World food is one of the triumphs of British food, in the sense that global cuisines have been so enthusiastically adopted by the UK population that they are almost seen as part of the country’s traditional larder.
For example, we all have heard how “curry” has long displaced fish and chips as the national dish. But Italian food (pasta, pizza), Chinese dishes – Thai, Indonesian, Korean and Japanese as well, now – are unremarkable meal choices welcomed with delight by almost everybody. Which family does not cook or order Mexican food? “Mexican is 32 per cent more likely to feature in ‘together time’ evening meals; it sparks conversation as people pass dishes and can be customised to everyone’s individual taste – so it’s a great experience for everyone,” says Aditi Hilgers, Marketing Manager at Old El Paso.
And how about Portuguese/Brazilian (Nando’s anyone?); and who would deem US burgers or fried chicken “foreign” in any meaningful way? Greek, Eastern Mediterranean and Middle-Eastern dishes, likewise, have travelled far beyond the communities that first introduced them to Britain, and like the other recipe ranges are enjoyed and loved now by the population as a whole.
So many foods of other nations and cultures have found a welcome here that if anything, the real difficult lies in determining what British food is – although roast beef and Yorkshire pudding (and the traditional fish and chips) are enjoying a healthy afterlife on pub menus everywhere.
Photo: iStock
So, perhaps more than any change, it is the deepening knowledge and sophistication of consumers that is now influencing the market for world food more than the introduction of unknown cuisines – which would be taken in their stride by the British public, accustomed to and eager to try anything new.
In fact interest in global cuisine is gaining popularity and 52 per cent of UK consumers say they are open to being more experimental with their food choices than they were pre-pandemic, says Tilda’s Head of Sustainability & External Affairs Jonathan Calland. As consumers look to recreate restaurant quality food at home, modern Asian cuisine particularly continues to trend with strong market appeal
Quality ingredients, new sauces and tastes, regional variants, more premium lines – these are increasingly the factors involved in sustaining and generating new sales in the World Food and Drink category, reflecting the widespread participation and sophistication of the national palate.
A great base
Pasta, pulses, grains, potatoes and perhaps above all, rice: these are the staples, the foundations and the enhancers of great world cuisines. And of these, perhaps the most widespread and influential is of course rice. It has truly colonised the planet from China to Spain via India and Arabia to the Deep South of the USA – almost every food culture now has in it a place for rice of some kind.
“Trends such as scratch cooking, flexitarianism and consumption of world cuisines are here to stay,” says Calland. “In addition, the at-home lunch and dinner occasion will continue to grow as hybrid working remains. With rice being such a versatile ingredient, the category will benefit from these long-term trends, in turn driving greater penetration.”
He strongly advises that retailers ensure shelves are fully stocked and regularly re-stocked, so not to miss out on valuable sales – we can all recall the horror of not always being able to get our hands on sufficient rice during the early lockdown – a situation Tilda’s efforts at the time improved no end.
Calland also recommends that you:
Ensure prices are clearly displayed to make the shopping experience as easy as possible
Provide a selection of pack sizes and formats, to cater for multiple shoppers and occasions
Debbie King, Sales & Marketing Director at JK Foods, the UK’s leading importer and distributor of pan-Asian foods and owner of the Tiger Tiger brand, reveals that Around 96 per cent of the wildly popular and ever-growing East Asian category is based on just four main cuisines – Japanese, Chinese, Thai and Korean.
“One of the ways in which we are actively working with retailers is by creating more opportunities to sell throughout the year. As a brand, [Tiger Tiger} is developing additional ways to increase uplift by extending the year-round appeal of pan-Asian food – for example, by giving BBQ season a twist by using our Thai Chilli dipping sauce as a marinade for chicken, or substituting the usual ketchups for our incredible Thai Sriracha sauces and mayonnaise.
She says that seasonality and meal occasions will remain important but it is crucial independent retailers recognise opportunities throughout the year. “Indian food for example plays a key role in many religious festivals throughout the year,” she explains, “yet seasonality is much less prominent within East Asian foods.”
