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1、THE TOP TRENDS/DRINKS HOTLIST/TOP OF THE SWAPS/2024 TIMELINE/FUTURE FLAVOURS FOOD&DRINKREPORT 2024-2591FDR2401100.pdf 18.11.2024 15:10 BLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONCover JOYOF GOOD FOOD2/INTRODUCTIONWe surveyed a panel of 3,239 customers in October 2024 for the insi

2、ghts in this years Waitrose Food&Drink ReportTHE BLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWeve seen a shift in our customer shopping habits this year,especially when it comes to the products theyre putting in their baskets.Cost of living still counts,but were seeing the beginni

3、ng of a return to indulgence,with many spending more on key parts of their weekly shop particularly bread,meat and dairy.This reflects the other main trend weve seen this year a growing interest in sustainable farming.Words like regenerative and heritage breeds have moved from niche and agricultural

4、 to more mainstream,as people have come to recognise the value of sustainable food systems to our environment.If theres one thing we know about our customers,its that they love food.As the world lurches through the unknown,sourcing,preparing,sharing and enjoying great food has become a constant plea

5、sure and Waitrose shoppers see this as a way of life,not an added extra.Were here to facilitate that,through careful sourcing,innovative recipes,inspiring ingredients and most of all,helping people to take delight in cooking and eating good food.We know that our customers love dining out and are all

6、 over the latest culinary trends,so its no surprise that theyre looking to recreate the restaurant experience in their own kitchens.Weve seen this with the storming response to our No.1 range,with restaurant-inspired ready-meals such as gourmet curries and wood-fired pizzas flying off the shelves.In

7、 the same vein,the Ottolenghi range has enabled our customers to pimp up home-cooked meals,with the beloved chefs signature cooking style translated into an array of marinades,spice blends and sauces.Weve also seen strong demand for Dishpatch,the meal-kit delivery service that collaborates with lead

8、ing chefs,including Angela Hartnett and Michel Roux,to deliver a unique home-dining experience.With nearly 200 new and improved products,the relaunch of our No.1 range was perfectly poised to cater to this growing demand for food that feels luxurious and delivers on provenance as well as quality.As

9、a result,weve seen record sales and a constellation of awards our new No.1 British Wagyu Sirloin Steaks won Gold at this years World Steak Challenge,and our Christmas range has received more gongs than ever.Particularly beloved has been our Glorious Treacle Glazed Turkey Crown,the success of which s

10、ums up what customers have been looking for recently.Its well-sourced,with meat from animals farmed to high welfare standards,and its a premium product perfectly brined for tenderness,and topped with treacle-cured bacon.Leading the way in ethical and environmental standards has always been a priorit

11、y at Waitrose,and earlier this year,we unveiled plans to support even more of our farmers in the transition to regenerative agriculture.Farming for Nature is an exciting initiative that commits us to sourcing all our UK meat,milk,eggs,fruit and vegetables from farms that use regenerative practices b

12、y 2035.This builds on our commitment to reach net zero across Waitroses UK farms by the same year,and by 2050 across the whole supply chain.Many of these principles are already in place at the Leckford Estate,our farm in Hampshire.So whatever the next year brings,Waitrose will continue to ensure tha

13、t your table is a place of comfort,joy and quality.WAITROSE FOOD&DRINK REPORT/3JAMES BAILEYExecutive director,WaitroseOUR CUSTOMERS LOVE DINING OUT,SO ITS NO SURPRISE THAT THEYRE LOOKING TO RECREATE THE RESTAURANT EXPERIENCE IN THEIR OWN KITCHENS91FDR2401101.pdf 14.11.2024 15:51 James Bailey Letter,

14、1 BACK TO TCHOPPING4/THIS YEARS TRENDS/SCRATCH COOKING(WITH SHORTCUTS)/IN IN IS THE NEW OUT OUT/BREAKING FREE OF THE RECIPE YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONO THE NG BOARDWAITROSE FOOD&DRINK REPORT/591FDR2401102.pdf 18.11.2024 13:25 Trend 1,1 SCRATCHCOOKING(WITH SHORTCUTS)KIN

15、 NG6/THIS YEARS TRENDSTop chefs are openly embracing kitchen shortcuts,with Vivek Singh of The Cinnamon Club using canned tomatoes for a butter chicken recipe.More home cooks are sharing their hacks too,from frozen fish fingers to sauce in a jar.Whats your secret weapon?KINBLACK YELLOW MAGENTA CYANA

16、RTPRODUCTIONCLIENTSUBSREPRO OPVERSIONULTRA-PROCESSED PEOPLEOur awareness of ultra-processed foods(UPF)was raised in 2023,thanks in no small part to Dr Chris van Tullekens bestselling book Ultra-Processed People.His eye-opening,rigorously researched account of ultra-processed foods and their effect o

17、n our health turned many people towards cooking from scratch,with unprocessed or minimally processed ingredients.According to Waitrose research,61%of home cooks say that concerns about ultra-processed foods have inspired them to cook from scratch more,compared to a year ago.But we remain time poor,a

18、nd are still reluctant to splash out on a lengthy list of niche ingredients that we might only use intermittently.ONE-STOP SHOPWeve seen a growing trend in cookbooks which centre around a familiar ingredient or cooking method,such as Ed Smiths Good Eggs,Anna Jones Easy Wins or Rukmini Iyers Roasting

19、 Tin series.They appeal to customers who want to cook but might not have the time to spare.So,too,do culinary shortcuts that make scratch cooking quicker,cheaper or easier.To this end,Waitrose customers have loved flavoured butters for fish and steak,and pre-prepared proteins such as our marinated t

20、ofu or easy to cook chicken breast and meat joints.“Weve looked at how long people are prepared to cook for on a weekday evening,”says Waitrose senior brand development chef Zo Simons,“and weve found that 30 minutes is a real sweet spot.”ON THE PULSEThe search for simple scratch cooking ideas has al

21、so boosted sales of quality canned and jarred foods,including fish,legumes and vegetables.Indeed,2024 could be called the year of the bean,with brands such as Bold Bean Co revolutionising the way we cook,eat and think about pulses.“They have made the category more premium and foodie,”Waitrose innova

