As the festive season approaches, Christmas gatherings present a prime opportunity for wholesalers and retailers to cater to shoppers seeking drinks that bring extra sparkle to celebrations.
From family get-togethers to work parties, consumers are looking for both indulgent and refreshing choices to complement the season’s special moments.
Soft drinks continue to play a central role in these moments, with 98% of GB households enjoying them over the past year (Kantar).
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “Coca-Cola remains at the heart of Christmas for many households with its iconic red packaging, heritage and enduring role at festive tables. The Coca-Cola portfolio accounts for over two-thirds (69.3%) of value sales in cola (Nielsen & CGA), the largest soft drinks segment in retail. Coca-Cola Original Taste remains the largest soft drinks brand in GB and continues to grow in value (Nielsen); Coca-Cola Zero Sugar is worth more than £477m (Nielsen). While Diet Coke is the original sugar free cola and is worth more than £495m in retail (Nielsen), with a customer base so loyal that 32% of its drinkers are not only brand-exclusive but would drop out of cola if Diet Coke wasn’t available (Kantar).”
Flavoured options add excitement and variety to a cosy Christmas night. Flavoured colas, which now account for 10.7% of growth in the £2.88bn colas sector (Nielsen), are the perfect way to shake up familiar favourites. Coca-Cola’s recent launches of Coca-Cola Original Taste Lime and Coca-Cola Zero Sugar Lime have brought a zesty twist to the classic cola, already worth £1.84m (Nielsen).
The Coca-Cola Creations platform, including its limited-edition collaboration with OREO®, also demonstrates how inventive flavour innovation can intrigue and elevate the in-home drinking experience.
Flavoured carbonates remain a hit with families and younger consumers, particularly during festive periods. Fanta is the number one flavoured carbonate brand in GB (Nielsen), and accounting for nearly one in every five flavoured carbonates sold in GB (Nielsen).
The recent launch of Fanta Zero Apple, Fanta Zero Raspberry, and Fanta Tutti Frutti Zero Sugar gives consumers even more choice in the zero-sugar segment while Dr Pepper Cherry Crush Zero Sugar, launched in January, taps into the growing popularity of cherry-flavoured colas, which have driven 6% growth in cola value sales (Nielsen).
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Christmas and New Year’s is one of the biggest trading periods for the beer and cider category, worth a huge £748m (NielsenIQ). This can be broken down with grocery sales being worth £588m during the Christmas period, and impulse sales worth £159m (NielsenIQ), giving retailers and wholesalers a good idea of how much attention should be given to the beer and cider category in the lead up to the festivities.”
In the run up to Christmas and New Year, there are some brands that all convenience retailers need to stock in adequate supply to meet increased consumer demand. By doing so, stores can ensure they are a ‘one-stop’ shop for their customers, and people can rely on them to stock popular brands – whether that be as part of planned visits, or for last minute purchases close to the big day.
At the top of the list in this channel is the Foster’s 18-pack, which is still by far the biggest SKU across the HEINEKEN UK portfolio at Christmas, followed by the Birra Moretti 12-pack and 10-pack (NielsenIQ). Birra Moretti’s growth during the festive period makes it a priority stock for retailers, with 10x330ml packs seeing growth of 104% year on year in December (NielsenIQ). From a Cider perspective, Inch’s has proven very popular, with sales of 4-packs growing 53.8% during the lead up to the festivities in 2024 (NielsenIQ), whilst 10 packs grew 26.8% (NielsenIQ).
“While all segments are valuable in the lead up to Christmas and New Year, premium and world lager contributes to 62% of sales, as people look for reasons to indulge in something extra special, and that’s where brands like Birra Moretti will shine (NielsenIQ). These brands can also make great ‘gifting options’, especially if consumers are looking to purchase something for their host, with the packaging and positioning lending itself to more premium occasions,” adds Wilson.
“However, it’s important not to forget that mainstream brands, like Foster’s, and Strongbow, and mainstream premium brands such as Cruzcampo® and Heineken® are still incredibly important in impulse during this period. This is because while some people may be willing to trade up if given the opportunity, a lot of customers, especially in times of economic hardships, may well be looking to budget accordingly, and will turn to core brands for value.”
Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog PLC, comments: “Along with Summer, Christmas is a key selling period for beer, with December seeing the highest month for beer sales in the UK off trade (Circana).
“With socialising and entertaining more frequent in the lead up to Christmas, shoppers are more prepared to treat themselves and trade-up into more premium categories and products. As a result, last year saw craft beer grow exceptionally well over Christmas (+15.8% vs beer at +3%, (Circana). In fact, it was the second fastest growing subcategory with No and Low just ahead (+16.8% vs YA) as consumers continue to moderate and look for alcohol alternatives (Circana).”
The Stout category has well and truly been re-energised and continues to do well over Christmas (+13.1% in impulse, Circana). This is in part thanks to the launch of BrewDog Black Heart, which made its mark on the category in 2023 and continues to be a credible alternative to the category leader, introducing a younger and more affluent shopper.
Format is essential, and the four-pack is the most popular multipack size for craft beer in impulse. Christmas 2024 saw the largest growth for craft beer in its hero format (+33.9% vs YA, Circana), highlighting the importance of stocking bestsellers in this integral pack size.
Although Christmas is generally about indulgence, more consumers are focusing on moderation or even abstention, with 43% reducing the alcohol content of the drinks they consume (Vypr), even over the Christmas period. This has led to a generational shift, with almost 40% of 18-25s not drinking alcohol at all vs 22% in 2019 (Bespoke Consumer Research). Moderation is now mainstream with 3 in 4 of us moderating our alcohol intake to some degree and the number of people looking to moderate alcohol consumption is similar in size to the number who consume alcohol once a week (77%, Vypr).
As a result, low and no alcohol was the fastest growing subcategory over Christmas 2024 (Circana). With the continued demand, the low and no category is expected to grow further and play a stronger role in shopper’s repertoire. In fact, as more sober-curious shoppers expand their search for alternatives into additional channels, ensuring you have a quality range of low & no products to meet the over the festive season, alongside alcoholic options is vital.
Last year, BrewDog identified a gap for a great-tasting mid-alcohol lager, which not only met the demand for more sessionable-strength beer but also delivered value to shoppers. With its 3.4% ABV making it a more affordable option, BrewDog Cold Beer is a Crisp, Cold, Lager, which uses historic brewing techniques from the Kolsch style, fermenting the beer with an ale yeast but at the lower lager temperature, hence the term ‘Cold Beer’. This adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more session-able strength brew. Its clean and light taste makes Cold Beer an ideal choice that can be enjoyed during festive social occasions.
Chris Jones, Managing Director at Paragon Brands, comments: “We’re expecting the trend for at-home drinking to really peak over this festive season. As part of this, shots and shooters are always a popular option for getting in the Christmas spirit and miniature cocktails that are easy to prepare, serve and enjoy are set to be a festive winner.”
Layered cocktail shots and miniature drinks, known as ‘Baby drinks’ which combine multiple spirits in one shot-sized drink, are on the rise; 49% of Brits now prefer cocktail shooter shots to traditional shots. Licor 43 has been at the forefront of this revolution with one of the UK’s hottest shot trends.
Vodka is a seasonal must-have, as it forms the basis of many spirit mixer drinks, cocktails and can also be enjoyed neat.
?ubrówka Polish vodka, the world’s first botanical vodka and the number one fastest growing vodka brand in Europe, is a tried and trusted heritage brand in the UK with a burgeoning fan base.
Flagship products in the range include Bison Grass Vodka and Bia?a, both offering distinctive flavours and expressions to the vodka market. ?ubrówka Bison Grass Vodka, which contains a blade of grass from the Polish Bialowie?a forest, brings herbal notes and aphrodisiac energy and when served with apple juice and cinnamon, results in a unique drink – the Apple Zu – perfect for house parties and high energy drinking sessions.
Tara O’Reilly, Brand Manager, Five Farms, McCormick Distilling Company, comments: “Christmas is a huge time for alcohol sales. People tend to buy a lot more alcohol during the festive season than at any other time of year. Whether it’s for Christmas parties, family gatherings, to send as a gift, or simply to toast to the New Year, alcohol is at the epicentre of many celebrations.
There is a noticeable rise in the UK specifically, in the sales of luxury and artisanal alcohol products, as consumers look to elevate their holiday celebrations.
Last year, 60% of our UK sales were in the last quarter, which highlights the importance of the Christmas period for the brand.
“Wholesalers should be planning their Christmas activity as early as June to maximise the time investment. Starting early will guarantee retailers secure stock, stay ahead of retail buying cycles, and avoid delays that can hurt sales. Typically beginning their Christmas purchasing in early Q3, so being ready before they start buying is essential.”
As we fast approach the growing Christmas season – increasing both value and unit sales, +8.5% and +4.5% (NielsenIQ) respectively in 2024, Mars Wrigley is delivering even more holiday cheer with the launch of its latest seasonal innovations. From nostalgic flavours to bold packaging updates, the 2025 Christmas range brings together classic favourites and contemporary twists.
This festive season, nostalgia remains a powerful trend, with classic flavours like gingerbread evoking comfort, joy, and a sense of tradition across seasonal food and drink. Embracing this trend, Mars Wrigley is adding to its popular MALTESERS® Reindeer range with the addition of a new Gingerbread MALTESERS® Reindeer. Coated in smooth milk chocolate, filled with MALTESERS®’ signature creamy malt centre and enhanced with classic gingerbread flavour, this new festive treat adds a seasonal twist to a consumer favourite. Available in three formats: single (29g), MALTESERS® Mini Reindeers Gingerbread (59g), and also included in the MALTESERS® Christmas Mix (240g), this festive treat brings versatility to a range of festive occasions.
Next up and building on the success of last year’s M&M’s® Crispy Milk Chocolate Santa (29g) – which drove a 55% uplift in the total single category (NielsenIQ) – Mars Wrigley is expanding the M&M’s® Santa range with the launch of a new M&M’s® Crispy Santa Five Pack. This convenient format is perfect for stocking fillers, workplace sharing, or a seasonal self-treat.
As consumers seek elevated gifting and indulgence options during the festive season, premium advent calendars present valuable trade-up opportunities. Mars Wrigley is responding to this demand by launching its MALTESERS® Assorted Truffles Advent Calendar (216g) nationally for the first time. This luxurious calendar combines rich flavours with daily anticipation, transforming the traditional Christmas countdown into a premium experience.
Lastly, Mars Wrigley’s popular selection boxes have a cracking new look for 2025. The TWIX® & Friends, SKITTLES® & Friends, MALTESERS® & Friends, GALAXY® Christmas Collection, and M&M’s® Selection Box will return with bolder, more festive packaging designed to stand out on shelf and capture shoppers’ attention, bringing fresh excitement to these much-loved seasonal favourites.
Laura O’Neill, Senior Brand Manager, Christmas at Mars Wrigley says: “Refreshing product ranges with new flavours and formats is essential during the festive season. Innovation is a key driver, with new product development contributing 27% of Christmas (NielsenIQ) growth. During this time, shoppers naturally turn to trusted brands for moments of nostalgia and indulgence.
“By combining nostalgic flavours, exciting innovations, accessible price points and premium choices, Mars Wrigley is providing retailers with the tools they need to drive sales, grow their audience and make the most of the festive trading period.”
Mondel?z International – the No. 1 (Nielsen) confectionery supplier – has unwrapped its new festive range, set to help retailers drive seasonal sales this year. New treats and returning favourites will be in store for the 2025 Christmas season.
The run-up to Christmas begins in September with a ‘fast start’, where Christmas sales begin to kick off. Mondel?z International advises retailers to prepare for the increase in Big Night In occasions as the weather gets cooler and shoppers look to spend more nights at home by stocking up on sharing formats, tablets and self-eat treats. These products appearing on shelves act as the first indicator of Christmas to shoppers, beginning to drive seasonal excitement.
This includes Cadbury Roses and Cadbury Heroes, which both feature stunning new designs. All these products also cater to those shoppers stocking up for Halloween.
Following on from the success of the Toblerone Milk Diamond Truffles, Mondel?z International is introducing two new indulgent SKUs to the Toblerone Truffles range this festive season: Toblerone Assorted and Toblerone Golden Caramel Diamond Truffles. The Assorted Truffles SKU adds three new truffle flavours to the range, Dark, Golden Caramel and White Truffle, which join the existing Milk Truffle. These unique diamond-shaped truffles are perfect for shoppers looking for a special gift for a loved one this Christmas, or for enjoying as a self-treat while escaping from the cold weather.
As shoppers start to get into the festive spirit self-eat products such as Cadbury Puds are key. The Cadbury Puds range expanded last year with Cadbury Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. The bags feature Puds’ iconic festive design and appeal to shoppers looking for a stocking filler gift or even as a treat to enjoy themselves.
This year, Mondel?z International is bringing something unique to shoppers’ advent countdown with the launch of the Cadbury Dairy Milk Biscoff Advent Calendar, featuring 24 Cadbury Dairy Milk chocolates. Twelve of these are Cadbury Dairy Milk chunks while the other 12 are Cadbury Dairy Milk chunks with crunchy lotus Biscoff pieces and Biscoff spread.
Gifting blocks make up 5% (Nielsen) of total winter confectionery sales, so they are recommended for retailers to stock in the weeks leading up to Christmas Day. Cadbury offers a wide range of gifting blocks including the classic Cadbury Dairy Milk 360g bar. For 2025, Mondel?z International is introducing a Cadbury Dairy Milk Biscoff 350g block to shelves, helping retailers further tap into the sharing occasion with this iconic flavour.
Nicole Partridge, Senior Brand Manager, Christmas, at Mondelez International, said: “With Cadbury Cadbury being the leading Chocolate supplier (NIQ), we’re in a great position to spruce up retailers’ ranges this winter, with our much-loved seasonal range. Our iconic seasonal products allow consumers to tailor their festive snacking to their own requirements. Whether that’s a quick bite while relaxing in front of the TV with our Cadbury Dairy Mini Puds or providing an array of snacks for the whole family with our Cadbury Dairy Milk Mixed Chunks sharing tin, it has to be Cadbury this Christmas.
“This Christmas we’re extending our successful partnership with Lotus Biscoff even further, introducing our second piece of NPD with our new Cadbury Dairy Milk Biscoff Advent Calendar, the most indulgent way to count down to the big day. Our hugely successful Cadbury Dairy Milk Biscoff bars are also expanding into a new, larger gifting format, as they’re simply too delicious to be enjoyed alone.”
Clare Newton, trade & shopper marketing manager at Swizzels, said: ”Despite the ongoing cost-of-living pressures, the Christmas food and drink market delivered another strong performance in 2024, as consumers prioritised affordable indulgence and nostalgic favourites. Confectionery remained a standout category, with shoppers turning to trusted, value-led brands like Swizzels to bring a sense of fun and familiarity to their celebrations. Gifting and sharing formats were particularly popular, with sales of tubs and variety packs seeing a notable uplift.”
Swizzels experienced strong seasonal demand across its core festive range, especially in our tub formats and advent calendar offering. These products appeal to a wide range of consumers, from families looking for cost-effective sharing options, to shoppers seeking thoughtful but budget-friendly gifts. As shoppers continue to seek popular treats that deliver on both value and taste, this momentum is expected to continue through the 2025 season.
“For Christmas, stocking a diverse and well-balanced range of gifting, sharing and novelty formats is key to capturing seasonal demand,” adds Newton. “Wholesalers should prioritise trusted confectionery brands that offer recognisable, multi-generational appeal. At Swizzels, our Sweet Treats Tub, Sweet Shop Favourites tub, pouches and cartons are core drivers of seasonal sales: perfect for sharing at parties, gatherings with friends or cosy family nights in.”
