Speciality Food October 2024

Garlic & Herb and Cinnamon Bun, alongside the classic Salted and Unsalted options. “Butter has the unique ability to carry and enhance other ingredients, making it the perfect base for experimentation in restaurants and at home,” he says. “This is why we’ve crafted flavours that complement a wide variety of dishes and bakes to create a versatile kitchen staple @specialityfood that aspiring chefs and bakers can utilise at home in their kitchen to add something extra to their recipes.” One such flavour is Chocolate, which is a surprisingly versatile addition to the home baker’s arsenal. “Our Chocolate Butter has one of the lowest sugar counts on the market, but that doesn’t make it any less indulgent,” says Toby. 36 spotlight, believes Toby. In line with the consumer demand for ingredients which not only taste great but support British Farmers, All Things Butter’s products are crafted from 100% high-quality British cream from their farm in Somerset. Ultra-processed food- free (UPFs) and twice-churned, making it extra creamy, the range includes flavours as diverse as I t stands to reason that with so many pro-baking influences in consumers’ lives in 2024 – Great British Bake Off is a huge one, not to mention the countless social media feeds espousing expert tips and inspiration for novices and keen bakers alike – the appetite for home baking is increasing, and the menu is more varied than ever. “Consumers are increasingly seeking out unique and indulgent culinary experiences at home,” begins Toby Hopkinson, CEO and co founder at All Things Butter. “This shift has been driven in part by platforms like TikTok, which have sparked a renewed interest in home baking and the use of artisanal ingredients.” Tightened budgets are also playing a part, he says. “Combined with the pressures of rising living costs and inflation, this drives more consumers to prepare their own restaurant or bakery- quality dishes at home, seeking to recreate the eating-out experience in their own kitchens.” Demand for better What does the growing audience of UK-based home bakers want to buy, and what are the credentials they look for? At Suma Wholefoods, Sophie Ziegler-Jones, co-operative member, has found that consumers aren’t willing to sacrifice their values for the sake of saving money. “Fine food shoppers are increasingly seeking products that align with their values,” she begins. They want transparency in sourcing, quality ingredients, and options that cater to specific dietary needs like vegan, gluten-free, and low-sugar and sugar alternatives. There’s a growing trend towards products that are both eco-friendly and health-conscious, reflecting a broader awareness of sustainability and wellness.” While this demand for better is nothing new, particularly in fine food spheres, it is growing – and the onus is on retailers and suppliers to supply shoppers with better quality products that suit their preferences. Suma Wholefoods, which sells organic flours, Fairtrade sugars, nuts, grains, seeds, dried fruits, and plant-based and gluten- free alternatives, has found that consumers are more informed than ever. “This shift has been noticeable over recent years,” says Sophie. “Consumers have become more discerning and informed about what goes into their food, pushing for higher standards in both ethical practices and ingredient quality. As we see a greater emphasis on sustainability and health, it’s clear that these factors are becoming central to purchasing decisions. Our buying policies are incredibly stringent and consumers can trust us to do our homework around quality and sourcing, supply chains and certification so they don’t have to.” A new era for butter An ancient ingredient it may be, but social media is at the heart of All Things Butter’s origin story, with founders Toby Hopkinson and chef Thomas Straker inspired to launch the brand following the success of Thomas’s Instagram series of the same name. “The series was extremely popular, amassing over 1 billion views, and made us realise there was a real appetite for a high-quality, chef-led butter brand in home kitchens,” says Toby, CEO. “We created All Things Butter to be the ultimate convenience ingredient, not just at breakfast but for any meal of the day. Butter is the basis of most restaurant dishes and why they taste so great, and we’re on a mission to inspire and equip an army of ‘at home cooks’ who want to take their cooking to the next level.” A far cry from being a basic commodity food product, butter is well overdue its time in the NEXT-GEN BAKING With more home baking products in the market than ever before, we explore what shoppers want now – and the brands innovating to cater to their appetite COMMENTATORS SOPHIE ZIEGLER-JONES SUMA PAUL GILDER LITTLEPOD DAN LEPARD CHEF HANNAH MARRIAGE MARRIAGES TOBY HOPKINSON ALL THINGS BUTTER THE CAMPAIGN FOR REAL VANILLA Paul Gilder, media manager at Little Pod, explains the business’s educationmission What’s the difference between vanilla extract and vanilla essence? This is a question we get asked a lot. Too few consumers understand that whilst the former is made using REAL vanilla, an endangered orchid of great environmental importance, the latter is an inferior artificial substitute – a byproduct of a petrochemical used in the wood pulp industry. It was this knowledge gap that inspired the launch of LittlePod in 2010. Fourteen years later, we are still educating shoppers and telling the story of vanilla and its value. In the beginning, we were told vanilla was on a precipice and could be lost forever unless action was taken. Having developed our innovative natural vanilla paste in a tube, making it easier for professional chefs and home bakers alike to use real vanilla, we have helped slow the demise. 97% of all the vanillin used in western kitchens is synthetic, but if we could make just a 1% incursion into that market, we would double demand for the real thing. So our Campaign for Real Vanilla continues, both at our base in East Devon and at our orchard in Indonesia, where LittlePod’s farmers use a pioneering polyculture system to increase biodiversity, improve soil fertility, and regenerate the rainforest around them. This is the difference that choosing high-quality natural ingredients makes, and LittlePod’s sustainable approach continues to benefit both the planet and its people. Real ingredients taste better too! Whereas real vanilla contains 250 complex compounds, artificial vanilla – vanilla essence – has just one, vanillin, which gives only the scent. Whether using vanilla or other ingredients, such as LittlePod’s chocolate or coffee extracts – perfect partners both in nature and in our kitchens – we urge all to consider their ingredient choices carefully. Demand is rising and the message getting through. It is making a REAL difference! Whereas real vanilla contains 250 complex compounds, artificial vanilla – vanilla essence –has just one, vanillin, which gives only the scent Consumers are increasingly seeking out unique and indulgent culinary experiences at home. This shift has beendriven inpart by platforms likeTikTok, whichhave sparkeda renewed interest in home baking and theuse of artisanal ingredients