Speciality-Food-June-2025

PANTRY STAPLES specialityfoodmagazine.com as relevant in the biscuit category,” begins Helena Wright, marketing and NPD director at Jacksons Bakery, which acquired Lottie Shaw’s in 2024. “We’re seeing fine food shoppers, just as in other demographics, seeking flavours that evoke feelings of comfort and simpler times. Lottie Shaw’s is a brand that has always stayed true to its roots, baking family recipes that have either been passed down through generations or inspired by old family favourites. Flavours such as ginger, all-butter shortbread and oatmeal and raisin have been staples in the Lottie Shaw’s biscuit portfolio for years and perfectly fit the bill to lean into the nostalgia trend. In fact, Lottie Shaw’s Yorkshire Parkin Biscuits continue to be an all-year- round best seller.” That’s not to say that biscuits need to be entirely traditional to tap into the nostalgia trend, as Helena explains. “It’s all about nostalgia, or ‘newstalgia’, products with a new twist on old favourites. Tapping into those familiar, comforting flavours whilst adding an additional, more modern element is something that we’ll start to see more of across food and will really pique the interest of fine food consumers.” For a taste of tried and true tradition, not much beats Billington’s Gingerbread. “With roots stretching back over 200 years, these delicately crisp delights are made using one of the oldest surviving gingerbread recipes in the UK,” explains Charlotte Smith, marketing assistant at Image On Food. “Infused with a secret blend of spices, golden syrup, and a subtle splash of rum, they offer a flavour that’s as nostalgic as it is indulgent. “Once a beloved biscuit of farmers’ wives, Billington’s Gingerbread has long held a place at the heart of teatime rituals. Their firm texture makes them ideal for dunking – which further enhances the delicious flavours. However, enjoyed, these timeless fingers bring a spiced richness to any spread.” Creating an occasion Biscuits are a natural fit for ‘the lipstick effect’, whereby consumers purchase a premium version of a food product rather than reaching for more pricey investments. This trend for self gifting – and food as gifts generally – has been noted at Fiona Cairns. “We feel that indulgence and gifting have become central pillars of the premiumbiscuit sector” Pat says. “Biscuits are no longer just pan - try staples – they’re seen as small, thoughtful luxuries. That moment of indulgence, whether it’s a buttery shortbread with a morning coffee or a delicately spiced gingerbread shared in the evening, offers a sense of com - fort and pleasure that people really value in today’s world. “Gifting, too, has grown significantly. A beautifully presented box of biscuits speaks to a desire for more personal, meaningful gestures – whether as a thank-you, a celebration, or simply to brighten someone’s day. It’s about more than just the product inside; it’s the experience, the thoughtfulness, and the story it tells. When something looks beautiful, tastes exceptional, and is crafted with care, it becomes a gift in every sense.” A beautifully decorated biscuit is a favourite with all the family, and Original Biscuit Bakers’ range of handcrafted designs is suitable for any occasion. “These biscuits offer a unique way to elevate any table –whether for a picnic, party, baby shower, or simply an afternoon indulgence,” says Charlotte. “Each biscuit is made using their signature gingerbread or scrumptious sugar DISTRIBUTOR INSIGHT Helen Wallace, senior buyer at Cress Co, shares her industry intel WHAT ARE FINE FOOD RETAILERS/SHOPPERS LOOKING FOR FROM BISCUITS IN 2025? Whilst we’re aware that there is growth in healthy biscuits in the grocery market as a whole, we’re still finding that consumers in our sector are still looking to treat themselves (or loved ones) to a little indulgence. As ultra processed foods come under increasing scrutiny, I believe that brands with clean and high-quality ingredient declarations will have an opportunity to capitalise. In a crowded market driving interest with innovation around product formats and flavours is important and promotional activity will continue to be an important driver of sales. WHAT ARE YOUR BEST-SELLING BISCUITS, AND WHY DO YOU THINK THIS IS? Some of our top sellers are sharing packs which is reflective of the fact that many consumers are picking up biscuits to give as a gift. Christmas is un-surprisingly a critically important trading period for the category and chocolate biscuits topped the sales charts for us over the festive period in 2024. It will be interesting to see what impact cocoa price inflation will have on sales of chocolate biscuit lines this year. HOW IS THE BISCUIT CATEGORY EVOLVING – WHAT DO YOU THINK IS TO COME? We’re seeing an increasing number of suppliers focusing on offering 14 allergen-free products and I anticipate we’ll continue to see development of increasingly indulgent vegan and free from biscuits. Flavour diversification will continue to be important and I’mmost definitely expecting to see a rise in pistachio varieties. I anticipate we’ll see an increase in development of lines of products drizzled with chocolate rather than dipped or fully enrobed in response to chocolate pricing challenges. I also expect to see exciting biscuits and confectionery enter the market that are traditional in other parts of world but unfamiliar to us in the UK. Biscuits drive significant sales in our sector so whilst this is a well- established market there is most certainly opportunity for new entrants offering something different to what’s already out there. Some of our top sellers are sharing packs which is reflective of the fact that many consumers are picking up biscuits to give as a gift