Maximising the opportunities for key calendar occasions is therefore critical – retailers should take relevant products out of the fixture and on to an aisle end for high visibility, while positioning them as a ‘total meal solution’ will help increase basket spend.
Excellent ingredients
Whether it is meal NPDs or newly sourced or enhanced individual cooking or table ingredients, the quality and culture of excellence among World Food suppliers improves all the time, especially in terms of convenience.
For example, following a range of innovative launches, last year Tilda introduced Limited Edition Katsu Curry Rice (RSP £1.59).
“We aim to bring new shoppers into the category, with the new launch, by introducing innovative and unique flavours to create excitement and interest amongst consumers,” says Calland.
“Over the last year we’ve worked to communicate to consumers to show them how Tilda provides the high-quality grains and great tasting rice needed to elevate any dish – bringing them international flavours,” he continues. “A dedicated campaign highlighted Tilda’s great taste and quality credentials and positioned the brand’s steamed rice as a fundamental part for a variety of different cuisines, inspiring consumers to broaden their repertoire and try Tilda’s tasty range of two-minute rices.”
Made using authentic Jasmine rice, this new Katsu Curry recipe from Tilda features a unique blend of aromatic mild curry spices combined with the slightly sweet taste of carrots, tamarind, and coconut cream to provide a delicious modern Asian inspired twist.
“The World Food & Drink category is performing particularly well, with continuing to demand more adventurous flavours,” agrees Kevin Butterworth, Chief Marketing Officer at Symington’s.
Photo: iStock
He says that with exposure to foods from across the globe at all-time high, British shoppers are looking for a variety of flavours to fill their baskets. The market has been consistently increasing over the years, with more consumers demanding authentic flavours: “Our great-tasting snack brand Naked, now worth £19.5m, fits the bill perfectly,” he says
The Naked Noodle Sweet Chilli flavour has been a hit with consumers, and Butterworth says it is the best performing flavour (chili is still all the rage and the trend shows no sign of “cooling off”), showing that more exotic flavours are here to stay. “Our Naked Big Eat range has also seen more growth through shoppers buying more per trip,” says Butterworth.
“Our brand-new launch, Naked Ultimate Noodles, meets the demand for interesting flavours while tapping into the trend of vegan and vegetarian products. Naked Noodle provides really tasty south-east Asian flavours made with real, natural ingredients, in an instant. As with other Naked products, the Ultimate range has been developed with a focus on delivering an authentic taste experience for consumers.
So pay special attention to the East Asian trend, not just in fast or ready meals but in ingredients for scratch cooking and table pots, too.
“Retailers should be aware of the four main segments also driving growth of the East Asian foods category – soy sauce, noodles, ingredients and bases add enhancers – if they are to capitalise on this rising demand,” adds Debbie King. All are available through JK Foods – a valuable “one stop shop” for retailers seeking on-trend authenticity, range and value which also reduces the complexity of the supply chain.
“We’re encouraging the ritualisation of Mexican with our campaign Fajita Friday,” says Hilgers of Old El Paso. “After weekdays and weekends started to merge due to various lockdowns, Fajita Friday was designed to help families, households and friends reclaim that Friday feeling. The campaign kicked off last year across radio, influencers & social, and encouraged consumers to take part in their own end-of-week fiesta with fajitas, family, and fun.”
Food futures
As many consumers continue to work from home, they are looking for quick lunch and dinner options that are varied, exciting and tasty.
“Tilda’s Ready to Heat range is ideal for the at-home eating occasion. Ranging from plainer variants like Pure Basmati or Fragrant Jasmine to more adventurous flavours from world cuisines, such as Peri Peri or Caribbean Rice & Peas,” Calland says. Appealing to health-conscious consumers, these dishes deliver speedy meal preparation with perfect portions ready in two minutes, enabling consumers to complete any tasty and nutritious mid-week meal. “We would recommend stocking more options from the Tasty Wholegrains range, too, as they are a source of fibre,” he adds.
“[Another] trend which seems to be going from strength to strength is the demand for more vegan and free-from friendly products to maximise consumer health,” says Symington’s Butterworth. “Based on our research, we believe health will continue to be the primary motivator behind people eating less meat, with 86 per cent of plant-based meals eaten by non-vegans. Consumers are driven by naturalness but are also looking for products that are easy and quick to prepare. Ingredients that combine key trends are potentially the most interesting.”
