News

2026-09-29
BAKER HOUSE RESTORES THE STATUS OF A MODERN DESSERT TO THE SPONGE ROLL.

The BAKER HOUSE brand is launching a new category of confectionery products — sponge rolls. The first product in the line is a roll with a “Truffles” flavour. Today, sponge rolls are often seen as a traditional product from the past. BAKER HOUSE aims to restore their former glory, to show their relevance to a modern audience, and to reaffirm their status as a modern dessert, rather than just a familiar sweet pastry.

The new product draws on a familiar format that has held a special place in consumers’ food culture for many years and offers a fresh perspective on it. The product’s flavour profile is characterised by a rich, velvety and deep chocolate flavour with moderate sweetness, a light, noble cocoa bitterness and a delicate, creamy aftertaste. This combination allows you to preserve the emotional connection with a familiar dessert while at the same time offering a modern interpretation of a well known product. The customer gets a familiar taste, but perceives it not just as a nostalgic memory, but as a modern dessert for everyday consumption. This is precisely the idea behind the new product: not to abandon the past category, but to restore its value through a modern flavour and visual presentation.

The new product will become a prominent item on the shelf and will attract attention to a category that is often perceived as traditional. For the assortment matrix, an important factor is the combination of a wide consumer reach and a pronounced flavor profile. The Truffle sponge roll is suitable for an audience that appreciates interesting formats and new gastronomic experiences. The product is designed for a mass audience, but at the same time, the flavor concept of the premium Truffle dessert helps it stand out from the usual offerings. 

The new product from BAKER HOUSE is an attempt to rethink the sponge roll as a modern dessert, while maintaining the accessibility and recognition of the category. For the retailer, this is an opportunity to offer the customer a familiar product with a new flavor accent, and for the distributor, to add a position with clear positioning to the matrix. The novelty allows you to look at the usual dessert in a new way and attract a wide audience in the mainstream segment. This novelty helps to keep interest in the category and encourages repeat purchases due to the familiar, but more “premium” taste.