News and Trends

  After the viral frenzy that followed M&S dropping its Chunked N’ Loaded cookies last year (they sold 70,000 in one day), the bakery team is back with another sure-fire hit - and this time, they're tapping into doughnut territory. Say hello to Dunked N’ Loaded, a brand-new range of ultra-indulgent, deep-filled doughnuts that look like they’ve been designed specifically to take over your feed (and put you in a bit of a food coma after). Landing in M&S stores from today, 4 March, these £2 doughnuts are big, and incredibly indulgent. They feature a 'cloud-light' dough, and are generously filled and topped with some pretty delicious flavours. All 4 Doughnuts are bursting with 30g of filling as well as being coated and topped! Double Chocolate - packed with a rich 55% dark chocolate ganache and finished with milk chocolate icing curls. Pistachio - packed with smooth pistachio creme and finished with caramelised and roasted pistachios. Lemon - packed with the iconic...

  Bakery in 2026 is balancing bold flavour innovation with fibre-driven health cues and everyday affordability. (Getty Images) Bakery’s next growth phase won’t be driven by a single mega-trend, but by flavour authority, fibre credibility and formats that make everyday indulgence feel justified Key takeaways: Fibre is moving from worthy to desirable, with social media trends and consumption gaps creating headroom for better-for-you bakery that still delivers flavour. Breakfast is emerging as a quiet growth engine, with shoppers selectively trading up for premium croissants and versatile formats that justify everyday indulgence. Convenience, clean label and flavour authority are converging, forcing bakery brands to balance health credibility with emotional satisfaction. Bakery isn’t shrinking. It’s resetting. After years of inflation pressure, HFSS disruption and shifting health narratives, the category’s finding its footing again – not through one dominant claim, but through a clust...