The UK BBQ and summer food/drink sector is experiencing rapid growth, driven by a shift toward entertaining at home to combat rising costs, with average family BBQs rising from two to over 10 annually.
With restaurant prices rising, consumers are choosing to host BBQs at home, leading to a surge in demand for affordable, high-quality, and premium food products.
Significant investment in outdoor living spaces (gardens, patios) during COVID lockdowns has transformed back gardens into primary entertainment, encouraging frequent outdoor cooking.
Moving beyond simple burgers, UK shoppers are seeking gourmet options, including Mediterranean (Greek), European (Spanish), and exotic, high-quality, or marinated meat cuts.
The BBQ season now spans April to October, with more midweek grilling driven by hybrid working patterns.
Increased demand for instant, disposable, or portable electric grills allows for spontaneous, on-the-go, or small-space cooking, broadening the consumer base.
Oli Sampson, Managing Director of Central Foods, comments: “There is a clear trend in people trading up when it comes to barbecue occasions. Consumers are increasingly looking beyond classic burgers and sausages and embracing higher-quality meats, sauces, marinades and cheeses.
“Shoppers are expecting greater variety and quality and are looking to caterers and wholesalers to provide something more premium, with Kantar research showing that consumers continue to prioritise quality-led ‘treat’ occasions even as overall food spend remains under pressure (Kantar).”
There is an increased desire for better quality, enhanced flavour experiences when it comes to barbecues. We are seeing a clear shift towards more diverse flavours and international tastes, including Korean BBQ, Mexican, Asian and Mediterranean influences, driven by demand for bolder, more vibrant flavour profiles.
This is reflected in wider foodservice trends, with IGD highlighting global flavours and street-food inspired formats as key drivers of menu engagement (IGD). As a result, consumers are increasingly experimenting with global marinades, rubs and sauces, as well as fusion flavour combinations.
Hot and spicy marinades are very much on trend, with the Golden Valley Foods Hot ‘n’ Spicy Chicken Wings tapping into this demand through their sweet and tangy marinade, alongside the BBQ Chicken Wings variant, which is coated in a rich smoked barbecue flavoured marinade.
One of the biggest trends driving the wholesale sector is health and wellness, and this is increasingly influencing barbecue menus. Consumers are opting for leaner cuts of meat, such as pork loin instead of ribs, or lean steak rather than fattier cuts. Chicken breasts, tofu and salmon are also growing in popularity as lighter alternatives.
AHDB research shows that chicken remains the most consumed meat protein in the UK, largely due to its versatility and lean profile, making it particularly well suited to barbecue menus that balance indulgence with healthier choices (AHDB).
Health and balance are increasingly influencing barbecue menus, but this does not mean sacrificing flavour or indulgence. Chicken remains a popular choice for lighter barbecue occasions, valued for its versatility and broad appeal. Pre-marinated chicken wings in particular offer caterers and consumers a convenient way to deliver bold flavour with minimal preparation, making them well-suited to both home entertaining and foodservice-led BBQ occasions.
Central Foods’ chicken range performs extremely well within foodservice and is a key part of the overall product portfolio. The Golden Valley Foods range of chicken wings, including the Hot ’n’ Spicy and BBQ variants, are among the strongest performers, valued for their convenience, consistent quality and premium finish.
Both products are individually quick frozen and can be cooked in multiple ways to suit busy caterers, including oven-baking, deep frying, microwaving or grilling on the BBQ. They are quick to prepare and ready to serve within minutes, making them ideal for high-volume service during peak summer periods.
New product development is a key focus area at Central Foods. The business has a dedicated NPD kitchen at its headquarters in Northamptonshire, demonstrating its ongoing commitment to developing high-quality products for foodservice operators.
As a major UK frozen food specialist, Central Foods continues to innovate in line with evolving consumer and operator demands. Alongside a core range of over 250 product lines, the business also offers bespoke product development and menu solutions to support both caterers and wholesalers.
The Golden Valley Foods Hot ‘n’ Spicy and BBQ Chicken Wings continue to be particularly popular within the industry and are well suited to barbecue occasions due to their versatility. They can be served plated with vegetables, salad or fries, or offered as a standalone, on-the-go option.
The Golden Valley Foods, Central Foods’ own brand, is strongly positioned within the foodservice sector, providing consistent, high-quality and cost-effective frozen poultry products that are quick and easy to prepare straight from the freezer.
The brand is a strong performer within the category and is recognised for producing products sourced and manufactured to high specifications, supporting reliable results in professional kitchens.
“Offer a diverse protein mix, including fillets, wings, thighs and sausages, to suit different menu styles,” advises Sampson. “Prioritise convenience-led formats such as pre-marinated, breaded, battered or pre-cooked products. Focus on items that reduce labour and preparation time for foodservice operators. Stay closely aligned to emerging flavour trends to keep ranges relevant during peak BBQ season.”
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “Global flavours continue to drive menu innovations across the board, and BBQ is no exception. Experts are predicting South American and Asian cuisines to lead the way in 2026, with Korean set to be the most popular. Incorporating these tastes into a BBQ menu can be as simple as utilising internationally inspired sauces, which are a great way to easily diversify otherwise simple menus, and be used across a variety of dishes.
“For example, Funnybones’ Rio Pacific Korean BBQ sauce is perfect for tapping into global flavours. Featuring notes of garlic, ginger, sesame, and Asian pear, this sauce works particularly well with pulled meats, stuffed into a golden brioche bun with some kimchi slaw and chilli mayo as an indulgent alternative to a classic burger patty. Or brushed over cuts of meat for a moreish finish. Beyond traditional BBQ menus, the sauce can also be used in sizzling stir-fries, pizzas, pastas, or lunchtime options such as sandwiches and jacket potatoes.”
The rising popularity of GLP-1 diets and health-conscious dining is causing operators to broaden their BBQ menus beyond the classic meat-in-a-bun approach. Wholesalers that can offer a wider selection are therefore likely to be prioritised. Putting fruit and veg front-and-centre of BBQ menus is a great tactic for chefs to appeal to these customer groups. Think grilled courgette, mixed veg skewers, and even cauliflower steaks. Aside from the classics, wholesalers could look at offering more exotic options. Jackfruit is a great alternative to pulled pork, and pairs perfectly with some BBQ sauce in a bun, or a lettuce wrap to keep things green. Charred cactus strips add an exotic edge to salsas when paired with lime, coriander and tomatillos. Plantain is also becoming more and more popular, thanks to its compatibility with a range of African, Caribbean, Central, and Southern American cuisines. The more savoury sibling of bananas, Funnybones’ plantain arrives ready to cook, so only requires a matter of minutes on the grill to develop a crispy exterior – without the hassle of parboiling it first.
