Key takeaways:
- Brands are leaning hard into festive nostalgia and experience-led launches, from interactive chocolate activations to bakery prize hunts.
- This year’s festive releases highlight a shift toward comfort, creativity and high-impact seasonal storytelling across bakery and snacks.
- Major manufacturers are rolling out limited edition winter snacks, curated gifting bundles and new retail formats to capture peak holiday demand.
The first proper week of December always feels a bit like someone’s flung open the festive floodgates and this one’s no different. There’s a rush of launches, ribbon-cuttings and seasonal side quests, all elbowing for attention as shoppers settle into holiday mode. This year’s clear trend? Make it fun. Make it comforting. And if you can make it interactive, even better.
Brands aren’t just dropping products; they’re setting scenes. You can wander into a New York food hall and be handed hot cocoa, step onto a musical mat and ring out a chocolate-fueled carol or go hunting for a golden croissant ticket in a box of mince pies. Even the snack aisle’s had a holiday makeover, leaning heavily into cocoa, caramel and childhood throwbacks.
There’s plenty happening on the bakery front, too. Glasgow gets a new neighborhood shop; Oswego welcomes back a frozen-yogurt favorite; and Two Magpies is turning East Anglia into its own festive treasure map. Digital gifting is suddenly busy as well, with cookie-grams and croissant plushies finding their way into baskets.
Taken together, it’s a lively, slightly chaotic start to snack season but it feels exactly right for December.
Bayne’s The Family Bakers lands in Anniesland
Bayne’s has cut the ribbon on its newest shop in Anniesland, the busy West End neighborhood in Glasgow that’s known for its steady commuter footfall, adding 18 jobs and strengthening its presence in Scotland’s largest city.
It’s the seventh Bayne’s site in Glasgow, underscoring how firmly the brand has embedded itself since expanding beyond its Fife roots. Joint MD John Bayne said the city has welcomed the business “with incredible warmth” and that continued investment remains a priority.
The bakery, founded in Lochore in 1954 and still family-run, now spans more than 70 shops across Scotland.
Loacker heats up Eataly NYC Flatiron
Loacker’s bringing a jolt of Alpine comfort to Eataly NYC Flatiron with a pop-up that promises a cosy break from the Manhattan chill. On December 3 at 5pm, the first 100 guests will get a free cup of its rich hot cocoa. There’s a chance to win tickets to Jingle Ball, too.
Expect the whole Alpine package: warm drinks, hazelnut-chocolate flavours and the sort of festive atmosphere that makes people stop mid-errand.
Hershey’s Kisses rings in the festive season
Hershey’s Kisses is leaning into the nostalgia of its ‘Holiday Bells’ ad – now marking its 35th year – and pairing the celebration with NBC’s Christmas in Rockefeller Center special.
From December 4-7, visitors to Rockefeller Center can step onto an LED musical mat that recreates the famous handbell melody, turning the much-loved commercial into a full-blown interactive moment. As chief growth officer Stacy Taffet put it, bringing the activation to life at Rockefeller Center unites “two holiday icons” in a way that feels instantly memorable.
On shelves, the brand’s backing the celebration with its new Snickerdoodle Cookie Candy, supported by returning seasonal favorites.
Bridor launches festive recipe book
Bridor has released its first festive recipe book – a free download designed to help chefs and caterers sharpen their Christmas offering and get more value from bakery items during the busiest weeks of the year.
The guide works Bridor’s Viennese pastries, breads and rolls into recipes across the whole day, covering everything from small appetisers and starters to festive mains and desserts. Highlights include Cheese Finger & White Truffle with Parmesan Tuile, a Foie Gras Croissant Cube and the Bun ’n’ Roll Coffee Cream, all showing how familiar bakery items can be turned into high-impact dishes.
The book also includes guidance on bread pairings for meat, fish and cheese plates – a simple way to lift festive menus without piling on extra prep.
Northern Europe Sales Director Erwan Inizan said the run-up to Christmas is “incredibly important to the restaurant and hospitality sector,” adding that pastries have become “an incredibly flexible ingredient for chefs” as consumers increasingly reach for indulgent treats outside the breakfast daypart.
With shoppers more open to comfort and luxury at this time of year, Bridor is also spotlighting must-stock items such as its La Maison Lenôtre macarons, pastel de natas and mini tartelettes, all positioned for sharing boards, premium treats and winter entertaining.
McGhee’s goes big on nostalgic gingerbread
Heading back to Scotland, Glasgow-based McGhee’s Bakery has launched traditional gingerbread men using a recipe pulled from its archives, rolling them out across Asda stores, with SPAR and One-O-One to follow.
The Scottish bakery expects to deliver close to 50,000 gingerbread men over the festive period as shoppers lean into old-school comfort.
“Gingerbread men are one of those treats that take you straight back,” said commercial director Aisling McGhee. “They’re simple, joyful and remind you of childhood.”
McGhee’s Christmas Empire Biscuits are also returning this season. Gingerbread men are available now.
Paris Baguette opens its first online gift shop
Paris Baguette has stepped firmly into the gifting space with The Paris Baguette Shop, its first online retail range. Live from December 1, it’s stocked with bakery-themed gear: soft loungewear, croissant slippers, a latte-scented candle, a Croissant Glass Tumbler and even a plush croissant.
The collection leans into the brand’s cosy, treat-yourself aesthetic, offering shoppers an easy way to extend the café experience beyond the bakery counter. It also marks a notable move into lifestyle merchandising for the chain, timed neatly for peak gifting season.
