Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As people seek to sate their appetite for indulgent treats, they’re looking to handcrafted, high-quality bakery offerings for satisfaction. At Lune Croissanterie, a former aerodynamicist is applying her engineering skills to croissants, using science to add some magic to premium baked goods.

Baked goods and sourdough may have been the social media stars of 2020 lockdowns, but people have grown tired of prepping their meals. Many are seeking fast fixes, not slow indulgences, giving brands the chance to provide wholesome pick-me-ups that cater to work-from-home lifestyles.

A Japanese bakery is taking a novel approach to boosting family connection in the pandemic – selling baked goods with people’s faces on them. With video calls putting a strain on people’s wellbeing, they’re looking for non-digital ways to stay in touch with their loved ones and keep morale high.

During pandemic lockdowns, many Britons got into the habit of buying groceries locally and/or online, with ethics, provenance, and convenience becoming central factors in their decision-making. As the UK emerges from the crisis, how can brands in the sector adapt to these new priorities?