“Arguably, the best-selling BBQ products are ones that can be used across a variety of dishes for maximum menu versatility,” adds Styman-Heighton. “For example, pulled meats can be utilising as burgers, or to create ‘loaded’ sides on top of tater tots, fries, or nachos. This goes for specialised BBQ, and broader menus. For breakfast and brunch, use them to add protein to omelettes or in breakfast burritos. At lunch, add them to sandwiches or wraps. During dinner service, customise them with a sauce or seasoning to make them compatible with fajitas, stews, pastas, and many more. Funnybones’ new Rio Pacific pulled smoked meats use cuts specially chosen to yield more flavour, including pork shoulder, and halal-friendly beef brisket and chicken thigh. Authentically smoked with hickory wood chips in an open smoker for up to 14 hours to result in a superior taste and texture, these pulled meats arrive lightly seasoned so chefs can customise them with their choice of sauce or seasoning for maximum culinary creativity. The convenient 2 x 1kg format can be kept refrigerated for up to 5 days once defrosted, so there’s no risk of unnecessary food waste.”
Barnaby MacAdam, Development Chef, Paulig PRO, comments: “We’re seeing a clear shift towards bolder, more authentic international flavours, driven by consumers’ desire for new and exciting food experiences. Research from Bidfood’s 2025 trends survey shows that over half of consumers (53%) want to try the latest food trends (NIQ), while HRA Global research highlights that 73% are likely to buy new products inspired by international cuisines. Even more telling, 90% of consumers say they’re open to exploring global flavours (HRA), underlining the growing opportunity for operators to introduce more adventurous BBQ offerings on menus.”
What’s driving this appetite is a growing interest in authenticity and discovery. Nearly half of consumers (47%) are motivated by authentic ingredients, flavours and formats, while 29% enjoy the chance to explore new cultures through food (CGA and NIQ). As warmer weather draws people into pub gardens and outdoor dining spaces, there’s strong demand for menus that feel social, seasonal and flavour-led. However, BBQ is no longer limited to warmer months. Operators are increasingly using BBQ flavours all year round, tapping into their comfort, familiarity and indulgence across autumn and winter menus as well as summer service. “BBQ is perfectly placed to deliver on this,” adds MacAdam. “It offers familiarity and nostalgia, while also giving chefs huge scope to explore global influences, from Korean, Tex-Mex and Caribbean flavours to Indian-inspired marinades and Middle Eastern spice profiles. Demand for BBQ remains high, with 88% of consumers craving BBQ flavours and 86% likely to choose BBQ-flavoured dishes when available (Paulig PRO).”
With interest in global BBQ flavour fusion continuing to grow, embracing international influences allows operators to refresh menus while staying true to what consumers already love about BBQ. It also creates opportunities across a wide range of dishes – from burgers, brisket, ribs and wings to increasingly popular vegetarian and vegan options – demonstrating that BBQ is about far more than just meat. Its versatility makes it relevant across multiple dishes, menus and dayparts, from loaded fries, wraps and bowls to small plates, sharers and late-night offers, helping operators maximise usage and menu appeal year-round.
“This is where our new Santa Maria The World of BBQ range comes in. It’s an authentic, easy-to-use range of eight high-quality vegan-friendly sauces, developed for use in professional kitchens. The range takes inspiration from iconic American BBQ regions, global grilling traditions and emerging flavour trends, covering some of the world’s most flavour-forward barbecue styles – from Kansas City and Memphis to South Carolina, Alabama, New Mexico, South Africa and Korea,” says MacAdam.
“Each sauce is designed to work as a glaze dip, topping or side, allowing operators to add bold, global BBQ flavour across dishes such as wings or ribs, burgers or loaded fries, wraps and plant-based options without adding extra prep or complexity.”
Louise Wagstaffe, Senior Culinary Advisor at Premier Foods, comments: “The gastro-grilling movement is taking shape as diners and operators alike favour high quality meat cuts and craft cooking techniques such as open flame grilling and smoking. But there’s even more impetus now on quality of ingredients and overall depth of flavour. For example, 46% of consumers revealed that ‘ingredient quality’ is one of their top decision drivers when choosing where to dine (Bidfood). It’s clear consumers are associating premium ingredients with better value and overall experience when eating out of home. This gives operators more licence to work with more artisanal sauces, unique marinades and gourmet finishing touches that elevate classic BBQ formats.”
One of the key benefits of the new Bisto Professional Bouillon range – available in both paste and powder formats – is the quality of its ingredients. For instance, the beef and chicken flavour variants are made using real meat, which ensures depth of flavour in rubs, marinades, sauces or braising liquids. This makes it easy for time-poor chefs to consistently incorporate layers of flavour into BBQ dishes, no matter the cooking technique.
Designed for caterers in education and care as well as out-of-home operators, the new Bisto Professional Bouillon is extremely versatile not only as a stock, but also as an ingredient for rubs, sauces and marinades. Importantly, the range has no declarable allergens and has no added MSG, artificial colours or preservatives, providing wholesalers & operators peace of mind when catering for diverse dietary needs. They deliver great value too; both paste and powder products offer high yields delivering up to 50 litres of stock per kg in powder form, and 40 litres per kg in paste form. Each is available in vegetable, chicken and beef flavour variants.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe, comments on behalf of the Baker Street brand: “Barbecuing is increasing in popularity and barbecue food choices are becoming more inspired by the latest ‘foodie’ trends. As eating out gets more expensive, consumers are staying in and entertaining at home and, when the warm weather comes, making the most of their gardens for everything from mid-week get-togethers to bigger weekend gatherings.
“While shoppers remain price conscious, barbecue occasions are one area where they are willing to put more thought into what they are serving, looking for products that deliver on taste and quality while still offering value.
“This is where trusted bakery formats such as Baker Street’s burger buns and hot dog rolls play a crucial role, providing the foundation for elevated builds while remaining familiar, versatile and accessible for family and sharing occasions. For wholesalers, stocking dependable, recognisable lines ensures they can meet demand as shoppers look to recreate more exciting at-home barbecue meals without adding complexity to their shop.”
