Hatch Communications
Hatch Communications
Hatch Communications
Box of donuts

Thought Leadership

February Food & Drink Trends

by Cameron Trevena

Share

Sign up to our newsletter

Send us your email address and we’ll keep you updated with all things good from us at Hatch

Sign up Get in touch

February is known as the month of love, with Valentine’s Day and (more importantly) Pancake Day gracing our calendars. The F&B world saw some creative campaigns in Feb, with everything from throuple wines, air fryer pancakes, and Super Bowl successes. Let’s dive into the highlights of this month.

💘 Valentine’s Day victories 💘

Despite discussions about the fading charm of Valentine’s Day, love proved to be in the air as shoppers indulged in romantic festivities this year, giving a significant boost to post-festive grocery sales. According to the latest Kantar data, Valentine’s Day saw over 58% of households purchasing boxed and gifting chocolates, contributing to a 3.7% increase in volumes year-on-year. With Valentine’s falling mid-week and consumers mindful of budgets, home celebrations led to additional spending on chilled ready meals, desserts, and sparkling wine.

We also saw brands get involved with bespoke products launches, such as Krispy Kreme’s limited-edition heart-shaped doughnuts in special ‘Dough-notes’ packaging, designed for sending to loved ones. The gift box included standout pastries like ‘I love you a-choco-lot’ and ‘Without you I’d crumble’.

Box of donuts

Credit: Krispy Kreme

Meanwhile, brands like 19 Crimes took a twist this year as the concept of throuples (three-person relationships) claimed the spotlight. Recognising the evolving dynamics of modern relationships, with almost one in five Gen Z and millennials finding monogamy outdated, 19 Crimes introduced a unique throuple wine bottle prototype, symbolising the changing landscape of love.

three people eating spaghetti

Credit: 19 Crimes

🥞 Pancake Perfection 🥞

For those who celebrate, Pancake Day also fell in Feb. However, households across the UK were met with a shock this year – the ‘Cost of Flipping Crisis’. According to figures from the Office for National Statistics (ONS), the total cost of items traditionally used on Pancake Day witnessed a staggering 7% increase in just one year, nearly double the rate of inflation. The price hike was notably pronounced in key ingredients, with self-raising flour seeing a 13% rise, and granulated white sugar soaring by a fifth. Families aiming to enjoy the classic combination of lemon and sugar were confronted with a whopping 21% increase in sugar prices to £1.18, adding to the economic strain felt by many.

Table of price increases

Credit: Liberal Democrats

Nevertheless, the Pancake Day tradition remained popular, and we witnessed a viral trend that flipped the script on conventional pancake preparation. As is often the case with viral recipes these days, the air fryer took centre stage as home chefs experimented with creating fluffy, splash-free pancakes. Whilst sceptics doubted the efficacy, adventurous souls like woman&home’s Millie Fender embraced the challenge.

The key to success? A thick batter with ample raising agents, layered between sheets of baking paper in the air fryer basket. The technique ensured even cooking and a delightful stack of air-fried pancakes.

stack of pancakes

🏈 Super Bowl Success 🏈

Super Bowl LVIII also unfolded in February, and whilst the event may not be as monumental in the UK as it is in America, it is steadily gaining popularity with Brits. Notably, the international impact of the Super Bowl surged this year, as global superstar celebrities like Taylor Swift became more intertwined with the sport due to her highly-publicised relationship with Kansas City Chiefs player and eventual Super Bowl champion, Travis Kelce.

This connection sparked a trend of hosting Taylor Swift-themed Super Bowl parties, where fans crafted creative dishes inspired by the artist. From “You BBQ-elong With Me” pulled pork burgers to “Jump then fala-fall” falafel dishes, these culinary delights contributed to a unique Super Bowl experience, marrying sports enthusiasm with pop culture festivities.

Hickory’s, a UK-based smokehouse chain, seized the opportunity presented by the Super Bowl to enhance its sales and create a unique experience for customers. Going beyond their regular operations, some Hickory’s locations extended their opening hours, theming the venues with special Super Bowl decorations, and even featured game commentary – a departure from their usual setup. Recognising the natural affinity between a smokehouse and the NFL, the establishments passionately embraced the event, going the extra mile by printing guides to the NFL to help patrons understand the game. Over the years, Hickory’s Smokehouse has transformed its locations into prime spots for Super Bowl viewing, starting with a modest 30 guests at their inaugural event to now boasting sales of over 5000 tickets across all its venues.

Pulled pork burger

Interested in exploring how your brand can harness the top food and drink trends? Connect with us at hello@hatch.group

February is known as the month of love, with Valentine’s Day and (more importantly) Pancake Day gracing our calendars. The F&B world saw some creative campaigns in Feb, with everything from throuple wines, air fryer pancakes, and Super Bowl successes. Let’s dive into the highlights of this month.