22、tion manager Lizzie Haywood says of Bold Bean Cos minimally processed,ready-to-eat jarred beans.But perhaps the most surprising driver of this trend has been Yotam Ottolenghi.The godfather of the 25-plus ingredient recipes is the creator of a range of spice blends available at Waitrose.“Spices cost

23、cupboard space as well as money,”says Maddy Wilson,director of Waitrose own brand.“These,along with Waitrose Cooks Ingredients spices,enable you to just have a few,without filling cupboards with spices which will inevitably go stale and need throwing out.”cook from scratch to reduce the amount of ul

24、tra-processed foods they eat61%WEVE LOOKED AT HOW LONG PEOPLE ARE PREPARED TO COOK FOR ON A WEEKDAY EVENING 30 MINUTES IS A REAL SWEET SPOTWAITROSE FOOD&DRINK REPORT/791FDR2401103.pdf 18.11.2024 16:55 Trend 1,2 IN IS THE NEW OUTINOUT8/THIS YEARS TRENDSORestaurant-quality but budget-friendly.Its no s

25、ecret that were cooking and hosting at home more.Whether yourea pro in the kitchen or just love good food,were finding clever ways to level upNO OBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONof those surveyed say Indian food is the most popular fakeaway to attempt at home72%THE HAN

26、GOVER FROM COST OF LIVING RISES AND COVID LOCKDOWNS IS THAT WE GO OUT FOR MEALS LESS,AND COOK AT HOME MOREWAITROSE FOOD&DRINK REPORT/955%YES,CHEF!The publication of Jay Rayners first cookbook,Nights Out at Home,wasnt just the culmination of years of research by the author and food critic.His collect

27、ion of restaurant recipes for home cooks encapsulates a prevailing trend for enjoying restaurant-style food without stepping foot outside the house.“The hangover from the cost of living rises and Covid lockdowns is that we go out for meals less,and cook at home more,”says Maddy Wilson,head of Waitro

28、se own brand.SAUCES LEVEL UPOf course,Jays book caters for just one end of the spectrum the culinary enthusiast who hoovers up(and actually cooks from)restaurant tomes such as those from Brutto and Dishoom.There are plenty who would rather buy quality ready-meals to replicate the maximum-taste,minim

29、al washing-up experience of a restaurant.To that end,beloved restaurant chains including Wagamama and Leon,and even high-end independents such as Fallow and Ottolenghi,have released sauces and condiments for supermarkets.In October,the two Michelin star Indian restaurant Gymkhana launched four cooki

30、ng sauces and two marinades at Waitrose,giving home cooks easy ways to recreate those familiar flavours in their kitchen.FAKEAWAYThe term fakeaway first trended in lockdown,and that shows no sign of slowing.The number of adults ordering fast food via a delivery service once a week or more has fallen

31、 since 2022,but sales of Waitrose Urban Pizzas and No.1 curries are rising.Meanwhile,Dishpatch the meal kit service which brings dishes from high-end restaurants and chefs to your door is as popular as ever.Sales were up 55%on Valentines Day,with Michel Rouxs Beef Wellington Banquet the most popular

32、.of those surveyed would opt for a homecooked meal over a takeaway5V91FDR2401104.pdf 18.11.2024 13:27 Trend 1,3 10/THIS YEARS TRENDSTheres been a rise in younger cooks embracing the no-recipe approach.That means freestyling is where its at right now,to create simple,nourishing and stunning content f

33、or social mediaBREAKINGFREERECIPEOF THE HEBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONINSTINCTIVE COOKINGCookbooks such as Easy Wins by Anna Jones,Samin Nosrats Salt Fat Acid Heat and Mob One,by a collective of chefs and creators,simplify the cooking process and give you the confi

34、dence to draw on your skills and experience.Instead of prescriptive recipes with precise instructions which the cook deviates from at their peril,they offer guiding principles within which people can do their own thing.The authors provide“elements you can dial up and down,allowing the cook to expres

35、s themselves,”says Waitrose senior brand development chef Paul Gamble.Although 70%of customers aged over 45 still use traditional recipe books,food waste social impact company Too Good To Go says that one in five 16-to 24-year-olds throw food away because they dont know what recipes will work with i

36、t.THE NO-RECIPE RECIPETikTok is full of culinary hacks,and 72%of young people report that they feel confident making a meal without a recipe to follow.No-recipe recipe books give readers a framework that can be adapted to the time available and ingredients they have to hand.This shift ties into seve

37、ral other key trends,including the reduction of food waste(use what vegetables and herbs you have,these cookbooks insist),and a focus on a few quality ingredients rather than long rarefied lists.PICKY TEASAt its most extreme,its the picky tea trend,a collection of cheese,meats,crudits and dips flung

38、 together for dinner with friends or for a solo supper,that went viral this year.“Its food as something flexible,rather than something that is either right or wrong,”says Paul Gamble.of customers aged over 45 who were surveyed still use traditional recipe books70%WAITROSE FOOD&DRINK REPORT/1191FDR24

39、01105.pdf 18.11.2024 13:28 Trend 1,4 12/THIS YEARS TRENDS/DOWN TO EARTH/COUNTING PLANTS,NOT CALORIES/PURE&SIMPLE/EMBRACING BASICSTRONG RYELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONG ROOTSWAITROSE FOOD&DRINK REPORT/1391FDR2401106.pdf 14.11.2024 17:47 Trend 2,1 TO14/THIS YEARS TRENDSDOWNE

40、ARTHOProtecting the planet is an overwhelming task,but looking for ways to make our food more sustainable is a good place to start and the ways to do it get more tempting by the dayBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/15DIGGING DEEPERAfter decades

41、 of focusing more on our health than the planets,we are waking up to the ways in which the two are connected through the type and variety of plants we consume,the health of our soils,food waste and plastic packaging.Mintel says that 79%of shoppers choose products with a sustainability claim.A better

42、 understanding of the link between healthy soils and nutritional produce has seen them seek out products and dishes referencing regenerative and organic,or that are sourced from the wild.“Healthy eating has historically been focused on you and your body but now that focus is expanding beyond our own

43、 wellness to the community and the environment,”says Waitrose insight manager Marisa Arkle.FUTURE-PROOFINGEarlier this year,we unveiled our Farming for Nature initiative,which has seen us working to support more than 2,000 British farmers to move to nature-friendly farming practices,helping to boost

44、 financial of respondents said they were more likely to buy a product if it had sustainable credentials59%resilience of farms in the long-term and fighting the effects of climate change.At the Leckford Estate,the Waitrose farm in Hampshire,we have been farming regeneratively since 2020.Waitrose has

45、committed to work with British farmers to produce food in harmony with nature,and to source meat,milk,eggs,fruit and vegetables from UK farms which use regenerative practices by 2035.“We hope this will help protect British farmers against the effects of climate change,enhance nature and ensure that

46、customers can buy the best and most delicious British-grown produce for many years to come,”says Andrew Hoad,head of the Leckford Estate.BRANDS THAT DO BETTER Passionate,high-profile chefs such as Chantelle Nicholson and Tommy Banks have helped raise the profile around regenerative farming,as have d

47、ynamic enterprises including Wildfarmed and Golden Hooves,a cheese produced from regeneratively farmed milk,which will be THE FOCUS ON HEALTHY EATING IS EXPANDING BEYOND OUR OWN WELLNESS TO THE COMMUNITY AND THE ENVIRONMENTavailable on Waitrose shelves next year.Wildfarmed,a producer of regenerative

48、ly farmed grain,has been in store since May in the form of bread,rolls,flour and the Leckford Farmhouse Loaf,produced in collaboration with the Leckford Estate.“Wildfarmed has made regen fun and accessible,”says Waitrose senior brand development chef Will Torrent.PAST,PRESENT AND FUTURE Customers di

49、ning out and in have shown more interest in ancient wholegrains and pulses,for the role they play in regenerative farming and their health benefits.Sales of stoneground flours,made from emmer,spelt and rye,shot up as people realised how much better they are for them and for the soil Waitrose special

50、ity flour sales are up 18.2%year-on-year overall.With all this in play,Regenuary a grass-roots movement encouraging shoppers to buy more regenerative sources of animal protein throughout January,rather than cutting it out is set to be bigger than ever in 2025.91FDR2401107.pdf 18.11.2024 17:00 Trend

51、2,2 COUNTINGPLANTSNOTCALORIES16/THIS YEARS TRENDSMore is more when it comes to nutrients,and a great way to achieve this is by increasing your plant intake.Were still here for the smoothies,but there are new ways to up the plant countBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAI

52、TROSE FOOD&DRINK REPORT/17DATA-DRIVEN DIETAfter decades of poring over the backs of packets and counting calories,health-conscious consumers have a new rule thats more fun to follow.Thanks to Professor Tim Spector and his pioneering research into gut health and its effect on our bodies,we now know a

53、 healthy diet means maximising the range of plants you consume each week.Ideally,he says,we should eat 30 different plants or more,along with fermented foods such as kefir and kimchi.His research,and the blood-sugar monitoring apps that have followed,prove health is not so much about counting calori

54、es,as it is understanding our gut and boosting the diversity of the microbes within it.Research from Mintel shows 67%of consumers now include foods that promote good gut health in their diet.“Rather than health being about taking things away,weve seen more interest in positive health,and adding nutr

55、ition to your plate,”says Waitrose nutritionist Jo Lunn.“Its not about cutting out certain foods or even whole food groups.”“Weve spoken about personalised nutrition for years,”adds Waitrose innovation manager Lizzie Haywood.“But Zoe and other blood sugar tracking apps have made it more mainstream.”

56、SERVING SIMPLICITYZoes Daily30+Wholefood Supplement,developed by Tim Spector and launched in Waitrose this year,enables customers to add variety quickly and easily to their daily meals,as do ready-meals such as Waitrose Mixed Bean Salad,which has 10 plants.“Eating more plants encompasses so many tre

57、nds,including the move toward plant-based,and the popularity of fermented foods and pulses,”says Lizzie.Sales of fermented foods continue to rise(7%year-on-year for kefir and kimchi),but so too do sales of wholegrains,nuts,dried fruit and seeds.The likes of avocados,quinoa and blueberries are no lon

58、ger regarded as faddish superfoods,but seen as part of a balanced,healthy diet.JUST PLANTSA greater interest in the sourcing,processing and environmental credentials of the food we buy is driving customers towards plant-based dishes containing identifiable plants and processing methods.Increasingly,

59、customers would rather plant-based proteins come from nuts or tofu,rather than synthesised meat.The Waitrose PlantLiving range caters for this via marinated tofu,vegetarian nduja made from sun-dried tomatoes,chilli and paprika,and mushroom and chestnut burgers that celebrate plants rather than tryin

60、g to recreate beef,pork or chicken.ROUGH IT UPAlso fuelling the more is more approach to plants is a renewed interest in fibre,the macronutrient du jour after years of protein with everything.“Most UK adults are not eating enough fibre for a five-year-old,let alone an adult,so everyone benefits from

61、 increasing the fibre in their diets,”says Jo.RATHER THAN HEALTH BEING ABOUT TAKING THINGS AWAY,WEVE SEEN MORE INTEREST IN POSITIVE HEALTH,AND ADDING NUTRITION TO YOUR PLATE91FDR2401108.pdf 18.11.2024 14:37 Trend 2,3 PURE18/THIS YEARS TRENDS&SIMPLEIts back to basics for many of us,due to a growing a

62、wareness about ultra-processed foods.Were turning away from low-fat,highly processed products in favour of old-fashioned ingredientsBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/19SAY NO TO LOWOur concerns around ultra-processed foods and a renewed appetit

63、e for indulgent treats have led to an aversion to anything processed which is low fat or high in artificial sweeteners.“Theres been a lot of bad press around so-called healthy products which arent nutritious and dont taste great,”says director of Waitrose own brand Maddy Wilson.“The growing awarenes

64、s of UPFs in our diets has seen many customers going back to basics and embracing a much simpler approach to their diet.”TREAT YOURSELFFor some people,following a low-fat diet has resulted in an increased intake of sugar,and an awareness that moderate,natural fat intake is a good thing has continued

65、 to fuel sales of whole milk dairy products.Although Waitrose is reducing the sugar content of sweet treats where possible,Waitrose nutritionist Jo Lunn says the focus is on“taste and quality ingredients and a more responsible approach to nutrition,rather than resorting to adding sweeteners”.“There

