Food to Go remains an important mission and scalable channel, serving a transient population and on-the-go society.
The Food to Go market is rebounding with a return to pre-pandemic routines boosting footfall.
Weekday lunchtimes are the most popular time for eating on the go, with 62% of consumers saying they enjoy picking meal deal combos (Mintel). It’s key that the right core range in the right formats is offered to capitalise on mealtime occasions, boosted with the right promotions and in-store merchandising.
“We are confident about the future of the category, having already seen significant recovery in the sector, and our portfolio is well-placed to capitalise on and drive singles recovery,” comments Stuart Graham, Head of Convenience and Impulse. “At KP Snacks, we are continuing to excite and interrupt with flavoursome innovation, having the right brands in the right formats, meeting changing shopper missions as needs adapt, and building brand equity by doing the right thing. This means that we are focused on acting in a more socially responsible way in every part of the business, whether it be through packaging reductions, healthier products, or promoting healthier lifestyles.”
Operators should look to create value by understanding customer expectations, whether that be through premium or value offerings. 53% of shoppers look for meal deals when buying food to go (IGD) and 34% of shoppers say they would pay more than £5 for meal deals if the products were high quality (Harris Interactive). Many office workers have not gone back to the office full time. Hybrid workers may view food-to-go as more of a treat if purchasing less frequently and will likely be willing to spend more, meaning there is opportunity to create premium lunch deals catered to part-time office workers.
KP Snacks portfolio delivers the top three selling meal deal SKUs. Hula Hoops Big Hoops BBQ Beef is the top selling PMP in the convenience channel, worth £12.2m, and takes the No.1 spot for best-selling Meal Deal choice (Nielsen IQ). The Hula Hoops brand is worth £220.4m and growing at +10.6% (NielsenIQ). McCoy’s Salt & Vinegar and Flame Grilled Steak are the No.2 and No.3 best-selling meal deal choices, perfect for livening up lunch.
Earlier this year, KP launched McCoy’s Hot ‘N’ Spicy in a Grab Bag and PMP format, tapping into the growth of Food to Go occasions. The bold new flavour capitalises on “Spicy” as the third-largest flavour partition in CSN, delivering the perfect snack for livening up lunchtimes.
Meanwhile Tyrrells is perfect for customers seeking a more premium snack – this award-winning hand cooked English crisp brand, has 91 Great Taste awards, more than any other crisp brand on the market.
“Fundamentally taste is the number one purchase driver and all of our brands across the portfolio offer big and bold flavours. As recessionary conditions prevail, operators need to stock trusted and familiar brands and offer the right product and price mix to deliver and demonstrate great value,” adds Graham.
“PMPs have seen significant growth in the last number of years, with the format expected to continue increasing in both relevance and popularity. We’ve seen a recent increase in grab bags and large PMP sales as people are tempted by the bigger packs. Not only do PMPs offer consumers great value for money, but the clear pricing also assures them that they are not being overcharged. PMPs are a hugely versatile format that caters for multiple missions and occasions, whether that be hunger fill or sharing. 70% of shoppers purchase items on impulse and PMPs drive these sales through clear messaging and displays (Lumina).”
Worth £123m, the KP Snacks portfolio of large format PMPs is extensive, designed to excite shoppers and drive impulse purchases (NielsenIQ). KP Snacks also offers a range of snacks in smaller PMP formats.
Tash Jones, Commercial Director at Fairfields Farm, comments: “The resurgence of commuting has certainly had a significant impact on demand within the food-to-go sector. Although many people now commute less frequently due to the rise of hybrid working models, those who do travel to the office one or two days a week are more inclined to indulge, spending up to 18% more per trip than other commuter groups (AHDB). The sector has particularly benefitted from elevated meal deals featuring more premium products, as well as allergen-friendly options, such as our Fairfields Farm hand-cooked crisps.”
Consumers today are seeking quick and convenient options that satisfy their food cravings instantly, with most purchases being spontaneous and unplanned. Convenience is a top priority as shoppers want seamless and no-fuss transactions. This shift suits Fairfields Farm because crisps are the ideal on-the-go snack frequently bought on impulse to curb hunger cravings.
“There is definitely a growing demand for higher-quality options that offer a better-for-you feel without compromising on the favourite tastes and textures,” adds Jones. “It’s also about striking the right balance by delivering great taste and quality without breaking the bank. Wholesalers may need to collaborate closely with suppliers and manufacturers to source innovative, fresh and ready-to-eat lunch items that appeal to today’s consumers and secure that balance that they’re looking for.”
Beyond convenient and hassle-free options, one of the biggest trends driving the food-to-go sector right now is health and wellness. Consumers are on the lookout for clean-label products and choices that still hit the spot when it comes to satisfying cravings. Looking ahead to 2026, there is likely to be a growing interest in functional foods that support more dietary preferences, gut health and overall wellbeing. Fairfields Farm uses homegrown potatoes and high-quality seasoning, which is vegan and gluten free.