Symington’s is well-placed to benefit from the fashion:
“Our Naked Veg Pots are available in three authentic flavours: Malaysian Rendang Curry, Korean BBQ Ramen and Chinese Green Veg Broth. Our Veg Pots are 100 per cent plant-based and also count towards one of your five a day – the first from the portfolio to hold the health credential.
“Our great tasting Blooming Good Food Co. snack pots are also 100 per cent plant-based. The instant hot snacks are available in four flavours, Warming Tomato & Lentil Dhal, Banging Black Eyed Bean & Vegetables, Hearty Sweet Potato & Lentil Curry, and Smokey Sweetcorn & Green Beans. The product has performed well in the market, and we’ve continued to see growth.”
World cuisines are now firmly embedded in the UK’s food culture but we’re now seeing the significant – and lasting – impact of the Covid-19 pandemic playing out through some quite major changes in shopper behaviours, believes Debbie King.
She explains how throughout lockdown the market saw the re-emergence of home cooking as consumers sought to replicate restaurant meal experiences – “people were seeking taste adventures from their food in order to brighten up long days stuck at home”. Debbie thinks that even though restrictions have now lifted, consumers are still seeking intense and authentic flavour, but convenience and ease of preparation is also influencing their purchase decisions. “Time-poor consumers are also looking for at-home pan-to-plate solutions in less than 20 minutes – important considerations which will continue to drive sales.”
And she adds that pan-Asian foods, once deemed exotic or “unusual”, have become much more mainstream due to the rapid growth of the casual dining sector and the popularity of restaurant chains such as Wagamama, “which has really driven awareness of key products such as Udon noodles, now one of the most popular meals on the menu.”
King concludes that, as IRI data to the end of 2021 indicates, the value of East Asian foods in world foods will be £54.5m and growing year on year, well outperforming its counterparts in the mainstream aisle, which is in decline year on year.
So: home cooking, convenience and speed, health, and an expansion in East Asian cuisine especially (but in all world foods, apparently) are the takeaways from our experts in global dining.
Snacking giant pladis has announced David Murray, currently leader of its UK and Ireland enterprise, will transition to the newly created position of global chief commercial officer.
After five years at the helm of pladis UK&I, Murray’s new role will see him take ownership of the company’s global platform and brand strategy along with its commercial transformation.
Mete Buyurgan will become the new managing director of pladis across Britain and Ireland effective 6 April.
Buyurgan, a pladis veteran of eight years, joins the Anglo-Irish division of the company from its Turkish, Eastern Europe and Central Asian operations which he ran since 2016.
Under his stewardship, pladis Türkiye, Eastern Europe and Central Asia grew revenue and profit despite significant headwinds and positioned itself at the forefront of the sustainability debate.
“While our brands like McVitie’s and Ülker have been part of peoples’ lives for decades, pladis is still a young business having started life nine years ago,” Geraldine Fraser, chief human resources officer, said.
“We have made tremendous progress together on our mission to build one of the world’s fastest growing snacks companies. Today, we take another step on that journey to evolve our business and position us for continued growth in an ever-changing retail and consumer landscape.”
Founded in 2016, pladis’ 16,000-strong team makes food across 27 bakeries and factories in 11 countries with its brands, like McVitie’s, Ülker and Flipz sold in more than 110 nations. pladis group revenue topped £2.7 billion in its most recent financial year ending 2023.
More than £20,000 worth of illicit tobacco and vapes were seized from multiple premises in an one-day operation in Meir by Trading Standards team along with officers from Stoke-on-Trent City Council and Staffordshire Police.
The operation is the latest across the city that resulted in 13 shops being closed in the last 12 months, and forms part of Operation Cece, which is a National Trading Standards initiative in Partnership with HMRC to tackle illegal tobacco.
Under the latest one day action, officers raided three shops in the area after reports of underage sales of illegal vapes and tobacco to children as young as 12.