66、will always be an element of calorie watching when it comes to dessert,”says senior brand development chef Will Torrent.“But if people do treat themselves,they want something that tastes amazing a sweet,indulgent lemon tart and a tiramisu full of booze and cream,because thats what makes it taste so

67、great.”THERES BEEN A LOT OF BAD PRESS AROUND SO-CALLED HEALTHY PRODUCTS THAT ARENT NUTRITIOUS AND DONT TASTE GREATof those surveyed proactively avoid processed foods54%91FDR2401109.pdf 18.11.2024 17:04 Trend 2,4 EMBRACINGBASIC20/THIS YEARS TRENDSWe eat with our senses,so knowing the back story makes

68、 for double the enjoyment.Our tastes reflect an interest in how our favourite foods are made,and how we can buy the best of it when our kitchens arent set up for cottagecore hobbiesBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/21TRUST THE PROCESSThe premiu

69、m we now place on time cuts both ways we want to speed up cooking after work,but we also want to slow down our pace of life,a lingering trend from lockdown and the growth of crafting on social media.Time is an ingredient,not a commodity,and one which customers increasingly appreciate in the food the

70、y buy,and in their lives and culinary endeavours.“We know our customers are on the lookout for foods which are not processed,or are minimally processed,and theres been a raised interest in age-old techniques due to this trend,”says Waitrose innovation manager Lizzie Haywood.As a result,restaurants a

71、nd retailers are increasingly highlighting fermentation or ageing times,and the story behind the food they serve,be that 40-day dry-aged beef,the No.1 Sourdough Baguette made with a 25-year-old levain rye dough or six-month barrel-aged miso.Food lovers are attempting to recreate some of these proces

72、ses themselves,making kimchi,butter and pickling at home.ORIGIN STORIESPeople also want to understand the craft behind the food they buy 61%of Waitrose customers this year said they love food with a story.“Pies with slow-cooked meats are proving popular,and people appreciate the expertise behind mak

73、ing the pastry for a pie,”says Waitrose product developer Simona Cohen-Vida-Welsh.KEEPING IT REALThis interest in people and production is being reflected in food photography,as much as in the narrative and branding around food.“Were moving away from retouched,pristine shots of finished dishes to so

74、mething which grounds the food in where it comes from which is about the process rather than the end result,”says Waitrose insight manager Marisa Arkle.Think beef joints slowly ageing in a cellar luminous with Himalayan pink salt bricks,rather than a plated-up steak;cabbages being shredded and massa

75、ged with salt and spice,rather than a bowl of perfect kimchi.Its not the polished finish we want to see its the messy process that makes it.of respondents make bread from scratch38%have tried their hand at pickling in the past year 28%91FDR2401110.pdf 18.11.2024 14:37 Trend 2,5 TAKING A FAPPROAC22/T

76、HIS YEARS TRENDS/ZEBRA STRIPING/MINES A FETA BRINE MARTINI/FOR ALL SEASONS/BRING YOUR OWN BOXBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONG A FLUID CHWAITROSE FOOD&DRINK REPORT/2391FDR2401111.pdf 14.11.2024 16:54 Trend 3,1 ZEBRA24/THIS YEARS TRENDSSTRIPINGZEThe definition of drinki

77、ng has become,well,liquid.Theres a whole scale of choices between something soft and something strong and its up to you which you choose,and in which order.This is how the numbers suggest our drinking habits are shiftingBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRI

78、NK REPORT/25NOW THE IDEA OF ALTERNATING BETWEEN AN ALCOHOLIC BEVERAGE AND A NON-ALCOHOLIC ONE AKA ZEBRA STRIPING LOOKS INCREASINGLY PALATABLEDRINKING,BUT MAKE IT STRIPYThe no and low trend is here to stay not least because those who do like a drink are wanting in on it.Drinkers have,of course,long o

79、pted to have a glass of water alongside their wine or cocktail.But now the concept of alternating between an alcoholic drink and a non-alcoholic one known as zebra striping looks increasingly palatable.FILL YOUR CUP“The way customers consume alcohol has changed,”says head of beer,wine and spirits Pi

80、erpaolo Petrassi.Where once a session meant parking yourself in a pub for hours,now its become“more syncopated,with food and a variety of different drinks that may or may not contain booze”,he adds.The days when one type of wine would see diners through a whole meal are waning too.“People are buying

81、 with a particular focus,they want interesting producers and stories,and feel less draconian about what matches with what,”says Pierpaolo.“At Waitrose,no and low sales are up by nearly a fifth and the range and popularity of reduced alcohol products is increasing all the time.Were seeing 10%ABV gins

82、 and tequilas and lower alcohol beers which are more like 2%ABV,”he adds.91FDR2401112.pdf 18.11.2024 17:11 Trend 3,2 FETAMARTINI26/THIS YEARS TRENDSAnyone for feta brine?Mixologists have always loved to raise eyebrows,but were now shaking things up at home,too and the kookier the cocktail,the better

83、MINES ABRINE INBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONDO THE TWISTLast year was all about the gilda martini,which is topped with a stick bearing an anchovy,an olive and a slice of pickled chilli pepper.This blend of salt,spice and umami whetted our appetite for savoury cockta

84、ils,WAITROSE FOOD&DRINK REPORT/27UMAMI FLAVOURS ARE ON THE RISE,AND CHEESE COCKTAILS IN PARTICULAR HAVE BEEN TRENDINGas have techniques such as fat-washing and garnishing with oils,and the increasingly ubiquitous spicy margarita.Drinks company Diageo reported earlier in the year that umami flavours

85、are on the rise,and cheese cocktails in particular have been trending.MULTI-SENSORY MIXOLOGY“Customers are becoming braver,although there is a need to keep things relatively simple,”says Pierpaolo Petrassi.“You cant assume everyone has a massive back bar at home,but recipes with interesting mixers a

86、nd garnishes are popular.”The great thing about the savoury cocktail trend,whether its a caviar martini out or a feta brine martini at home,is that“it transforms the occasion from a drink to an experience”,says senior brand development chef Will Torrent.91FDR2401113.pdf 14.11.2024 16:56 Trend 3,3 FO

87、R28/THIS YEARS TRENDSOnce the favourite ice-in-glass tipple of pub gardens,weve seen ros go from drab to glam of late.Whats made us get back into blush?ALLSEASONSALSBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONROS ALL DAYIts not just ros-tinted spectacles in the past few years,prec