“At the end of the day, it all comes down to knowing what your customers really want. Creating trend-led ranges is a great place to start. Healthier options, premium grab-and-go snacks, and world flavours are all popular choices. These kinds of products can be refreshed throughout the year to tie in with seasonal moments and key events like Halloween, Christmas or Veganuary,” says Jones.
“The goal is to make life easier for retailers by offering trend-aware, in-demand products, while also keeping the essentials that perform well all year round. At Fairfields Farm, we’re always in conversation with our wholesalers to stay in tune with what’s happening in the market. We regularly review how our stock is performing so we can keep adapting and make sure we’re offering exactly what our customers, and theirs, are looking for.”
Sas Horscroft, Head of Marketing & Innovations Burts Snacks Ltd, comments: “The return of commuting has had a clear positive impact on the food-to-go sector. With more people on the move, there’s a surge in quick, impulse purchases, especially in transport hubs and office districts, bringing life back to outlets that depend on these moments. In fact, visits to flexible workspaces situated in transport hubs have risen by an average of 31% since 2022, with significant increases at key locations like Birmingham Airport (+65%), Liverpool Street (+36%) and Paddington (+31%). These revived footfalls are translating into stronger demand for convenient grab-and-go options, particularly during morning and lunchtime peaks, revitalising sales across the sector.”
Busy schedules continue to be a major driver for food-to-go, with shoppers seeking options that are quick, portable and require no preparation. The difference now is that consumers expect this convenience to come with great taste and quality ingredients. Burts recognises this shift and ensures its range offers the perfect balance, easy to enjoy on the move but still delivering on flavour and quality.
The UK snack market is undergoing a notable transformation, driven by premiumisation, provenance and sustainability. Consumers are increasingly trading up to snacks made with better ingredients and more interesting flavours, while also demanding transparency in sourcing.
Innovative flavours are also a growing trend, as consumers seek exciting taste experiences alongside trusted quality. Burts is embracing this with the launch of two new flavours; Herb Roasted Chicken, delivering rich, savoury notes and Mature Cheddar & Caramelised Onion Chutney, combining sharp, creamy cheese with the sweet depth of caramelised onion. These new flavours showcase Burts’ ability to blend creativity with comfort, offering familiar favourites in a fresh and distinctive way.
Ginsters’ Limited Edition Slices range has recruited 425k new shoppers into the brand, delivering £233k incremental spend since their launch in 2022 and with the Pasties and Slices category growing 6.8% YOY in volume sales (Kantar), the format is primed for further growth. To continue this momentum Ginsters is partnering with Heinz Beanz, already bought by 40.5% (Kantar) of UK households, to create the new Ginsters Limited Edition Heinz Beanz & Cheese Slice (170g), which is set to generate a huge amount of consumer excitement and drive new shoppers (Havas Group) into the Savoury Pastry Category. With 77% of shoppers buying from brands that share their values (Havas Group), this first partnership for the Ginsters Slice range brings two of the nation’s most iconic family brands together, with over 200 years of heritage.
Ginsters expert chefs have teamed up with Heinz to create the perfect ratio of Beanz, cheese and pastry in every bite. The new partnership will delight shoppers looking for the ultimate combination of comfort foods and is set to be a real family favourite.
With 54% (Greenshoots) of Savoury Pastry purchase decisions made in store, the category is even more impulsive than confectionery (49%, Greenshoots) and this new collaboration is set to dial up excitement and interest at fixture, grabbing the attention of shoppers and driving sales.
Following a social media tease campaign designed to build excitement amongst eagle eyed fans of both brands, the new Ginsters Limited Edition Heinz Beanz & Cheese Slice puts an exciting twist on the ultimate comfort food, perfect for lunch or snacking.
An ongoing social media campaign will tickle shoppers’ tastebuds with a search for discerning super fans to test the brand new slice and other exciting new Ginsters innovations throughout the year, being paid in pastry for their efforts.
Like the rest of the Ginsters range, the new products are made with top quality ingredients to provide real, honest, convenient food for shoppers with no added artificial flavourings, colours or preservatives.
Sarah Babb, Ginsters Marketing Director, commented: “We are so excited to introduce our new Limited Edition Heinz Beanz & Cheese Slice. Heinz Beanz are a national treasure! Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth. This classic much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient!”
With lifestyles busier than ever, 95% of shoppers snack, so it’s no wonder the market is worth an eyewatering £15.2 billion (Kantar). The snacking market is growing and with 73% of people who snack, doing so at least once a day (Mintel) – there’s no disputing that we are a nation that loves to snack. However, as Savoury Pastry only has 1.2% share of the snacking market, category leaders, Ginsters consider themselves in the primary position to seize the opportunity and drive greater share for Savoury Pastry snacking solutions, attracting younger adults and driving growth of the category.