The significant operation seized 1,084 packets of cigarettes, over 1,500 vapes and 165 large pouches of rolling tobacco.
The retail value was estimated at more than £20,000, plus more than £12,000 in evaded duty. Officers also seized 12 key rings that were either unsafe or had trademark issues.
Several people with no right to work in the UK, and other immigration issues, were found and their cases passed to the Home Office.
Councillor Amjid Wazir OBE, Stoke-on-Trent City Council’s cabinet member for city pride, enforcement and sustainability - said, “We will not tolerate the sale of illegal tobacco and vapes, which put residents at risk and cheat the taxpayer out of public money.
“Our Trading Standards teams are working round the clock to get illegal tobacco and vapes off the streets, and out of the hands of children. All forming part of corporate strategy and specifically helping to reclaim our streets.
Inspector Rebecca Price, from the Stoke South local policing team, said, “We’re working closely with the city council and wider partners in Stoke-on-Trent to tackle issues affecting local communities as part of our ongoing Making Great Places initiative.
“Retailers not complying with the law and putting local people at risk of harm are being targeted robustly on a proactive basis as part of this commitment, and I can assure local communities that similar enforcement alongside our colleagues will continue.”
The premises are now under investigation, and are facing possible criminal prosecutions including under the Licensing Act.
The Trading Standards work forms part of the city council mission to be a cleaner, greener and safer city for all who live, work and visit Stoke-on-Trent.
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Don Julio Tequila, owned by Diageo. The spirits giant sells billions of dollars worth of tequila and Canadian whisky in the US.
Photo by Anna Webber/Getty Images for Flipper's Boogie Palace
Spirits giant Diageo has suggested the US government consider tougher rules of origin requirements in trade agreements as an alternative to tariffs, a letter to the US Trade Representative showed.
In the March 11 letter, Diageo, the world's top spirits maker caught in the crossfire of US president Donald Trump's effort to remake global trade, argued that new rules of origin could support his aims and benefit the industry.
Such rules could give preference to goods, including alcoholic drinks, in which all ingredients and subcomponents are substantially sourced within the US or via its key trading partners, Alden Schacher, vice president of government relations at Diageo North America wrote.
This would deepen US supply chains, prevent "foreign adversaries" from using US trade partners to circumvent tariffs and support the administration's policy objectives such as growing the US economy, said the letter, one of hundreds published by the USTR from firms and trade associations about tariffs.
Diageo's proposed rules of origin would require that plants or grains used in the production of imported alcohol come from the US or the territory of a strategic trade partner - any country that has a trade agreement with the US, such as Mexico and Canada.
The company also suggested that the rules ensure the distillation also occurs in the US or the territory of the same partner, with any barrels used in ageing also sourced from one of those places.
Diageo sells billions of dollars worth of tequila and Canadian whisky in the United States. Executives have warned Trump's threatened 25 per cent tariffs on Mexico and Canada could deal a $200 million hit to operating profit in the company's second half alone, before mitigation measures.
In the letter, Schacher wrote that trade in distilled spirits is largely reciprocal and therefore actions to address imbalances are not necessary.
Schacher pointed out that Diageo employs thousands of US workers, has 11 US manufacturing sites, and spends $650 million every year on US inputs including barrels, glass and cans.
(Reuters)
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Asda Express stores offset sales dip at the supermarket
Asda on Friday reported a decline in its annual sales for the 2024 financial year, but the retailer has seen profits rising on margin gains.
The supermarket chain said its total revenue for the year to 31 December 2024 declined by 0.8 per cent to £21.7 billion, while like-for-like sales (excluding fuel) were lower by 3.4 per cent.
Asda grew adjusted EBITDA after rent by 5.8 per cent to £1.14bn during the year, driven by improved gross margins, particularly in non-food reflecting the strength and scale of its George business, as well as a full year of profit from the 356 Asda Express convenience stores and forecourt sites acquired from EG Group.
“Everyone is focused on making Asda the number one choice again for busy hard-working families who demand value. This is what’s driving all of our actions across pricing, ranging, merchandising and every part of the business,” Allan Leighton, Asda’s executive chairman, said.
