From truffle-infused crisps to gourmet cookie pies and bespoke biscuit collabs, today’s bakery and snack brands are placing an unmistakable emphasis on indulgence, quality and craftsmanship.
Globally, the premium snack market is booming: valued at $35.2 billion in 2023, it’s projected to grow at a CAGR of 9.2% through 2030, according to Grand View Research. Consumer behaviour is driving this surge - with 47% of snackers saying they’re willing to pay more for artisanal quality; while six in 10 are actively seeking new experiences through flavour, presentation and provenance.
The pandemic-era comfort food renaissance has matured into a refined demand for ‘everyday luxury’ - where elevated snacking becomes part of lifestyle identity. Retailers are responding with curated ranges and upgraded merchandising, while brands are leaning into collaborations, gluten-free reinventions and Instagram-friendly aesthetics.
It’s not just about taste: it’s the story, the sourcing and the sensation that sells. And the new crop of launches across the UK and beyond is living proof that indulgence can be as thoughtful as it is delicious.
Crisps with couture credentials
When it comes to haute snacking, Savoursmiths rewrites the rules. The UK premium crisp brand pairs home-grown British potatoes (grown on the Smith family farm in Cambridgeshire) with globally inspired, chef-level flavours, presented in some of the most stylish packaging on the shelf. From standard snack bags to its striking 100g luxury tins, Savoursmiths turns casual crunching into a curated experience.
The brand’s top-selling flavour, Wagyu Beef with Honey & English Mustard, is a decadent nod to British roast traditions with a gourmet twist - available in both standard and vegan formats. But the wider Savoursmiths range reads like a tasting tour of the bold and indulgent: from Champagne & Serrano Chilli to Bubbly & Truffle, and its latest refined blend, Desert Salt & Black Pepper.
And for those who prefer their snacks sky-high, there’s a Virgin Atlantic exclusive: Virgin Mary crisps, inspired by the iconic cocktail, available only on board.
Cofounder Colette Smith explains the philosophy best: “We don’t just make crisps we tell stories through flavour. Wagyu Beef with Honey & English Mustard [for instance] is our homage to British roast traditions, with a lavish twist. It’s savoury, surprising and utterly moreish.”
Whether in a stylish tin for gifting or a grab-and-go 40g bag, Savoursmiths crisps are made in small batches, gluten-free and flavoured with natural ingredients. Available at Ocado, BP M&S stores, select Co-ops, luxury delis and online, these crisps are anything but ordinary.
Edible art for VIP guests
London’s legendary luxury hotel, The Savoy, has partnered with the British biscuit specialist Biscuiteers – recently rescued from administration through a pre-pack acquisition deal made by its founders and management team – to deliver a one-of-a-kind, taste-meets-theatre guest experience. The bespoke collection includes charming designs such as a red London bus, a Savoy shopping bag and Kaspar the cat: each hand-iced to perfection.
Two exclusive letterbox biscuit gifts - one London-themed, the other Savoy-themed - have been tailored specifically for the hotel’s VIP guests. This partnership builds on Biscuiteers’ growing hospitality collaborations, joining a roster that includes The Ritz, Claridge’s and The Peninsula.
“The Savoy represents the pinnacle of luxury and heritage within the British hospitality industry, which continues to be an important sector for our brand development and growth,” said Harriet Hastings, founder and MD of Biscuiteers.
“We’re thrilled to enrich the hotel’s luxury gifting offering and provide a delicious keepsake for guests to enjoy.”
Indian sweets get the premium treatment
India’s iconic Haldiram’s is redefining traditional mithai for the UK market with its new gluten-free Khaas Collection.
Made from marzipan and packed with modern flavours like pistachio vanilla, blueberry cheese and choco dip caramel, the line is designed for gifting and gourmet snacking alike.
Helmed by Rhea Agarwal, director of Business Development UK & EU, the range is available in boxes of 6 (£11.99), 9 (£17.99) and 16 (£29.99). All options are gluten-free and made with premium ingredients. Bulk formats are available for hospitality and events, and customers can customise their box for a bespoke treat.
Available from select retailers and online, the Khaas Collection is a celebration of craftsmanship and the evolving taste of diaspora indulgence.
Paradise in a shell
The Seattle, Washington-based viral dessert darling has landed at BJ’s with a Premium Collection that screams tropical luxury.
The exclusive eight-pack includes three Heavenly Coconut, three Tropical Mango and two Sweet Pineapple sorbets: each served in real fruit shells for a visual and flavourful escape.
Made without preservatives, artificial flavours or GMOs, these sorbets are crafted from hand-picked fruits and blended into creamy, refreshing perfection. Ideal for spring entertaining or as a guilt-free daily indulgence, the Island Way Premium Collection brings TikTok-worthy appeal and clean label credentials to the freezer aisle.
Available exclusively at BJ’s Wholesale across 16 Eastern states.
Biscotti and beyond
Gluten-free doesn’t mean flavour-free and White Rabbit is here to prove it with two new premium additions: a first-of-its-kind Gluten-Free Almond Biscotti (£2.95/150g) and Plain Gnocchi (£2.50/350g), both available at Sainsbury’s and Ocado in the UK.
Hand-rolled and twice-baked in Italy, the biscotti is perfect for coffee pairings or premium gifting. Meanwhile, the gnocchi - part of White Rabbit’s award-winning fresh pasta range - cooks in under three minutes and is crafted for both dairy and plant-based meals.
