Speciality Food October 2024

12 @specialityfood W hen I ran Great British Chefs, there was always a sense of Deja Vu during the holiday season as, once again, our “Roast Turkey Crown” recipe delivered us increasing daily traffic. We always challenged ourselves to create new and exciting content to inspire people to break the habit of lifetime on Christmas day. It is clear that food preferences continue to evolve, and every year the pantheon of classic festive dishes gets another chip as more consumers try something new. But we should all remember that there are a lot of Brits who have a repertoire of six recipes that they cook on repeat and innovation in food is not something to embrace. The reality is that we all crave familiarity with a sprinkling of newness. The challenge for food brands is to deliver on this paradox. The dishes that people cook are stubbornly stable, with YouGov claiming that chips, fish and chips, and English breakfast still top the charts, even amongst millennials. But what is often forgotten is that there is often innovation around the edges in terms of sauces or drinks. In addition, there is a constant stream of innovation and new trends that get crazy buzz in mainstream media and on TikTok. If you visited any of the recent food trade shows, you would think that innovation is the lifeblood of most brands. For brands and retailers to deliver during the festive period, they need to balance a desire to do something different and meet consumers daily more traditional needs. The world of advent calendars is a good example of where this is playing out. My two kids definitely want one every year and they remember what they had the year before and what they liked and disliked about it. But they would be disappointed if we got the same one two years in a row. They might want the same brand and maybe even the same type of chocolate but they want something new and exciting. If you look at the ever growing number of brands offering advent calendars you see how this shapes up in the market. There are now dog advent calendar’s (Denzel’s being my dog’s favourite), gin, coffee and even pork scratching ones.This creates a tightrope for OLLIE LLOYD ADVISOR “AvoidingDejaVu” brands and retailers to walk. They have to deliver on the category requirements but offering up something new. Yet, there are different rules for different categories, as some are less tied to traditions. In the world of Christmas puddings, many opt for the classic and the best available at their price point rather than chasing down something new that many might just see as novelty and risky for the big moment. But other very closely related items like minced pies, where are more consumption moments opens up possibilities for more innovation. I for one start eating mince pies from the moment I see them in-store and they are like the harbingers of Christmas indulgence! The same could be said for other categories like snacks, chocolate and even smoked salmon which have higher consumption rates and are less tied to the core family set pieces. When we think about foodie gifts, I think there is much more opportunity for play. Retailers and food brands have a real opportunity to develop new and different things that intrigue and tell a new story. The arena of foodie gift boxes is a good example of this, and businesses like Fortnums, The Deli Society and Sous Chef do a great job in this area. They are always creating new sets around different themes, be it emerging cuisines like Korean, new hot cook books or specific geographical groups of producers. The key in these spaces is to deliver products that consumers actually want and will use. So when brands think about the festive season what is the best approach? From what I have seen, the key is to acknowledge changing habits and try to capitalise on them, without neglecting the core and often quite traditional needs of consumers and the particular sub category dynamics. As we all know, there is a trend towards moderation and more mindful eating as people think about gut health and are concerned about UPFs. There are more people who follow specific diets either for health reasons or due to dietary requirements. There is an ever growing awareness of the importance of sustainability and the impact that our food system places on the planet. But above all food is about joy, particularly when you are celebrating with friends and family. This Christmas the winners will be the brands that are able to surprise and delight consumers without costing the earth and as the saying goes not being weird. The reality is thatwe all crave familiaritywitha sprinkling of newness The Big Plastic Count, conducted by Greenpeace UK and Everyday Plastic with the University of Portsmouth, found that UK households discard an estimated 90 billion plastic pieces annually, with only 17% being recycled domestically. This year, the survey of nearly 225,000 people found snack packaging and fruit and veg packaging emerged as the most commonly counted plastic items. In fact, 81% of plastic counted consisting of food and drink packaging. “It’s clear from these results that the plastic waste problem is not getting any better, and that recycling is not going to solve it,” Dr Cressida Bowyer, deputy director of the Revolution Plastics Institute, said upon the publication of the results in April. “New thinking around packaging choices, backed up by legislation, is urgently needed,” she said, calling for more reuse and refill systems to “transform the plastics economy from a linear to a more circular model”. Refills are an area where independent retailers have long led the charge, andmany retailers who have introduced refill set-ups still report strong success, with customers keen to reduce their packaging footprint and often save money. According to WRAP’s research, shoppers are open to trying different refill and reuse options, and around half of those who haven’t yet are ‘New thinking’ is needed on plastic waste The introduction of bans on plastic carrier bags and takeaway containers has undoubtedly had an impact on the amount of plastic waste ending up in landfill – but single- use plastics remain a significant problem in the UK, with food and drink being a leading contributor of plastic waste receptive to trying. However, only a few have adopted refill as a habit. Readmore about selling refill products here. Where refills aren’t possible, consumers widely agree that packaging should be more sustainable. “The direction of travel on packaging is increasingly embedded, driven by awareness and customers starting to demand or expect good practice,” Ash says. “With supply chains becoming more cost effective and brilliant and creative solutions emerging across the world every day, retailers have a responsibility in both directions to help drive change.” At Teals, fruit and veg sold in the foodmarket is never wrapped in plastic; instead paper bags can be used to purchase them. The trays used in the butchery to hold the meat products can also be recycled via household collections in Somerset. But far fromputting the onus entirely on customers, shops like Teals are doing important work on waste management. For example, Teals works with seven different waste providers to collect different waste streams that the business produces, so each can be recycled or repurposed in the most effective way for the planet. By taking action on waste, fine food retailers can not only showcase their values to customers, but also lead the way on a more sustainable food sector.