Biscuits are booming in 2025 as UK shoppers snack more often and seek new formats, flavours and indulgent experiences. Explore the top-performing brands and NPD shaping the category — with UF International as your supply partner.

Biscuits are undergoing a quiet revolution in the UK. No longer just a staple for tea breaks, they are now a growing part of the all-day snacking occasion from breakfast through to late-night treats. As consumers look for convenience, indulgence and variety, the category continues to perform strongly.

At UF International, we work with retailers and distributors worldwide to supply bestselling biscuit products that align with the latest shopper trends, including health-conscious options, premium indulgence, and new product innovation.

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Biscuits in Growth: Driven by Snacking Habits

The shift in eating habits, particularly among younger consumers, is a key driver of growth in biscuits. Traditional mealtimes are being replaced with more flexible, snack-led routines a trend especially strong among Gen Z.

• 55% of younger shoppers now combine multiple snacks to form meals

• 23% of all consumers believe that three meals a day is outdated

• As a result, sweet biscuits are increasingly being consumed in place of traditional snacks like crisps or chocolate

This grazing behaviour has led to significant value growth:

• Biscuits: +11.2% value to £3.6bn

• Cakes: +9.9% value to £2.4bn

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Biscuit Format Trends: Indulgent, Mini and Portable

Growth is strongest in product formats that support on-the-go, portion-controlled snacking.

• Mini biscuits: Up 14% over the past five years

• Chocolate biscuit bars: +16.9% value, with an additional 35.9 million packs sold

• Children’s biscuits: +6.5% volume growth

Convenience and portability are essential features, while flavour-led innovation such as raspberry, which is up 33.8% in value is drawing in new consumers.

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Evening Snacking and the Rise of Biscuit Premiumisation

Biscuits are increasingly appearing in the evening snacking occasion, an area historically dominated by crisps and confectionery.

Macro trends influencing this include:

• Nostalgic flavours: Ginger, all-butter shortbread, and oatmeal raisin are gaining traction

• Special occasion biscuits: Premium formats positioned as treats or gifts (aligned with the ‘lipstick effect’)

• Healthier options: Plant-based, low-carb, gluten-free and keto-friendly biscuits are becoming mainstream

• Texture-led launches: Biscuits with premium inclusions like nuts, fruit, herbs and seeds

• Global flavours: International influences are broadening the appeal of biscuits as lifestyle-led snacks

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Best-Selling Brands and Category Leaders

Top Sweet Biscuit Brands (Value Growth):

• McVitie’s +9.6%

• Fox’s +14.9%

• Kit Kat +9.9%

• Oreo +4.6%

• Lotus +11.0%

• Bahlsen +13.3%

• Go Ahead +15.8%

• Walkers Shortbread +16.5%

• Lu +32.8%

• Flipz +18.6%

Best Performers by Product (Nielsen NIQ):

• Oreo +19.8%

• Maryland +22.1%

• Fox’s Fabulous +48.2%

• Kellogg’s Rice Krispies Bars +40.0%

• Fox’s Favourites +23.9%

• Tunnocks Wafers +13.1%

Top Savoury Biscuit Brands:

• Jacobs +10.8%

• Ritz +16.5%

• Nairn’s +11.8%

• Crosta & Mollica +21.7%

• Peter’s Yard +33.7%

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Recent Innovation and Product Launches

Pladis NPD – 2025 Highlights:

• McVitie’s Pink Digestives: A limited-edition raspberry and cream-flavoured coating over classic digestives

• McVitie’s Oaty Cookies: Made with 100% wholegrain oats, available in Milk and Dark Chocolate

• Jaffa Cakes Hot Honey: Combining sweet honey with chilli heat, aimed at fans of the ‘swicy’ (sweet + spicy) trend

New to Range:

• Kent & Fraser: Gluten-free, wheat-free artisan biscuits with a 9-month shelf life

• Angelic Gluten Free: Top 14 allergen-safe, nut- and dairy-free, palm oil responsibly sourced

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How UF International Supports Global Biscuit Buyers

We offer access to both well-established and emerging biscuit brands, helping partners curate a commercially successful and trend-led assortment. From premium gifting lines to value-driven everyday formats, we support:

• Category planning and product mix recommendations

• Seasonal and new product launches

• Export compliance and logistics

• Private label and allergen-safe options

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