Since the year end, Asda stepped up its investment in value by bringing back its Rollback to Asda Price proposition. Launched at the end of January, with an average reduction of 25 per cent across 4,000 popular products, Rollback has now been expanded to roughly a quarter of Asda’s entire range.
Asda said it will add thousands more products to Rollback at regular intervals during the year as part of its strategic shift to move its entire product range to a new low ‘Asda Price’ by the end of 2026.
Asda delivered £0.6bn in free cashflow during FY24, which helped reduce net leverage to 2.9x (FY23: 3.0x). The retailer said this enables it to invest in new value propositions like Rollback and Asda Price.
During the year Asda refinanced the vast majority of its 2025 and 2026 maturities of £3.2bn, including paying down £0.3bn from cash. This pushed out all the remaining maturities into the next decade.
“Looking ahead we still have plenty of work to get our business firing on all cylinders again,” Leighton said.
“While regaining customers’ trust will take time, we will undertake a substantive and well backed programme of investment in price, availability and the shopping experience to deliver this. This will materially reduce our profitability this year, which we expect to reverse as our market share recovers and improves over time.”
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Henry Westons Vintage 500ml is the number one cider SKU in the convenience channel
The unstoppable rise of crafted apple cider is setting the benchmark for success in the UK’s £1.1 billion off-trade cider market, according to the latest Westons Cider Report.
The leading cider producer advises that convenience retailers who prioritise premium products and strategic ranging will be best placed to drive sales in 2025.
Despite crafted cider thriving across the broader market, its share in convenience still lags slightly behind (20% vs. 24%). This gap presents an exciting opportunity for convenience retailers to tap into the premium crafted cider trend and unlock significant revenue.
Westons Cider’s milestone report reveals that, while total cider sales have edged up by just 0.1 per cent YOY, crafted cider is experiencing remarkable growth with a significant 14.6 per cent surge in convenience alone.
As consumers increasingly seek authenticity, quality, and heritage, premium crafted ciders are becoming essential for retailers eager to drive long-term success.
A decade of transformation in cider
Westons Cider predicted the rise of crafted cider in 2018 and, seven years on, the numbers prove just how transformative this shift has been. Back then, crafted cider made up just 9 per cent of apple cider sales — today, it accounts for nearly a quarter of the total cider market, adding an impressive £26.3 million to the category in the past year alone.
While the overall cider category has edged forward (+0.1%), crafted cider has surged ahead, growing at ten times (11.1%) the rate of the total market. This unwavering momentum cements crafted cider’s place as the fastest-growing segment in the industry.
This shift reflects a fundamental change in consumer preferences. A decade ago, cider was a broader, more fragmented category, featuring more brands and greater variety. Today, the focus has shifted — fewer brands, stronger premium offerings, and an emphasis on quality over quantity.
Crafted cider: A major untapped opportunity in convenience
Despite commanding a premium price of £4.32 per litre in convenience, compared to £2.76 for the total category, crafted cider remains underrepresented in this channel, with distribution at 95.4 per cent compared to 98.4 per cent across the total market. Bridging this gap could unlock an impressive £3.7m in value sales.
Even with limited shelf space, crafted cider continues to show a solid 5.8 per cent YOY growth, highlighting a strong and growing consumer appetite for high-quality options.
“Shoppers are looking for premium cider options in convenience, and retailers who give crafted cider the prominence it deserves will reap the rewards,” said Tim Williams, insight and innovation manager at Westons Cider.
“With crafted cider delivering strong margins and demonstrating double-digit growth, giving it prime position in chillers and on shelves will drive greater profits. The demand is already there – retailers just need to back the right brands.”
Key growth opportunities for 2025
The opportunity to recruit younger drinkers is ripe for the taking. While cider remains a household staple, penetration has slipped to 40.9 per cent, down from 43.9 per cent in 2022, showing that the category must evolve to stay relevant.
However, younger shoppers, particularly those under 45, are actively trading up to premium drinks, making crafted cider an aspirational yet accessible choice. Crafted cider is already gaining traction with affluent consumers, with ABC1 shoppers now accounting for 65.8 per cent of spend — up from 61 per cent last year.