Consumers’ choices of marinades, sauces and accompaniments for barbecues are evolving, with growing interest in global flavours. Exposure to these cuisines through eating out, takeaways, social media and travel is influencing what shoppers want to recreate at home.
Baker Street’s range of Burger Buns and Hot Dog Rolls are ideal for recreating classic burgers and hot dogs with a wide variety of global toppings and flavour combinations. The recipes have been specifically developed for this purpose, with burger buns ‘built for burgers and hot dog rolls ‘ready to handle’ the load – giving shoppers the confidence to experiment while relying on familiar, dependable formats.
Baker Street’s best-selling products for the barbecue season are Baker Street Burger Buns and Hot Dog Rolls, which give wholesalers extended-life options that allow them to offer variety without fear of wastage. Both the Original Burger Buns and Classic Hot Dog Rolls can be used for a host of tasty barbecue meals, including traditional ‘American style’ burgers and loaded hot dogs. Summer socialising calls for a BBQ, or if it’s raining, burgers and buns inside. Consumers can recreate ‘stadia favourites’ with Baker Street’s hot dogs and burgers for casual handheld dining, so as not to distract from their enjoyment of the sport.
“Wholesalers should focus their ranges on the bestselling products in each category and subsector, including bakery, and keep stock levels high in busy periods. They should also encourage their retailers to be equally prepared. For wholesalers and stores alike, this involves being ready for heatwaves and being aware of upcoming events that are likely to prompt people to have barbecues, including Bank Holidays, televised music festivals, and the summer’s big sporting fixtures,” adds Corrigan.
“Rolls are driving Bakery occasions’ growth, and Baker Street’s Burger Buns and Hot Dog Rolls are significant players in the convenience channel, so wholesalers should increase their stock levels of these crucial products in the barbecue season. For best results they should dual-site Baker Street’s Burger Buns and Hot Dog Rolls in busy areas of their depots during the barbecue season, alongside sauces and condiments commonly bought for BBQs, especially when these are on promotion.
“Wholesalers should also advise their retailers to give multiple facings and displays to popular products and look at cross-merchandising our barbecue products in their stores with sauces and other favourite items for the BBQ occasion and use our space-saving OFDs to direct footfall to key displays in-store.”
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe, comments on behalf of the St Pierre brand: “We’re absolutely seeing a shift towards “gastro-grilling”, with shoppers looking to elevate the whole BBQ experience, from premium meat cuts and bold marinades to artisanal cheeses and globally inspired flavours.
“What’s particularly interesting is that this premiumisation isn’t about extravagance – it’s intentional. In the current climate, shoppers are prioritising affordable treats over bigger-ticket spending, choosing products that feel worth it and deliver a clear upgrade. The BBQ occasion is a perfect example. Rather than dining out, consumers are recreating restaurant-quality experiences at home, trading up key components to make the moment feel special.”
Bakery plays a central role in that trade-up. Burgers and hot dogs remain BBQ staples, but shoppers are increasingly switching from standard buns to brioche as an easy way to elevate the entire dish. The soft texture, rich flavour and golden finish of brioche add a premium touch that justifies the spend and enhances everything from smash burgers and slow-cooked brisket to meat-free alternatives. It’s a simple swap that transforms the plate.
“We’re also seeing strong demand for newness that feels justified – limited editions and flavour-led twists that bring theatre and excitement to the BBQ fixture,” adds Corrigan. “Last year, our limited-edition Spicy Chilli Brioche Buns attracted new shoppers into bakery and delivered additional value to the category, proving that innovation in the carrier can be just as impactful as innovation in the filling. Building on that success, we’re continuing to invest in flavour innovation for BBQ 2026, tapping into shoppers’ appetite for bold, layered taste experiences that elevate burgers and hot dogs with minimal effort.”
Many of the strongest-performing brands are growing by focusing on quality, innovation and loyalty. The BBQ occasion reflects this perfectly. When the food itself becomes the centrepiece of the gathering, shoppers are prepared to trade up for products that deliver consistency and a premium feel. For wholesalers and retailers, offering bestselling brioche burger buns and hot dog rolls provides an accessible way for customers to lean into the gastro-grilling trend and elevate their BBQ menus with confidence.
Global flavour exploration is becoming increasingly visible within the BBQ occasion. Shoppers are looking beyond traditional ketchup-and-mustard combinations and experimenting with Korean-style marinades, American smokehouse flavours, Mexican-inspired toppings, and layered sweet-and-savoury profiles.
This reflects a broader appetite for bold, globally influenced tastes that deliver excitement and differentiation. Younger shoppers in particular are more adventurous, seeking out flavours that feel restaurant-inspired but are easy to recreate at home.
Bakery plays a key supporting role in this shift. While the protein or topping might take its cue from global cuisines, the bun is what brings the dish together. Brioche offers a versatile, premium base that complements everything from sticky barbecue brisket and spicy slaws to grilled halloumi with chimichurri or gochujang-style burgers.
Flavour-led bun innovation also taps directly into this trend. By introducing subtle sweetness, savoury notes or added heat into the carrier itself, brands can help shoppers build more layered, globally inspired flavour experiences with minimal extra effort. It’s another example of how the BBQ occasion continues to evolve, with premiumisation and global influence working hand in hand.
Samantha Winsor, Marketing Manager, Lantmännen Unibake, comments: “BBQ is undergoing a revolution; no longer seen as simply grilling meats, but a clear shift to a platform for quality and creativity. What was once centred on the basics has evolved into what could now be described as ‘gastro-grilling’. Operators are responding to a growing demand for higher-quality meat cuts, gourmet cheeses and bold marinades all encased in a premium bun.
“This evolution is particularly evident in elevated burger builds, where layered flavours, premium toppings and thoughtful construction are transforming a classic staple into a more refined, quality offering. Importantly, this trend isn’t about chasing the most expensive ingredients on the market, it’s about genuine value. That value comes from a premium feel, a sense of quality or a small but impactful innovation that enhances the overall eating experience.”
