Specials are breads with bits in e.g. seeds, grains, dried fruits, booze, etc. which allow the baker to sell at a higher price. They also bring variety to what you have on offer for customers.
Collective names for groups of breads are tricky. “Specials” here refer to (mainly) wheat loaves that have added ingredients. The microbakery had a weekly Special but as it developed we introduced a Rye Special and a Flatbread Special – but then brioches and other enriched doughs started to creep into the Flatbread section – unruly stuff, bread.