Key takeaways:
- Premium café-style bakes and playful tie-ins are fueling innovation in the breakfast aisle.
- Protein, fiber and clean label claims are driving demand for functional morning options.
- Breakfast affordability remains a challenge, prompting brand-led support programs.
The global breakfast market is on track to hit $729.5 billion by 2032, fueled by consumer appetite for both functional convenience and elevated indulgence. Croissants, premium pastries and fortified snacks are sharing shelf space with playful tie-ins and nostalgic treats, as brands court every kind of morning eater.
Health remains high on the agenda, with protein, fiber and clean label claims drawing in shoppers looking to start the day with purpose. At the same time, the push for premiumization is delivering bigger bakes, richer flavors and formats inspired by café culture.
Yet growth is not without its challenges. New research commissioned by General Mills with the Greggs Foundation shows that some UK households are still struggling to afford breakfast at all – a reality the company is tackling through its Breakfast Club program, which serves 1.2 million meals annually. “No child should go without, especially at breakfast,” a spokesperson said. “It’s really important for kids to have the energy they need to sustain them through school, when they are exercising their minds as much as their bodies at playtime.”
It’s a complex picture, but one thing is clear: innovation is arriving thick and fast. From French-style pastries and artisan breads to color-changing cupcakes and Hello Kitty–branded pancakes, here’s what’s landing in breakfast and bakery aisles this season.
General Mills brings Wicked magic to the table
General Mills is turning breakfast into a spellbinding event ahead of the Wicked: For Good movie release on November 21.
Two limited-edition cereals – Glinda Good Berry in a dazzling strawberry pink and Elphaba Caramel Apple in a wicked green crunch – are already on shelves for $7/2 (mid-size) and $10/2 (family size). They join Pillsbury Shape Cutout Cookies, available from early August for $7/2, with pink and green dough shaped like Glinda’s sparkling crown and Elphaba’s iconic hat for a magical morning bake.
October will bring four special-edition Pillsbury favorites – Biscuit Grands! Flaky Layers Butter Tastin’, Crescent Roll Grands! Butter Flake, Crescent Dough Sheet and Grands! Cinnamon Rolls – in ‘wickedly easy’ recipe packs priced from $3.79 to $4.59. Betty Crocker’s Mix-to-Reveal Cupcake and Cookie Dough Pop Kits also return in late August, priced at $5.98, with an improved magical reveal to determine if you’re ‘perfectly pink like Glinda or enchantingly emerald like Elphaba.’
“After seeing how much fans loved last year’s Betty Crocker and Wicked collaboration, we knew we had to go even bigger for the sequel with more General Mills favorites and more creative ways to bring that home,” said Susan Pitt, brand experience director at General Mills. “Whether you’re baking with your bestie, planning a Wicked: For Good-themed watch party for the family, or just channeling your favorite witch in the kitchen, each offering is made to help fans stir up a little everyday magic as excitement builds for the big-screen release.”
Paul Bakery adds premium value to the morning commute
Paul Bakery UK is raising the bar for meal deals with its $5 Baker’s Breakfast, pairing a large tea or coffee with a croissant, pain au chocolat, almond croissant, almond pain au chocolat or escargot. The offer runs Monday to Friday from store opening until 10 am in London, Reading and Oxford (excluding St Pancras and Three Quays) and is takeaway only.
The breakfast deal complements Paul’s new $7 Lunch Deal, but mornings are where the chain’s French expertise shines. “Say bonjour to better mornings!” the brand says, positioning the offer as a way to enjoy a little je ne sais quoi before the workday begins.
Toast’em Pop-Ups bring retro fun to breakfast
The original toaster pastry, first launched in 1963, is enjoying a renaissance with a new wave of flavors hitting TikTok Shop and Amazon. Toast’em Pop-Ups offer a quick, sweet breakfast or snack that’s easy to prepare and big on nostalgia.
The lineup includes Frosted S’mores, Frosted Strawberry, Frosted Cookies & Crème (£5.50), Frosted Chocolate Fudge, and Blueberry (£5.50), all in 288g packs. “Whether you’re craving a taste of those fireside memories or simply want to satisfy your sweet tooth, these Pop-Ups are sure to hit the spot,” the brand says, framing them as a warm, family-friendly way to start the day.
Baker Street rye bread gains wider reach
Baker Street’s Seeded Rye Bread – £1.90 for a 500g loaf – is now stocked in 230 Sainsbury’s superstores and Local stores, joining listings in Morrisons, Co-op, NISA, Ocado and selected ASDA Express stores across the UK. High in fiber and protein, rye bread is increasingly popular as a base for health-conscious breakfasts, from avocado toast to nut butter spreads.