Seasonal or exclusive sauces are a great example of this in action. For fast food operators in particular, a seasonal or signature sauce can become a powerful point of difference — think a smoky chipotle glaze for summer, a spicy maple drizzle in autumn, or a limited-edition chilli cheese. These additions require minimal operational change but can refresh core menu items, create buzz and drive repeat visits. By building excitement around sauces, operators can elevate burgers and justify a premium price point, and introduce seasonality, without requiring a full menu overhaul.
To ensure a premium experience is achieved all parts of the burger must give an indication of quality. A premium bun is integral to this value / quality proposition, across all dayparts, up to 74% of consumers are willing to pay more when a burger is served in a gourmet bun. Highlighting the income opportunity created by quality enhancements. Burgers are one of the easiest, cost-efficient ways operators can drive premiumisation, and small quality menu upgrades can deliver impactful revenue opportunities.
Consumers are increasingly adventurous when it comes to flavour, and BBQ menus are no exception. Trend insights show a growing appetite for flavour fusion – on-trend global twists on classic favourites. These worldwide flavour trends will also be influenced by significant global events such as the forthcoming international football tournament over the summer, with full-flavour inspiration coming from Mexico, USA and Canada.
2025 was the year of the chicken shop in the UK, with the US trend hitting our shores and paving the way for big US brands like Dave’s Hot Chicken and Wingshop to land on UK soil. This youth-driven trend is now resonating and is transforming the High Street with chicken shops opening everywhere. Chicken burgers continue to be a key player on fried chicken menus, and this opens endless possibilities. Think Mexican Chipotle, Florida Cajun or Tennessee Hot chicken burger. Simple toppings, sauces, and premium buns can transform a classic burger into a destination dish.
For burgers that embrace flavours and toppings, execution fundamentals are critical, and that includes a strong bun like Lantmännen Unibake’s Americana Brioche Bun. A fifth (20%) of consumers say their biggest burger disappointment is the fillings falling out, while 14% (Opeepl) say it is when the bun falls apart when eating. Consumers also rank a quality soft but robust bun that holds its shape as the top-quality indicator when it comes to burger excellence.
Real, great tasting, creamy, butter melting over corn on the cobs; being combined with herbs to finish meats and fish on the BBQ or being spread on freshly baked scones are quintessential summer food experiences. Indeed, the stocking of a quality brand of butter, such as Kerrygold, provides a golden opportunity for convenience stores to tap into incremental summer sales, especially when their shoppers see the weather is great and decide on the spur of the moment to dine alfresco.
Of course, Kerrygold is a must stock brand throughout the year. Indeed, when it comes to the growth in block butter sales, Kerrygold is very much leading the way and is now the No.2 block butter and fastest growing major block butter brand by value across all retail settings in the UK (Circana IRI)
The Kerrygold success story is being replicated in the convenience sector where the brand is performing strongly, again outstripping other major brands with volumes sold through UK convenience stores growing over the last 12 months by 26.7% in value and 14.4% in volume. A key driver in boosting sales in convenience stores is the availability of a great value 200g Kerrygold block priced marked pack which retails for £2.79. Indeed, sales of Kerrygold price marked packs are up over 16.7% by value and 8.2% in volume year on year with over 2.3 million packs having been sold in the last 12 months in convenience stores across the country (Circana IRI).
Latest research suggests that more people are shopping in convenience stores with 83.2% saying that they had shopped in a Convenience store in the four weeks to 1st December 2025 (+1.6ppt higher vs the same period a year ago). While 7.5% of shoppers claim to be doing the majority of their shopping in the convenience channel (+3.2% up on the same period a year ago, IGD). Digging deeper into the research, the drivers for shopping in Convenience stores are of course led by the convenient location. However, it appears that the availability of quality products is also an increasing driver for shopping in Convenience with 47% of convenience shoppers now claiming to be focused on quality (IGD).
Indeed, research from the Institute of Grocery Distribution reveals that over a half of all shopper trips to convenience stores include a visit to the dairy fixture. The same research showed that the convenience channel also over indexes when it comes to shoppers buying more quality branded food items (IGD). This is certainly the case in relation to butter where taste, creaminess and naturalness are all key attributes shoppers look for and this is why having a premium branded butter such as Kerrygold in the chiller cabinet is essential.
Commenting on the strong growth of the Kerrygold brand, Nicola Blackmore-Squires, Ornua Foods UK’s Marketing Director, said: “The lush, sweet Irish pastures our cows graze on produce delicious milk and give Kerrygold butter a delightfully creamy texture, unmistakeable flavour, and its famous golden glow – making it a butter perfect for all meal occasions not just in Summer but throughout the year. As a result, Kerrygold is now the No.2 block butter and fastest growing major block butter brand across all retail settings in the UK.
“When it comes to the butter and spreads category, values and not just value are very much coming to the fore and this is where Kerrygold really delivers in relation to quality, simplicity, demonstrable provenance and of course great taste. As such, Kerrygold and the stocking of our increasingly popular price marked packs represent a ‘golden opportunity’ for wholesalers and their convenience store customers this summer.”
Lesley Parker, Senior Brand Manager for Kühne at UK distributor RH Amar, comments: “The BBQ sector is seeing a surge in demand for premium, gourmet, and globally inspired flavours. Pickled products, especially gherkins and other pickled vegetables, have become a must-have accompaniment, adding crunch, acidity, and balance to a range of grilled dishes.
“So much so, that sales of gherkins have grown to now represent 20% of the pickled vegetable category, matching the size of chutneys and contributing significantly to category growth, with a total market value of £61m (NIQ).”
There is also a growing demand for health-conscious BBQ options, with low-carb, sugar-free, and naturally fermented pickles aligning with the rise of clean eating trends. Social media is playing a major role in shaping these BBQ trends, with viral videos driving demand for pickles in marinades, sauces, and even cocktails.
“The BBQ market has certainly benefited from consumers opting to entertain at home rather than dining out over the last couple of years, and we would expect this to continue during 2025 as the economic climate continues to look uncertain for shoppers. The resulting cost-conscious behaviour – coupled with a continuing and growing interest in home cooking – means that the BBQ is going to be a big opportunity for wholesalers and their customers as a whole host of brands tap into this occasion during the year ahead,” adds Parker.
“It’s certainly a big opportunity and gherkins and pickles, in particular, have been experiencing strong growth in traditional retail and online retail channels, aligning with this trend of premium home dining. Kühne’s new Gourmet Selection has been particularly well-positioned to capitalise on this shift, offering high-quality pickled products that enhance at-home BBQ spreads.”
