Baker & Baker Revamps Black Label Range, Launches Pistachio NPD

Baker & Baker has unveiled a full rebrand of its premium Black Label range, alongside new product development plans spanning 15 European markets.

Originally launched in Spain in 2010, the Black Label collection has grown to more than 40 SKUs across American sweet bakery and laminated sweet bakery categories. The range includes muffins, doughnuts and cookies, as well as croissants, viennoiserie and regional specialities, and is distributed across Europe and the Middle East, primarily targeting foodservice and artisanal bakery operators.

The refreshed brand identity introduces a new logo, tagline and updated packaging designed to reinforce its premium positioning. The relaunch will be supported by a multi-channel marketing strategy, including social media, PR, trade exhibitions and in-store activation materials such as POS displays and branded cases.

The first new product under the revamped brand is a Pistachio Vanilla Doughnut, scheduled for launch in 2026. The product combines vanilla and pistachio cream fillings, topped with pistachios and white chocolate, tapping into the ongoing consumer interest in pistachio and Dubai-style chocolate flavours.

According to the company, the NPD pipeline responds to continued demand for high-quality indulgence. Citing consumer research, Baker & Baker noted that 80% of consumers consider taste the key factor when snacking, while 78% prefer brands that prioritise quality ingredients over calorie reduction.

Graeme Williams, Chief Commercial Officer UK at Baker & Baker, said the Black Label range represents the high-premium end of the company’s portfolio and that the updated branding is designed to drive stronger stand-out with customers and consumers across Europe.

With further line extensions planned, the company also indicated that the brand is positioned for potential future retail expansion, in addition to its established presence in foodservice.