Which market you are talking about?
There have been so many innovations in the bakery sector in last many years. Packaging is an ever-changing thing but reduction in sugar level, gluten, no additives, focus on texture, cream filling has seen a lot of changes in the process and product development.
Market usually sieves the best out of the rest and the more we can bring sustainability into innovation, the longer the product cycle can be ensured.
The industry is changing at fast pace in USA and UK but the existing brands are still maintaining their market share. Do you want to discuss anything specific?