Speciality Food Magazine -November/December 2025

is going through, traditional store cupboard essentials like canned foods have become even more appealing to consumers as they are cost efficient, have longer shelf lives and limit wastage. In particular, our sales of canned beans and pulses have increased by 27.8% since 2022. We attribute this not only to their accessible price point but also to the movement towards plant-based foods that has shifted from ultra processed meat alternatives to more natural options. Consumers also now increasingly understand that they can buy healthier food that meets @specialityfood their needs in canned formats too. It’s also recognised that canned food is not limiting and actually provides a variety of exciting flavour options.” “More than anything, people crave community. They want to feel part of a story, not just a transaction. Store cupboard staples are becoming a way to connect – to traditions, to culture, to values they care about. And they want to connect with brands that also make them feel seen, aligned, and included,” says Kelly. “It’s about that sense of belonging - knowing the food you reach for reflects who you are and what you believe in. The modern pantry is no longer just about convenience; it’s a place of identity, story, and shared experience.” 42 reduced sugar, fat or salt,” says David. “Environmental is another talking point, something that’s sustainable or even eco-friendly ingredients. However, let’s not glaze over the big one… if something tastes great, it’s very likely customers will pick up that brand of product again.” Carmen Ferguson, brand manager at Windmill Organics, agrees on the value of health to today’s shoppers – and the role this plays for retailers, too. ““Stocking a strong store cupboard range can significantly increase average basket spend by offering a wide variety of products that meet diverse customer needs, including organic and better-for-you items,” she says. “In a post-pandemic world, we knowmany UK consumers are looking to eat healthily, and this is also one of their top reasons for cooking meals completely or partly from scratch. Moving forwards, interest in healthy eating will only gain further momentum, highlighting the relevance of a comprehensive organic range that would attract these health-conscious shoppers who are willing to spend more on quality organic products.” Supermarkets are known for their extensive range of store cupboard items – row upon row, shelf upon shelf – so how can retailers offer a compelling alternative? “I think the obvious answer is for independent retailers to sell organic versions of the usual kind of staples which can be found in the multiples. It’s hard to beat them on price, but you can beat them by selling healthier, organic versions of regular products consumers are looking for,” says Carmen. “Having said that, you of course need to consider if it’s likely to become a regular seller. As a minimum, I’d recommend stocking a diverse range of core organic food and drink products, including staples like grains, pasta and canned goods, as up to 67% of UK consumers state that they have purchased organic in the last 12 months. Introducing a healthier alternative to a core product range can be a way to test consumer appetite for new lines.” “Perhaps the more niche lines that are unlikely to make it onto a supermarket shelf but may well find a receptive audience in a fine food outlet? Two recent Biona examples which spring to mind would be our recently launched Matcha Tagliatelle nests and Black Cumin Seed oil which are both perfectly suited to specialist, fine food or health food retailers, but unlikely to reach the major multiple grocers.” What’s to come for the store cupboard? “I think the future is very positive,” says Carmen. “In these difficult financial times that the country A decade or so ago, the word ‘store cupboard’ would conjure up images of tins of baked beans or spaghetti hoops, maybe with a dusty jar of spice and tub of stock in for good measure, but the opportunity is nowmuch tastier for everyone as we say goodbye to 2025 and enter a new year. “The store cupboard has shifted from ‘back-up basics’ to the heart of howwe cook today,” believes Kelly Peak, founder of Peak & The Pantry. “People want premier convenience -flavour-packed products that help themmake something delicious in minutes, but with the integrity of small-batch craft. They want convenience and comfort, with values baked in.” “‘Making the Ordinary ExtraOrdinary’ is our company MODERN STORE CUPBOARD STAPLES The way Brits eat is changing – and ambient foods are at the forefront of the evolution COMMENTATORS KELLY PEAK PEAK & THE PANTRY LIZ CUFF TRACKLEMENTS TARA MEI MAHALO BARNES EDWARDS