Baker & Baker has completed a rebrand of its premium Black Label range and confirmed new product development plans across 15 European markets, beginning with the launch of a Pistachio Vanilla Doughnut in 2026.
Originally developed for the Spanish market in 2010, the Black Label range has expanded to include more than 40 products spanning American sweet bakery and laminated sweet bakery categories. The portfolio includes muffins, doughnuts and cookies, as well as croissants, viennoiserie and regional specialities.
The relaunch includes updated branding, packaging, a new logo and tagline. The company said the refresh is designed to strengthen recognition across foodservice and artisanal bakery channels. Marketing support will include trade shows, PR activity, social media and in-store materials such as point-of-sale displays.
The first product launch under the refreshed brand will be a Pistachio Vanilla Doughnut featuring vanilla and pistachio cream fillings, topped with pistachios and white chocolate. Baker & Baker said the development responds to continued consumer interest in pistachio flavours and premium-style bakery products.
The Black Label range is distributed across Europe and the Middle East, including the UK, Germany, France, Spain, Italy, the Netherlands and several Eastern European markets. The portfolio is targeted primarily at foodservice operators and artisanal bakeries.
Graeme Williams, chief commercial officer UK at Baker & Baker, said the rebrand marks the next phase of development for the range. “The Black Label range represents the high-premium end of Baker & Baker’s product portfolio, and we’re pleased to introduce the refreshed look to our customers,” he said.
“The range will continue to deliver the quality and taste standards our customers expect, supported by updated branding across markets.”
Further product extensions are planned for the range as part of the 2026 development programme.