Ginsters is launching a handheld Pockets range, crafted to be eaten on the go with delicious street-food flavours. As one of the fastest growing brands in the snacking arena (NIQ), Ginsters are perfectly positioned to tap into the growing consumer demand for handheld snacks (+8%, Kantar) by offering the perfectly satisfying and tasty snacking solution, ready to be enjoyed throughout the day.
In savoury pastry 54% of purchase decisions are made in store, making it a highly impulsive category, even more so than confectionery at 49% (Greenshoots). Created to perfectly meet the needs of under 35s, the UK’s most prolific snackers (Circana/Kantar), new Ginsters Pockets will capitalise on this impulsivity and desire. Packed with delicious, top quality, street-food inspired flavours Ginsters Pockets are destined to drive younger, flavour-hungry shoppers into the category and build consumer excitement.
Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, comments: “When it comes to food to go, we’re seeing continued growth driven by consumers seeking value, variety and flexibility. Shoppers want food that’s affordable, keeps them fuller for longer and suits multiple eating occasions throughout the day.”
Where crisps once dominated meal deals, consumers are now gravitating towards more satisfying, better-value options. Pastry continues to stand out with formats like slices, rolls and scotch eggs each offering on-the-go appeal. Slices and rolls deliver hearty fillings in a convenient format, and scotch eggs provide a protein-packed snack. Together, they bring variety and versatility to modern meal deals.
“Branded options are standing out to consumers at the fixture, as they offer a perception of higher quality and better value for money,” adds Adam. “A great example of this is Wall’s inclusion in meal deal fixtures with the Wall’s Large Sausage Roll, Wall’s Large Cheese & Onion Roll and Wall’s Scotch Egg. This has been a huge success with the Wall’s Large Sausage Roll now one of the top five chilled snack choices, and we expect this to grow into other retail channels.”
Another trend driving food to go is the growing demand for higher protein consumption, with protein now the fourth most important factor for food-to-go shoppers (IGD). On-the-go options that provide a quick and easy protein fix, such as meat snacks and egg pots, are therefore proving successful.
As a result, there is increased demand for products such as Freshpak’s Egg Pots. These products tap into the rising demand for portable protein solutions that are quick, clean, and versatile. Whether it’s a mid-morning boost, a lunch addition, or a post-gym snack, egg pots deliver on convenience and nutrition, making them a smart choice for today’s on-the-go shopper and a must stock for any retailer.
Pork Farms has recently launched Mini Melton Mowbray Pork Pies to add more variety and branded options in Food-to-Go. The launch came as a response to finding that 71% of pork pie consumers say they prefer a Melton Mowbray over a non-Melton version due to higher quality perception and a more traditional and trusted recipe (Vypr).
“We therefore saw the opportunity to build on the success of our Medium Size Melton Mowbray Pork Pie with a convenient two-pack format of Mini Melton Mowbray Pork Pies,” says Adam. “The launch meets consumer demand for greater variety, portion flexibility and on-the-go convenience, making it easier than ever to enjoy the traditional taste of Melton Mowbray in a smaller, snackable size.”
Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “The jerky and biltong category is one of the fastest growing segments within crisps, nuts, and bagged snacks, now worth over £40 million RSV and continuing to expand in both value and volume. As consumer demand for high protein, lower calorie alternatives rises, meat snacks are becoming an increasingly relevant choice for those seeking a satisfying and tasty yet healthier option.”
With fewer than one in ten households currently purchasing jerky, there is significant opportunity for further category expansion. The combination of protein-rich nutrition and great taste makes jerky a compelling snack for busy, health-conscious consumers. As a natural alternative to traditional crisps and snacks, jerky offers a balance of health, convenience, and flavour variety, catering to a broad range of shopper needs.
Jack Link’s Beef Jerky Original 25g has the highest unit rate of sale in the category, providing an accessible entry point for new shoppers, while the larger 60g pack continues to perform strongly in value ROS.
Jack Link’s is a 100% lean beef, ready to eat snack. It is high in protein, naturally lean, low in calories (below 70 calories in every 25g serving), and low in fat.
The brand has also redesigned its packaging based on extensive shopper research, reinforcing its commitment to quality and functional nutrition benefits. The new design enhances standout on-shelf, making it easier for consumers to identify Jack Link’s in-store and driving sales for retailers.
Over the last five years Peperami has grown by more than 80%. It is now a £140 million brand, making it the UK’s number one best selling protein meat snacking brand. Currently, one in five UK households buys Peperami – a strong indication of its popularity and a solid foundation for further growth.