“We’re always looking for meaningful ways to surprise and delight our guests,” said CMO Cathy Chavenet.
Every order includes a scratch-off card for a free instore treat and one buyer will walk away with free cake for a year.
Two Magpies hides Golden Croissant tickets
East Anglia’s Two Magpies Bakery has launched a ‘Willa Wonka style’ Golden Croissant prize hunt that runs until December 31, turning its Norfolk and Suffolk heartland into a festive treasure map.
Golden tickets are hidden in everything from Seggiano panettones and LillyPuds puddings to granola boxes, rye crackers, mince pies and Florentines. Prizes – worth over £500 collectively – include hot drinks, sourdough loaves and gift vouchers.
“We’re hoping this will prove a really popular and fun promotion,” said operations director Yasmin Wyatt. All 10 of the bakery’s Norfolk and Suffolk sites are taking part.
Heston’s hidden-fruit pudding returns
Heston Blumenthal’s cult Christmas pudding is back, this time built around a whole Candied Clementine hidden inside.
Sold exclusively through The Fat Duck Online Christmas Shop for £13.99, it revives the ‘tradition with a twist’ concept that once sparked bidding wars for earlier versions. The pudding headlines a playful festive lineup that also includes strawberry leather laces and roast-potato caramels.
As Heston put it, “the new Candied Clementine version is a proper bit of festive fun and deliciousness that’s bound to bring a little magic to any Christmas dinner.”
Haldiram’s UK unveils curated festive bundles
Haldiram’s UK is leaning into the gifting boom with curated festive bundles combining sweets, savory snacks and ready-to-eat dishes. Expect Kaju Katli, Motichoor Ladoo, Bombay Mix, Aloo Bhujia and ready-to-heat Dal Makhani and Paneer Makhani.
“Bundles are the perfect way to celebrate, whether sharing with loved ones or gifting something with heart,” said Rhea Agarwal, director of Business Development.
The launch taps into a wider shift toward convenience-led gifting, with consumers increasingly seeking curated assortments that feel thoughtful but require minimal prep. The bundles are available online and through select retailers, with free delivery on orders over £50.
TCBY reopens in Oswego
TCBY’s returned to Oswego, Illinois, under new owners Samad Khan and Ankita Patel. Their aim is simple: revive the shop as a community-focused stop for families and dessert lovers.
The menu spans self-serve and hand-scooped yogurts, shakes, smoothies, pies, sorbet fizz and build-your-own desserts with more than 35 toppings.
“We’re excited to bring TCBY back as a healthier dessert option for the community,” said Khan. The store’s now open daily at 2840 US Highway 34.
Fannie May’s Jolly Trolley hits Chicago
Chicago’s getting a moving chocolate installation this month in the form of Fannie May’s Jolly Trolley, which runs December 5-21. The vintage trolley, dressed to the nines, departs from the Michigan Avenue flagship on weekends for 35-45-minute trips along the Magnificent Mile.
On board are chocolate tastings, storytelling by a Taste Conductor, jazz-infused holiday tunes and surprise performances. Weekday pop-ups will take the trolley to the Christkindlmarket and several suburban hubs.
“The Jolly Trolley embodies everything we love about the holidays,” said marketing director Fernando Bernardo.
Pepperidge Farm launches Holiday Cookie Courier
Pepperidge Farm’s rolling out a free Holiday Cookie Courier on December 4 for National Cookie Day. Fans can head to PepperidgeFarmHoliday.com to send a friend or relative a festive box containing two full bags of cookies – Chessmen and Milano Mint Chocolate – along with a personalized note, while supplies last.
The brand’s Holiday Exclusive cookie range is also live on Amazon, with flavors like Chessmen Holiday Nog, Milano Slices Peppermint, Brussels Mint, Gingerman, Linzer Raspberry and Thin & Crispy Peppermint Cocoa, each at $5.89. Milano Amaretto Hot Cocoa is available exclusively at Target for $5.19.
King’s Hawaiian and Bing Crosby team up for Mele Kalikimaka
King’s Hawaiian and the Bing Crosby Estate have joined forces for a 75th anniversary collab built around the Mele Kalikimaka GingerBREAD House kit. Available online for $19.50, the kit comes complete with King’s Hawaiian Original Sweet Rolls, icing, island-themed sprinkles, co-branded decor and a mini record with a QR-linked version of the song.
Hawaiian-born singer-songwriter Iam Tongi’s recorded a new cover and a duet with Crosby’s original vocals.
“Recording on such a legendary song has been a surreal experience for me,” he said.
PepsiCo’s limited edition winter snacks
PepsiCo Foods US has pushed out its seasonal lineup: Lay’s Salted Caramel chips (8oz, $4.99; 2.625 oz, $2.69), PopCorners Cocoa Crunch (7oz, $4.99) and Smartfood Chocolate Caramel popcorn (1.875oz and 6.5oz).
Breakfast gets the winter treatment with Instant Quaker Oats Hot Cocoa (6 count cases at $24.12), LIFE Hot Cocoa cereal (18oz at $4.09; 22.3 oz at $4.97) and Cap’n Crunch Christmas Crunch in multiple sizes.
Grandma’s Snickerdoodle cookies return in 2.875oz packs at $2.09, while Frito-Lay’s Winter Favorites and Chester’s Shop 18 count packs land at $13.69.