Gherkins, pickled onions, and other tangy accompaniments are now staples in BBQ meals. Kühne’s Burger Crinkle Cut Gherkins and Gourmet Selection Cornichons are seeing significant demand.
Pickle brine is being used as a flavour booster and meat tenderiser, a trend fuelled by TikTok and viral food experiments.
The rise of vegetarian grilling has increased demand for pickled accompaniments, as they add depth and umami to plant-based options.
There is a growing appetite for Korean, Middle Eastern, and Latin BBQ influences, with tangy, spicy, and pickled flavours playing a major role.
“Kühne is leading the premiumisation trend with its Gourmet Selection, featuring new flavours like Chilli and Honey Cornichons. These products cater to the demand for elevated pickled flavours used in BBQ dishes, cocktails, and snacking,” says Parker.
“The brand is also exploring new formats and sizes to cater to the premium retail and foodservice markets, ensuring convenience and versatility for BBQ lovers.”
Kühne is currently one of the fastest-growing brands in the gherkins category, and overall the brand is driving value into the category with value and volume sales up +13% (NIQ).
Part of this success has been down to gaining new listings in major retail and wholesale, contributing significantly to category growth and making Kühne a must-stock brand for retailers of all sizes during key seasons and occasions.
Kühne products also over-index among higher-spending, affluent consumers, who are willing to pay for better quality.
Lucy Grogut, Marketing Director at Quorn Foods UK, comments: “We’ve been dominating the category for 40 years and, throughout highs and lows for the market, we have remained consistent. Nobody has been investing and engaging like us. In 2024, Quorn’s “So Tasty’’ snacking campaign, the biggest of its kind for chilled meat free, brought over 400k new shoppers into the category alone.
“No other meat alternative brand can match our decades of investment in brand marketing, R&D, and our scientific evidence-base. We have the knowledge, passion and power to help our customers drive incremental sales in this market and that’s why we’re the partner of choice for convenience retailers.
“As the original pioneer in alternative protein, we have provided more than 10 billion portions of food since our launch in 1985. We’re focused on making meat alternatives a truly positive choice for shoppers. Making better choices for you and the planet shouldn’t feel like a compromise and we want to show consumers that it absolutely isn’t.”
The brand has been building on its strong connections with consumers with a new category vision, driving Quorn’s position as the positive protein choice for all shoppers, across multiple sectors and occasions.
May 2025 saw Quorn launch a Mission Snack Swap campaign. Backed by a multi-million-pound investment, the campaign featuring Quorn’s puppet pals, Perry, Clarence and Chickson, was a huge success, recruiting over 500K new buyers (NIQ) and delivering record breaking share for the products. The brand’s chilled vegetarian, high protein, and low in saturated fat snacks’ value grew year on year by a staggering +22.9% (NIQ), with brand awareness growing by an impressive 15PPTS (Blue Yonder).
Caroline Hughes, Marketing Director at Gosh! Food, comments: “There is an increasing demand for bold and innovative BBQ flavour combinations (Lumina), with 81% of consumers enjoying exploring food and drink inspired by global cuisines (Food Manufacture), highlighting a shift towards adventurous eating. World flavours are seen as a concept that offers excitement, authenticity, and rich, high quality flavour combinations (Attest Research).”
“Consumers are increasingly searching for bold and experimental flavours to excite their senses, driven in part by globalisation, cultural curiosity, and social media influence, and this trend seamlessly translates into the BBQ sector. At Gosh!, we have always taken inspiration from global flavours with our core range featuring Mediterranean Falafel, Moroccan Falafel, and Sweet Potato Pakora. However, in 2025, we also expanded our Street Food range with Indian-inspired Aloo Tikki Bites, made from a blend of potato, green lentils, and aromatic spices, and Japanese inspired Katsu Bites, crafted from chickpeas, butternut squash, coconut, and spices – perfect for pre-BBQ nibbles or adding to salads for extra fibre and nutrition.”
Consumers are increasingly focused on health and wellbeing when it comes to food (IPSOS), with 71% of consumers actively trying to eat healthy most of the time (Food Manufacture), and 39% of consumers viewing ultra-processed foods negatively (NIQ). This highlights an opportunity for clean-label and natural products to win in the BBQ sector. While meat products are naturally high in protein, there is a clear opportunity for plant-based products in the BBQ occasion, as they champion fibre and nutritional diversity. Fibre is a critical yet under-consumed nutrient: 96% of adults fail to meet recommended intake levels (National Diet and Nutrition Survey Report), despite gut health being the most sought-after functional benefit (Vypr). As a result, fibre is firmly front of mind, with a surge in fibre-focused innovation across categories, from breads and cereals to drinks and snacks.
Shezad Aslam, Managing Director of Aagrah Foods, comments: “Consumers are increasingly discerning when it comes to recreating restaurant-quality food at home, and the barbecue is no exception! Traditional backyard barbecuing is fast evolving into a more sophisticated culinary-driven experience which is now moving beyond simple burgers and sausages as a result of a conscious shift towards premiumisation and gourmet ingredients, international flavours and more complex cooking techniques. Consumers’ taste expectations are totally different now to even just five years ago so brands that bring authenticity, quality and great taste will thrive.”
Busy, time-poor consumers however also expect convenience – people still love a cook-out but they also want BBQs to fit around real life. That’s where rubs and marinades can contribute so much to BBQ season, saving time on the preparation yet delivering restaurant-quality flavours. Aagrah’s range of Spice Blends for example (including Punjabi Tikka, Lahori Tikka and Peshwari Tikka) can either be rubbed directly on to meat cuts to enhance the flavour and help create the crust that defines great BBQ food, or mixed with natural yoghurt (or applied direct) to create unique and memorable marinades.
Likewise, Aagrah’s authentic Tarka Paste cooking sauces, available in a wide range of flavours including popular favourites like Balti and Tikka Masala, as well as the less well-known Achari and spicy Lahsen, are extremely versatile and can be used on the grill, doubling-up as great BBQ marinades for meat, fish or vegetables.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “BBQs and summer events, like gathering to watch Wimbledon or the World Cup all represent excellent opportunities for retailers to drive sales and footfall. As friends and family get-together for summer and sporting fun, they will seek out their favourite snacks to maximise enjoyment.
