Demand for UK comfort foods has soared for British expats since Brexit

24 July 2023 , 14:31

1061 0

M&S Crumpets are the top most desired British food item in almost all European countries, except Italy (Image: Getty Images)

Brits living abroad are proving that there really is no place like home – as demand for classic British snacks, such as Cadbury's chocolate and Heinz Baked Beans, has soared on the continent since Brexit.

Sweet-toothed expats have been seeking home comforts by exporting chocolates such as Curly Wurly and Twirls, which have seen sales increases of 293%, and 126%, respectively, since pre-Brexit.

And cupboard fillers such as Colman's English Mustard (229% sales increase since January 2019-2020), and McDougalls self-raising flour (up by 198%) are also increasingly being shipped out of the UK.

Bisto Gravy Granules have also remained a consistent bestseller since before Brexit, featuring in the top five food items exported to France, Italy, Spain, Germany, Portugal, Sweden, Denmark, and the Netherlands.

But in the last year alone, it is the Marks and Spencer Six Ultimate Crumpets pack that has topped the list of items desired by Brits who have moved away – with Custard Cream biscuits from the British store also appearing in the top 10.

UK and EU reach customs deal that could end Northern Ireland logjam, says report

The data was taken from British Corner Shop, which mails food to Brits around the globe – and a spokesman said: “More than ever before, Brits abroad want to show their allegiance to the UK and enjoy home comforts.

“The UK is lucky to have some of the most iconic food brands on the planet, but it can be hard to replicate the authenticity – no matter how hard you try, Vegemite will never be the same as Marmite.

“People shouldn’t settle for second best and miss out on their favourite items just because they’re away from home.”

Prior to Brexit, Heinz Baked Beans, Bisto Gravy, and Branston Pickle were among the items which were increasing in popularity.

However, high growth items now include popular cupboard fillers such as Heinz Piccalli Pickle (up 206% since January 2019-2020), Fray Bentos chicken pie, which has seen a 148% increase, and Spam, which has seen a 142% surge in demand.

Among the foods which have fallen out of favour include Jacob's Mini Cheddars (89% reduction in sales), Prince’s Corned Beef (down 89%), and Batchelor Super Noodles (down 64%).

Demand for UK comfort foods has soared for British expats since Brexit

Bisto gravy granules have been a top five food item for British expats across Europe since pre-Brexit (Chris Ratcliffe/Bloomberg/Getty Images)

Other new items which are being shipped to EU countries are chilled items, partially due to a huge demand for British sausages and bacon. In fact, so popular were the sausages which went on sale, they completely sold out within just four weeks.

A spokesman for British Corner Shop added: “Brexit and the Covid-19 pandemic played a huge role in our business. Supplies were disrupted, but we’re now seeing some interesting new trends and partnerships, which is helping us help Brits looking to satisfy their creature comforts.

“Our partnership with M&S for international deliveries started in August 2021, and their items have replaced a lot of products we could no longer get into the European Union – for example crumpets, cakes, and bread.

“But more broadly, we’re still seeing the old classics going strong, too, and those iconic British brands like Heinz, PG Tips, and Cadbury’s are still satisfying people.”

Rishi Sunak must suspend Dominic Raab during bullying inquiry says union chief

Abbie Smallwood, product developer for biscuits at M&S, said: “It is no wonder our Custard Creams are so popular all around the world, thanks to British Corner Shop. When it comes to the best of British biscuits, they are the crème de la crème, loved by all ages!

“Our best-selling recipe features crisp, light biscuits, sandwiched together with a silky-smooth vanilla flavoured cream. A timeless classic, best enjoyed with a cup of tea!”

TOP 20 EXPORTED FOOD ITEMS: