Booker is doubling down on its own brand NPD and launching a new range of sweet treats and baked goods for the coffee shop and cafe sector under a stylish new brand – Fihka.
From timeless classics to innovative flavour combinations, the new Fihka range includes 20 on-trend treats, including Pistachio Cannoli, Lemon Shortbread Bars, White Chocolate and Raspberry Blondies, Oat and Berry Cookies and a seasonal collection including Chai and White Chocolate and Spiced Date and Fudge Cookies. A new Mini Sandwich Cake Collection includes a light Matcha, Victoria Sponge and Bakewell flavours, ideal for afternoon tea and sweet sharing platters.
Existing products previously stocked by Booker have also been given the Fihka treatment and enhanced recipe formulation, with the Mixed Muffin assortment now featuring White Chocolate and Raspberry, Blueberry Crumble, Lemon and classic Triple Chocolate. Familiar favourites such as Rocky Road and All Butter Flapjacks remain in the range, while the topped mini loaf cakes have been refreshed alongside the introduction of brand-new Lemon Meringue and Caramelised biscuit flavours.
The Fihka products are ambient and have an extended shelf life to eliminate the need for freezer space. They are also individually wrapped and come in multipack cases, so they are easy to store and simple to serve. Individual products can be displayed unpackaged on the counter, on cake stands or in domes for a homemade, just-baked look, or can be sold in the wrapper for ease of transportation and for outlets with limited countertop space. They are all visually appealing with a homemade look and feel, offering something more elevated for diners wanting to enjoy a moment of indulgence.
Fifteen per cent of UK adults buy an out-of-home coffee at least once a week, equating to more than nine million weekly occasions, and that number continues to grow (Lumina Intelligence, July 2025). Fihka is designed to help operators turn that demand into incremental sales by strengthening the link between coffee and premium baked sweet treats. From morning missions, brunch and lunch, to work breaks, group orders, afternoon tea, on the go and home delivery, the range is ideal for coffee shops and cafés, sandwich shops, garden centres, mobile food trucks and pop-ups, as well as pubs, bars, hotels and restaurants.
Karen Poole, head of own brand and product at Booker, says: “Fihka is a premium, contemporary and tempting selection of sweet treats and baked goods that operators can count on every time, delivering a greater sense of choice to the consumer. It is designed to drive upsell opportunities, keep menus fresh and interesting while remaining profitable, reduce wastage, minimise storage requirements and take pressure off busy hospitality teams.
“The ‘little treat economy’ is booming as consumers seek affordable, comforting pick-me-ups and personal treats amid economic caution. Outlets and venues can become the destination for coffee and sweet treats and Fihka brings menu innovation to drive differentiation, provide relevance and appeal, all while delivering stronger margins for operators.
“We have taken inspiration for the name Fihka from the Swedish cultural moment of a ‘coffee and a cake break’, which translates into taking a pause, relaxing, socialising with friends or colleagues. Our new offering will support operators in becoming the go-to place for these occasions.”
Selected Fihka lines are available to the independent retail sector, for on-the-go, at-home or workplace consumption, and for impulse purchases and snacking occasions.