“To capitalise on this trend and the strength of the Sharing segment, retailers should stock a range of tasty and tempting Sharing CSN products. At KP Snacks we offer a diverse portfolio of sharing products designed to drive retailer sales by catering to all occasions. Our exciting range has something for everyone from popcorn to nuts to pretzels and of course crisps.”
Exempt from HFSS legislation, nuts offer a delicious treat at a summer BBQs or while watching sports at home with friends. Worth £103.2m RSV and growing +1.9% (NIQ), the KP Nuts portfolio offers delicious flavours such as the classic Original Salted and Dry Roasted in a range of sharing formats, and leads the category as the UK’s number one branded nut (Nielsen).
For shoppers looking for sweeter snacking moments, Butterkist Crunchy Toffee popcorn is the perfect product to add fun and indulgence to any summer occasion. As the number one branded SKU, with a 12.4% value share in the popcorn market (NIQ), it bridges the gap between popcorn and confectionery to create a sweet and irresistible snack.
“Over the summer season, we also see shoppers are willing to spend more on higher quality CSN products to bring extra flavour and excitement to summer gatherings,” adds Graham. “Tyrrells, KP Snacks’ premium crisp brand, provides a high-quality experience that matches expectations. Worth £73.8m (NIQ), the brand is well placed to support seasonal trade-up for sharing formats, with popular flavours like Lightly Sea Salted, Mature Cheddar and Chive and Sea Salt and Cider Vinegar.”
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “As temperatures rise, so does consumer demand for refreshing beverages, with families and friends gathering for BBQs, festivals and outdoor sports. This seasonal shift presents a prime moment for wholesalers and retailers to maximise sales by stocking the right mix of products that meet evolving shopper needs.
“By understanding key trends, optimising product selection and leveraging activations linked to summer occasions, wholesalers and retailers can unlock the full potential of soft drink sales. This includes ensuring availability of colas, mixers and adult soft drinks – categories that are particularly popular for social gatherings and warm-weather refreshment.”
In particular, big brands remain key – and that includes the Coca-Cola™ portfolio, accounting for 63.6% of value sales in cola (Nielsen). Coca-Cola Original Taste continues to hold its position as GB’s number one soft drink (Nielsen), while Coca-Cola Zero Sugar is now worth more than £480 million (Nielsen), along with flavour-led innovations like Coca-Cola Lime and Coca-Cola Zero Sugar Lime.
Cherry variants in particular have delivered £270m in value sales over the past year (Nielsen). Reflecting this momentum, Diet Coke has added a permanent cherry variant to its range with the launch of Diet Coke Cherry, giving retailers another bold, flavour-led option to stock for the summer months.
In flavoured carbonates, Fanta retains its position as the number one brand in GB (Nielsen) and a key product for summer shelves, accounting for almost one in every five flavoured carbonates sold (Nielsen). Its strong performance has been underpinned by an innovation pipeline centred on zero sugar, including Fanta Zero Apple, Fanta Zero Raspberry and the limited-edition Fanta Tutti Frutti Zero Sugar.
Meanwhile Dr Pepper is the fastest-growing flavoured carbonate (Nielsen) and continues to gain momentum thanks to Dr Pepper Cherry Crush Zero Sugar.
Mixers continue to play a significant role for summer gatherings. Schweppes remains the nation’s favourite mixer brand (Nielsen & CGA), with Schweppes Classic Tonic, Slimline Tonic and Schweppes Lemonade as standout variants. The introduction of Schweppes Tropical Soda has added further excitement by tapping into consumer interest in adventurous, flavour-driven options as shoppers look to elevate at-home occasions without overspending.
Meanwhile, energy drinks continue to lead soft drinks growth, now worth more than £2.4 billion (Nielsen) with Monster delivering 61% of all energy innovation sales over the past year (Nielsen) – the latest being the launch of Monster Juiced Viking Berry. At the same time, the ready-to-drink coffee category continues to grow in popularity, particularly the refreshed Costa Coffee RTD range. Together, these categories represent key options for retailers looking to maximise sales during the summer months.
BBQ season is all about big flavours, shared moments, and food that brings people together — and increasingly, the drink in your hand matters just as much as what’s on the grill.
As two-thirds of consumers now enjoy flavoured carbs alongside a meal, Levi Roots is perfectly placed to elevate the BBQ occasion with a drinks range rooted in authentic Caribbean flavour, real fruit juice, and unmistakable personality.
Launching just in time for this year’s BBQ season, Reggae Sunrise (made with real Passion fruit and Papaya) is the latest addition to Levi Roots’ vibrant drinks portfolio — a sparkling and sunshine-filled flavour designed for long afternoons, sizzling grills, and sharing food with friends and family.
4 in 5 people who tried Reggae Sunrise say they’d buy it for a family BBQ or garden party, reinforcing its role as a go-to drink for warm-weather occasions.
Consumers are increasingly looking to elevate special moments, with 26% seeking products crafted by celebrities and experts. Levi Roots brings decades of culinary credibility, built on a deep understanding of Caribbean food culture — translating seamlessly into drinks that feel crafted, confident, and celebratory.
With 6 in 10 people actively limiting alcohol, flavoured carbs are becoming the drink of choice for social occasions. Levi Roots drinks deliver the flavour, excitement, and sense of occasion consumers want — without compromise.
Levi’s brand has always stood for real Caribbean flavour, and his drinks are no exception. Made with real fruit juice, they strongly over-index versus all other flavoured carbs for being unique and different, directly answering consumer demand for something more exciting than the expected.
What truly sets Levi Roots apart is his unique position spanning both food and drinks. His sauces sit at the heart of the BBQ occasion, and his drinks naturally complement the food on the plate.
Levi Roots drinks over-index on being enjoyed alongside food versus the wider flavoured carbs category.
Consumers also strongly over-index on feeling proud to serve Levi Roots drinks, seeing them as suitable for special occasions, not just everyday refreshment.
From jerk chicken and smoky burgers to plant-based grills and summer salads, Levi Roots drinks are designed to sit proudly on the BBQ table.
This BBQ season, Levi Roots isn’t just bringing the sauce. He’s bringing the sunshine, the flavour, and the drink everyone wants to serve.