Gifting formats like Sweet Shop Advent Calendar also perform well during the run-up to December. With its brand-new look for 2025, Sweet Shop Advent Calendar is set to delight returning customers and attract new ones looking for a fun, affordable countdown option. Stocking up early on these essentials ensures wholesalers are ready to meet both impulse and planned purchases as demand builds throughout the season.
“Planning for the festive season should begin as early as late summer, with stock building and initial promotional activity kicking off in September,” says Newton. “Retailers typically start looking for seasonal lines well ahead of the December rush, especially for gifting and advent calendar products. Early visibility of Christmas ranges helps build momentum and gives retailers confidence in their purchasing decisions.
“At Swizzels, we work with our wholesale partners to provide promotional recommendations, depot display assets, and digital content that can help retailers activate in-store. With a wide variety of seasonal confectionery formats available, wholesalers who plan early and offer clear signposting in depot will see stronger sell-through and more confident buying from their customers.”
Kathryn Hague, Head of Marketing at World of Sweets, comments: “Christmas is a key period for the confectionery sector with consumers buying to enjoy at home and making confectionery gift purchases. In 2024, the Christmas confectionery market was worth £853 million, up £88 million on the previous year (IRI).”
Value and gifting continue to be a large focus for seasonal ranges and cater to current consumer purchasing trends.
Gifting and sharing options are always popular during the festive season. Luxury boxed chocolates and token gifts in a variety of formats and price points will suit all occasions and price points.
For wholesalers looking for value items, a focus on novelty, sharing bags and self-eat will be priority with a focus on products with an RRP of £1.
World of Sweets is launching a number of exciting new products for the 2025 festive season from brands including Candy Realms, Pick’n’Mix Station, Bonds of London, Elves Behavin’ Badly and Anthon Berg. New for 2025 are Candy Realms North Poles with a 170g bag retailing at just £1. The strawberry and green apple flavour liquorice bites have a sour sugar coating and are a good choice for self-eat or sharing over Christmas.
Candy Realms Jellybean Cane is a novelty stocking filler, with fruit flavoured jellybeans in a festive red novelty candy cane. The product offers great value at £1 RRP. It’s also a good choice for Christmas Eve boxes and token gifting.
Also new for 2025 from Candy Realms are the Festive Gummy Pops. The tutti-frutti flavoured gummy lollipops come in four festive characters including Santa Claus, a Christmas stocking, a Christmas tree and Rudolph. RRP is just 50p, making them an affordable stocking filler, pre-Christmas treat or for Christmas Eve boxes.
Annalisa Fanali, Marketing Manager Savoury Biscuits at pladis, comments: “Last year’s Christmas food and drink market was buoyant, where the seasonal sales opportunity for wholesalers is becoming more lucrative every year. It is driven by leading suppliers like pladis with festive household brands such as McVitie’s and Jacob’s that have long been seen as must-have Christmas classics and reappear every year with new innovations and refreshed favourites.”
Take-home sales peak at Christmas, as spend-conscious shoppers choose to celebrate in the comfort of their own homes, versus going big on eating out. Savoury biscuits and sweet biscuits form a key part of these at-home celebrations.
“Wholesalers should stock up on savoury biscuits in larger format packs that are readymade for sharing, whether people are looking to enjoy a savoury snack during a movie night or to round off their Christmas lunch with crackers and a cheeseboard,” adds Fanali.
In sweet biscuits, seasonal biscuits have been seeing double-digit growth in recent years. Their stellar performance at this time of year is largely driven by demand for assortments, particularly at the premium end of the scale, as shoppers look to elevate in-home occasions with special snacks that are readymade for sharing, like the much-loved McVitie’s selections. The key categories in sweet biscuits over the festive season are seasonal variations on everyday favourites, premium festive assortments, everyday biscuit assortments, and festive novelties for gifting and sharing, as well as grab and go impulse treats.
“Wholesalers should begin planning their Christmas promotions and activities as early as possible and have stock available in cash and carry depots and on e-commerce websites from early September. They should encourage their symbol retailers to start stocking up and displaying Christmas products as early as they think reasonable, as they indicate that Christmas and the party season is just around the corner, motivating shoppers to start spending and buying ahead,” says Fanali.