The overall meat snacking category has doubled in value over five years (Nielsen) and has the potential to double again. Protein snacks have moved beyond a trend to become mainstream, with nearly one in three UK households now purchasing meat snacks. This represents a clear opportunity for retailers that cannot be overlooked.
Shoppers are seeking tasty, convenient snacks that are perfect for quick boosts throughout the day, ideal for on-the-go, lunchboxes or at-home. Peperami continues to lead the chilled meat snacking market, driving innovation and maintaining its position as the number one brand in value sales worth £140m at retail sales value (Nielsen MAT June 2025).
To meet the fast growing demand, Peperami has successfully launched a variety of formats including Original Lunchbox Minis, BBQ Lunchbox Minis, and Snack Boxes (Salami & Cheese).
Now, with the launch of new £1 price-marked Peperami Chicken Bites, independent retailers have an even stronger opportunity to capitalise on shopper demand for on-the-go protein snacks. Available in two popular flavours – Tikka and Roasted – each 45g pack contains just 95kcal, making them ideal for calorie-conscious consumers.
Whelan explains: “Peperami is bringing its protein-packed snacking expertise and iconic brand into the chicken category with the launch of our new £1 PMP Chicken Bites. As the UK’s number one chilled meat brand, we’re delivering bold, high-protein snacks that resonate with today’s convenience shoppers, offering retailers a strong opportunity to drive incremental sales and margins.”
Whelan adds: “Our Chicken Tikka Skewers taste great, and we are delighted to bring unapologetic boldness to the chilled meat snacking aisle, delivering high-protein, full-on flavour snacks that resonate with modern shoppers looking for convenience and taste.
“With our relaunched Chicken Bites and now new Chicken Tikka Skewers, we are giving retailers even more ways to tap into the fast-growing meat snacks market.”
The chilled chicken snacking market is up 21% over the past two years and now worth over £165m, and 84% of these sales are incremental. Peperami’s new product is designed to tap into that growth, with a bold, multi-channel marketing campaign already under way across TV, digital, radio and influencer channels.
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “With many food to go consumers looking for tasty alternatives to traditional sandwiches, market-leading Rustlers, the £118m leading chilled ready meals brand (Nielsen) which has recently undergone a total brand refresh, provides the hot food to go option that many of them are looking for.
“The brand refresh has made the market-leading range more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.”
New product names and images have been introduced, along with consistent colouring different types of protein (i.e. meat, chicken etc.). With shoppers increasingly looking for products to air fry, a cooking sticker now features on the front of pack, highlighting the quickest, most convenient hero cooking methods with a range of ‘To Your Taste’ cooking options.
The rising cost of living has also increased the number of food to go shoppers looking for products which they regard as ‘not too expensive’ (MealTrak Wave), highlighting the appeal of Rustlers core products which are all available as price-marked packs.
Rustlers is also fuelling growth in the food to go market with its market innovative Cook in Box range, featuring patented technology which is driving demand for Rustlers beyond chilled ready meals into the food to go sector.
The most common items purchased with The All Day Breakfast Sausage Muffin in convenience are lunch products from across the Rustlers’ range, including the best-selling, newly-named The Iconic Quarter Pounder and The Big Cheese, along with chilled snacks and energy drinks.
Rustlers also caters for meat free fans with The Meatless Maverick and Chick’un Fillet Burger.
Rustlers is also highlighting the opportunity for convenience retailers to meet the rising demand for quick, convenient meal solutions among young adults.
With only 54% of 19 to 22-year-olds claiming to have learnt about cooking at school (IGD), retailers are being urged to use social media to promote their food to go offering among so-called Gen Z shoppers. This is the place where they expect to hear from the brands they love, with two thirds (67%) claiming to ‘often hear about food or drink on social media’ while 63% claim to ‘often talk about food or drink with their friends (IGD).’
This generation views food as fuel, making protein and energy-packed food to go critical to this age group. Gen Z are more likely to view food as functional. Fifty per cent of shoppers strongly agree that food is important to them because they need it for energy, while only 38% agree food is important to them for other reasons (IGD).
One of the myths that is often perpetuated is that younger shoppers are healthier than older consumers. However recent findings have discovered the truth is more nuanced than that. Forty-four per cent of Gen Z shoppers say they ‘eat reasonably healthy but regularly have less healthy treats’ (vs 43% in all adults) and 34% say they ‘eat healthy foods and drinks most of the time but will have less healthy treats now and again’ (vs 39% of all adults). Less than two thirds believe that in 5-10 years they will be following a healthy diet (IGD).
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “Grab and go food is arguably so popular because of its convenience factor. To make the most of this style service, wholesalers should prioritise versatile products that can be used across the breakfast, lunch and dinner occasion.