Angela Reay, Marketing Director at Nichols, says: “BBQ season is about bold flavours and moments worth sharing. Levi Roots drinks bring authentic Caribbean taste, creating something vibrant, exciting and made to be enjoyed alongside great food. As more people look for standout alternatives to alcohol, Levi Roots drinks are perfect to serve with pride at summer BBQs and garden parties.”
A Red Bull spokesperson comments: “Summer is a vital time to engage shoppers, with penetration peaking in the month of July as more consumers are on-the-go. Not only do we see a growth in shopper numbers, but shoppers are also making more frequent trips. In fact, shoppers on average will make +10% more trips in summer vs the average month in the year (Worldpanel).
“To make the most of the opportunity, it is a key time for retailers to review their range and make sure shelves are replenished and restocked regularly with best-sellers.”
Sport & Energy is the #1 category in Impulse across the year, and Summer is no exception – last summer Sports & Energy accounted for 40% of all value sales (Nielsen).
Functional Energy Drinks, specifically, are key to growth in the Impulse channel, especially during the Summer, with Functional Energy driving 47% of all Soft Drink growth in Impulse during the summer of 2025 (Nielsen). Within Functional Energy, Red Bull is the best-selling drink in the fridge, selling more units than any other single serve soft drink in the chiller. In fact, Red Bull Energy Drink 250ml, 355ml and 473ml are the top three SKUS, delivering most value in the channel (Nielsen).
Although core skus drive the most value, summer is a key time to engage the influx of new shoppers through NPD, to drive incremental sales. The success of last year’s Summer Edition is evidence of this, driving +66% more value than the prior year’s Summer Edition (Nielsen). In fact, Red Bull Summer Edition was one of the most successful NPD’s across FMCG last year, ranked #5 in weekly sales (Nielsen).
Multipacks are also a key growth driver in Functional Energy and Summer is a key time to trade consumers up into larger pack formats as occasions get bigger. 25% of Food and Drink occasions in June, July and August feature 4 or more, the only other time this is higher is in the month of December (Worldpanel).
Multipacks are gaining momentum in Impulse and this year, 27% of Functional Energy Shoppers who buy in Impulse (Worldpanel), bought a Multipack, seeing value sales grow by +11% in a year (NIQ). Red Bull is the #1 Multipack brand in Impulse, accounting for 51% of value sales (NIQ), so getting this right is essential to optimising trade up within the channel.
Red Bull Ice Edition 4PK launched in full sugar PMC into the channel, to trade existing Edition shoppers up. As Editions become established in shopper’s repertoires, loyalty grows. In fact, this year Editions Multipacks have seen loyalty grow to 24% (that’s 24% of their Sport & Energy spend dedicated to Edition Multipacks, +8.9pts vs YA, Worldpanel).
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “HEINEKEN UK has an unrivalled beer and cider portfolio that reaches the widest range of shoppers, and during the summer period we see a spike in beer and cider sales across the board – from economy brands up to premium brands. The best performing beer brands in the HEINEKEN UK portfolio are Foster’s, Birra Moretti, Heineken® and Cruzcampo®.
“That said, while the overall value of beer is greater than that of cider in the summer, it really is a time for cider to shine – with cider sales growing more than beer during those warmer months. To make the most of this key trading period, we encourage retailers to make sure they have good availability of varied popular cider brands, such as Strongbow, Inch’s Cider and Old Mout Fruit Cider.
“We suggest retailers consider focusing on the bestselling and highest value brands which cater to a variety of summer occasions. In the grocery channel, our highest value premium beer SKUs are 15x440ml and 12x330ml multipacks of Heineken®, Heineken® single bottles, and multipacks of Cruzcampo® in the 10x440ml and 4x440ml formats (NIQ).”
In the impulse channel, HEINEKEN UK’s bestselling SKUs include Cruzcampo® in the 10x440ml format, Birra Moretti 12x330ml multipacks, and, of course, the flagship Heineken® – in 4x568ml and 4x440ml can multipacks, and 650ml bottles (NIQ).
For retailers who want to build a strong range of world beers which cater to those occasions, bestselling small world lager packs include Birra Moretti 4x440ml and Desperados 4 pack can (NIQ).
For cider specifically, during the summer months Strongbow Dark Fruit 10x440ml packs are the bestselling flavoured cider within the impulse channel, followed by Strongbow Original 10x440ml and Strongbow Dark Fruit 4x568ml packs (NIQ).
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “As we head into spring and summer, cider becomes a perfect choice for outdoor social occasions.
“With shoppers still feeling the pressure on household budgets, and 69% of occasions now taking place in the home (IGD), the warmer months offer retailers a strong opportunity to drive sales through trusted value brands that shoppers already know and love.”
Consumers still want to socialise and enjoy quality experiences, but they’re being more mindful about how and where they spend their money. Summer and BBQ occasions allow them to enjoy time with friends and family without the cost of going out, which puts affordable, great-tasting cider firmly on the menu.
In a market under pressure, brands that consistently deliver quality, value and strong rates of sale are what shoppers are actively seeking. That’s why value-led cider continues to outperform, particularly during the warmer months when demand peaks.
Crumpton Oaks is the No.1 value cider brand in the impulse channel (Nielsen). It remains a core driver for the category, crafted from the finest bittersweet apples and delivering a consistently refreshing taste that shoppers trust.
When shoppers are hosting BBQs or catering for groups, larger take-home formats and multipacks really come into their own. They make it easier to buy for groups while keeping spend under control, which is exactly what consumers are looking for.
Crumpton Oaks 2.5l PET is the No.1 cider PET in the UK convenience channel (TWC), and the 4x568ml pack is up +38% year-on-year (TWC), with volume sales for 4x568ml growing 11% during summer months (TWC). These formats are perfectly suited to shared summer occasions and are performing strongly because they offer clear, tangible value.
Craig Chapman, Head of Brand at Global Brands, comments: “During the summer months, our best-selling products are those that align seamlessly with outdoor occasions such as BBQs and casual social gatherings. These moments are centred around ease, sociability, and refreshment, which is why RTD beverages consistently perform so strongly. Consumers are increasingly drawn to drinks that are simple to serve, easy to transport, and instantly enjoyable.
“Within our portfolio, VK Mixed Packs remain top performers thanks to their bold, fruit-led flavours and variety-led format, which works particularly well for group occasions. Core SKUs such as VK Blue, Orange & Passionfruit, and Black Cherry also continue to sell strongly throughout the summer months.
