Passing around a slice of something sweet, fruity and gently spiced is one of the most traditional aspects of Christmas – almost nothing brings loved ones together like a sweet treat, after all – but many experts say that the tide is turning on classic formats and flavours, and we’ve all been at a table come Christmas Day where more people are turning away from the traditional pud in favour of more modern (and often lighter) indulgences to end their meal.
That’s not to say that consumers are rejecting familiar festive fare altogether – in fact, they’re looking for exciting new ways to enjoy them, says Natalie Douglas, director at Sponge Cakes. “Nostalgia and tradition remain at the heart of Christmas 2025, but they’re being reimagined with a modern flair,” she begins. “People are gravitating towards desserts that spark childhood memories, from chocolate mint flavours reminiscent of the after-dinner chocolates to spiced fruit cakes evoking the cosy glow of family gatherings. But these classics are appearing in fresher forms: lighter textures and refined presentations. It’s all about recapturing the joy of Christmas past, while giving it an exciting update for today’s festive tables.”
Festive flavours in 2025
Crowd pleasing flavours are back in the spotlight, but with inventive twists to keep things fresh, suggests Natalie. “Mint, orange, spiced gingerbread, and rich chocolate remain staples but 2025 sees them paired with modern accents such as coffee. People want the comfort of familiarity, but with a little
added surprise.”
Charlotte O’Neill, commercial director at Cartright & Butler, agrees. “In 2025, customers are seeking the comforting flavours they grew up with – rich spices, sweet fruits, and buttery notes – yet with a modern flourish that sparks curiosity. Nostalgic festive tastes remain at the heart of their choices, but subtle twists and fresh interpretations are what make these seasonal bakes feel exciting and new,” she says.
“This year’s festive flavour trends strike a perfect balance between comforting tradition and modern indulgence. Think the warming spice of gingerbread, the nostalgic notes of festive spice blends, and the bright zest of orange lifted by tart cranberries – all anchored by the buttery richness of classic
Christmas bakes.”
Evolving formats
With a choice of desserts being preferable at many festive tables, the time has come to rethink the traditional family-sized Christmas pudding and cake, suggests Natalie. “The era of a single Christmas cake or pudding is fading, giving way to variety and sharing. Smaller formats; think bite-sized puddings, and dessert platters, are trending as families and friends want choice at the table,” she says. “This “pick-and-mix” approach reflects how we celebrate now: more informally, more inclusively, and more flexibly.
Importantly, dietary inclusivity is at the centre of this trend. Gluten-free, vegan, and dairy-free bakes in classic flavours mean everyone can join in, it’s no longer about compromising taste for dietary needs.”
Indeed, many festive gatherings these days involve hosting someone following a vegan diet, which means stocking plant-based alternatives to classic Christmas cakes is a good move. “There’s also a growing appetite for plant-based versions of these classics, ensuring no-one misses out on the taste of Christmas,” says Natalie.
Tradition versus innovation
Tradition will always form a vital part of festive celebrations, says Jo Evans, owner of Figgy’s Puddings, which has been making traditional, Great Taste Award-winning puddings for almost 20 years using a family recipe. “Our Christmas puddings are about as traditional as you can get (apart from using vegetarian suet instead of beef). Fortunately, a traditional Christmas still seems to be very important to consumers.”
While less classic options are making headway, there will always be an appetite for classic festive puddings – and Jo has some top advice for retailers looking to sell the very best to their customers.
“As with so many traditional dishes, Christmas pudding really can’t be rushed or the result can be stodgy, dry and disappointing,” she says. “Therefore, always go for those that have been handmade and come from an artisan kitchen. That way you’ll be sure to have a Christmas pudding that reminds your customers of those their grandmother would have made, rather than disappointing supermarket stodge!”
When it comes to how to sell great Christmas pud, samples are a winning technique, says Jo. “A good Christmas pudding sells itself when offered as a hot taster with clotted cream. It’s also a great winter warmer for your customers as they come in from the cold. Of course, a hot taster of quality Christmas pudding won’t just sell itself, it will also instil some extra Christmas cheer in your customers as they browse your Christmas offerings!”
“For us, innovation rooted in tradition is winning,” says Natalie. “The magic of Christmas lies in familiar flavours and rituals, but people also want to feel surprised and delighted. That’s why we take timeless flavours; rich fruit, warming spices, chocolate-orange, and reinterpret them in ways that feel exciting for today’s celebrations. At the same time, we ensure that our specialist dietary bakes meet the same high standards as our traditional cakes, so no one feels left out of that shared festive experience.
Dining and Cooking