Speciality-Food-June-2025

28 @specialityfood PANTRY STAPLES For more information contact: louise.barnes@artichokehq.com 01206 508629 SNACK BUYER 2025 COMING NEXT ISSUE DISTRIBUTOR INSIGHT Justin Burbage, commercial director at RH Amar shares his thoughts on what shoppers are seeking from biscuits in 2025 Fine food shoppers are drawn to products that feel crafted, with clear attention to detail, premium ingredients, and a story that reflects heritage and authenticity. With consumers spending more time entertaining at home they are looking to add interest to eating or drinking occasions and savoury biscuits can join the party. They can be the side show, or indeed star of the show, when served with wine, charcuterie, or cheese boards. Biscuits that can complement social occasions or seasonal entertaining are always an attractive purchase. Quality is more relevant than ever. Shoppers are interested in where their food comes from and how it is made. Shoppers want to see the use of quality ingredients - such as real cheese, alongside traditional baking methods and an unmistakably artisanal or handcrafted appearance. Often biscuits are seen as a treat purchase and so consumers are rightfully demanding. Retailers should be looking to offer a range that includes the classic crowd pleasers, seasonal offerings that add a sense of occasion, gifting- led formats, and interesting and innovative flavours that pique shopper curiosity. Showing shoppers how savoury biscuits can be part of the occasion, or offering serving suggestions and ideas, will help bring all corners of your range to life. Try introducing shoppers to the idea of pairing a specific flavour biscuit to their favourite wine - Buiteman’s Swiss Gruyere Biscuits are a delicious nibble to serve with a chilled glass of Sauvignon Blanc before dinner. Retailers should be looking to offer a range that includes the classic crowd pleasers, seasonal offerings that add a sense of occasion, gifting-led formats, and interesting and innovative flavours that pique shopper curiosity niche – they’re the norm. But it’s not just about what’s in (or not in) the ingredients – it’s about the experience.” Texture is trending Sometimes the simple, crumbly texture of a classic shortbread biscuit is just what the doctor ordered, but in 2025 texture is trending. “Shoppers are drawn to texture—they want crunchy, layered flavours, and a satisfying bite,” says Mash. Versatile biscuits that can be enjoyed in a myriad of ways, and partnered with other delicious foods, are a great option, he continues. “They’re also seeking interactive snacks – those that pair beautifully with cheeses, dips, or toppings, allowing them to create personalised, gourmet moments. You’ll also notice a growing appetite for global and gourmet flavours – think aromatic herbs, bold spices, and premium inclusions like nuts, seeds, and dried fruit. Olina’s Bakehouse delivers across all of these fronts, offering a range of Seeded Toasts, Wafer Crackers, Flatbreads, and Seeded Snackers that bring together flavour, function, and sensory satisfaction.” International inspiration With shoppers travelling via their food and drink choices more than ever, it pays to offer something a little more exotic than the expected cookies and classic bakes. Zineb Faress, founder of Raphia, says, “There’s a growing appetite for internationally-inspired biscuits as consumers become more curious, discerning, and globally minded in their tastes. What was once a humble teatime treat is now a gateway to world flavours, with brands and artisan bakers drawing on culinary traditions from across the globe. From aromatic spices to fragrant florals and unexpected textures, biscuits are being reimagined through a multicultural lens that blends authenticity withmodern indulgence.” Aromatic ingredients hailing from distant shores hold significance for British shoppers in 2025, and are able to transport them to fond memories or wish list destinations, says Zineb. “As a brand rooted in Moroccan heritage, we’ve seen a real shift in the appreciation of ingredients that carry cultural weight. Flavours like cinnamon, almonds, orange blossom and rosewater are resonating strongly, not just for their taste, but for their ability to evoke a sense of place, memory and warmth. These elements lend both depth and narrative, elevating a biscuit into something experiential. A single bite can transport you to the bustling souks and sun-soaked kitchens of Morocco.” Seeking out new experiences is one of the key tenets of shoppers’ appetites this year, says Zineb. “This trend also speaks to a wider movement: consumers are no longer satisfied with the ordinary. They’re seeking out premium, meaningful products that offer more than just a sugar hit. Biscuits inspired by global traditions are no longer niche, they’ve become a symbol of how everyday rituals, like a tea or coffee break, can become rich, sensorymoments. It’s about slowing down, being present, and tasting the world, one bite at a time.” Choosing what to stock There’s a raft of boxes to tick when it comes to stocking your biscuit shelves, but quality is the key driver here. “Quality is non-negotiable,” says cookie recipe and are carefully hand- iced by a talented team of artists for that special personal touch. A feast for the eyes as much as the taste buds, these biscuits promise to bring a smile to every guest.” Health sells Biscuits can offer the epitome of indulgence if that’s what your customers are looking for – chocolate-dipped, butter-rich and sticky with caramel, for example – but they can also bring a way to add nutrition to their diet. “In 2025, your customers are expecting more from their biscuits and crackers. They’re looking for snacks that feel indulgent but are made with health and wellbeing inmind,” explains Mash Chiles of Gourmet Partners. “Products that are gluten-free, low-carb, plant- based, or keto-friendly are no longer