“The cost of living is still high, so we’re expecting to see the same patterns as in previous years in the leadup to this Christmas. Shoppers are facing price pressure across many aspects of everyday life and will be keeping a careful eye on their spend this festive season. Not everyone celebrates Christmas, but however they celebrate, they will not be skimping on their festivities.”
The best-selling pladis savoury seasonal snacks include returning family favourites from Jacob’s and Carr’s, and the Jacob’s Christmas Caddies line up.
Last year pladis’ seasonal snacking range included new products such as oven-baked favourite Jacob’s Crinklys Cheese & Onion – available in Caddy format for the first time – which joined the existing line-up of Jacob’s Treeselets, Jacob’s Mini Cheddars Original and Jacob’s Mini Twiglets, which soared into double-digit growth in the 2023 festive season.
In sweet biscuits, McVitie’s is Britain’s biggest biscuit brand by a long way. Last year’s seasonal range brought back McVitie’s Gingerbread Flavour Milk Chocolate Digestives, with a more chocolatey coating, and saw festive redesigns for some of the nation’s other McVitie’s favourites, including Milk Chocolate Hobnobs and White Digestives, with unmissable Christmassy cues on pack.
“Wholesalers should look at Christmas as a stand-alone opportunity, plan for it and give it their full attention, keeping displays in depots fully stocked. While not everyone will be celebrating Christmas, this is a time for celebrations of all kinds, and everybody buys sweet and savoury assortments for parties and informal get-togethers,” suggests Fanali.
“Wholesalers should plan for Christmas well in advance and put seasonal food and drink, especially biscuits, on display early in depots, focused on this year’s seasonal lines from leading suppliers like pladis. At the same time, it’s important to offer non-seasonal branded products, including assortments of savoury and sweet biscuits, that are perfect for celebrating and sharing.”
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “Treat occasions grow in the Convenience and Impulse channel over the festive season as friends and family seek out their favourite snacks to boost enjoyment of Christmas occasions.
“With a diverse portfolio that includes KP Nuts, Tyrrells and Butterkist, KP Snacks helps retailers meet increased demand across multiple missions. Familiar brands and different formats make it easier to deliver what shoppers want throughout the season.
“By focusing on popular sharing packs and encouraging trade-up to premium ranges, retailers can take full advantage of the seasonal uplift.”
Nuts remain a go-to option for festive snacking. KP Nuts is the UK’s number one nut brand, valued at £103.2m and growing at +3.8%, holding an 18.9% market share (NielsenIQ).
Available in bestselling flavours such as Original Salted, Dry Roasted and Honey Roast, KP Nuts is a reliable choice for Christmas sharing. Its fully recyclable 375g Nut Cuddies and large sharing bags are well-suited for seasonal gatherings.
Over the festive season, shoppers are willing to spend more on higher quality CSN products to bring extra flavour and excitement to Christmas occasions. Tyrrells, KP Snacks’ premium crisp brand, provides a high-quality experience that matches festive expectations. With a 14.4% share of the premium crisps market and worth £72.2m, the brand is well placed to support seasonal trade-up (NielsenIQ).
Tyrrells hand-cooked crisps are available in popular flavours including Mature Cheddar & Chive, Sea Salt & Cider Vinegar, and Lightly Sea Salted. Tyrrells 150g sharing packs are perfect for social occasions and pair well with wine and other festive drinks.
A firm favourite for festive film nights and casual family time, Butterkist offers classic flavours like Sweet & Salty alongside its popular, more indulgent Toffee popcorn. Its broad appeal and seasonal relevance make it an essential part of any festive snacking range.
Tash Jones, Commercial Director at Fairfields Farm, comments: “Last year we released our popular Maple Glazed Ham flavour crisps for the second year in a row – which flew off the shelves. With the festive season being celebrated over a few months, consumers seek new flavour combinations and eye-catching packaging from late October right up to their new year celebrations. Low or no-alcohol drinks options were popular, along with easy to share finger-food staples such as olives and antipasti.”
