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 café 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 and timeless Victoria Sponge and Bakewell flavours, ideal for afternoon tea and 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 significantly refreshed, introducing 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 suits coffee shops and cafés, sandwich shops, garden centres, mobile food trucks and pop-ups.

Karen Poole, Head of Own Brand and Product at Booker, says:

Selected Fihka lines are also available to the independent retail sector, for on-the-go, at-home or workplace consumption, and for impulse purchases and snacking occasions.

Find out more about Fihka on Booker’s website www.booker.co.uk and in branches from 12^th October.

Selected Fihka lines are also available to the independent retail sector, for on-the-go, at-home or workplace consumption, and for impulse purchases and snacking occasions.

ENDS

Notes to Editors

About Booker

Booker is one of the UK’s leading food and drink foodservice wholesalers with 189 branches across the UK. It serves over 300,000 catering customers with a range of products and services, including a dedicated butchery service, fresh, chilled, frozen and ambient foods, snacks, beers, wines and spirits, soft drinks, store cupboard items, dry goods and non-food supplies. It offers over 2,000 premium spirits, wines, keg, craft and packaged lagers and ciders from its partner on-trade supplier, Venus Wine and Spirit Merchants.

Booker’s own brands include Chef’s Essentials, Chef’s Menu and Chef’s Premium, Farm Fresh and Blackgate.

A subsidiary of Tesco plc, Booker also supports independent retailers and owns symbol brands including Budgens, Londis and Premier.

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