“Lunch is arguably the best time to create a grab-and-go offering, with consumers looking for an exciting twist on a classic meal deal for an affordable option. Rather than a sandwich, crisps, and coke, wholesalers should help inspire operators to tap into the demand of international food with Funnybones’ Jamaican Patty. Wrapped in flaky pastry, these patties are available in three deliciously authentic Caribbean flavours. Choose from vegan-friendly Stew Peas, braised in coconut milk and infused with a blend of mild spices; medium spiced beef with diced onions and a richly seasoned sauce; or hot and punchy jerk chicken – one of the UK’s favourite Caribbean flavours. All of which come wrapped in a turmeric spiced pastry for that authentic sunshine golden finish. The patties arrive ready to cook in just 20 minutes at 180oC, so they’re perfect to appeal to operators looking to prep ahead of busy lunch rushes.”
Jon Borzacchiello, National Account Controller, Aviko UK & Ireland, comments: “Food to go channels are certainly leading growth in the foodservice market. This isn’t just fast food either, it extends to cafes, as well as sandwich and bakery shops (Lumina). Thanks to flexible hybrid working arrangements, there’s been a rise in weekday lunchtime occasions, especially on Wednesdays, showing that commuters are moving away from the traditional Tuesday/Thursday in-office split, and enjoying food on the go, and out of home with more freedom (Lumina).
There is a rising demand for affordable and high-quality offerings. Research shows that 75% of UK consumers would consider themselves ‘very value led’ (Lumina). But there’s notably been a rise in the number of people who would say they’re ‘very quality led’, up nearly 3% from 2024 (Lumina). So, it’s more important than ever for operators to make sure that they can meet this demand.
“At Aviko, we’ve seen local chains in the food-to-go market succeed, despite the economic uncertainty as they aren’t just focused on scale, but precision, and quality control in each of their venues,” adds Borzacchiello.
“There are a lot of trends hitting the food-to-go market right now, which makes it an exciting time for operators to get creative and innovate their menu to drive purchase and excitement!
“Flavour-wise, there’s a growing interest in world flavours, and novel combinations – so why not embrace fusion twists? Adjectives like ‘Hot’ and ‘Spicy’ are increasingly used on mainstream menus reflecting the influence of global cuisine, and kitchen tourism! Aviko has a range of recipes developed to help operators meet this demand for bold flavours and comfort food classics – why not try the Kimchi Cheese and Prawn Tots or Korean Fried Cauliflower Loaded Fries? They not only look, and taste delicious, but keep operators’ menus on trend.”
The TikTok trend of ‘little treats’ shows no sign of disappearing, but Aviko sees this trend evolving with more filling food offerings such as Loaded Fries.
Thanks to the rise in ASMR content on social, there’s also been a growing focus on ‘crunch’ (Lumina). There’s never been a better time to join the foodservice operators adding crispy potato products onto their menus – whether it’s chips, hash browns or other potato-based sides. In fact, in a surprising twist, the humble potato met TikTok virality this year! There’s been a renaissance of hot food on the go, and food-to-go operators have got creative this year, finding ways to premium-ise potato offerings with modern twists – combining comfort food with on-trend flavours.
Mark Chance, Commercial Director at Gosh! Food, comments: “Nine in ten British workers have now been called back to the office (The Times), returning to pre-pandemic working routines, and one of the most notable effects of workforce reintegration within the food and drink industry is the rise of on-the-go eating habits (Food Business News), estimated to be worth £26B by 2028 (Lumina) and forecasted to continue growing in 2025. During the pandemic, the majority of consumers were preparing meals at home and had more time to cook, which reduced the need for quick and convenient foods. However, with more people going back to the office either part time or full time and spending more time commuting or getting a quick lunch out, the demand for on the go nutritious meals has grown. At Gosh!, our falafels are perfect for quick, convenient meals and make a great addition to packed lunches, while our Veg Bite snack packs are ready to eat straight from the packet, perfect for on the go.”
The UK food to go market is expected to grow +3.3% in 2025, outpacing the total eating out market growth (Lumina). This is a result of people being busier due to the continued return to pre-pandemic habits, including tourism, the return to work, and socialising. With less time to cook, people are reaching for food-to-go options whilst on the move.
Increasingly consumers are becoming more accustomed to the cost of living, and are shifting their focus to other areas. Health and wellness is now a bigger concern than cost of living for UK adults, with 32% of UK adults deeming health and wellness their top concern, compared with 23% for cost of living (NIQ). That being said, value for money still underpins people’s purchasing decisions.
