The food cupboard has its origins in antiquity – the Romans made mosaics depicting theirs, full of edibles, alongside remarkably modern-looking illustrations of kitchen implements.
And that’s the thing about the food cupboard: it has always been a kitchen necessity, even when we mostly ate fresh or preserved food, and obviously long before the refrigerator – which evolved from the original cupboard in the nineteenth century with the addition of an ice-block compartment beneath.
You might know it as a cool, dark room called a larder, which every house used to have hidden away somewhere, stocked with cans and bags, dried pulses and secret treats. It is also the home of what we call ambient or “shelf-stable”, according to Upuli Ambawatta, brand manager at leading speciality food importer and distributor Empire Bespoke Foods (EBF). Despite the vast choice on offer in today’s grocery channels, including fresh, frozen and food-to-go, dependable food cupboard items – which are often value goods (partly because of durability) and perfect in hard economic times – are enjoying renewed popularity, especially as people “scratch” cook more for themselves at home. According to Mintel’s 2024 World Cuisines report, over half (54 per cent) of British consumers say they’re cooking from scratch more than they used to.
Mintel’s latest research shows that current trends in the ambient foods category are looking firm for future longevity
“Ambient (shelf-stable) meals have been gaining share in prepared meal launches over several years, particularly up to 2023. While canned meals are included, there has been a notable increase in launches of pouch meals from new entrants and world food brands, especially in 2023-24,” says Ambawatta. “These products are popular for quick, convenient meals, with 52 per cent of workers who frequently buy ready meals/ready-to-cook foods often eating them for workday lunches.”
The strict definition of ambient grocery is food that can be safely stored at room (or ambient) temperature. That means that you do not need to store these items in the fridge, and the products can range from pasta, rice, tinned products and tinned soups, to sauces, snacks, and ingredients.
Ambient times
Many household brands of longstanding fame and reputation made their name starting early in the twentieth century with ambient products, as the food market expanded alongside improved roads and rail communication to transcend local markets and unite the UK in a national distribution network. This necessitated groceries that would not “go off” in a few days but could travel and last.
Today, there are many different manufacturers within this category, they range from start-up businesses to huge, limited companies. For example, Rubies in the Rubble and Proper Snacks through to huge businesses like PepsiCo and AB World Foods.
The value of ambient food sales has increased, with some reports indicating a rise of 12.2 per cent or £444.3 million, although with some lower volume and an understandable switch to value, private label items for staples and essentials as the cost-of-living continues to bite. However, this goes together with consumer enthusiasm for certain ambient brands such as sauces where the taste longevity – standard dried beans or lentils might be matched with a top-quality sauce or condiment outweighs a slightly higher price.
There' have been reports of an increase in the popularity of Italian-inspired brands within the canned and ambient food sector – which might indicate the increase in interest and popularity of World Food and Drink in general.
“Consumers are increasingly drawn to spicy and globally influenced flavours, a trend driven by increasing consumer interest in world cuisines and chilli-based products," says Ambawatta, citing Kantar.
“We’re also seeing strong interest in world cuisines, with Mexican among the top three most popular. Importantly for retailers, 50 per cent of shoppers interested in innovative flavours are willing to pay more for world cuisine-inspired condiments [Mintel Condiments and Dressings].”
Food kits, tacos, jars of chilli sauce and so on almost define the burgeoning Mexican shelves in our stores, and the vast majority of ingredients would fit the food cupboard label – and this also goes for many other world cuisines heavy on spices and exotic flavours, not to mention beans and rice (or of course the vast and various pasta family).
“On trend flavours currently include Gochujang (a savoury, sweet and spicy fermented condiment popular in Korean cooking), Chipotle and Chilli-Lime, as well as Umami and earthy flavours,” says Ambawatta. The Cholula and Frank’s RedHot sauces available from Empire Bespoke Foods (EBF) directly align with these preferences for hot and spicy flavours.
Upuli also reminds us that Korean cuisine is increasingly popular, and she says it’s interesting to note that, according to Kantar again, while older families prefer noodles, stir-fry kits and seasonings, pre-families (meaning adults living alone or with a partner) prefer condiments.
“In response to growing consumer demand for Korean flavours, and sales of Korean food currently in growth, we are continuing to explore new opportunities within this cuisine,” she explains. “Kimchi remains one of the most iconic and recognisable Korean dishes – our Mrs Elswood Kimchi (Classic, Turmeric and Beetroot) goes exceptionally well with fried or BBQ-style food like burgers and grilled fish.