88、onceptions around pink wines have meaningfully shifted.It was once confined to whenever the sun shines and the mercury rises,but now its a drink for all seasons.And these days,youre just as likely to find a bunch of blokes enjoying a bottle of ros in the pub.In part,this is because ros has got bette

89、r and much more diverse.“Weve moved from a market that was dominated by medium or medium-sweet styles 15 years ago to much paler,drier ross,which can be consumed as a white wine would,”says Pierpaolo Petrassi.DEEPER UNDERSTANDINGProvenal ros brands such as Whispering Angel and Mirabeau are as much s

90、tatus symbols as they are drinks.Yet,as customer confidence in and understanding of ros has increased,darker,more complex ross have risen in popularity.The notion that colour denotes quality a hangover from sweet,jam-coloured Californian Zinfandel is diminishing as people learn about skin contact an

91、d different grape varieties.“Darker ross are on trend,”says Pierpaolo.“They are more complex,so they can stand up to food.We launched the Aglianico Rosato and Susumaniello in the Loved&Found range earlier this year,and its proved really popular.”IN THE PAST FEW YEARS,PRECONCEPTIONS AROUND PINK WINES

92、 HAVE MEANINGFULLY SHIFTEDWAITROSE FOOD&DRINK REPORT/2991FDR2401114.pdf 14.11.2024 16:55 Trend 3,4 BRING YOURBOX30/THIS YEARS TRENDSOWNWhen the industry innovates to reduce its carbon footprint and combat waste,we should raise a toast and the wine doesnt have to come from a bottleBLACK YELLOW MAGENT

93、A CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/3125%+FAVES ON TAPForget the boxed plonk which fuelled parties in the 80s boxed wine is back,and theres more choice than ever.“There has been some uncertainty around this format,but now were seeing recognisable and iconic brands

94、step into this space,”says Waitrose wine buyer Emma Penman.La Vieille Ferme and Waitrose Blueprint are two which have attracted customers this year.“We want to change the narrative around boxed wines,”adds Emma.“They can be premium.Were working hard to bring our customers favourite wines in.”JUST TH

95、E ONEAs well as being good for keeping a crowd watered,boxed wines are also perhaps counterintuitively good for moderating our drinking.The shelf life is longer than a bottle six weeks after opening making boxed wine a perfect alternative should you fancy a one-off midweek glass.“Weve had a lot of f

96、eedback about people wanting to have the odd glass of wine after work,without opening a bottle,”says Emma.Its the same reason canned wine is growing,with sales up 36%this year.Canned wine or vin in a tin lends itself as much to after-work treats as it does to train trips and picnics,with brands incl

97、uding Les Dauphins and The Uncommon bolstering customer confidence.LIGHTENING THE LOADTheres an environmental side to this,too.Cans and boxes have a smaller carbon footprint than glass because they are lighter and take up less space but for now this factor is still secondary to price and taste.In 20

98、23,Waitrose was the first retailer to move all permitted small format wines out of glass and into cans.Fast forward to 2024,and we have sold 25%more wine in alternative formats,growing our share of this important segment.WERE SEEING ICONIC BRANDS STEP INTO THIS SPACE.BOXED WINES CAN BE PREMIUMmore w

99、ines were sold in alternative formats in 2024 compared to 202391FDR2401115.pdf 18.11.2024 17:12 Trend 3,5 TAKING CARE OF Y32/THIS YEARS TRENDS/BIG BUNS/PAW-FECT PARENTS/SPICE?THATS LIT/PANTRY GLOW UPBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONF YOUWAITROSE FOOD&DRINK REPORT/3391FD

100、R2401116.pdf 14.11.2024 17:32 Trend 4,1 BIGBUNS34/THIS YEARS TRENDSIndulgence is back,and this time its buttery.With greater understanding of the benefits of eating for pleasure comes a willingness to make sure were maximising those treat moments.Chocolate butter?Were here for itBLACK YELLOW MAGENTA

101、 CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONGET FLAKEDCroissants have been huge for years now,both literally and as a culinary trend.In 2013,the craze took the shape of the cronut a doughnut crossed with a croissant and last year saw croissant cubes go viral,hand-dipped in different flavours.This is

102、the year that we embraced the crookie the croissant stuffed with cookie dough.“We trialled them in two of our stores and just couldnt keep up with demand,”says senior brand development chef Will Torrent.“The hybrid croissant isnt going anywhere.”Where we first had almond,we now have pistachio,and in

103、 place of the croissant cube,we have croissant cups,a cupcake-croissant hybrid from the Waitrose No.1 range in salted caramel and cinnamon.SHARINGS CARINGThis is partly down to whats known as the lipstick effect.Even in economic downturns,most purse strings can stretch to affordable treats such as l

104、ipsticks and lip-smacking pastries.This has not been confined to croissants sales of choux buns,clairs and other sweet,indulgent ptisserie have been soaring at Waitrose.“This year,its all about giant and oversized,”says Waitrose senior brand development chef Paul Gamble.Thats why we have launched a

105、giant cinnamon knot for Christmas 2024.“A lot of it is driven by social media,”adds Paul.“But theres a sharing side to it too.You can get it with friends to experience together,and its a relatively cheap indulgence.”BON APPTITIts against this backdrop,and a general hankering for comfort in a turbule

106、nt world,that theres been a resurgence of interest in all things French the creamier and more buttery the better.Every month has brought a new bistro opening,from Josephine in London to Bavette in Leeds.But you dont have to be in a French restaurant to find evidence of the revolution taking place.Ev

107、erything from doughnuts to savoury dips are being crme brled,thanks to bakeries such as Bread Ahead,which brled a doughnut this year,and restaurants including The Barbary,which launched in Notting Hill with brle of pepper and feta.SPREAD JOYButter is also back in a big way,fuelled by chef Thomas Str

108、aker,who became the poster boy for it on social media a few years ago.As well as continuing the enduring#buttertok trend with recipes for flavoured butters and churning your own,he has since launched his own brand,All Things Butter.His chocolate flavour,recently launched at Waitrose,packs a punch,sa

