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News > Biscuits & Cakes: A Staple for UK Convenience Retailers

Biscuits & Cakes: A Staple for UK Convenience Retailers

The biscuits and cakes category continues to be a strong performer in the UK convenience market, offering reliable footfall, high margins, and broad shopper appeal. From everyday treats to premium bakes, this is a space where independent retailers can truly shine.

Trusted Brands That Drive Sales

At Procuria, we work with some of the top suppliers in the category:

  • Bobby’s Snacks – A long-standing favourite in the impulse space, offering well-known cakes and biscuits like Jam & Cream Oaties and Chocolate Cupcakes. Perfect for till-point displays and grab-and-go sales.
  • Doughty Cakes – A British bakery brand specialising in traditional loaf cakes and traybakes that bring a quality, home-baked feel to your shelves.
  • Emma’s Cakes – Individually wrapped favourites including Cherry Bakewells and Jam & Coconut Slices, ideal for snacking missions and coffee pairings.

What’s Selling?

  • Individually wrapped cakes are booming, driven by the demand for on-the-go options.
  • Affordable indulgence continues to attract spend, particularly in the under £1 price point.
  • There’s growing interest in artisan-style bakes and traditional flavours that offer something a little different from supermarket options.

How Procuria Can Help

Procuria connects convenience retailers to trusted biscuit and cake suppliers - all through one easy-to-use platform. As a member, you can:

  • Access exclusive pricing and promotions
  • Simplify your supply chain
  • Discover high-performing products that keep shelves turning

Whether you’re topping up your everyday range or refreshing for the season, Procuria helps you stay ahead of shopper trends.

Not a member yet? Join Procuria for free and unlock smarter sourcing today. Feel free to call our team on 0345 300 9027 or email admin@procuria.net.

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