Festive Food and Drink Inspiration from the European Union

With the head of a UK supermarket claiming that consumers are purchasing more expensive products instead of dining out, this Christmas provides a significant opportunity for specialist retailers and delis to promote and upsell higher-end products. 

The UK’s national food and drink retailers have already revealed some of their Christmas gourmet delights, many of which take inspiration from Europe, albeit with a twist. Seafood and Chorizo Shells, Sweet Spiced Gammon with Citrus Glaze and Panettone Crumb, and Golden Limoncello Stollen Bites, are among the products made with ingredients from the European Union (EU). 

It is easy to see why these products are finding their way into product development when the EU provides such a wide variety of flavours, textures, and high-quality ingredients. The EU’s ‘More Than Only Food & Drink’ campaign offers plenty of inspiration for retailers and wholesalers looking to update their festive range this year. The campaign aims to strengthen awareness of the merits associated with EU food and beverage products, namely safety, quality, authenticity and sustainability. 

Quality and great taste from the EU is assured

The success of European products in the Great Taste Awards, the world’s largest and most trusted food and drink accreditation scheme, is testament to the passion and craftsmanship of EU producers and why they should be front of mind for festive ranges. 

This year a product from Greece was once again crowned supreme champion, with Authentiko Cretan Honey following the success of Greek Galotyri PDO cheese in the 2023 awards. In fact, 16 food items from Greece received three Great Taste stars and 17 products from Italy were awarded three stars, highlighting the quality that retailers can source to elevate their festive offering. 

From aperitifs and wine pairings to succulent meats, charcuterie, several thousand cheeses, and hundreds of sweet desserts, the EU’s Protected Geographical Indication (PGI) and Protected Designation of Origin (PDO) quality schemes , which are applied to products across the member states, also mean that authenticity is assured. 

Special something for the sharing board

According to GlobalData, sharing platters and tapas constitute a 32% share among all UK restaurant types, and with the right advice and product range, there’s great potential to help shoppers recreate these experiences in their homes. 

The EU produces 14.5 million tonnes of cured meats with hundreds of products to provide something special for the festive sharing board. Whilst Spanish Dehesa de Extremadura PDO (Ibérico ham) and Italian Prosciutto di Parma PDO are widely known, those seeking something truly different could look further north and east. Bulgarian Gornooryahovski Sudzhuk PGI, is a succulent salami made only from the beef of well-fed cattle. Austrian Gailtaler Speck PGI is characterised by a rich, salty flavour and a well-pronounced aroma of smoked meat, this Carinthian delicacy is typically enjoyed as an appetiser making it another great addition to the grazing board. Meanwhile, Slovenia’s Šebreljski želodec PGI is greatly influenced by the region’s climate as well as the traditional method of preserving the meat which is cold-smoked for a couple of days, and left to mature between two wooden boards for about 3-5 months. 

Share consumers’ love of continental cheeses

The EU produces thousands of varieties of cheese encompassing soft, hard, rind-washed and blue; using milk from cows, sheep, goats and buffalo. More than 250 varieties of cheeses are also registered as Protected Designations of Origin (PDO) or Protected Geographical Indications (PGI).

According to Tesco, sales of continental cheeses have seen a surge in the past 18 months with sales of the supermarket’s French Triple Crème Brie up by 100%, followed by Ossau-Iraty PDO up by 80%. Whilst French cheeses dominate in popularity, Tesco’s Gouda Holland PGI from the Netherlands also saw sales increase by 60%. 

The EU’s protected traditional and regional dairy products, extend far beyond the likes of French Roquefort PDO, Italian Parmigiano Reggiano PDO and Spanish Queso Manchego PDO. As with cured meats, there are longstanding and highly respected examples of cheeses the length and breadth of the continent. 

Kalathaki Limnou PDO is a soft creamy brined cheese from Greece, Lithuania’s Lietuviškas varškės sūris PGI has milky, smoky flavours that pair well with jam and honey. 

The diverse characteristics of cheese come from the milk and production techniques used. Croatia’s Paški sir PDO is produced from a unique breed of sheep known for their intensely salty milk, whilst Austrian Tiroler Bergkäse PDO is characterised by its powerful, fully aromatic taste from cows that graze on Alpine pastures. Danish Danablu PGI is often referred to as the country’s equivalent to Italy’s Gorgonzola PDO and Sörmlands Ädel PGI from Sweden has tangy, salty flavours expected of blue cheese. 

According to Patrick McGuigan, cheese writer and educator and advisor to the ‘More Than Only Food & Drink’ campaign, “Vacherin du Haut-Doubs PDO from France has become a really popular Christmas treat”. He adds, “Ten years ago few people in the UK had heard of the cheese, but the start of its production season (Vacherin PDO is only made in winter) is now eagerly awaited by Brits. As a festive treat, truffled cheeses are also popular, such as truffled brie, Canestrato di Moliterno PGI and truffled sheep’s milk cheeses from Spain.” 

Top tips for upselling  

For Patrick, cheeses also provide a great opportunity to cross sell products from other ranges. He suggests allowing customers to taste the cheeses and tell the back story through clever merchandising and promotions, whilst thinking about matching with other EU products. 

Patrick explains, “If someone is buying Queso Manchego PDO for Christmas, it naturally goes well with Oloroso Sherry, Rioja, quince and Spanish olive oil crackers. Camembert de Normandie PDO is great with Normandy cider or Calvados. Smoked Irish cheddar pairs well with Irish whiskey PGI, or try Roquefort with Sauternes PDO, a French sweet wine, and French walnuts. There is truth in the adage ‘what grows together goes together’ so look at offering a goat’s cheese such as Crottin de Chavignol PDO with a Loire Valley Sauvignon Blanc or Chenin Blanc.” 

Patrick also believes there will be a good market for baking cheeses, such as Camembert, Vacherin PDO and Brie. He adds, “Blues are king at Christmas with softer more mellow blues like Gorgonzola PDO, Cambozola and Bleu d’Auvergne PDO taking some market share away from Stilton. Sweet nutty cheeses, such as Comté PDO, are also really popular because they work well on cheeseboards, but also melt well.” 

Wines to toast the festive season

Neil McAndrew, advisor to the EU’s ‘More Than Only Food & Drink Campaign’ and a wine industry professional of 30 years standing, expects French, Italian and Spanish wines to be the best performing this Christmas, with Cava PDO, Crémant, Champagne PDO and Prosecco PDO, likely to have strong sales. 

“Whilst still relatively small, the growth of natural wines cannot be underestimated, and Petillant Naturel, (naturally sparkling wines made using techniques that predate the times of the traditional method) offer a fresh opportunity for bringing in the New Year,” he explains. 

According to Neil retailers planning to capitalise on the consumer’s desire to ‘treat’ themselves at Christmas, should stock up on wines in the £15-£20 price bracket but ensure that consumers understand the story behind the bottle. He says, “Shelf-talkers and imagery highlighting the grape variety, characteristics of the terroir and suggesting food matches can help the shopper to demystify the labels. The classics from Rioja, Bordeaux, Burgundy and the Rhône Valley are popular gift choices due to the perceived quality of wines from the regions.” 

Regardless of the grape, size or location of the vineyard, with full traceability from vineyard to bottle, retailers can be confident of high standards and authenticity. 

Find out more about the EU’s ‘More Than Only Food & Drink’ campaign here.