Anuga 2025 live: Health, functionality & “twists” on tradition drive bakery trends

Over 400 exhibitors are presenting international diversity and bakery trends at the Anuga Bread & Bakery trade show, which is currently ongoing in Cologne, Germany. Food Ingredients First is live at the event and examines the rising trends in bread and sweet baked goods.

High-protein and fiber formats appeal to health-conscious consumers, while other companies showcase reduced-sugar innovations and elevated traditional offerings.

According to current data from Innova Market Insights, the global bakery product market is characterized by health and functionality, clean label and naturalness, premiumization, sustainability, and convenience. 

These trends are also reflected in the trade fair’s offerings, from protein bread and refined pastries to convenience formats for urban target groups.

Delivering fun, flavor & appeal

Jeroen Demuydt, culinary advisor at Lantemännen, speaks to us live at the show. “We’re presenting a range of products, all focused on health. Right now, the trends are more fiber, less salt, less sugar, and convenience — everyone wants quick and easy solutions. We have products that meet those needs while still delivering flavor.”

For example, the company has launched an innovation called a UFO, which stands for Unidentified Food Object. “It’s a bun, but in a new shape. The idea is to surprise people in restaurants and create a moment guests will talk about,” he says. “It’s a ham and cheese hot bun. The idea is that you can eat it almost entirely in your hand — perfect for convenience.”

Similar to a Dutch toasty, but in a different shape, Demuydt says it is designed for a “wow” factor.

Lantemännen also delivers baked goods with enhanced color. “Everything we make is healthy, so we focus on natural colors instead of flashy synthetic ones. For example, we have a beetroot-colored product — a soft, natural hue, not an artificial bright pink or orange,” shares Demuydt. 

“Our products are very convenient — you don’t need to cut them. You can just defrost and use. One of my favorites is our pretzel product. It’s slightly salty, which pairs perfectly with a white beer — a good example of flavor innovation.”

Commenting on the company’s health-focused innovations, Demuydt says the importance lies in improving existing products. 

“For example, in Germany, sausages are often used in buns. Our healthy version has more fiber and less salt. These products are popular in schools and hospitals, where consumers and parents demand healthier options. The goal is to meet everyone’s needs. Some products are sweeter if the demand is there, but overall, we focus on fiber, lower salt, and flavor balance.”

Mestemacher displays an extensive range of specialized bread products, such as high-protein, low-carb, and keto varieties.“In the Netherlands, for example, regulations are stricter, but ultimately it’s about helping people eat healthier. As we age, healthy eating becomes more important, and we aim to support consumers in making those choices.”

Premium product positionings

Exhibitors are increasingly focusing on product innovations in the premium and niche segments. For example, Mestemacher presented “Our pure organic toast bread,” which won the Product of the Year Award 2025 in bronze. 

High-protein breads and spreads that match the current nutrition and fitness trend are also setting new accents. Bakery products enriched with protein powder or functional ingredients reflect the demand for healthier, innovative recipes. 

Other standout exhibits include a ciabatta without yeast, spelt bread with beetroot, and a multigrain baguette with roasted cornmeal. All these innovative product features add functional benefits. For example, they are enriched with fiber, superfoods, or heart-healthy ingredients.

Viral trends

Meanwhile, Søren Vang, chief sales officer at Kohberg Bakery, discusses how social media trends can significantly impact flavor delivery in baked goods. 

“Take pistachio, for example. It has a strong footprint in flavor innovation, like we’ve seen with the Dubai chocolate trend. Things can pop up on TikTok, and then they explode. These recent trends are all social media-driven,” he tells Food Ingredients First.

The company presented a chocolate pistachio knot, which, according to Vang, “has taken off” because it looks traditional but is a new concept. “Due to how you make the bread and knot it, you get a kind of Nordic, soft dough expression. So, that is very trendy. Many cafes in Europe are selling these ‘knotted’ products — they are becoming very popular.”Kohberg Bakery presented a chocolate pistachio knot at Anuga Bread & Bakery, among other flavor varieties.

Seasonal NPD

Halloween-themed NPD also drives more opportunities for impulse buys with spooky and colorful designs. 

An example at Anuga highlighting this trend is Dan Cake, with the brand presenting a range of festive and fun Halloween cakes, including logs, muffins, Swiss rolls, and mini cakes.

Dunkin’ Donuts also brought an array of Halloween and Christmas-themed donuts to the fair, namely “The Boo Crew” and “Christmas in Knockin’.”

With additional reporting by Missy Green, live at Anuga 2025 in Cologne, Germany.