Sainsbury’s bakery is one of those places I can’t walk past without slowing down. The smell of fresh bread, the trays of pastries, the promise of a “quick treat” that turns into three… it’s dangerous in the best way.
But over the years, some real gems have quietly disappeared or gone unnoticed. These are the bakery favourites that I wish would make a full-time return — because honestly, they’re too good to stay underrated.
1. Sainsbury’s Jam Doughnuts
Simple, sugary, and totally irresistible — Sainsbury’s jam doughnuts deserve national treasure status. They’re soft, fluffy, and just the right level of messy (because if you don’t get jam on your chin, are you even doing it right?).
What makes them special is how classic they feel — no unnecessary twists, just proper jam and a sugar coating that sticks to your fingers. They cost under £2 for a pack, yet somehow taste like a Saturday morning treat from your childhood. I keep hoping they’ll never vanish from the shelves again, because nothing beats the nostalgia of a warm jam doughnut with a cup of tea.
2. Sainsbury’s Cherry Bakewell Tarts
The Cherry Bakewell is basically the overachiever of the pastry world — almond, jam, icing, and a cherry on top? Perfection. Sainsbury’s version nails it: buttery pastry, sweet frangipane, and just enough icing to make you feel like you’re spoiling yourself.
It’s a dessert that feels delightfully old-fashioned in the best way. I love having one after dinner (or at 11 a.m. with a coffee — no judgment). At around £2 for a pack, they’re a reminder that comfort doesn’t need to be fancy. Bring these back permanently, Sainsbury’s — some of us still appreciate a proper British classic.
3. Sainsbury’s Cinnamon Buns
The smell of these alone could convert anyone into a morning person. Sainsbury’s cinnamon buns are soft, sticky, and layered with buttery swirls of cinnamon sugar that caramelise perfectly in the oven. They’re the kind of treat that makes you think, “Maybe I am a baker” — until you remember you just opened the packet.
They’re heavenly with coffee, especially if you warm them for a few seconds first. And at under £3, they’re far cheaper (and arguably better) than the ones from the big coffee chains. If there’s one bakery item that deserves to stay forever, it’s this gooey masterpiece.
4. Sainsbury’s Custard Slices
A proper custard slice is a balancing act — thick, creamy filling, flaky pastry, and icing that’s just on the edge of too sweet. Sainsbury’s version absolutely nails it. The custard is smooth, not rubbery, and the pastry layers stay crisp, even after a night in the fridge (if it lasts that long).
It’s the kind of dessert that feels a little bit fancy but also comfortingly retro. It reminds me of bakery runs as a kid — where you’d pick one and pray it didn’t collapse before you got home. If you’ve overlooked this gem lately, it’s time to bring it back into rotation.
5. Sainsbury’s Mini Eclairs
Tiny, chocolate-covered parcels of joy — Sainsbury’s mini éclairs are the ultimate “just one more” dessert. The choux pastry is light and delicate, filled with rich cream and topped with glossy chocolate. They look elegant but disappear alarmingly fast.
They’re perfect for dinner parties, afternoon teas, or solo fridge raids. There’s something satisfying about their bite-size perfection — they’re indulgent without being heavy. And at under £3, they’re proof that elegance doesn’t have to cost a fortune. If they ever disappear again, I’ll be starting a petition.
6. Sainsbury’s Apple Turnovers
Flaky, buttery pastry filled with sweet apple — the apple turnover is the unsung hero of British bakeries. Sainsbury’s version gets it just right: crisp edges, a soft centre, and that shiny sugar glaze that catches the light like a trophy.
They’re equally good warm with custard or cold straight out of the pack (because who has the patience to reheat?). It’s that perfect mix of simplicity and comfort. Honestly, if autumn had a flavour, it would be this. Here’s hoping Sainsbury’s keeps them around — they’re too good to be seasonal.
The Takeaway
Sometimes, the best bakery items aren’t the new, trendy ones — they’re the classics we quietly miss when they’re gone. From jam doughnuts to custard slices, these old favourites deserve a comeback (and a permanent spot in our shopping baskets). Because life’s too short not to treat yourself — especially when it costs less than £3.
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