- Explore a world of classic European bakes transformed to tantalise British tastes
The scale of the EU confectionery market is considerable, estimated at €63.9 billion in 2024. It is expected to reach €83.84 billion by 2030. Thanks to its varied cultures, climates and history, the 27 Member States offer a wide spectrum of popular baked goods and sweets, often made with techniques and processes that have been perfected over hundreds of years.
With consumer tastes becoming more global, last year many retailers moved away from the traditional Christmas pudding with some neglecting the pudding altogether in favour of Italy’s Panettone, the classic Italian sweet bread.
Simon Atkins, a professional with more than 35 years’ experience in the UK and EU bakery industry; and advisor on the baked goods category for the ‘More Than Only Food & Drink’ campaign identifies a trend for updating classic European recipes for British tastes.
Simon explains, “The variations of Panettone are ‘mind blowing’ and compliments the UK’s ability to take a classic and make it our own, with a range of sizes, shapes, flavours and even vegan variations appearing
on shelves.”
Simon adds, “Speculoos (more well known as Biscoff), has performed well throughout 2024 and is also set to be a strong flavour for the Christmas season thanks to its warming spices of cinnamon and nutmeg.
“For those looking beyond the obvious, Dutch Ontbijtkoek spiced cake in its traditional tins will be popular in bakery gifting , along with Nordic spiced and seeded biscuits such as Pepparkakor Swedish
ginger thins.”
Stollen, a Christmas classic from Germany, is becoming a staple on British shelves and Simon believes that it will soon make way for the Panettone treatment, with multiple shapes and flavours on the way. However, for the original and quite possibly the best, Germany’s Dresdner Christstollen PGI have been carefully baked and perfected for more than 500 years. Germany’s Lebkuchen are also proving popular amongst British buyers with Nürnberger Lebkuchen PGI the most authentic option. Other festive treats include Vánočni Cukrovi - iced shortbreads from Czechia and Hungary’s Beigli - sweetened bread rolls filled with walnuts, poppy seeds and a variety of sweet fillings.
When it comes to fillings, Pistacchio Verde di Bronte PDO are Sicilian pistachios known as “green gold” thanks to their unique, aromatic and full flavour. The nuts are used to make a number of products, including Crema di Pistacchio con “Pistacchio Verdie di Bronte PDO” that can be spread on bread or toast and added to yoghurts for an indulgent breakfast or used as a garnish or a rich addition to cakes and pastries.
A chocolate that stood the test of time
As with cheese and wine, knowledge of provenance and techniques is key to introducing shoppers to new products and few continents can compete with the EU for the history and provenance of its produce. Even when it comes to something as universally produced and consumed as chocolate.
Italy’s Cioccolato di Modica PGI (chocolate of Modica) was the first chocolate to receive the PGI accreditation and also the first PGI product to be given a digital passport. First recorded in the 1700s, the chocolate can only be made with cocoa and sugar using a cold-working process when ingredients are never heated above 50°C. This method keeps the sugar crystals whole and gives the chocolate its unique grainy texture. Once melted other natural ingredients such as salt, pistachios and ginger can be added. The chocolate is often found in some of Italy’s favourite Panettone brands.
Christmas shopping for a better world
The EU is leading the way in sustainable food production. With an ethos that sustainability is about meeting the world’s needs of today and tomorrow, by creating systems that allow us to live well and within the limits of our planet, the EU has committed to ambitious, long-term environmental and climate goals.
This transition towards a sustainable model has already yielded results and across the Member States we are already seeing positive improvements both at a national and pan-European level. Greenhouse gas emissions from the EU farm sector have been reduced by 32% since 1990 and the EU’s organic farmland grew by 5% in 2022.
With a commitment to sustainable practices, safety, quality and authenticity guaranteed, the EU gives British retailers the opportunity to offer the indulgence of Christmas with a better conscience this year.
Find out more about the EU’s ‘More Than Only Food & Drink’ campaign here.
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