“I hope this Jubilee will bring together families and friends, neighbours and communities,” said The Queen earlier this year and it certainly did unite the nation. This summer is set to swell with patriotism as Brits embraced celebrations surrounding Her Majesty’s 70-year reign. And food will be at the centre of it all.
British brand action
Having conformed to social restrictions over the last two years, most of us are happy turning up to the opening of an envelope. We don’t need much of an excuse to reunite but the royal milestone in the form of the Queen’s Jubilee was certainly cause for celebration.
Alongside the additional public holiday, food brands tapped into the joy of the jubilee with Heinz launching limited-edition vintage labels on their beans and spaghetti brands and McVitie’s redesigning their labelling to promote their “proud to be British” positioning.
Union Jacks and Great British classics paraded their way through supermarket aisles, restaurant menus and bakery cabinets as consumers celebrated what it means to be British.
From bank holidays and BBQs to street parties and ceremonies, food was at the heart of every celebration. Think afternoon tea with Victoria sponges and scones with cream and jam as well as pub-grub get-togethers bursting with pies and roast dinners.
Buying British
When it comes to celebrating the best of British, it’s not all red, blue and white gimmicks. Research shows there’s real staying power in our demand for British produce. After the turbulent times we’ve experienced of late, consumers are more eager to support the British economy as well as local farmers and producers.
The appeal for British produce has risen over the past 12 months, with half of people (49%) saying that the use of British ingredients is more important to them now than it was last year. As well as British produce, classic dishes from British cuisine are increasingly popular too with consumers truly embracing what Britain has to offer (Bidfood Food & Drink Trends Report, 2021).
Research shows that diners are opting for British produce when choosing from menus and one in four are willing to pay more for British ingredients (Bidfood Food & Drink Trends Report, 2022) so it’s worth looking at how you can shop local when it comes to sourcing key ingredients like meat, seafood and vegetables.
Tap into the trend
Is your menu ready to march on from the Jubilee weekend? And capitalise on our growing sense of pride for our home nation?
The people of Britain are gathering again to celebrate what it means to be British. Macphie products can help our customers keep the celebrations going, making it easy to create some of the most iconic, and best-loved British foods.
Check out some of our latest recipe ideas and discover how Macphie’s product range can help you and your customers celebrate this summer.