“Consumers are increasingly looking for nutritious meals, especially whilst on the go and prioritising options that are both healthy and reasonably priced (FT),” adds Chance. “Gosh! products are ideal for adding more nutrients and elevating the taste to a wrap or salad as our products are made using 100% real ingredients, and there is no preparation necessary. Our Beetroot Falafel is especially popular for salads and wraps as they are an easy way to add vibrant colour to any dish and contain 6 plant points. We are firm believers that getting more veg-filled foods into diets shouldn’t be difficult or time-consuming, so it’s important for buyers to be stocking products, like Gosh! falafels and bites that will help consumers make healthier choices when on the go.”
Barnaby MacAdam, Development Chef, Santa Maria Foodservice (Paulig PRO), comments: “One of the most notable trends we’re seeing right now is the growing demand for bold, authentic international flavours. Research from Bidfood’s 2025 trends survey reveals that more than half of consumers (53%) want to try the latest food trends (CGA). This is backed by HRA Global’s study, which shows that 73% of consumers are likely to buy new products inspired by international cuisine (HRA). In fact, 90% of consumers are now open to trying global flavours (HRA), highlighting the need for operators to offer more exciting, adventurous options across their hot food menus. That’s not all – consumers are also looking for more fusion-style food, with 57% revealing they’d like the option to mix and match multiple cuisines (Mintel). We see this as a golden opportunity for operators to really stand out by tapping into the global gastronomy trend.
“We believe that embracing global flavours, whether through fusion concepts or fresh takes on classic dishes will be key for staying ahead in this competitive market. From Indian-Italian mashups to modern Korean favourites and Eastern Mediterranean-inspired bites, the potential to create crave-worthy, hot food options is vast.”
Santa Maria’s new range of Eastern Mediterranean sauces, seasonings, and pastes is bang on trend, with research revealing 86% of UK consumers want to eat more of this cuisine when dining out (Paulig Pro). The rise in popularity of Mediterranean food is being driven by consumers who are eager to try new flavours (80%); are becoming increasingly health conscious (44%); and are willing to pay more for high-quality ingredients (76%, Lumina).
Samantha Winsor, Lantmännen Unibake UK Marketing Manager, comments: “The demand for convenience and the rise in “snackification” is impacting the category in response to evolving consumer lifestyle trends and eating patterns. Consumers are increasingly wanting their baked goods in single-serve, grab-and-go formats for ease of consumption and portion control. Convenience-led meals are also on the rise; we are putting less effort into our meals and looking for time-saving solutions, with the average meal prep time now at an all-time low of just 31 minutes for an evening meal.”
The ongoing strength of sweet bakery and particularly Danish pastries reflects a consumer desire for affordable indulgence, convenience, and quality.
For Sweet ISB, nostalgia is still trending. This is being showcased through retro dessert-inspired flavours featuring modern twists and seasonal flavours. Insights also show that texture is equally as important as flavour in Sweet ISB, with 72% of consumers seeking out foods with diverse textures.
Local ingredients are expected to play a significant role in the year ahead. Diners will be looking at menu provenance and increasingly prioritising it in choosing where to dine, so it’s time to maximise the local supply chain and celebrate it in consumer communications. Wholesalers that can deliver a clear point of difference will have the competitive edge. This could include expanding the availability of locally sourced and British produce, or specialising in a particular food or beverage category.
“Improving availability and having a regular supply of freshly baked items is key to better meeting the needs of bakery category consumers,” adds Winsor. “Wholesalers should consider the formats in which they offer their baked goods. The demand for convenience and the rise in ‘snackification’ is impacting the category in response to evolving consumer lifestyle trends and eating patterns. Wholesalers should help retailers and foodservice operators should embrace the ‘treat’ mission, which is one of the biggest consumer missions for eating breakfast OOH (13%, Kantar) and is increasingly influencing consumer choices.”
Fabien Pasquier, Retail Sales Manager, Brioche Pasquier, comments: “With many people returning to the office, the need for convenient lunches has increased, boosting the food-to-go sector. Within this market, there has been a 28% increase year on year as people pick up items on the way into work, or more often, grab a bite to eat at lunchtime itself (Kantar). Customers want friction-free service and the ease of popping into a retail store to select a delicious lunch, is ideal for those with busy, fast-paced lifestyles.
“As commuters return to office, and with the cost of living hitting everyday spending, it’s important to offer a mixture of food that can be purchased to eat on the go. Saving customers money with its multipacks, Brioche Pasquier products can be purchased on Monday and provide a quick grab and go snack throughout the rest of the week. This makes it easier for busy workers to put together an exciting lunch at home, ready to take to work the following day.”
The food to go sector is driven by affordability, especially when people rely on this for lunch every working day. For this reason, multipacks can be a popular way of saving money as customers can buy one larger bag to use in several lunches. Most Brioche Pasquier products are individually wrapped for freshness and have a long shelf life thanks to ‘levain’, which gives the products their unique taste.