109、ys head of own brand Maddy Wilson.2024 IS THE YEAR THAT WE EMBRACED THE CROOKIE THE CROISSANT STUFFED WITH COOKIE DOUGHWAITROSE FOOD&DRINK REPORT/3591FDR2401117.pdf 15.11.2024 12:26 Trend 4,2 PAW-FECPARENT36/THIS YEARS TRENDSThe animals we share our homes with may live there rent-free,but its clear

110、that looking after a pet is also a way of taking care of yourself.Remember that next time they pinch food from the tableBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONFECT NTSWAITROSE FOOD&DRINK REPORT/37DOG TREATS GET A GLOW-UPThis year,Waitrose launched its first mince pies for dog

111、s,the latest in a growing line of anthropomorphised treats designed for our fur babies.According to Mintel,more than half of UK consumers now own a pet,and with society embracing single and child-free lifestyles,they are increasingly seen as part of the family to the point where the owners consider

112、themselves pet parents.CHOSEN FAMILYPet food and pet care,once confined to canned meat and a trip to the vet if necessary,is now holistic,with Mintel reporting that owners are looking to promote overall pet health and wellbeing.Many retailers,including Waitrose,have expanded ranges to include pet-fr

113、iendly versions of ice cream and chocolate,and Waitrose now has dedicated freezers in a number of shops,to accommodate frozen fresh pet food.In recent years,sociologists have coined the phrase multi-species family to describe this intimacy with our furry friends,and a desire to include them in occas

114、ions such as birthdays and Christmas.Against this backdrop,Waitroses new Paw-Some Mince Pies are just pawfect.of owners who responded said they spend between 51-100 a month on pet food23%91FDR2401118.pdf 14.11.2024 17:33 Trend 4,3 38/THIS YEARS TRENDSSP CE?CS S SPC C CEGone are the days when the onl

115、y heat we could handle was Colmans Mustard.Were now drizzling pizza with hot honey and making spicy margaritas as standardBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONTHATS LITWAITROSE FOOD&DRINK REPORT/39T T TT T TWHILE WEVE NOT QUITE REACHED TWO MILLION SCOVILLES ON THESE SHORES,

116、OUR DESIRE FOR SPICE STILL RANKS SECOND HIGHEST IN EUROPEGET SPICYEarlier this year,the worlds leading pepper farmer created what is believed to be the worlds hottest chilli in South Carolina.And while weve not quite reached two million Scovilles on these shores,our desire for spice still ranks seco

117、nd highest in Europe.Sales of hot sauces have exploded.Sriracha and gochujang,previously little known outside Thailand and Korea,are now store-cupboard staples,with sales at Waitrose rising 5%in the past 12 months.“We have turned up the heat in our own brand launches,”says senior brand development c

118、hef Zo Simons.“Expect to see more and more products marrying chilli with sweeter things.Hot honey is definitely the new salted caramel its become the new normal.”91FDR2401119.pdf 18.11.2024 14:54 Trend 4,4 GLOW-UP40/THIS YEARS TRENDSFood can be good for the mood long before its on your fork.Sustaina

119、bility,branding,health properties and a dose of hype can all make a product a must-have.And if you want to treat yourself to a drizzle of olive oil and a sprinkle of salt on your ice cream,lean inPANTRYBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONCONSUMERS ARE EATING WHAT THEY LIKE

120、,WHEN THEY LIKE AND WITH WHAT THEY LIKEWAITROSE FOOD&DRINK REPORT/41QUALITY CONTROLPastries are not the only foods to have gone premium in 2024 this is also the year that pantry staples were pimped up,or to use the buzzword of the day,been yassified.Weve seen a fuelled interest from food-loving cust

121、omers in the provenance of store-cupboard stalwarts,while social media has made them more brand-savvy.A pantry stocked with premium,ethical and crucially pretty brands such as Belazu and Citizens of Soil has become a status symbol.House&Garden magazine asked earlier this year if a trendy bottle of o

122、live oil was the new wine when it came to dinner party gifts from guests.The same could be said of olives,nuts,honey,vinegar and even salt.Maldons Chilli Salt was added to shelves this year,Willys Cider Vinegar has become a cult product and Waitrose has launched hand-stretched Italian No.1 Black Tru

123、ffle Grissini Breadsticks and No.1 Cacio e Pepe Straws for the ultimate store-cupboard treat.YOU DO YOUWere having breakfast for lunch,dinner for breakfast,bacon for dessert and ice cream for starters.Although everyone will have devoured a bowl of cereal or egg on toast late at night at one point,20

124、25 looks like the year consumers will fully embrace a more maverick mealtime approach.Mintel reports:“Despite consumers intentions to eat healthily,cook meals from scratch and stick to a set grocery budget,these do not always happen.”More often than not,theyre eating what they like,when they like,an

125、d with what they like to have it with hence the enduring popularity of the fridge forage and carpet picnic.To cater for our rebellious appetites,and the growing demand for new and exciting food brands,Waitrose has launched BrandsNew,a platform designed to attract,support and nurture new brands such

126、as Ottolenghi,Wildfarmed and Zoe Daily 30+,with plans to launch more new and exciting products onto shelves in 2025.91FDR2401120.pdf 15.11.2024 12:27 Trend 4,5 GOING OUT42/SWAPSCOMINYELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/43ING IN91FDR2401121.pdf 14.11.202

127、4 18:36 Swaps,1 This was the year the world went nuts for pistachio,with the pretty green nut gracing everything from pesto to tiramisu.“Chocolatiers and pastry chefs have loved pistachio for years but unlike hazelnuts and almonds,it has never really become mainstream,”says senior brand development

128、chef Will Torrent.Itsexpensive,but its an indulgence that really delivers,whether its bursting out of a croissant or brightening up a herb-crusted rack of lamb.Searches for pistachio are up 19%year on year,and the green-eyed searchers are being richly rewarded.The Waitrose No.1 Cracking Pistachio Eg

129、g made headline news this Easter,No.1 Pistachio Tiramisu is flying off the shelves and Waitrose launched an indulgent No.1 Croissant in October thats filled and topped with pistachios.Sweet and salty isnt going anywhere fast,but theres another popular taste profile on the block sweet and spicy,aka s

130、wicy.Hot honey is everywhere this festive season on cheese,hams and puddings and its not just for Christmas.Earlier this year,Waitrose released a pepperoni pizza under its Urban Pizza range which comes with a hot honey drizzle to finish it off.The trend taps into our increasing appetite for heat,as

