European bakery products manufacturer Baker & Baker has unveiled a comprehensive rebrand of its premium Black Label range, with ambitious NPD plans across 15 European markets.
The Black Label range, first created by the business for the Spanish market in 2010, has since grown in size and breadth to include over 40 premium products across several American Sweet Bakery and Laminated Sweet Bakery categories.
Building on Black Label’s existing brand awareness in the bakery and food service environment, the relaunch enhances the brand 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.
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, with 78% of people preferring brands that prioritise quality ingredients over calorie reduction[1].
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, vienoisserie and regional specialities within 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.
Baker & Baker has undertaken a full rebrand of the range, featuring a refreshed, timeless look and feel that signals innovation and quality, including a new logo, tagline and impactful packaging. Targeted at new and existing customers, the Black Label range will also be supported with a comprehensive marketing strategy, to include social media, PR and trade shows, as well as a range of store activation materials, such as POS posters, product display cases and table cards.
80% of consumers say taste is the key deciding factor when snacking[2], reinforcing the need to choose quality ingredients within your bakery portfolio.
The Black Label range is aimed at bakery and foodservice operators seeking to offer a clear premium segment for their customers and deliver additional margin growth. With the brand already primed for future retail expansion, further extensions are planned for the range.
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.”
Baker & Baker’s Black label range is available in countries across Europe including the UK, Germany, Austria, Switzerland, France, Spain, Portugal, Belgium, Netherlands and Italy, as well as a number of countries across Eastern Europe and the Middle East.
[1] State of Snacking Report 2024 (Mondelēz International).
[2] State of Snacking Report 2025 (Mondelēz International), conducted with The Harris Poll.
[1] State of Snacking Report 2024 (Mondelēz International)
[2] State of Snacking Report 2025 (Mondelēz International), conducted with The Harris Poll.