“Our new Biscotti taps into snacking and premium gifting, while our Plain Gnocchi addresses the main challenge gluten free consumers face, finding convenient and quick meal solutions – both offers stand shoulder-to-shoulder with top-tier mainstream equivalents, bringing more choice, incredible taste and value to our shoppers,” said CEO Nick Croft-Simon.
Available in Sainsbury’s & Ocado across the UK.
Gifting goes gourmet
Cartwright & Butler has partnered with Virgin Wines and Moonpig to launch a collection of curated gift sets that celebrate the art of pairing indulgent treats with exceptional wines. Launching exclusively on Moonpig today (6 May), the range is designed to add a gourmet twist to birthdays, thank-yous and just-because surprises - combining teatime elegance with a splash of something special.
Each bundle pairs Cartwright & Butler’s heritage confections with hand-picked wines. Think Triple Chocolate Coffee Beans with a bold Beneficio Shiraz; Salted Caramel Biscuits with Senti Prosecco Extra Dry; and buttery Demerara Shortbread Rounds with a fruity Prosecco Rosé. For richer moments, Cocoa Dusted Dark Chocolate Pistachios meet a bold Malbec; while Dark Chocolate Almonds pair perfectly with a Shiraz Cabernet blend.
Savoury options haven’t been forgotten either: Cheddar Cheese Crumbles with a buttery Chardonnay brings a moreish, umami balance to the lineup.
“For our entire 115-year history, Cartwright & Butler has been synonymous with luxury teatime treats and gifting with our ranges designed for any celebration,” said Charlotte O’Neill, head of Sales for Cartwright & Butler. “For us, it was natural to join forces with Virgin Wines at Moonpig; we know that wine and sweet treats are the go-to options, and when paired together they make a thoughtful gift for any loved one.”
With gifting experiences continuing to grow across premium segments, this elegant collection turns simple pleasures into memorable moments. Each pairing set is beautifully packaged and available only at Moonpig.
Raising the bar
Raise is proving that indulgence and health don’t have to be opposites with the launch of its new Raspberry and Coconut & Almond Nut Clusters - now available at Sainsbury’s (RRP £1.79 per pack). These gluten-free, vegan-friendly snacks are HFSS-compliant; contain under 5g of sugar per 35g pack; and deliver on both crunch and crave-worthiness.
Crafted from a mix of almonds, cashews and pecans, the new flavours are sweet, nutty and delicately balanced to offer the satisfaction of a treat with the credentials of a health food.
“These new HFSS compliant flavours take our range one step further and provide even more assurance that our snacks are a truly healthy choice,” said founder Chester Robinson.
It’s guilt-free indulgence designed for modern snacking: portable, nutritious and seriously moreish.
From TikTok sensation to premium cookie craze
Launched in January by Emma and Stuart, the entrepreneurial duo behind The Chuckling Cheese Company, DoughGirl has rapidly become a standout in the UK’s gourmet dessert scene. Their handcrafted, bakery-fresh cookies and deep-filled cookie pies quickly captivated sweet-toothed fans across social media, leading to an overnight sell-out.
The brand’s meteoric rise is attributed to its indulgent offerings that blend nostalgic comfort with modern flair. Signature treats like the Jammy Dodger Cookie Pie and the Chocolate Chip Deluxe Cookie have not only delighted taste buds but also dominated TikTok feeds, amassing a cult following. This overwhelming demand prompted the duo to expand their operations, transforming their existing warehouse into a dedicated bakery to ensure they could keep up with the influx of orders.
In April, DoughGirl launched its official e-commerce platform, offering nationwide delivery of its delectable treats. Customers can now indulge in a variety of offerings, from classic cookies to innovative cookie pies, all crafted with the finest ingredients to ensure a premium experience. For those seeking an in-person experience, DoughGirl has also established a presence in the MetroCentre’s Blue Mall in the Dunston area of Gateshead.
The goal? To become the UK’s go-to destination for luxury, handcrafted cookies and cookie pies.
This summer’s coolest treats
Just in time for summer, award-winning artisan ice cream maker Bears Ice Cream Imaginarium has launched a whimsical new menu of handcrafted ice cream sandwiches for cafés, restaurants and hospitality outlets. Made in its Whitstable kitchen, each sandwich is a masterclass in indulgent creativity - designed for both dessert menus and Instagram feeds.
The five-strong lineup includes nostalgic-meets-gourmet flavours like Triple Chocolate Salted Caramel, Lemon Meringue Pie, Peanut Butter Miso Caramel, Raspberry Ripple Birthday Cake and a plant-based Strawberry and Sprinkles option. Priced at £2.05 per sandwich (RRP £4.95), they’re also available by the case (£24.60 for 12), with free delivery on wholesale orders over £160.
“Our ice cream sandwiches add a playful element to our wholesale menu so that cafés and restaurants can uplevel their dessert menus this summer,” said chef founder Phil Harrison. “Nostalgic and Instagrammable, we’re predicting they’ll be one of this summer’s must-have treats.”
The launch follows a string of accolades for Bears, including Producer of the Year 2025 at the Kent & Medway Food & Drink Awards and a podium finish in the Gelato World Masters. Beyond the sandwiches, Bears has also introduced a premium range in 4L catering tubs, 475ml retail tubs and 125ml single-serves.