131、well as a weakness for combinations which sound wacky,but work.SWALTY SWICYSauvignon Blanc is second only to Pinot Grigio as the most popular white wine in the UK,but Bacchus named for the Roman god of wine is catching up.The grape,which thrives in British soils,produces wine with a similar aroma an

132、d flavour profile to New Zealand Savvy B,but with a fraction of the carbon footprint and the added pleasure of supporting the best of British.Bad weather blighted the 2022 crop,which led to a fall in sales of all English wines last year.But 2023 was a bumper harvest,which means prices have come down

133、 and Bacchus is bigger than ever.For too long,Sauvignon Blanc has been the poster child of white wine,but Bacchus does a similar job,says Pierpaolo Petrassi,head of beer,wine and spirits.“Its fresh,aromatic,and customers are recognising that its a locally sourced alternative.”SW WSAUVIGNON BLANC BAC

134、CHUS HAZELNUT PISTACHIO 44/SWAPSH44/SWAPSSWwBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONOnce the darling of the drinks world,gin sales have been on the decline in recent years particularly flavoured gins,sales of which are down by 23%compared to a year ago.In their place,were seei

135、ng cream liqueurs that are rich,sweet and perfect for Christmas,served over ice.This year,Waitrose added a blonde chocolate cream liqueur to the No.1 range,an indulgent digestif inspired by the beloved No.1 Blonde Chocolate bar.FLAVOURED GINS CREAM LIQUEURSHONEYPEANUT BUTTER Driven by the rise and r

136、ise of artisan peanut butter,the high protein nutty spread has become the must-have breakfast ingredient thanks to social media.Waitrose sells more than 3.5 million jars a year,with customers incorporating peanut butter into sweet treats to add that extra protein kick.Its also become the breakfast s

137、pread du jour,seen as delivering that much needed morning protein punch,while being less sugary than honey.TikToks make them fancy trend,which sees simple store-cupboard ingredients pimped up,has accelerated demand for instant noodles this year.What was previously seen as a studenty staple has progr

138、essed to consumers making fancy additions to their instant noodles for the ultimate fakeaway dish just add chilli oil,eggs,sesame seeds,spring onions and seaweed for a gourmet meal in.INSTANT RICE INSTANT NOODLESWAITROSE FOOD&DRINK REPORT/4591FDR2401122.pdf 18.11.2024 17:59 Swaps,2 46/TIMELINETIMELI

139、NE OTASTEYELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/47E OF Each month brings a new online edible obsession and it inevitably ends up on our plates.Here are 12 trends that we couldnt leave alone in 202491FDR2401123.pdf 14.11.2024 18:49 Timeline,1 48/TIMELINEJA

140、NUARYBONE BROTHThe annual quest for health and comfort led customers to bone broth,helped by fans such as Kylie Jenner,Davina McCall and Gwyneth Paltrow.Searches for the broth said to boost collagen and aid digestion were up 163%at Waitrose,and#bonebroth had nearly 300 million TikTok views.MARCHTIM

141、TAMSAustralians flocked to Waitrose when it was announced that stores would start stocking Tim Tam chocolate bars,known as Aussie gold.Searches for Tim Tams at the next day rose 202%.The treat consists of two malted biscuits coated in a layer of chocolate with a chocolate cream filling.MAYSAKEAlthou

142、gh many people in the UK have yet to try this ancient Japanese rice wine,interest this year has grown rapidly.Searches at were up 241%in May and on World Sake Day(1 October),Waitrose extended its range to include sparkling and plum options perfect for pairing with food.JUNEPICKLE JUICEPowered by pic

143、kle juice screamed the headlines in the build-up to a superb run by Englands footballers at this years Euros,as it was revealed that the team uses it to prevent cramp.Pickle juice searches at hit an all-time high in mid-June and pickled gherkin sales at Waitrose rose 7%year on year.FEBRUARYHASH BROW

144、NSThe#hashwich,a sandwich made using hash browns instead of bread,took TikTok by storm in February.Sales of hash browns increased by 24.8%year on year at Waitrose,as it became clear that these deliciously crispy shredded potato snacks were no longer just for breakfast.APRILOTTOLENGHI X WAITROSE Yota

145、m Ottolenghi launched his first own-brand spice blends and sauces exclusively at Waitrose,and they were a big hit,with sales in the following weeks 97%higher than forecast.The bestseller was Ottolenghi Pomegranate,Rose&Preserved Lemon Harissa,with Shawarma Marinade a close second.BLACK YELLOW MAGENT

146、A CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/49JULYCHOCOLATE MUFFINSNorwegian swimmer Henrik Christiansen was a TikTok hit when he showcased the best thing about the Paris Olympic Village chocolate muffins.Customers responded,with chocolate muffin sales up 24.8%from July to

147、 August,while chocolate muffin recipe searches soared at .AUGUSTCUCUMBER SALADCucumber sales rose by 17.5%at Waitrose in mid-August,thanks to TikToks grip on young food lovers.The cucumber salad recipe from Logan Moffitt(aka the cucumber guy)was so popular with his 4.8 million followers that farmers

148、 in Iceland struggled to keep up with demand.SEPTEMBERRICE PUDDINGA sudden cold wind and a bout of nostalgia saw demand for rice pudding spike.Customers appeared to embrace retro puddings as a whole,with rice pudding recipe searches up 66%.Searches for other nostalgic puds rose too,with spotted dick

149、 up 800%and plum and blackberry cobbler up 150%.OCTOBERCHOCOLATE BUTTERThe flavoured butter trend gets bigger and better every month and October was no exception.This was when Waitrose launched chocolate butter from Thomas Strakers new brand All Things Butter,a rich,sweet creation that cries out to

150、be spread on pancakes,toast,waffles and more.NOVEMBERCELEB BOOZE BRANDSFrom Kylie Minogues signature ros to Margot Robbies Papa Salt Gin,the celebrity-branded booze bubble shows no sign of bursting.New brands at Waitrose included Blackeye Gin from former rugby union stars Mike Tindall,James Haskell

151、and Alex Payne,and Jeremy Clarksons Hawkstone Lager.DECEMBERGIANT CINNAMON KNOTShowcasing this years trend for supersized pastries are the giant Waitrose Cinnamon Knots a hand-sized version of the ones that have proved so popular.Made by third-generation bakers in Holland,they are eminently shareabl