“This listing represents a step-change in Baker Street’s availability and a strong platform for future growth,” said James Sinker, senior national account manager at St Pierre Groupe. “Rye bread is resonating with health-conscious shoppers and we’re proud to be leading that trend with products that combine nutrition, quality and convenience.”
Deli Kitchen expands breakfast-friendly bakery range
Deli Kitchen has launched six new products exclusively in Tesco, several of which are directly suited to breakfast occasions. Protein Crumpets ($1.50) appeal to health-conscious consumers looking for a morning protein boost, while Rye Snack Breads and Cinnamon, Raisin & Oat Snack Breads (both $1.50) offer high-fiber, low-calorie options for quick breakfasts.
“The traditional bread aisle has long been ripe for a refresh,” said Tim Wittekind, head of Brand, NPD & Innovation. “Tesco is ahead of the curve with these exciting new products – allowing the whole category to attract shoppers across the UK looking for fresh ideas for breakfast, lunch and dinner.”
A-Sha Hello Kitty mochi pancakes brighten mornings
A-Sha Foods USA is bringing a playful touch to breakfast with its Hello Kitty Mochi Pancake Mix, made from gluten-free rice flour and available in Original and Ube flavors. The mix produces soft, chewy pancakes with a subtly sweet flavor – and in the case of Ube, a vibrant purple hue after cooking.
Combining nostalgia with novelty, the mix is now available at Target and via A-Sha’s website, with Amazon distribution coming soon. The brand frames it as ‘a fun, photo-worthy breakfast moment’ for both kids and adults.
St Pierre croissants expand nationwide in Tesco
The premium breakfast bakery brand has secured a UK-nationwide Tesco listing for its 2-pack All Butter Croissants, priced at £2.30. Made with 30% French-churned butter and offering a larger size than many competitors, they’re designed to bring Parisian café culture into the home breakfast occasion. The UK croissant market – worth £140 million and growing 17% year on year – is being driven by new shoppers seeking affordable indulgence in the morning.
“This listing supports the growth of our morning goods range,” said Georgia Dales-Smith, head of UK Brands at St Pierre Groupe. “Breakfast is booming and we’re proud to offer shoppers a premium option that meets the demand for indulgent yet accessible bakery products. Croissants are delivering the most value growth in breakfast bakery, and keeping pace with consumer trends through innovation remains at the heart of our strategy. This Tesco listing reflects both consumer demand and retailer confidence in the St Pierre brand.”
Comptoir Bakery brings patisserie home
London’s Comptoir Bakery is making it possible to enjoy authentic French pastries fresh from the oven at home with its new online frozen pastry delivery service. The range includes croissants, cinnamon rolls, pain aux raisins, pain au chocolat and chocolate cookies, as well as mixed breakfast pastry boxes priced £12-£15. Fresh frozen puff pastry or croissant dough is £8 and baking mixes are £6.
“We are on a mission to bring the best of French baking to people at home, in London initially and then further afield, using only the finest, handpicked British and French ingredients,” said CEO Quentin Wind. “We have taken French baking and made it fool proof for people to enjoy at home.”
Jovial Foods einkorn mix upgrades the pancake breakfast
Jovial Foods has introduced its Organic Einkorn Pancake & Waffle Mix – made with just five organic ingredients, including regenerative organic einkorn flour. USDA Organic, Non-GMO Project Verified, Kosher, Vegan and Certified Glyphosate Residue Free, the mix delivers fluffy pancakes or crispy waffles with a rich, nutty flavor.
Available for $7.99 at Whole Foods Market and online, the launch is positioned as an easy, nutrient-rich way to elevate the weekend breakfast ritual.
Bridor’s chocolate bread roll adds decadence to mornings
The French bakery manufacturer has unveiled its new Chocolate Bread Roll, crafted to enhance breakfast and treat occasions alike. The cocoa-enriched dough and melt-in-the-mouth dark chocolate chips create an intense flavor experience, while the rustic round shape and cross-scoring make for strong visual appeal in morning pastry displays.
“We’re always looking to expand our portfolio with delicious and inventive innovation so that operators can meet the evolving demands of consumers who are looking for tasty snacking alternatives,” said Erwan Inizan, Northern Europe sales director. “Perfect for chocolate lovers, our new rolls combine the smoothness of cocoa and the intensity of dark chocolate pieces, creating an indulgent treat that everyone will love.”
