in chocolate icing, topped with brownie batter-flavoured butter crème, crushed Frosted Chocolatey Fudge Pop-Tarts Bites, and white nonpareils.
- Pop-Tarts Frosted Brown Sugar Cinnamon Doughnut: A cinnamon sugar doughnut finished with brown sugar cinnamon cream cheese butter crème and a Frosted Cinnamon Roll Pop-Tarts Bites piece.
Available from Krispy Kreme’s app and website (individually or by the dozen), these doughnuts can also be found in select US retailers in a six-pack box.
“Pop-Tarts aren’t just for the toaster – they can infuse culinary creativity to delight consumers,” said Jessica Waller, GM, Kellanova Away From Home.
“Krispy Kreme has done an incredible job bringing this opportunity to life, combining their iconic doughnuts with the beloved flavours of Pop-Tarts to create a truly one-of-a-kind experience for fans of both brands. We’re proud of this partnership to bring Crazy Good to doughnuts and doughnut lovers in unexpected ways.”
Fans are encouraged to share their experience using #KrispyKreme and tagging @krispykreme on social media.
Gnaw’s Mocha Melts turn everyday coffee into a café-style creamy mocha
The Norfolk-based artisanal chocolate maker is venturing into the UK’s hot beverage scene with the launch of Mocha Melts.
Designed for indulgent winter moments, the chocolate cubes bring together the rich comfort of hot chocolate and the everyday charm of coffee. Available in Salted Caramel, Hazelnut, and Double Chocolate, Mocha Melts dissolve effortlessly, creating a luxurious, café-style drink at home.
According to Gnaw spokesperson Mike Navarro, the brand has spent the past year to tap into chocolate’s unrivalled versatility.
“Mocha Melts combine the indulgence of premium chocolate with the familiarity of coffee, offering a simple way to elevate your daily brew,” he added.
A pack of 12 x 20g Mocha Melts is priced at £12 and available online.
Henley Bridge introduces vibrant colour to the UK market
A bold range of food colour products is now available in the UK, offering bakers and confectioners exciting options for out-there creative decoration.
The ingredients supplier has secured exclusive UK distribution rights for Food Colours, a Polish family-owned business known for its high-quality food dyes for both professional and domestic use.
The range includes six collections:
- Coloured cocoa butters: Yellow, orange, red, pink, violet, blue, dark green, and black (100g)
- Velvet sprays: Yellow, orange, red, pink, dark chocolate, and natural white (250ml)
- Natural cake drip toppings: Vanilla, yellow, pink, blue, green, chocolate brown, and gold (100g)
- Natural water-soluble powder colours: Yellow, orange, pink, purple, green, and black (20g)
- Liquid food colouring: Yellow, orange, pink, red, blue, green, and black (18ml)
- Metallic shimmering dust: Gold, silver, pearl, metallic ruby, and metallic copper (20g)
An eight-piece natural powder set (8 x 2.5g) is also available.
“The Food Colours range is a great addition to our offering and is sure to appeal to bakers and chocolatiers who want to add a bit of pizazz to their creations,” said Tracey Hughes, MD of Henley Bridge.