Notably, crafted cider has the highest proportion of younger shoppers, with under-45s making up a larger share of spend compared to any other cider segment. This clear shift towards quality and authenticity presents a huge opportunity for convenience retailers to refresh their cider range and attract a new wave of consumers.
Apple cider remains the core of the category
Apple cider remains the core of the category. Accounting for nearly two-thirds (63.7%) of market value, apple cider continues to dominate. While pear cider’s overall share remains small at 4 per cent, premium crafted pear ciders are seeing renewed interest. Henry Westons Vintage Pear has added £550,000 in sales over the last year, alongside growth in other premium pear offerings. This suggests a clear opportunity for retailers to premiumise the pear cider segment, tapping into the same consumer demand that has propelled crafted apple ciders to success.
With limited chiller space in convenience, ensuring crafted apple cider has adequate facings is crucial to maximising sales. Stocking the right mix of single-serve formats for impulse purchases and larger multipacks for planned consumption will help capitalise on both shopper missions.
Shoppers are trading up across the drinks aisle, and cider is no exception. The crafted cider segment’s growth of over 10 per cent highlights the increasing willingness of consumers to pay more for quality, taste, and heritage. Convenience retailers who prioritise premium SKUs stand to gain the most from this trend.
Convenience category spotlights:
Crafted cider’s Southern stronghold: Crafted cider is particularly strong in the South, accounting for 73 per cent of volume in the five most southern TV regions. Convenience retailers in these areas should allocate more shelf space to premium crafted options to maximise sales.
British weather may be unpredictable, but cider sales don’t have to be: While summer remains cider’s peak season, unpredictable British weather has led to inconsistent sales patterns in recent years. June 2024 was unseasonably cool, leading to a 20.5 per cent drop in cider volume sales YOY, while August saw more rainfall than previous years, pushing volume down 12.5 per cent versus 2022. However, sales rebounded slightly compared to August 2023, which had particularly poor weather. Given this volatility, retailers should double down on major selling moments — like bank holidays and sporting events — where demand remains strong regardless of weather conditions.
No & low is pouring into the mainstream: The segment has grown 8.4 per cent YOY, highlighting increasing moderation trends. Stocking low/no alcohol apple and fruit ciders ensures a complete range to meet evolving consumer needs.
Independent retailers are outperforming the market: While total convenience cider value is up 2.1 per cent YOY, independent retailers are growing even faster, at 4.4 per cent YOY. This shows a particularly strong opportunity for crafted cider, which still holds only 17 per cent share in independents versus 20 per cent across total convenience. There is clear potential for independent retailers to expand their crafted cider offering and close this gap.
“As Westons celebrates 145 years of cider-making, it’s remarkable to reflect on how much the category has evolved,” Darryl Hinksman, head of business development at Westons Cider, said.
“What’s also clear is that authenticity and provenance matter more than ever. The past decade has seen major brewers attempt to capitalise on cider’s popularity with brand extensions, yet these failed to resonate with consumers in the long term. This reinforces a key lesson — shoppers are looking for genuine cider brands with real heritage, not just big names entering the category.
“Looking ahead to the next decade, we expect this refinement to continue, with cider becoming even more premium-driven. Shoppers are actively seeking authentic, high-quality options, and convenience retailers who align their ranges with these consumer trends and prioritise best-selling premium ciders, like Henry Westons and Stowford Press, will be the ones to unlock growth and maximise their cider sales.”
Top ten cider SKUs in the convenience channelWestons Cider Report
Henry Westons Vintage 500ml is the number one SKU in the convenience channel, more than twice the size of the second-placed product and in strong growth (+8.2%). Thatchers Gold 500mlx4 was ranked eighth last year and has risen to second. Inch’s is new to the top ten this year in eighth place.
Pack sizes are smaller in this channel with singles and four packs dominating the top ten. Larger packs have a role, however, as Strongbow Dark Fruit 10 pack is the third highest ranked pack.
The full report – including impartial stocking advice for retailers – is also available for digital download here.
All data Westons Cider Report 2025, Circana 52 w/e 28 December 2024 and Kantar, 24 December 2024.