With just weeks to go until Easter, a number of seasonal bakery trends have begun to emerge.

According to British Baker seasonal innovation can play a crucial role in increasing consumer engagement and driving sales within the sweet bakery sector.

“Fifty-eight per cent of UK sweet bakery consumers (rising to 78 per cent of 25-34-year-olds) find limited edition / seasonal sweet baked goods appealing,” CSM Ingredients director Category Bread & Pastry Solutions Miriam Bernhart told the publication.

Ms Bernhart noted in the five year period leading up to July 2024, the share of seasonal claims used on new sweet bakery launches increased from 13 per cent to 16 per cent, globally.

One predominant seasonal trend is the addition of new and innovative products alongside traditional options.

It was filled hot cross buns here in Australia that were filling a gap in the market, moving beyond the more traditional smear of butter and potentially jam and into chocolate or even chilli jam for a savoury option.

In 2024 Woolworths unveiled its Biscoff-filled Hot Cross Buns, which were touted as being best enjoyed warm to ensure an “oozy delicious centre”. The product has been released again in 2025. In the UK it appears M&S is the only retailer to have tapped into this market, releasing its Extremely Lemony Curd Filled Hot Cross Buns. However, it has been pointed out that these varieties often can’t be toasted like a traditional hot cross bun, which may impact long-term consumer adoption.

A play on flavours has also been noted, with combinations like Tiramisu Hot Cross Buns, Apple Crumble Hot Cross Buns, Coffee and Chocolate Chip Hot Cross Bun and even Rhubarb and Custard Hot Cross Buns all making an appearance. For those focusing on traditional offerings attention has been paid to the ingredients used, in particular the fruit.

Raisin SA CEO Wessel Lemmer told British Baker the focus on the quality of the raisins and direct mention of them in the product name on the pack could heighten the product’s appeal.

“Using the wider range of the major raisin product categories could be a way to shake up hot cross buns while not straying to far from the classic,” he said.

“This being currants, sultanas, goldens, midnights, flames and crimsons.”

Beyond buns, it appears a wider range of  colours will also be seen this Easter.

Pastel green is one that is touted as being popular, thanks in large part to the increase in popularity of both matcha and pistachio. Gold is another colour on the rise through its use as a gold dusting and gold leaf.

“Traditional paler hues of lemon, pink and white as well will feature across all toppings and products alongside chicks, eggs and bunnies,” Ms Bernhart said.