6 sweet launches hitting the confectionery aisle

The confectionery category is looking to the future and pining for the past, in equal measure.

On the modern end, we’re seeing innovations like caffeine candy, designed to give consumers a sweet buzz during the mid-afternoon lull.

But nods to the past persist, often in the shape of reimagined classics. Think individual Bakewell tarts or raspberry and cream flavoured biscuits.

Join us on a virtual stroll down the confectionery aisle as we round up what’s new and exciting (and even nostalgic) in the sweetest of categories.

1. Viennese Swirls expand premium biscuit offering Fox’s Burton’s Companies (FBC) is reinventing traditional flavours for a contemporary audience. (Image: Fox’s Burton’s Companies)Fox’s Burton’s Companies (FBC) is taking a stroll down memory lane with the latest addition to its Thomas Fudge’s range: butter raspberry and almond Viennese Swirls.

The launch marks the brand’s first foray into the classic Viennese category, which it hopes will attract new shoppers to the premium biscuit segment.

The product is made up of two almond-based Viennese biscuits filled with raspberry jam and vanilla cream. The brand is positioned as more of an indulgent option within the £16.5 million ‘indulgent treats’ market. Thomas Fudge’s, which has seen 27% year-on-year growth, is currently the fastest-growing brand in FBC’s portfolio.

The Viennese Swirls are sold in 130g packs containing seven biscuits. They’re now available in UK retailers Waitrose and Morrisons, with a rollout to Sainsbury’s planned for September. The recommended retail price is £2.80 (€3.28).

2. Better-for-you gummies grow online distribution Tangy lemon maggots, anyone? What about apple flies? (Image: Wild Thingz)UK-based gummy maker Wild Thingz has secured a listing with Ocado Retail, expanding its reach in the online grocery channel. The brand’s 130g share packs are now available nationwide via the platform.

Gummies have been around for a while, but these ones are organic, plant-based, and free from gelatine, palm oil and artificial additives. They’re also gluten-free and contain around half the sugar of conventional gummy brands.

The company positions itself as a cleaner-label alternative in the children’s confectionery space.

The brand is already available through Amazon, Brakes, TikTok Shop and over 230 physical retail locations. On Ocado, the 130g share packs are priced at £2.50 (€2.93).

3. Gummies with a caffeinated buzz Why can’t caffeinated candy compete with the energy drink market? (Image: Ruly)During the mid-afternoon slump, consumers often reach for a caffeine-fuelled coffee or energy drink. But why not energy candy?

Start-up brand Ruly sees the opportunity. The company is launching a new line of caffeinated sweets in the UK, targeting consumers seeking functional confectionery. The company’s first products, Tropical and Red Berry gummies, are currently being trialled in forecourts and independent retailers.

Each 42g pack contains 80mg of caffeine, along with guarana and B vitamins. The founders, Sophie Murray and Lydia Franks, developed the product as a more palatable alternative to energy drinks or coffee. Unlike single-dose sports supplements, Ruly’s gummies are designed to be consumed like regular sweets, offering what the company calls a “micro-boosting” effect.

The company estimates the UK energy candy market could be worth up to £640m (€750m), based on comparisons with the energy drinks sector. Ruly’s 42g packs are priced at £2 and are currently available in select independent stores and forecourts.

4. From Bakewell to frangipane: classic tarts hit retail Classic tarts are making a comeback in individual portion sizes. (Image: Just Desserts Yorkshire)West Yorkshire-based bakery Just Desserts has expanded its retail-ready dessert offering with a new collection of individually packaged tarts. And they’re all based on the classics.

The range includes seven varieties: Treacle Tart, Bakewell Tart, Cornflake Tart, Coconut Tart, Pear & Almond Frangipane, Raspberry Frangipane, and Black Cherry Frangipane.

The launch follows growing demand for premium, single-serve desserts that mirror the experience of restaurant and café offerings at home. The tarts are aimed at farm shops, delis, food halls, and other retailers looking to diversify their chilled dessert selection.

Each tart is sold in a case of nine, with a recommended retail price of £3.99. The range is available to order directly from Just Desserts Yorkshire.

5. McVitie’s Digestives, but pink Digestives go pink with traditional strawberries and cream flavour combination. (Image: pladis)Is there a more classic flavour combination than strawberry and cream?

McVitie’s is both harking back to this nostalgic dessert and looking forward by packaging it up into a Digestives biscuit format. It’s a limited-edition line that coincides with the brand’s ongoing centenary celebrations for its Chocolate Digestives.

The biscuits retain the traditional golden-baked base but are topped with a pink, fruit-flavoured layer. The company describes the launch as a seasonal twist designed to appeal to existing fans of the brand and those seeking novelty in the biscuit aisle.

McVitie’s Pink Digestives are currently available in Sainsbury’s, with a wider UK rollout planned from 21 July. Each 15-biscuit pack has a recommended retail price of £2.35 (€2.75), with promotional pricing at £1.85.

6. Nuts about Baileys chocolate Chocolate almonds, peanuts and cashews are getting a Baileys makeover. (Image: Baileys)There’s nothing new about chocolate-covered almond and peanuts. But there is when they’re infused with Baileys flavouring.

Baileys Chocolate has expanded its product range with the launch of two nut-based confectionery items: Baileys Chocolate Peanuts & Cashews and Baileys Chocolate Almonds. Both products are now available in 250 Sainsbury’s stores across the UK.

The new offerings combine roasted nuts with milk chocolate infused with that distinctive Baileys taste. The launch is part of the brand’s strategy to grow its presence in the year-round snacking category, particularly among adult consumers seeking more indulgent options.

Each 90g pack is priced at £3 (€3.52) and is available exclusively at Sainsbury’s.