Comments from Ross Lowrey, Finsbury Food Group
Matcha, tiramisu, pistachio and s’mores are among the flavours staying in the spotlight for 2026, but how are they being used by bakers of all shapes and sizes? And what other ones are waiting in the wings? This feature will find out.
What are the next big flavours in bakery and why?
With cocoa prices high, bakers have a real opportunity to innovate with flavour profiles. We’re seeing a strong appetite for flavours that are nostalgic but elevated, taking classics like carrot cake and infusing it with yuzu, mango or passionfruit, reimagining them in modern formats that bring texture and indulgence. Going one step further, pairing these flavours with spice brings real warmth, particularly during the colder months of the year, think mango with ginger or yuzu with black pepper.
Core indulgent flavours like caramel continue to dominate, but in 2026, it’s about depth and discovery so we’ll see more miso caramel, smoked caramel or brown butter dulce de leche featuring. This provides an unexpected, contemporary twist on what is a traditional, comforting flavour, going one step further than salted caramel. We’re also seeing healthier takes on caramel with the likes of date and honey caramels on the rise.
Matcha was huge in 2025 and we’re predicting that infusing cakes with alternative tea flavours will continue to prove popular, whether that’s honey and earl grey or fig chai latte.
In bread, sourdough is experiencing a flavour evolution. While the base recipe remains rooted in tradition, brands and retailers are experimenting with new inclusions such as cheddar, sun-dried tomato and olives. It doesn’t even have to stick to savoury, for example chocolate orange sourdough and blueberry and lemon sourdough are also on the rise.
What are the influences and/or trends behind these flavours gaining popularity?
Flavour development is being driven by a mix of seasonal relevance, novelty and emotional connection. Consumers are increasingly drawn to flavours that feel comforting yet exciting, formats that feel familiar, but with unexpected twists. Social media is without a doubt playing a massive part in the virality of certain flavour profiles such as matcha and pistachio in 2025 and can often dictate fast innovation for the bakery sector.
We’re seeing stronger crossover between food and drink categories, with influences from cocktails, desserts and even breakfast formats inspiring bakery, such as earl grey or chai latte infused cakes. Limited edition launches and seasonal tie-ins also shape demand, as shoppers seek newness without abandoning classic tastes.
Flavour is being used more strategically across the seasons and we’re seeing consumers engage with flavours that reflect the mood of the moment. Winter leans into richness, spice and nostalgia, whereas Easter tends to embrace lighter, fruity or tropical bakes.
How are they being used and what other flavours or formats are they being paired with? Please provide real-life examples of bakery products which incorporate them.
Sweet bakery continues to see growth in formats that layer texture and flavour, stuffed cookies, filled muffins and hybrid items like brookies and cruffins all offer exciting opportunities to deliver new flavour experiences.
Formats such as loaf cakes, layered cakes and snackable minis also lend themselves well to flavour experimentation. We’ve seen the success of combining nostalgic profiles like lemon or jam with indulgent inclusions, such as sponge paired with buttercream and a surprise centre.
With the boom in Guinness amongst a younger audience, and the rise in women drinking Guinness, we launched a Guinness Gift Cake with Diageo, one of our licensed brands. This allows us to pair the richness of Guinness with indulgent chocolate cake, all while tapping into the zeitgeist and providing a social media moment for the person gifted.
What flavours proving popular in other food and drink categories, such as alcohol, snacks or ice cream, that could work in bakery?
Bakery is increasingly influenced by flavours trending in categories like coffee, spirits and premium snacks. Pink gin, piña colada and coffee liqueur profiles, for example, have all started crossing into sweet bakery. There’s also growing inspiration from ice cream trends, such as raspberry ripple, cookie dough or honeycomb.
At Finsbury, we’re always assessing what’s gaining traction across adjacent categories to inform new product development, ensuring that we stay relevant to flavour-driven consumer occasions while also offering bakery-first innovation.
