Baker & Baker unveiled a comprehensive rebrand of its premium Black Label range, with ambitious NPD plans across 15 European markets. With the new brand, the relaunch aims to resonate more with both customers and consumers. In 2026, new product launches are planned, the first being a Pistachio Vanilla Doughnut that taps into the ongoing social media-fuelled consumer trend for pistachio and Dubai-style chocolate products.

Baker & Baker completely rebranded the range, featuring a refreshed, timeless look and feel that suggests innovation and quality, and including a new logo, tagline and packaging. Targeted at new and existing customers, the Black Label range will also be supported with a comprehensive marketing strategy.

The Pistachio Vanilla Doughnut includes both vanilla and pistachio cream filling, topped with pistachios and white chocolate, resulting in a truly indulgent combination. The new premium doughnut, like the wider Black Label range, has been developed in response to consumer demand for high-quality, indulgent food that can be enjoyed consciously, the bakery highlights.

The Black Label range includes a wide variety of chocolate and fruit flavoured muffins, doughnuts and cookies within the American Sweet Bakery category, and croissants, viennoiseries and regional specialities within the laminated sweet bakery.

The extensive range is available throughout Europe and the Middle East and targeted at the food service and artisanal bakery channels, tapping into the growing indulgence trend. Crafted with care to the highest standards, Black Label products unite premium ingredients, irresistible fillings and toppings, with contemporary flavours.

The Black Label range is ideal for bakery and food service operators. Originally launched for the Spanish market, it is now available in countries across Europe, including the UK, Germany, Austria, Switzerland, France, Spain, Portugal, Belgium, the Netherlands, and Italy, as well as a number of countries across Eastern Europe and the Middle East.

Graeme Williams, Chief Commercial Officer UK at Baker & Baker, commented: “The Black Label range represents the high-premium end of Baker & Baker’s product portfolio, and we’re really excited about sharing the new look and feel with our customers. The range will feature the same proven quality and taste that our customers have come to expect, and we believe the refreshed branding will deliver standout and impact with consumers across Europe.”

Photo: Baker & Baker