Easter Innovations & BrandBite Programme Now Open for Applications

Hello GRATE readers,

I hope you've had a super week. Hooray for Friday and for Easter School Holidays! 

Last Easter, I was talking about the rise of playful collaborations, over-the-top indulgence, and a growing appetite for treats that feel like an experience, not just something you eat. Fast forward 12 months (and a quick lap of the UK’s & Irelands finest retailers this week), and those same themes are not only alive and well… they’ve levelled up. 

Collaborations are still everywhere — from Lulu Guinness popping up in Waitrose to exclusive, more premium partnerships like Torres landing in Selfridges. But this year, it feels sharper, more curated — less about novelty for novelty’s sake, and more about brand worlds colliding in genuinely interesting ways.

Hot cross buns? They’ve had a full glow-up. We’ve gone way beyond classic twists into full-blown dessert territory — think gooey centres, layered flavours, and unapologetic indulgence. It’s less “tea-time staple” and more “centre-of-the-table showstopper.”

At the same time, there’s a nostalgic undercurrent running through the fixtures — familiar formats being reimagined, like childhood biscuit favourites getting a premium, Easter-worthy makeover.

And one trend that’s really coming through this year: contrasting textures and interactive eating. It’s not just about flavour anymore — it’s crunch vs. creaminess, dunking, dipping, cracking, scooping. The act of eating is part of the fun.

From crisp-stuffed eggs to dippy cookie creations (yes, really), and even Easter treats for dogs (because of course 🐶), this year’s range proves that Easter has firmly become a playground for innovation.

Here are five standouts that bring those trends to life…

As always, enjoy the read and let me know what Easter products you've spotted this year 

Annie x

TORRES CRISPS EASTER EGG - SELFRIDGES EXCLUSIVE

This is Easter going full aperitivo energy. Instead of leaning into sweetness, Torres flips the script with a savoury, premium crisp-filled egg — tapping into that sweet-salty crossover we’re seeing everywhere. It’s also a great example of how collaborations have become more curated and elevated this year, especially in premium retail. Less gimmick, more “I need to try this.”

BROWN BUTTER & CHAI HOT CROSS BUNS - TESCO FINEST

Hot cross buns have officially entered their “dessert era.” Brown butter richness paired with warming chai spices (from Tesco Finest) takes a traditional staple and dials it all the way up. This year, it’s all about indulgence and depth of flavour — not just tweaking the classic, but completely reimagining it into something that feels bakery-level, not supermarket standard.

DIPPY EGG COOKIE CUP – MARKS & SPENCER FOOD

This is Easter as entertainment. Designed for dunking, scooping and full sensory enjoyment, the M&S Dippy Egg Cookie Cup taps straight into the “interactive eating” trend. With layers of chewy cookie, creamy cheesecake, and a bright, fruity “yolk,” it’s built for both TikTok and tastebuds — proving that the experience of eating is now just as important as the flavour itself.

BON CHOCOLATIERS X MIKADO BISCUITS

A perfect nod to nostalgia, but done properly. Taking a familiar childhood favourite and elevating it through premium chocolate craftsmanship feels very 2026 Easter. Bon Chocolatier Mikado Easter Egg. It’s that balance of comfort and upgrade —  leaning into recognisable formats, but giving them a reason to feel giftable, special, and just a bit more grown-up (this is the one I'll be munching into on Easter Sunday ;) )

EASTER EGGS FOR DOGS - YEARS.COM

Because of course pets are now part of the Easter shop. These cocoa-free, carob-based eggs from Years.Com aren’t just a novelty — they’ve been developed with real chocolatier thinking (texture, snap, flavour layers), which is what makes them stand out. It’s a great example of how seasonal innovation is expanding beyond humans, reflecting how pets are firmly positioned as part of the family (and the spend).

BrandBite 2026

BrandBite 2026 – The Brand Acceleration Programme is now open for applications.

BrandBite is designed to support Irish food and drink producers at all stages to build stronger, more commercially effective brands in an increasingly competitive market. 

Through a structured 6-module virtual programme (April–June), you’ll gain practical, real-world tools to help you:

1. Clarify your brand positioning and stand out on shelf

2. Better understand your target customer and buying triggers

3. Strengthen your storytelling and communication

4. Build a more cohesive brand across packaging and channels

5. Feel more confident and prepared when approaching buyers

The programme combines expert-led sessions with insights from industry specialists, food buyers and media, alongside small group learning with like-minded producers.

Cost to participate: €150 (significantly funded by Taste4Success)

++  Brand Development Award

Following completion of the programme, participants can apply for two significantly funded Brand Development Awards, each valued at €20,000, supporting brand strategy and design execution, and includes a one day photoshoot & press opportunities.  

Previous participants have seen tangible results:

“BrandBite has unlocked key listing opportunities and helped build more awareness for my brand nationwide.”

— Roll It Pastry

“BrandBite enabled new international opportunities for me in some of the world’s most renowned retailers.”

— Aine’s Handmade Chocolate

“BrandBite helped me look beyond a B2B offering and identify a strategic opportunity to develop a retail brand.”

— Wildchurn

“BrandBite helped us bring our brand beyond a product and strategically position it to align with modern food culture.”

— Achill Island Sea Salt

“BrandBite helped bring real clarity to our audience and occasion, giving us confidence for the brand’s next chapter.”

— Clever Foods

“BrandBite helped me own my clean label point of difference on shelf through bold packaging design and clear pack hierarchy.”

— Janet’s Just Delicious

📅 Starts 21st April 2026

⏰ Application deadline: Friday 10th April

👉 Full details and application:

https://taste4success.ie/training/brandbite-the-brand-acceleration-programme/