Baker & Baker Secures Cinnabon License for UK

European bakery products manufacturer Baker & Baker has agreed a new licensing partnership with global bakery brand Cinnabon for the UK in-store bakery market, driven by consumer demand.

Baker & Baker is launching a two-pack Cinnabon muffin and a two-pack Cinnabon doughnut with selected UK retailers from May to satisfy rising consumer demand for cinnamon products, and address a clear gap for such products in the UK’s in-store bakery market.

The Cinnabon Cinnamon Muffin is a soft, moist muffin, infused with 16% cinnamon, delivering a rich aromatic flavour. The muffin is then topped with a smooth layer of 13% silky cream cheese flavour icing and finished with a delicate sprinkle of cinnamon biscuit crumbs.

Meanwhile, the Cinnabon Cinnamon Doughnut is light and fluffy in texture, and infused with 16% cinnamon for a rich, aromatic sensation. The doughnut is then finished with a swirl of velvety cream cheese flavour icing (13%) and crowned with crunchy cinnamon biscuit pieces.

Inspired by Cinnabon’s iconic cinnamon rolls and signature cream cheese-style icing, the range delivers the beloved flavour experience in a convenient take-home format.

Cinnabon is a globally recognised bakery brand, created in Seattle in 1985, starting with the humble cinnamon roll. The business has grown substantially, with food service outlets throughout the United States and a presence in 50 countries globally, creating a range of indulgent cinnamon bakery products for all occasions.

UK consumers have a high appetite for cinnamon bakery products: Cinnabon already possesses a 78% brand recall amongst UK in-store bakery shoppers, and 83% of respondents surveyed indicated they would purchase the Cinnabon® Doughnut and Cinnabon Muffin.

Baker & Baker has already secured listings for the Cinnabon muffin and doughnut, in Co-op from the 6th May and Asda from the 18th May, with further distribution planned. Both the doughnut and the muffin will be available in a two pack, with an RRP of GDP1.80 for the doughnuts and GDP2.00 for the muffins.

Additionally, Baker & Baker is planning a number of activations to support the launch of the licensing partnership and new products, including sampling events in May.

Michael Bancroft, Licensing Director at Baker & Baker, commented: “We’re excited to bring the iconic Cinnabon brand into fresh in-store bakery, and we’ve identified a clear, untapped market opportunity for this type of premium bakery product in the UK.

“The Cinnabon brand will generate instant recognition amongst UK consumers within the bakery aisle, and create a new, distinctive offering for retailers to drive sales in sweet bakery.”

Dave Mikita, President of International and Retail Channels Licensing at GoTo Foods, owner of Cinnabon, says: “Expanding Cinnabon into UK grocery stores marks an important step in our brand building strategy, broadening our reach and allowing us to give our fans more opportunities to enjoy our iconic brands in new and exciting ways.”