Meanwhile, perhaps a little less glamourous and exotic (but tasty and filling!): according to Globaldata, the Ambient Soup market in United Kingdom registered a positive compound annual growth rate (CAGR) of six per cent from 2018 to 2023 with a sales value of £463.55m in 2023, an increase of 6.68 per cent over 2022; and this might suggest a longer-term trend related to the rise of scratch-cooking.
Likewise, the UK Food Cupboard eCommerce market is predicted to reach £2.95b by 2025 and accounts for 27.6 per cent of the Food eCommerce market in the United Kingdom – which could be an interesting metric for convenience retailers as they increasingly go online and find delivery a bigger part of their sales. The expected CAGR 2025-2029 is 10 per cent, indicating that ambient grocery is certainly going digital, alongside food to go.
Pick of the pickles (and others)
Of course, the panoply of ambient jewels is dazzling, but a few new announcements are noteworthy, not least British-Canadian brand, Pure Maple, which has announced that its line of 100% pure maple syrup products are newly certified organic and have undergone a rebrand ahead of push to capitalise on the growing consumer interest in alternatives to refined sugar.
The newly organic products include Pure Maple’s Golden Delicate, Amber Rich, and Dark Robust maple syrups, which have relaunched at a competitive price point and have a RSP of £6.00 - £7.89 for a 236ml / 312g bottle size. This translates to £ 1.92 – £ 2.52 per 100g.
The updated branding and organic certification come at a time when maple syrup’s popularity is increasing. The UK market is expected to reach 124.7 million USD by 2028 and while sugar maple is the segment’s leading revenue generator, the darker maple syrup category is set for particular growth, with consumers seeking out richer, more robust flavours.
Mrs Elswood from EBF sets the standard in pickles and has just launched its snacking Pickle Bites – a new duo of snack pickles in handy pouches, available in convenient 50g packs in fiery Peri Peri and the original Classic flavours.
“Delivering all the much-loved punch and crunch of a Mrs Elswood Gherkin but now in a handy pouch for extra convenience, we’re confident that Mrs Elswood Pickle Bites will be a hit with consumers seeking a new vegetable-based snacking experience,” commented Mat Moyes, Marketing Controller for Mrs Elswood.
Mrs Elswood Pickle Bites are the result of the meeting of three key trends – convenience and portability, the desire to snack more healthily and the growing consumer desire to zing up the everyday with flavours developed specifically to put a punch into lunch. The launch of Mrs Elswood Pickle Bites comes as gherkins continue to show strong growth in the UK (+10.6 per cent value growth). Mrs Elswood is now the UK’s #1 gherkin with a 17 per cent value share.
In the realm of dried ingredients, Knorr has announced the relaunch of its iconic Aromat all-purpose seasoning and the addition of two new flavours – Garlic Aromat and Chili Aromat – to the range, aiming to boost penetration by appealing to younger shoppers and unlocking new growth opportunities for the ambient brand.
Ideal as a salt substitute and available in an easy-to-use sprinkler format, Knorr’s Aromat is already growing ahead of the seasoning category, (33 per cent vs 18 per cent, according to Nielsen, MAT) and is the third placed seasoning SKU in the market.
The relaunch is backed with a brand campaign aiming to showcase Aromat’s versatility across a variety of dishes, as well as introducing the new flavours. A substantial sampling campaign will also put 200,000 sachets into the hands of shoppers to drive trial. And are rolling out across convenience this month.
Nestlé’s international culinary brand, Maggi, is keeping up with advancing consumer times by launching a range of Air Fryer Crispy Coating mixes available in three flavours: Crispy Southern Style, Crispy Katsu Style and Crispy Korean BBQ Style. Each blend has been meticulously made to deliver a delicious crunch, making it easier than ever to achieve quality crispiness at home.
“We are so excited to be introducing the new Maggi Air Fryer Crispy Coating Mixes to cooking enthusiasts in the UK,” Danielle McAreavey, head of marketing for Maggi UK and Ireland, said.
“With so many homes in the UK making use of air fryers, we wanted to ensure consumers are inspired with tasty and varied recipes to help with anything from entertaining guests to those busy family weeknights.
