Speciality-Food-June-2025

isn’t simply about a sugar fix any more – especially in the world of fine food. “Today’s fine food shoppers want their biscuit to do more than crunch. They want it to tell a story, support the planet, and taste like a nostalgic hug or bold adventure,” says Robert Bowden, UK sales manager at The Fine Cheese Co. “It’s about indulgence with a conscience, featuring standout flavours, top- tier ingredients, and eco-friendly packaging. Bonus points if it pairs well with coffee, tea or cheese and makes a charming gift. Because nothing says ‘I care’ like a biscuit that is both delicious and ethically sound.” Nostalgia is trending “The nostalgia trend that continues to thrive across food and drink is just Speciality Food readers will be all too familiar with the consumer hunger for provenance, and this rings true in the biscuits sector too. “What we’re seeing is a growing desire for authenticity and provenance. Consumers want to knowwhere their ingredients come from– they value traditional bakingmethods, natural flavours, and a clear story behind the product,” she continues. Shoppers’ love of great biscuits 34 @specialityfood ROBERT BOWDEN THE FINE CHEESE CO HELENA WRIGHT JACKSON’S BAKERY CHARLOTTE SMITH IMAGE ON FOOD ZINEB FARESS RAPHIA MASH CHILES GOURMET PARTNERS DANIEL SMITH STAG BAKERIES COMMENTATORS S ome baking is still a key trend in 2025, but with fewer consumers finding the time to bake biscuits from scratch there’s a valuable opportunity for independent retailers to cash in on their desire for homespun-tasting biscuits. After all, shoppers’ time might be tight, but their appetite for quality sweet treats is as strong as ever. “In 2025, shoppers are seeking far more than just a quick sweet fix – they’re looking for biscuits that deliver a sense of occasion, comfort, and genuine delight,” begins Pat Bills of Fiona Cairns. “Taste is of course paramount. People want biscuits that are rich in flavour, beautifully balanced, andmade with real, familiar ingredients. There’s a return to proper baking – where the quality of butter, the warmth of spices, or the brightness of citrus really shines through.” A CANNY CRUNCH They may be a staple of shoppers’ baskets, but there’s more to the humble biscuit than meets the eye