Hooch is another standout, with its 3.4% cans and bottles. Its bold, fruit-forward flavour profile resonates particularly well during warmer weather, when shoppers gravitate towards bright, refreshing tastes. Core variants such as Classic Lemon Hooch and Pink Raspberry Hooch remain strong sellers, delivering familiarity while still offering a fun, social drinking experience. Last year Global Brands launched Cherry Hooch, which has further strengthened the range by tapping into growing consumer interest in cherry flavours and nostalgia-led choices.”
Global Brands’ RTD canned cocktails perform particularly well during the summer too, as the category has seen significant growth across the UK. The sector’s value has more than doubled over the past decade, rising from £228 million in 2014 to £543 million in 2024. Within the portfolio, All Shook Up is a standout performer, offering bar-quality, pre-mixed classics including Passion Fruit Martini and Strawberry Daiquiri. Easy to serve, sociable and consistently high quality, the range continues to resonate with shoppers looking for premium drinks with minimal effort – the perfect solution for summer gatherings and BBQs.
Ryan McCann, Director, Red Star Brands, comments:“The summer season is upon us, bringing with it an array of refreshing opportunities for the drinks category, especially with barbecue season on the horizon. “As well as an increasing shift towards ‘gastro-grilling’ and the premiumisation of barbecue food, consumers are also seeking innovative and exciting drinks to complement gourmet foods and the bold smoky flavours of the barbecue. The right drinks served with barbecue food should enhance the flavours, refresh the palate and add an extra layer of enjoyment to the meal.”
Two key factors behind the increasing popularity of RTDs such as vodka-based Four Loko are fuller flavour profiles and a higher ABV. Consumers are increasingly demanding innovative and unique flavour combinations from their drinks, but with all the convenience and excitement of a show-stopping pre-mix. RTD brands like Four Loko really come into their own in summer as they offer consumers a convenient and delicious way to enjoy some exciting flavour profiles, while adding a layer of fun and sophistication to the barbecue occasion.
Demand for fuller flavour profiles is growing, as evidenced by Four Loko White, which is the fastest selling SKU in GB Convenience, and Dark Berry Burst which is also competing for the top spot. Vodka-based RTDs which combine a high ABV spirit with berries or fruits are increasingly popular as they deliver a mix of familiar and premium flavours to consumers seeking ever-more exciting flavour combinations for at-home or on-the-go consumption.
Caroline Morris, Sales Director at Barbequick, comments: “The barbecue occasion continues to evolve, and we’re seeing strong growth driven by consumers treating BBQs as a more premium, planned food experience rather than a one-off impulse purchase. This creates a real opportunity for wholesalers and retailers to add value across the entire BBQ mission.
“Consumers are increasingly investing in the quality of what they cook on the barbecue, from premium meat cuts and gourmet burgers through to artisanal sauces and specialist marinades. This shift towards gastro-grilling also raises expectations around fuel performance, with shoppers looking for charcoal that delivers consistent heat, longer burn time and better flavour. That’s where trusted brands like Bar-Be-Quick really come into their own, and SKUs such as our Briquettes, which offer a longer, hotter burn time and are suited to the likes of Kettle BBQs and premium Kamados.”
Global flavours are a significant growth driver. From American-style low-and-slow cooking to Mediterranean, Asian, and street-food-inspired menus, shoppers want to recreate restaurant-style experiences at home. This encourages longer BBQ occasions and repeat usage, which in turn drives higher demand for quality charcoal and convenient solutions such as Instant barbecues and Instant Lighting Charcoal for spontaneous get-togethers.
As grilling continues to evolve from a weekend hobby into a year-round culinary pursuit, British barbecue enthusiasts are set to embrace new cooking methods, technologies, and invest in premium products, according to Weber.
Barbecue ownership has steadily increased to 40% (Weber) over the past few years, proving an appetite for al fresco dining and culinary experimentation. For 2026, the global leader in high-performance, high-quality outdoor cooking technology and products predicts several key trends that will shape this growing barbecuing landscape.
The first predicted movement is the rise of the griddle, or ‘plancha’. This versatile flat-top cooking surface is set to become a garden essential, moving beyond traditional burgers and sausages. Griddles offer edge-to-edge consistent heat, perfect for everything from a full English breakfast and delicate seafood to vegetables and stir-fries. Its versatility taps into the growing appetite for creative and diverse outdoor cooking experiences. Already a hit in America and France, this style of cooking is one of the fastest-growing trends (GFK). Weber is already prepared for this predicted growth with its innovative Slate Griddles and griddle inserts for its electric Lumin grills, making plancha cooking accessible to more UK households.
Secondly, the growing desire for perfectly cooked food with minimal effort is driving the rise of smart, connected grilling devices. These innovative tools let home cooks monitor food temperatures and receive real-time alerts straight to their smartphones. This ‘smart grilling’ trend is set to make outdoor cooking even more accessible, delivering consistent results and empowering both beginners and seasoned grill masters to achieve culinary perfection effortlessly.
“Smart grilling is a game-changer for outdoor cooking,” says Pierre-Yves Gibut, Weber Brand Activation Manager – France & UK. “With tools like Weber Connect, we’re making it easier than ever for anyone to achieve perfectly cooked meals. With real-time temperature tracking via probes, the lid remains closed, preserving rich, flavourful aromas. When cooking a steak, the desired doneness can be selected, with alerts provided when it is time to flip or serve. A readiness countdown also keeps everyone informed, ensuring hungry guests stay at ease.”
The growing enthusiasm for outdoor cooking has also fuelled a significant rise in demand for premium barbecues, as consumers increasingly view their grill not just as a seasonal appliance, but as a year-round investment. Moving beyond disposable models, buyers are now prioritising robust design, high-quality materials, and advanced features. The premium market of grills above £350 is increasing (GFK), showing a desire for a reliable, outdoor cooking setup that can withstand diverse weather conditions and frequent use. As a result, comprehensive warranties and a reputation for long-term dependability have become crucial selling points. For example, Weber guarantees the individual components of its gas, charcoal and electric barbecues for up to 15 years, proving to the customer that they’re not just getting a high-quality product, but a premium warranty too.
As these trends are set to shape the course of outdoor dining for the year ahead, Weber remains committed to innovation and quality, providing the tools and expertise for grillers to explore new culinary possibilities.
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