Booker unveils new own-brand range of sweet treats under Fihka name

Booker has introduced a new range of sweet treats and baked goods for the coffee shop and cafe sector under a new 0wn-brand, Fihka.

The wholesaler has 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, and socialising with friends or colleagues.

The range includes 20 products, including Pistachio Cannoli, Lemon Shortbread Bars, White Chocolate & Raspberry Blondies, Oat & Berry Cookies and a seasonal collection featuring Chai & White Chocolate Cookies and Spiced Date & Fudge Cookies.

A new Mini Sandwich Cake Collection includes Matcha, Bakewell and Victoria Sponge variants.

Existing products previously stocked by Booker have been rebranded as Fihka and relaunched with enhanced recipes. The Mixed Muffin assortment now features White Chocolate & Raspberry, Blueberry Crumble, Lemon, and classic Triple Chocolate styles. 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 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.

Some 15% 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 described as ideal for coffee shops and cafés, sandwich shops, garden centres, mobile food trucks and pop-ups, as well as pubs, bars, hotels and restaurants.

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.

Karen Poole, head of own brand & 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.”

She adds: “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.”