Christmas is all about treating ourselves, and shoppers are definitely on the lookout for those extra-special, premium goodies to help celebrate. That’s why it’s a great idea for wholesalers to beef up their range with gourmet and high-quality options that feel just a little more indulgent.
Christmas is also a time for entertainment. From family catch-ups to impromptu get-togethers, sharing formats fly off the shelves. Big sharing bags, like Fairfields Farm thick-cut crisps 150g packs, are perfect for these occasions, easy to pop on the table and always a crowd-pleaser.
“It’s a good idea for wholesalers to start planning Christmas promotions well in advance. Getting ahead of things helps avoid common issues like shipping delays and stock shortages, which can easily crop up during the busy festive period,” adds Jones.
“Generally, anywhere between July and September is a sensible time to start putting plans in place. It gives you enough breathing room to sort out stock, organise campaigns, and make sure everything’s ready to go before the seasonal rush begins.”
Fairfields Farm has a brand-new Christmas crisp flavour launching this October: Honey Roasted Chestnut & Sage flavour. It was inspired by the growing popularity of vegan nut roasts, and is crafted with a lovely, sweet and herby twist.
This new festive flavour is both gluten-free and vegan, and it’ll be available in our popular 150g sharing size, but only for a limited time.
Scott Dixon, MD at The Flava People, comments: “Christmas 2024 was a real turning point. We saw pubs and bars bounce back with strong festive bookings. For example , Greene King was up 12%, Young’s up 30%, and Mitchells & Butlers up 9% year-on-year. This resurgence filtered straight into wholesale, with strong demand for festive menus and premium NPD. We saw wholesalers responding early with curated seasonal ranges that catered to office gatherings, family events and gifting occasions.”
Baileys Caramel Sauce is The Flava People’s flagship launch for 2025. It’s alcohol-free, ambient-stable, and available in multiple formats for foodservice and wholesale.
“It goes without saying, the earlier the better and early planning is key, especially for securing orders from larger accounts, so wholesalers should ideally begin preparing their Christmas promotions well ahead of the festive rush,” adds Dixon. “September is the sweet spot for ramping up marketing, sampling, and seasonal bundles that catch buyers ahead of the festive cut-off, so getting out early with NPD and promotional collateral gives wholesalers a real edge.”
Nicola Bertinelli, President of the Parmigiano Reggiano Consortium, comments: “The Christmas food and drink market in 2024 saw a 2.4% jump in sales compared to 2023. In the four weeks leading up to 29th December 2024, UK festive food and drink spend reached £14.6bn (Kantar) and despite rising costs, items purchased held steady and shoppers spent more per item rather than purchasing more items (Kantar).
Cheese volume sales also grew in 2024 and more than 4 million wheels of Parmigiano Reggiano PDO were produced last year in a small region in northern Italy. In 2024, 72,440 tonnes were exported, with the UK being the fourth biggest importer of the cheese, with over 7,700 tonnes imported.
“For the festive season, wholesalers should strategically stock cheeses that align with seasonal demand spikes, premium gifting, and entertaining trends. Based on 2024 market performance and evolving consumer habits, premium hard cheeses like Parmigiano Reggiano PDO are a good option for wholesalers looking to capitalise on the increased demand for quality products during the festive season.”
Grazing boards are a key trend that is continuing to evolve and we’re seeing that consumers are increasingly including cheese as part of grazing platters for entertaining or even casual meals. Shoppers are also more likely to trade up to premium and PDO cheeses during the festive period, especially when it comes to gifting or entertaining. Wholesalers that emphasise origin stories and provenance will benefit from the increased interest in these products during Christmas. As well as being one of the most popular cheeses in the UK, Parmigiano Reggiano is recognised as having Protected Designation Origin (PDO) status, meaning that it must be produced in a small area of northern Italy (which includes the provinces of Parma, Reggio Emilia, Modena, Mantova to the right of the Po river, and Bologna to the left of the Reno River – a surface of approximately 10,000 km2) using the artisanal and natural methods established by the product regulations.