💘 Valentine’s Day victories 💘

Despite discussions about the fading charm of Valentine’s Day, love proved to be in the air as shoppers indulged in romantic festivities this year, giving a significant boost to post-festive grocery sales. According to the latest Kantar data, Valentine’s Day saw over 58% of households purchasing boxed and gifting chocolates, contributing to a 3.7% increase in volumes year-on-year. With Valentine’s falling mid-week and consumers mindful of budgets, home celebrations led to additional spending on chilled ready meals, desserts, and sparkling wine.

We also saw brands get involved with bespoke products launches, such as Krispy Kreme’s limited-edition heart-shaped doughnuts in special ‘Dough-notes’ packaging, designed for sending to loved ones. The gift box included standout pastries like ‘I love you a-choco-lot’ and ‘Without you I’d crumble’.

Box of donuts

Credit: Krispy Kreme

Meanwhile, brands like 19 Crimes took a twist this year as the concept of throuples (three-person relationships) claimed the spotlight. Recognising the evolving dynamics of modern relationships, with almost one in five Gen Z and millennials finding monogamy outdated, 19 Crimes introduced a unique throuple wine bottle prototype, symbolising the changing landscape of love.

three people eating spaghetti

Credit: 19 Crimes

🥞 Pancake Perfection 🥞

For those who celebrate, Pancake Day also fell in Feb. However, households across the UK were met with a shock this year – the ‘Cost of Flipping Crisis’. According to figures from the Office for National Statistics (ONS), the total cost of items traditionally used on Pancake Day witnessed a staggering 7% increase in just one year, nearly double the rate of inflation. The price hike was notably pronounced in key ingredients, with self-raising flour seeing a 13% rise, and granulated white sugar soaring by a fifth. Families aiming to enjoy the classic combination of lemon and sugar were confronted with a whopping 21% increase in sugar prices to £1.18, adding to the economic strain felt by many.

Table of price increases

Credit: Liberal Democrats

Nevertheless, the Pancake Day tradition remained popular, and we witnessed a viral trend that flipped the script on conventional pancake preparation. As is often the case with viral recipes these days, the air fryer took centre stage as home chefs experimented with creating fluffy, splash-free pancakes. Whilst sceptics doubted the efficacy, adventurous souls like woman&home’s Millie Fender embraced the challenge.

The key to success? A thick batter with ample raising agents, layered between sheets of baking paper in the air fryer basket. The technique ensured even cooking and a delightful stack of air-fried pancakes.

stack of pancakes

🏈 Super Bowl Success 🏈

Super Bowl LVIII also unfolded in February, and whilst the event may not be as monumental in the UK as it is in America, it is steadily gaining popularity with Brits. Notably, the international impact of the Super Bowl surged this year, as global superstar celebrities like Taylor Swift became more intertwined with the sport due to her highly-publicised relationship with Kansas City Chiefs player and eventual Super Bowl champion, Travis Kelce.

This connection sparked a trend of hosting Taylor Swift-themed Super Bowl parties, where fans crafted creative dishes inspired by the artist. From “You BBQ-elong With Me” pulled pork burgers to “Jump then fala-fall” falafel dishes, these culinary delights contributed to a unique Super Bowl experience, marrying sports enthusiasm with pop culture festivities.

Hickory’s, a UK-based smokehouse chain, seized the opportunity presented by the Super Bowl to enhance its sales and create a unique experience for customers. Going beyond their regular operations, some Hickory’s locations extended their opening hours, theming the venues with special Super Bowl decorations, and even featured game commentary – a departure from their usual setup. Recognising the natural affinity between a smokehouse and the NFL, the establishments passionately embraced the event, going the extra mile by printing guides to the NFL to help patrons understand the game. Over the years, Hickory’s Smokehouse has transformed its locations into prime spots for Super Bowl viewing, starting with a modest 30 guests at their inaugural event to now boasting sales of over 5000 tickets across all its venues.

Pulled pork burger

Interested in exploring how your brand can harness the top food and drink trends? Connect with us at hello@hatch.group

Share

Sign up to our newsletter

Send us your email address and we’ll keep you updated with all things good from us at Hatch

Sign up Get in touch

Latest Insights

June 2024 //

Thought Leadership

Beyond Booze: Building Brand Presence for Non-Alcoholic Drinks in the UK Market

Read More

June 2024 //

Thought Leadership

May Food & Drink Trends

Read More

Sign up to our newsletter

Send us your email address and we’ll keep you updated with all things good from us at Hatch