152、e and finished with cinnamon and caramelised sugar.91FDR2401124.pdf 14.11.2024 18:49 Timeline,2 50/FUTURE FLAVOURSTHE FUTUA TASTE OBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/51URE E OF 91FDR2401125.pdf 14.11.2024 19:07 Taste of the Future,1 52/FUTURE FL

153、AVOURSTOUMThis garlicky sauce is set to go mainstream in 2025.Its a creamy emulsion of garlic and olive oil from Lebanon,where its a popular accompaniment to a host of meat-based dishes including rotisserie chicken,shawarma and grilled,meat-stuffed pittas known as arayes.Middle-Eastern stuffed pitta

154、s,arayes,are already fast becoming a popular staple of Lebanese restaurants and street food stalls in the UK.In spring,Berenjak founder Kian Samyani opened a shawarma kitchen called Shatta&Toum in Londons Arcade Food Hall,while the eponymous restaurant Toum opened in Mayfair in October.Any on-trend

155、restaurant menu will contain at least one out-there ingredient,as delicious as it is mysterious.Thanks to this sneak peek at 2025s headline flavours your taste buds will be pumped to try them and your food nerd credentials will be glowingBLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIO

156、NWAITROSE FOOD&DRINK REPORT/53YUZUSour yet fresh,sweet yet bitter,this wrinkly yellow citrus fruit packs a surprisingly complex punch.But even though yuzu a relation of a mandarin orange has been the darling of Michelin-starred chefs for a while,it has yet to hit the mainstream.Next year,this looks

157、set to change.Mintel has named it one of its flavours to watch for 2025,particularly when it comes to innovations around sweets,desserts and drinks.London has its share of yuzu-infused dishes and cocktails,including a chocolate mousse at Naifs and Silverleafs yuzu martini.In the UK,29%of sweet eater

158、s say they would be encouraged to try sour flavours in a new product.Yuzu ticks those boxes,not least because a little goes a long way.Also set to hit the mainstream is yuzu kosho,a fermented Japanese condiment made with chillies,salt and yuzu peel.JUNIPERNot just for gin and venison,juniper berries

159、 are set to be big in 2025,particularly(and somewhat ironically)in alcohol-free drinks such as flavoured waters,cold-pressed juices and herbal teas.Their piney,peppery,citrussy notes work well in soft drinks,lending them freshness and complexity while reducing the need for sugar or sweeteners.Junipe

160、rs also tap into the growing interest in Nordic cuisine and a cultural shift toward more natural flavourings.Their culinary potential is ripe for further exploration,and while their compatibility with dark,gamey meats is well known,they also pair well with pickles,salmon and even roast potatoes.Spic

161、ed berry jam,roast chicken and chef Ravinder Bhogals plum and shallot tarte Tatin with goats cheese are just a few of the recipes in which juniper berries available in the Waitrose Cooks Ingredients range appear at .91FDR2401126.pdf 18.11.2024 17:18 Taste of the Future,2 54/FUTURE FLAVOURSTONKA BEAN

162、The flavour and scent of the South American jungle-born tonka bean has been beguiling bakers and chefs,who grate it onto desserts,soups and even mashed potatoes,or use it to infuse custards,crme caramel and ice creams.The intensity of the spice means its only ever used in small,safe quantities,to im

163、part its signature notes of vanilla,almond,cinnamon and even coconut,according to what its paired with.In Manchester,chef Eddie Shepherd has cured root vegetables with tonka beans and beetroot,while in Londons trendy Levan,youll find apricot,tonka bean and vanilla whipped into a retro syllabub-style

164、 dessert.BLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONWAITROSE FOOD&DRINK REPORT/55SOUR CHERRYAnother budding source of sour power in the kitchen is the sour cherry a catch-all term for a number of cherry varieties that have been loved for centuries in their countries of origin,but

165、 are only now coming to the fore in the UK.Sour cherry is another flavour to watch for 2025 and not just because,according to a TikTok trend in June,sour sweets can help stave off panic attacks.In April,a study of Italian and American adults revealed that one in eight actively enjoy intensely sour f

166、lavours,and the sour cherry is particularly appealing to bakers and pastry chefs who want to go beyond conventional sour sources,such as lemon and lime,and tap into the growing appetite for next-level sour.This sour cherry trend can already be seen at Waitrose,which stocks them in the Cooks Ingredie

167、nts range and also immersed in dark chocolate from Forest Feast.PILPELCHUMABilled as the harissa of 2025,pilpelchuma is a Libyan chilli paste a wonderful blend of roasted peppers,garlic,cumin,and a hit of chilli that adds a kick to any dish and lends itself perfectly to the nations growing taste for

168、 heat.Its great for livening up sauces and stews or stirring into roasted vegetables for extra oomph.Adventurous Waitrose customers have been going wild for Ottolenghi Pilpelchuma,which launched onto shelves earlier this year,as they look to expand their culinary horizons for 2025.Yotam says:“I am p

169、articularly excited for people to taste the pilpelchuma,a deliciously spicy pepper,garlic and chilli paste that I love I think its going to be the next harissa.”CRISPY CHILLI OILHot,savoury,crunchy and aromatic no wonder crispy chilli oil has set our palates on fire.Waitrose Cooks Ingredients Chilli

170、&Garlic Sauce joins a long and growing line of variations on this addictive blend of chilli flakes,oil,garlic,soy sauce and other ingredients which can include(but are not limited to)peanuts,fish sauce and shallots.For years,Lao Gan Ma was the go-to brand,but the pandemic saw several restaurants bot

171、tle up their own hot takes for people to buy in lockdown.The crisp component comes from the high density of chilli flakes,which have been crisped up in the oil.Its addictive nature comes from that textural component,and the hit of hot umami.Its used as a cooking ingredient,to add spice,umami and aro

172、ma,but its also beloved as a condiment for spooning over eggs,stirring through noodles and for dipping pizza or flatbreads into.91FDR2401127.pdf 14.11.2024 19:07 Taste of the Future,3 FOOD&DRINK REPORT 2024-2591FDR2401128.pdf 18.11.2024 17:10 BLACK YELLOW MAGENTA CYANARTPRODUCTIONCLIENTSUBSREPRO OPVERSIONBack Cover