More traditionally, Bisto has inked a new partnership with Wallace and Gromit, and the animated duo will feature alongside their arch nemesis, Feathers McGraw, in an on-pack promotion across Bisto Favourites Gravy products, with a promo and then a wrap-up draw running until 16 July.
Kate Drew, Marketing Controller of Bisto and Paxo at Premier Foods. “Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product.”
On the organic front, Biona has unveiled a new Thai Red Curry Paste, which is available to retailers from now, with an RRP of £3.39.
This new medium-hot paste brings the authentic flavours of Thailand to the UK kitchen, featuring high-quality, organic ingredients, including chilli, garlic, ginger and lemongrass. Unlike many curry pastes on the market that contain shrimp, Biona’s recipe is also fully vegan, making it a versatile choice for a variety of diets. The recipe also replaces sugar with agave syrup, which will suit those consumers looking for healthier options.
South-east Asian cooking sauces in particular are in strong growth, surging in both value (by 28.4 per cent) and volume (up 11.9 per cent), to cement themselves as the current fastest-growing cooking sauce type.
Biona has also recently launched an organic Ginger and Turmeric paste (RRP £3.19) that will instantly add dash to dishes and will patiently await deployment in the food cupboard before it transfers to the fridge after opening.
The paste is made using organic ginger and turmeric, giving consumers no need to peel or chop, so simplifying their meal prep for popular dishes, like Indian or Malaysian-inspired curries.
“With recent data from Nielsen once again confirming the positive growth trajectory for organic food sales, which are now outperforming non-organic, we’re excited to bring another sought-after and healthy organic option to market," said Carmen Ferguson, Brand Manager at Biona’s parent company, Windmill Organics. "Scratch cooking continues to grow in popularity, and particularly South-East Asian-inspired scratch cooking, so we expect this new launch to be well-received by consumers.” introduces healthy new cooking paste.
Remaining on the subject of World Foods, Sharwood's has a new Sizzler Street Food range designed to bring the vibrant flavours of modern Indian street food to homes across the UK, the latest range includes meal kits, sizzle sauces, and roti wraps.
Indian food is one of the most popular cuisines in the UK, yet 22 per cent of consumers only opt for Indian meals during the weekend [Kantar]. The Street Food Sizzler range aims to shift consumer perceptions of Indian meals. Offering a fresh and versatile approach to Indian cuisine, the convenient, on-trend products can also be enjoyed at lunch or as snacks, broadening occasions throughout the week and time of day.
The new Street Food Sizzler range includes meals kits, sauces, and roti wraps, providing everything consumers need to easily create flavourful, modern Indian dishes. The meal kits are available in Masala Tikka Sizzler, Shashlik Tikka Sizzler, Spicy Tikka Sizzler, Tandoori Tikka Sizzler flavours and include a seasoning sachet, a sizzler sauce, and a mango chutney drizzle which can be added to vegetables or a protein of choice.
EBF, again (order the catalogue – it's great – and they are starting online ordering) has released a new range of "heat and eat" taco fillings based on the most popular world food flavours in response to growing consumer demand for exciting and convenient meal solutions.
Pekis Taco Fillings are based on traditional and authentic recipes from around the world, cooked with premium quality natural ingredients and no preservatives. Ready to heat and eat, the range comprises Chicken Jalapeno, Tikka Masala, Chicken Teriyaki and Chilli Con Carne. Each 180g pack will fill four average-sized taco shells.
They require only ambient storage and contain all the ingredients necessary to create each dish within minutes (RSP: £3.99 per 180g pack).
Tilda has expanded its ready-to-heat range with new “all-in-one" meals catering to growing consumer demand for convenient, healthy, and flavoursome meals which offer a delicious, nutritious option in just two minutes.
With four recipes – Sundried Tomato & Beans, Vegetable Paella, Chickpea Korma – these meals offer a protein-packed solution for time-poor shoppers.
And not to forget a real coup for convenience, Mutti’s best-seller Polpa 400g tinned tomatoes, crafted from 100 per cent Italian sun-ripened tomatoes – now available as PMP exclusively in c-channel through wholesalers such as Unitas.
Mutti has built steadily from challenger brand to the category’s number two – growing volume and value by more than 50 per cent just in the last year and has added £12m in category value over 12 months – supporting shopper trade-up and category premiumisation.
Polpa goes to show just how vibrant and competitive it is getting in the food cupboard – so make the most of it now.