Matt Grenter, Sales Manager, Symphonie Pasquier, comments: “The Christmas food and drink market was great for us, it’s always a busy time for us as our desserts are perfect for festive meals, events, parties etc. Driving the high demand was the increased premiumisation of this market, operators are dialling up the presentation to create experiences for guests/customers and our range of French pâtisserie is ideal for this as it’s so easy for anyone in the kitchen team to plate and garnish and create a beautiful dessert or café gourmand.”
Frozen food is important for the festive season as it makes Christmas catering much easier, and helps to reduce food waste, as well as helping to keep menu items in stock. If there is a sudden increase in demand for a frozen dessert, it’s easier to hold stock in the freezer rather than have to make something from scratch and keep fresh ingredients on hand.
Symphonie Pasquier has a range of exquisite pâtisserie, and each item is created using authentic French recipes by our expert pâtissiers, and then frozen. Once defrosted, the pâtisserie retains its form, shape, visual appearance and delicious texture and flavour, enabling caterers to serve premium desserts to add that special touch to their festive menus with minimal effort. Symphonie Pasquier pâtisserie is then easy for anyone in the kitchen or front of house team to plate and serve, much easier and more cost effective than creating pâtisserie from scratch. Furthermore, the long life of frozen desserts ensures both wholesalers and caterers can prepare for Christmas long in advance without worrying about food waste.
Booker, the UK’s leading food and drink wholesaler, is launching a brand new Christmas offer for chefs and caterers – with 85 exclusive starters, mains, desserts, cheeses and accompaniments available for pre-order for the first time.
The wholesale giant’s 2025 Christmas Guide is packed with inspiration, ingredients and menu ideas to help caterers and chefs through the bumper festive season, spotlighting a selection of traditional festive favourites alongside trending dishes with contemporary twists to excite customers.
For time-pressured chefs, pubs, restaurants, event caterers and national operators wishing to get ahead and secure Christmas pre-orders, a dedicated portal is open from 15th July until 30th September. These 85 lines are exclusive to pre-order customers and will not be available in branches.
Example starters available on pre-order include Smoked Salmon Terrine, Coquilles St Jacques, and a Goat’s Cheese Log with edible flowers – a real seasonal showstopper.
Mains include poultry, beef, pork, fish, vegan and vegetarian centrepieces, from a Festive Lamb Rollover and Pork and Fennel Stuffed Pork Belly, to a meat-free Beetroot Wellington and a Mediterranean Tart.
Desserts are always a highlight at Christmas, and options such as Pistachio Semifreddo, Chocolate Torte and Tiramisu are set to add menu appeal to those looking for contemporary, on-trend flavours.
Over 30 British and European cheeses, including Cornish Yarg, Northumberland Nettle Cheese, Cenarth Brie and Tomme des Pyrenées will be available along with crowd-pleasing accompaniments such as quince paste, chutneys and premium crackers.
Mark Suddaby, Booker’s Director of Trading for Fresh Foods, says: “We know the festive season kicks off earlier every year, so summer is crunch time for planning. We want to help caterers, chefs and operators as much as we can with menu creation and meal inspiration, cost-saving opportunities and flexible delivery options to suit fluctuations in demand.
“This is the first time we’re offering a pre-order range and our focus is squarely on our catering and hospitality customers; we’re confident in every single product in this range as it taps into key consumer food trends that have exploded on to the dining out scene.
“Our combined festive food and drink proposition makes us a one-stop-shop for all caterers, chefs and hospitality outlets, whether independent, local networks, franchises or national chains.
“We’re committed to listening and responding to the things that matter most to our customers. We can deliver solutions and support as well as the products, all at flexible price points and with choices that are certain to delight diners. Early planning enables operators to be in a strong position to drive high footfall and demand and in turn, maximise profits and deliver an enjoyable, successful Christmas dining experience for customers.
“Booker colleagues will be on hand in branch to advise on the Christmas pre-order process and new lines, and customers can see and sample the range at our Booker Catering Trade Show at the NEC Birmingham on 24th September.”
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