Bakels Group discusses the caramel boom, why this versatile ingredient is essential for today’s bakers and how it is responding with innovative solutions
What factors do you believe are fueling the surge in popularity of caramel across the bakery and snack sectors, and how are consumer preferences shaping new product development in this space?
Caramel’s popularity shows no signs of slowing – and it’s not hard to see why. Its flavour profile is indulgent, nostalgic and familiar, making it a go-to for bakers looking to tap into current consumer demands. From a product development perspective, it’s a strategic win: caramel is highly versatile, elevates a wide range of baked goods, and aligns neatly with several macro trends driving shopper behaviour.
Firstly, caramel plays perfectly into the continued consumer appetite for comfort and nostalgia. In an uncertain economic climate, shoppers are increasingly turning to small, feel-good indulgences – products that offer emotional reassurance as much as sensory satisfaction. Caramel’s ability to evoke childhood favourites and cosy familiarity makes it a powerful ingredient in this space.
Secondly, premiumisation continues to shape bakery innovation. Consumers want everyday treats to feel elevated, and caramel delivers that, particularly when paired with on-trend flavours like chocolate, pear or honeycomb. Think upgraded classics: doughnuts, brownies, muffins and cookies with rich caramel layers or fillings that signal indulgence.
Then there’s salted caramel, which continues to outperform expectations. Its sweet-savoury balance hits a multisensory sweet spot, offering a “crave factor” for consumers that makes it a smart choice for driving repeat purchase and brand loyalty.
Social media adds further fuel to the fire. With millions of #caramel posts on Instagram, it’s clear that this ingredient isn’t just a flavour – it’s a visual and emotional cue that resonates strongly with today’s consumers.
For bakery brands and NPD teams, the message is clear: caramel isn’t just a passing trend, it’s a toolkit for meeting multiple consumer demands at once – comfort, indulgence, and everyday luxury. Whether it’s through new flavour pairings or reimagined classics like Millionaire’s Shortbread, caramel is proving its staying power in both the bakery aisle and the bakery kitchen.
Could you give us an overview of Bakels’ manufacturing capabilities for caramel, especially in terms of quality control, process consistency, and scalability for different customer needs?
At Bakels, our caramel manufacturing facilities allow us to play tunes with a number of caramel varieties, according to season and customer taste. The demand for caramel creations continues, and it’s our duty to respond to this and provide innovative caramel varieties to delight consumer taste buds.
Behind the creativity sits a robust manufacturing process that blends tradition with innovation. Our Millionaire’s Caramel is crafted using traditional caramel-making techniques, combined with rigorous quality control at every stage to ensure consistent texture, colour, and flavour from batch to batch.
We’re also structured to support a wide range of customer requirements – from artisan bakeries looking for a signature flavour to high-volume manufacturers needing reliable consistency at scale. Our flexible production lines and in-house NPD teams make it possible to adapt quickly, whether that’s for a seasonal launch or a long-term supply partnership.
Coming up with new and innovative flavours is tough, but many bakers are focusing on delivering new twists to traditional favourites. Salted caramel and other caramel varieties continue to dominate bakeries in the UK, but we think Britain’s bakers are going to dream up ever-more inventive flavours to tempt customers through their doors.
For bakers keen to mix things up further, there’s also room for experimentation with the flavour of caramel they use too. Salted caramel has been something of a flavour sensation for several years now, but why stop there? We’re always working with bakers to discuss NPD and innovation ideas, to bring out the very best of products, that tap into trends.
Read the full interview in our latest issue here