Many customers have become more adventurous when looking for lunch and food to go options and take inspiration from global cuisines. Renowned for its quality and irresistible taste, French food is always popular. Brioche Pasquier uses simple and authentic French recipes that embody its heritage and 50 years of ‘savoir-faire’. Whether a Brioche Roll, Pain au Chocolat or new Beignets, each product provides a taste of France, putting a unique twist on snacks and lunches.
With a focus on health, clean labelling is also important within the food to go sector as people become more conscious about what they’re eating. Free from artificial colours, flavours and preservatives, Brioche Pasquier uses ‘levain’ to give its products a long shelf life and rich flavour.
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Food to Go is certainly a growing opportunity within the sector. We are seeing consumers looking for a range of snacks, with a trend, amongst some consumers, of replacing meals with snacks as they take advantage of being ‘out and about’ more frequently.
“Consumers are focusing on affordable, practical options that fit busy routines. Dairylea continues to stand out for their trusted nutrition, convenience, and wide range of formats including spreads, slices, and snacks.”
An alternative to a savoury snack is belVita’s latest limited edition launch belVita Duo Crunch Choco Hazlenut. A perfect combination of chocolate, the number one flavour in healthier biscuits, alongside high fibre and belVita’s signature blend of five wholegrains. This addition gives consumers a nourishing biscuit with delicious flavour combination. BelVita Duo Crunch Chocolate Hazelnut’s new flavour hopes to reach new shoppers and drive incremental sales for retailers.
BelVita serves as a brilliant on-the-go breakfast, as well as biscuits for elevenses and sweet snacks for that ‘afternoon’ treat. This will help ensure different consumption needs are met through the day. A focus on lifestyle, consumer profiling and location is also important to tap into more specific sectors such as the opportunity for protein bars and drinks.
Frances Booth, Head of Marketing at Lotus Bakeries, comments: “As people return to the office, customers are increasingly looking for food to savour on the go. Whether it is a lunchtime treat or a boost of energy after work, retail sales of grab and go items have become popular thanks to their convenience. When it comes to handy on the go snacks, wholesalers don’t need to look further than the Biscoff® 16x2pk Snackpack. These twin-wrapped biscuits are ideal for popping into handbags or pockets, and ready to be enjoyed whenever hunger strikes. Pre-portioned to preserve Biscoff®’s much-loved caramelised flavour and distinctive crunch, these snack packs brighten customers’ commutes.”
For many, busy, fast-paced lifestyles have resumed, resulting in more customers choosing to graze throughout the day instead of savouring a sit-down lunch. The speed and ease of nibbling on snacks is now significantly more appealing, especially with an ever-expanding market, giving customers an array of choice.
Many consumers see on the go items as a way of satisfying sweet cravings. As a result, customers often choose brands they recognise as they are reassured of their high quality and irresistible taste. Loved in over 7.5 million UK homes, Biscoff® is a popular option, whether this is as an on-the-go sweet treat at the end of lunch or a snack to power customers through the day. All Biscoff® products are made using natural ingredients, without any additives or preservatives.
Within the food to go sector, customers are looking for affordability, making multi-packs an ideal choice due to their cost effectiveness. Multipacks allow customers to buy once and have grab and go foods on hand for whenever needed, saving time and money. This convenience makes the Biscoff® 16x2pk Snackpack a hit in retail.
The Biscoff® 16x2pk Snackpack also appeals to customers as these are twin wrapped, helping to manage portion control.
“Personalisation is also trending within the food to go sector and, thankfully, the delicious flavour of Biscoff® complements a variety of other foods. We recommend pairing Smooth or Crunchy Biscoff® Spread with fruit or enjoying our biscuits with cheese and chutneys for a protein boost. The flexibility of Biscoff® allows consumers to mix up their on the go snacks with minimal hassle,” adds Booth.
A Mars Wrigley spokesperson comments: “Within On The Go, we anticipate the role chocolate plays within meal deals becoming greater and interest in these building as consumers look for more affordable ways to eat out and enjoy a treat. Being part of meal deals and positioned next to other impulsive categories is key to capturing people in the moment. Such offers also provide an exciting growth opportunity.
“We’re starting to see meal deals move into other occasions throughout the day with hot meal deals for the evening combining the likes of a pizza and a block of chocolate. Likewise, there’s an opportunity to turn drink-only occasions into drink-and-snack deals by encouraging customers to trade up for better value.
“To build a strong confectionery-to-go range, retailers should focus on several key strategies based on current trends and consumer preferences, including innovation, popular categories and novelty products.
“Innovation accounts for 22% of confectionery growth. It is important/prevalent in bars (26%) and boxed (25%, Nielsen). Retailers can capitalise on this by introducing fun, unique flavours and leveraging collaborations with popular brands or influencers. By keeping an eye on these trends and regularly refreshing their ranges, retailers can ensure they stay relevant and competitive in a constantly evolving market.”
