Easter Spin Offs (worth talking about) & BrandBite 2026

Hello GRATE readers,

If last week was all about the elevation of Easter, this week it’s clear the category is doing what it does best—spinning that innovation out across formats, occasions and entirely new territories. And rightly so. Easter remains one of the biggest commercial moments of the year for confectionery, but in 2026 it’s no longer just about the egg. It’s a platform.

What’s striking is how quickly last year’s themes have evolved. Premiumisation is now expected, not exceptional. Collaboration is still everywhere, but now with a sharper focus on cultural relevance. And perhaps most importantly, Easter is no longer confined to a single aisle or even a single day—it’s stretching across bakery, foodservice, wellness and social media moments.

The Big Easter Shifts for 2026

This year’s Easter trends are defined by a more grown-up, experience-led approach. Flavour profiles are deeper and more global—Middle Eastern notes like pistachio, rosewater and cardamom are everywhere, while Japanese influences such as matcha and yuzu continue to gain traction. Malt is also quietly emerging as a key flavour of the season.

Texture is doing just as much heavy lifting as taste. Think gooey centres, layered crunch, mochi chew and filled formats that deliver that all-important “cut open” moment for social. Smaller, snackable formats are also on the rise, alongside a booming DIY/home-made economy that taps into gifting and personalisation.

And then there’s the unexpected: high protein Easter eggs, savoury hot cross buns, and hybrid bakery formats that blur the lines between categories.

Hot Cross Buns: From Tradition to All-Day Format

HXBs have arguably seen the most radical reinvention. Dessert-led flavours are dominating—think indulgent, filled, almost doughnut-adjacent creations—but at the same time, savoury is pushing hard. Cheese versions are now mainstream across major UK retailers, while markets like Australia are taking things even further with bold crossovers like Doritos and Mint Slice.

What’s more interesting is how HXBs have broken out of their traditional time slot. Foodservice is leaning in heavily, reworking them into breakfast sandwiches, brunch dishes and even lunch options. It’s a classic example of a seasonal product becoming an all-day,

multi-occasion format.

The Rise of the Hybrid Easter Product

If there’s one visual trend defining 2026, it’s the croissant-shaped Easter chocolate. A perfect example of bakery meets confectionery, it taps into familiarity while still feeling new—exactly the kind of hybrid consumers are gravitating towards.

We’re seeing this same hybridisation everywhere: mochi donuts for Easter, dessert-inspired spreads, and bakery items that feel designed as much for Instagram as they are for eating.

And Yes… Even Protein Has Entered the Chat

Perhaps the clearest signal of how far Easter has stretched is the rise of high-protein indulgence. Seasonal treats are no longer a “write-off” moment—brands are finding ways to deliver both indulgence and macros, appealing to consumers who want it all.

The Takeaway

Easter 2026 shows just how elastic seasonal moments have become. What was once a single-category spike is now a cross-category playground—spanning indulgence, health, global flavours and multiple eating occasions.

And if there’s one thing to watch? It’s not just what’s happening in Easter… but everything happening around it.

Here's five examples that caught my attention. 

As always, enjoy the read and however you’re celebrating this year—whether it’s pistachio-filled, protein-packed or hot cross bun-inspired— lean in, indulge a little, and enjoy every

delicious moment of Easter.

Annie x

WAITROSE NO.1 BLONDE CHOCOLATE ALMOND CROISSANT (UK)

A true showstopper for the season, this croissant-shaped egg from Waitrose leans fully into 2026’s hybrid trend—where bakery meets confectionery in a more indulgent, grown-up way. Crafted from creamy blonde chocolate with caramelised sugar notes, it’s layered with feuilletine crunch, almond paste and roasted almond pieces for a multi-textural bite. Hand-finished with milk chocolate and a dusting of white chocolate, it feels as premium as it does playful—exactly the kind of elevated Easter treat consumers are trading up to.

TRADER JOE'S WHIPPED CARROT CAKE CREAM CHEESE (US)

Leaning into the season without being overtly “Easter”, this is a clever spin-off play by Trader Joes. It takes a classic Easter-adjacent flavour and stretches it across multiple dayparts—from breakfast bagels to brunch pancakes—showing how seasonal flavours can travel far beyond confectionery. Inspired by the seasonally suggestive dessert for which it’s named, this Spread is a clever combination of tangy Whipped Cream Cheese (already Carrot Cake-coded in its own right) and classic Carrot Cake components.

PARIS BAGUETTE EASTER MOCHI DONUT (FRANCE)

Texture-led innovation at its best by Paris Baguette. The chewiness of mochi combined with the visual playfulness of Easter decoration creates a product that feels global, modern and highly shareable. A strong example of how international formats are shaping seasonal bakery. As a global bakery café chain known for blending French-inspired baking with Asian innovation, Paris Baguette uses seasonal launches like this to drive footfall and create highly giftable, limited-time offerings that resonate across multiple markets.

SEAFOOD SUPPERS FISH FINGER SANDWICH (NIALL SABANGI) (IRELAND)

A reminder that Easter isn’t just about sweetness. Launching just in time for Good Friday, this elevates a nostalgic classic into something premium and craveable, tapping into the broader “occasion-led” foodservice opportunity around the holiday. Seafood Suppers by Niall Sabongi is a premium, sustainable seafood product range designed for home preparation, created by Irish chef and restaurateur Niall Sabongi.

CRUMBL EASTER BUNDL (US)

Easter as a hosted occasion. This curated, shareable dessert format from Crumbl leans into convenience, variety and visual appeal. It’s less about a single hero product and more about creating a complete Easter moment—perfect for gatherings and social sharing. Founded in 2017, Crumbl has rapidly scaled through a franchise model and a rotating weekly menu of over 200 cookie flavours—turning limited-time drops into a key driver of hype, repeat visits and social media buzz. 

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/