Morrisons has unveiled an ambitious new bakery range featuring supersized versions of British biscuit classics and trendy viral-inspired treats, as the supermarket giant aims to capture sweet-toothed shoppers this summer.
The fresh daily bakery collection combines “classic childhood favourites” with “fresh takes on viral food trends”, including Giant Bourbons and Custard Creams alongside filled croissants inspired by the viral Japanese fruit sando. The range represents Morrisons’ latest bid to compete in the increasingly competitive in-store bakery market.
Made fresh in the Market Street Bakery every day, the new offerings span from £1 doughnuts to £3 loaded brownies, positioning Morrisons to challenge both budget and premium bakery competitors across the high street.
Supersized Nostalgia Meets Social Media Trends
The standout items in Morrisons’ new range are the Giant Bourbon and Custard Cream biscuits, priced at £2 for a pack of two. These “legendary” supersized versions tap into the growing nostalgia trend that has seen classic British treats reimagined for modern consumers seeking comfort food with a twist.
“The giant biscuit trend has been gaining momentum across social media platforms,” says bakery industry analyst Sarah Mitchell. “Morrisons is cleverly capitalising on both the nostalgia factor and the Instagram-worthy appeal of oversized treats.”
The timing aligns with broader bakery trends for 2025, which have seen traditional favourites given contemporary makeovers. According to industry data from Taste Tomorrow, classic laminated pastries and childhood-inspired treats are experiencing a renaissance, with consumers seeking “easily attainable forms of luxury” in their bakery purchases.
Viral Food Trends Drive Innovation
Perhaps the most innovative additions to the range are Morrisons’ Filled Croissants, available for £1.50 each in jam and cream with raspberry, or almond and jam varieties. The supermarket explicitly references the “viral fruit-filled Sando” as inspiration, demonstrating how social media trends are directly influencing mainstream retail bakery offerings.
The Japanese fruit sando – a sandwich featuring fresh fruit and whipped cream between slices of white bread – became a TikTok sensation, with bakeries worldwide creating their own interpretations. Morrisons hopes their filled croissants will “elevate” the classic buttery pastry whilst capitalising on the viral trend’s popularity.
“Social media influence on bakery purchasing decisions cannot be overstated,” notes Dawn Foods’ research, which found 60% of consumers say social platforms influence their bakery buying choices. “Retailers who successfully translate viral trends into accessible products can capture significant market share.”
Premium Indulgence at Supermarket Prices
For chocolate enthusiasts, the range includes a Chocolate Caramel Cup Doughnut (£1.50) and Loaded Brownies (£3 for a pack of four). Morrisons has given the brownies particularly effusive praise, describing them as the “perfect” way to “satisfy any sweet tooth.”
The Caramelised Biscuit Cake, priced at just £1 per slice, represents exceptional value in the premium bakery segment. Morrisons describes it as “a standout addition” to their dessert lineup, offering “a dense texture with a balanced, smooth, creamy finish” with each slice boasting “layers of flavour.”
This pricing strategy positions Morrisons competitively against both budget bakeries and premium chains. With artisan bakeries often charging £4-6 for similar products, Morrisons’ offerings provide an accessible entry point for consumers wanting to try trending flavours without the premium price tag.
Riding the Doughnut Wave
The new doughnut selection demonstrates Morrisons’ awareness of current flavour trends, featuring Pistachio, Yellow Fruity, and Pink Square varieties. The pricing structure is particularly competitive, with Yellow Fruity and Pink Square options available in packs of two for £1 (60p each), whilst the on-trend Pistachio flavour commands a slight premium at £1.50 for two (£1 each).
The inclusion of pistachio is particularly savvy, given the flavour’s explosive popularity following the Dubai chocolate phenomenon. Industry reports indicate pistachio has become one of the fastest-growing flavours in bakery, driven by social media virality and consumer perception of it as sophisticated and indulgent.
Beyond Sweet: Savoury Innovation
Recognising that not all bakery customers have a sweet tooth, Morrisons has included “The Best” Focaccia Rolls in the range, priced at £1 for a pack of two. Available with either Halkidiki olives or sea salt and rosemary, these artisanal breads aim to “elevate any Italian dish” and work equally well as sandwiches or served with olive oil.
The inclusion of premium ingredients like Halkidiki olives – a variety prized for their meaty texture and mild flavour – signals Morrisons’ intent to compete with more upmarket retailers in the speciality bread category.
Limited Time Offers Create Urgency
Whilst most items appear to be permanent additions to the bakery range, Morrisons has strategically made the Filled Croissants and Loaded Brownies limited-time offers, available only until September 7. This creates purchasing urgency and allows the retailer to test consumer response to these trend-driven items before committing to permanent shelf space.
“Limited edition products play a critical role in driving sales as well as profitability,” explains bakery industry expert Lisa Passmore. “The sweet bakery category continues to capitalise on this, with the number of seasonal/limited editions increasing over the last three years.”
Market Context and Competition
Morrisons’ new bakery range arrives at a crucial time for the UK supermarket sector. With food inflation moderating but consumers still seeking value, the ability to offer premium-quality bakery items at accessible prices could prove a significant differentiator.
The range also reflects broader industry trends identified for 2025, including the fusion of global flavours (seen in the Japanese-inspired croissants), texture innovation (the loaded brownies), and the continued popularity of nostalgic treats with a twist (the giant biscuits).
Competitor supermarkets have also been investing heavily in their bakery offerings. Marks & Spencer recently launched giant make-your-own custard creams and bourbons, whilst budget retailers like Aldi and Lidl have expanded their premium bakery ranges. Morrisons’ comprehensive approach – spanning budget to premium, sweet to savoury, and traditional to trendy – positions them to compete across all segments.
The Instagram Factor
Every item in the new range appears designed with social media appeal in mind. From the novelty factor of giant biscuits to the photogenic filled croissants and colourful doughnuts, Morrisons has clearly considered the “Instagrammability” of their offerings.
This strategy aligns with research showing that bakery items generating social media buzz can see sales increases of up to 300%. The viral nature of food trends means a single TikTok video featuring Morrisons’ giant custard creams could potentially drive significant footfall to stores.
Looking Ahead
As Morrisons rolls out this ambitious bakery range, the success will likely depend on execution as much as concept. Fresh daily production requires significant operational capability, whilst maintaining consistent quality across all stores will be crucial for building customer loyalty.
The range’s mix of permanent items and limited-time offers also provides valuable flexibility, allowing Morrisons to respond quickly to emerging trends whilst maintaining a stable core offering of crowd-pleasers.
For consumers, the new range offers an opportunity to explore trending bakery items without the premium prices often associated with artisan bakeries or specialty shops. Whether seeking nostalgic comfort in a giant bourbon biscuit or Instagram-worthy content from a pistachio doughnut, Morrisons’ Market Street Bakery aims to satisfy all appetites and budgets this summer.
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Image Credit (Shortened):
Morrisons, Yeadon (23 May 2020) – by Mtaylor848, licensed under CC BY‑SA 4.0, via Wikimedia Commons.
