As part of Bailey’s aim to establish its brand as the authority and go to when it comes to treating and treat trends, their Dublin based agency Wilson & Hartnell proposed to develop an annual ‘Sweet Treat’ report covering trends in pastry, the world’s top restaurants, social media and trends on the streets.

Upon completion, the report was launched at a press and influencer event in central London hosted by Claudia Winkleman.


Kitchen Theory were tasked with developing the report, by researching trends in the ‘treat’ sector, compiling trends from key influencers and working with data supplied by Pinterest.


Over six weeks Kitchen Theory compiled & refined the content and formatting of the report, as well as liaising with photographers and designers on the visual content. For the event Kitchen Theory served a couple of the treats featured in the report for the guests to try.


  • Press and media event, including a panel discussion hosted by Claudia Winkleman, Chef Jozef Youssef was part of the panel alongside Ruby Sharma, Pinterest, GBBO quarter finalist Benjamina (BakedByBenji) and Lily Vanilli from The Lilly Vanilli Bakery discussing some of the top trends, from nostalgia desserts to the rise in blue foods.
  • Publication of report available to read on Baileys website