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “Young adults remain key consumers of soft drinks, but their habits are evolving. This group is more likely than any other age segment to consume soft drinks alongside food, particularly during mealtime occasions (Kantar). This behavioural shift presents a major opportunity for wholesalers and retailers to position soft drinks as essential mealtime companions.
“Wholesalers and retailers can boost sales by integrating soft drinks into ‘meal deal’ promotions, a proven strategy to encourage both planned and impulse purchases. Especially considering cross-merchandising food and drink can increase shopper engagement by up to 32% (Connecta).”
Wholesalers and retailers can boost sales by integrating soft drinks into ‘meal deal’ promotions, a proven strategy to encourage both planned and impulse purchases.
Drinks to be included in any meal deal, especially boosting linked purchases during the lunchtime period, should include popular choices like Coca-Cola™, Fanta, Sprite and Dr Pepper.
“Wholesalers and retailers should position soft drinks prominently near sandwiches and snacks to encourage lunchtime bundle purchases. They should also stock price-marked packs, particularly multipacks, alongside evening meal options, such as pizzas, to appeal to families or groups of friends looking to enjoy dinner together,” adds Abbotson.
“Our range of PMP packs includes Schweppes 1-litre PET bottles, Monster Juiced Mango Loco, Monster Zero Sugar Lewis Hamilton, Monster Lando Norris Zero Sugar, Monster Juiced Bad Apple, Monster Ultra Strawberry Dreams, Monster Nitro Cosmic Peach, the full Relentless range – available in £1 PMP’s, Costa Coffee Latte and Caramel Latte ready-to-drink (RTD) as well as Jack Daniel’s and Coca-Cola alcohol RTD.
“And in September, we launched a limited-time trial of £1.09 price-marked packs (PMP) across all core 500ml Fanta bottles, tapping into the £1.5bn soft drinks PMP opportunity in the convenience channel (Nielsen).
A first for the brand in the UK, Lipton is entering the kombucha space with the launch of its bold and refreshing Lipton Kombucha range. The innovation is poised to shake up the market and tap into its immense potential, promising a delicious burst of flavour and variety for new drinkers to the category and existing kombucha enthusiasts. The new Lipton Kombucha, available now, is a combination of great tasting flavours, including Strawberry Mint, Raspberry and Mango Passionfruit.
Ben Parker, VP Sales Off-Trade, Carlsberg Britvic, said: “We know how popular the kombucha trend is and believe Lipton has created a product that can introduce even more people to the category and its benefits. As a brand, we are in a good position to grow an exciting category and we’re really looking forward to shoppers being able to try the flavours and for retailers to reap the current untapped rewards of stocking it.”
Lipton Kombucha is available in 250ml single cans and multipacks of four, meeting demand for those on-the-go moments as well as for at-home enjoyment.
The launch will be supported by the new campaign ‘Kombucha-cha-cha’, dramatising how Lipton Kombucha makes you feel alive with tea that’s bursting with life, delivered with great taste and flavour. As well as this, there will be out-of-home advertising, PR, social media, disruptive marketing in-stores and sampling.
Robinsons, the UK’s number one squash brand (NielsenIQ), is unveiling the latest flavour in its Ready-to-Drink range with refreshing and delicious Orange & Mango. Perfect for those on-the-go moments in a 500ml format, the launch is full of the great taste that shoppers expect from Robinsons, with no added sugar.
Joining the existing Raspberry & Apple and Blackberry & Blueberry variants, Orange & Mango will expand the Robinsons Ready-to-Drink range with another popular flavour choice for shoppers. In fact, 37% of Robinsons sales are in orange (NielsenIQ) flavours and it’s worth over £74m RSV in Robinsons dilutes (NielsenIQ). The Carlsberg Britvic-owned brand is looking to build on its current success with its latest launch, with the range now worth £22m RSV and continuing to grow (NielsenIQ).
Rockstar Energy® is looking to shake up the energy drinks category with the launch of Rockstar Energy® Blood Orange Zero Sugar – a limited-edition flavour in a brand-new 330ml £1 price-marked pack (PMP) can. The latest format and flavour is designed to broaden appeal and bring new shoppers into the category, by targeting non-traditional energy drinkers with a more accessible option.
The Blood Orange variant launched as an initial exclusive to the convenience channel and taps into a popular summer flavour with its refreshing citrus taste, and a key stimulant flavour already, with citrus worth more than £45m (NielsenIQ).
Debuting in a new 330ml slim can, the brand is looking to address a common barrier to entry for new energy drink buyers – the larger 500ml format. Rockstar Energy® can now offer a more approachable size and good value price point for those looking to try something new, representing a different, yet affordable on-the-go option for consumers.
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