THE GARLIC FARM CARMEN FERGUSON WINDMILL ORGANICS DAVID COLES THE BAY TREE DISTRIBUTOR INSIGHT The UK store cupboard is evolving into more daring flavours than ever with a renewed focus on authenticity over fusion. Flavour is at the forefront and people are keen to recreate restaurant quality meals conveniently at home. Consumers are expecting vibrancy in 2025. Branding and packaging are more important than ever as emerging brands compete to be distinct. Consumers are keen to find their ‘crack’ sauce – the one powerfully flavoured item they pair with everything over variety. Consumers are feeling bold and adventurous – previously there has been a huge emphasis on adapting terminology and flavours to allow consumers to understand what products are and what they taste like. Today, consumers are eager for newness and terms like ‘gochujang’, ‘furikake’ and ‘jollof’ no longer need further explanation. In the next 12 months, expect to see a shift away from Asian flavours. Korean, Indonesian and Filipino products have skyrocketed but the appetite for newness has not slowed. Expect more West African and South American flavours and branding that aligns to the cultural heritage of these areas. Tara Mei, founder of Mahalo, says that adventure is a key selling point for store cupboard products right now STORE CUPBOARD TRENDS Kelly Peak of Peak & The Pantry shares the trends to look out for in 2026 ● Hybrid comfort cooking: nostalgic dishes layered with bold global flavours. ● Regenerative and responsible sourcing: olive oils, grains, and fish caught or grown in ways that restore ecosystems. ● Female-led innovation: a wave of women founders bringing new energy, ethics, and storytelling to the pantry. ● Natural, short-ingredient lists: fewer additives, more integrity. ● Fridge-raid solutions: pastes, dressings, and condiments that rescue leftovers and reduce waste. ● Affordable indulgence: small luxuries like artisanal oils, nduja, or craft chutneys that make everyday meals special. ● Counterintuitive flavour play: soy sauce in cocktails, fish sauce in vinaigrettes - staples crossing boundaries. ● Pantry as identity: shoppers see their cupboards as reflecting their values - sustainability, supporting small producers, and belonging to a food movement. strapline, and so we are firm believers that store cupboard products are absolutely essential for fine food retailers, as it provides the consumer value for money for a high-quality basic ingredient,” begins David Coles, head of sales at The Bay Tree. “This gives them an opportunity to offer something different, be that something that’s sustainable, or more health conscious.” Far from being bland, many store cupboard ingredients offer up a delicious blend of versatility and culinary excitement. Barnes Edwards, director of The Garlic Farm, explains, “Our new collection of organic cooking pastes responds to customers’ needs for versatile, easy- to-use store cupboard ingredients and the growing demand for organic food. We’ve created multipurpose cooking pastes that transform dishes with punchy flavour and work brilliantly as bases for stir- fries, curries, casseroles and soups, without compromise on quality or flavour.” Versatile staples According to research carried out by Tracklements, store cupboard ingredients such as table sauces are as useful as ingredients as they are as condiments. “We found out that two thirds of shoppers are looking for easier ways to make staple meals tastier and more varied, and that while 70% of them use table sauces to go with everyday meals at home, almost a third of them are also using them as an ingredient,” explains Liz Cuff, marketing director. This is a smart move on shoppers’ parts, meaning that they can save time amplifying the flavour of their dishes as the hard work would have already been put in by producers. Think caramelised onion chutney in a gravy to save time softening and sweetening the foundational onions, or good quality ketchup – containing lots of tomatoes – combined with butter beans and hot sauce for a stew, as per a Tracklements recipe recommendation. Inspiring your customers to be a little more creative when it comes to the uses of store cupboard staples will reap rewards, says Liz. “Everyone knows that fig relish is great with goats’ cheese, but we know that people are putting ours on top of porridge in place of jam, too. It’s also amazing on ice creamwith a spoonful of brandy over the top!” Key selling points Health is as key a consideration for British households at the moment as value for money, so lean into the great blend of these two factors that storecupboard products often showcase. “Be that with no ultra- high processed ingredients, organic, Today, consumers are eager for newness