As the leaves turn golden and the air grows crisp, October marks a shift in our culinary landscape. This month, it’s all about embracing autumnal flavours that bring warmth and nostalgia whilst also celebrating the season’s ‘spooky’ side.
🍂 Autumnal Flavours: A Season of Comfort and Creativity 🍂
The transition into autumn brings with it a renewed appreciation for local and seasonal British produce. With 67% of consumers preferring UK-grown goods[1], sustainability is playing a starring role in this year’s food trends. This focus on low food miles and eco-friendly practices has inspired a resurgence in root-to-stem cooking. Dishes now make use of every part of the vegetable—beetroot leaves are sautéed as sides, carrot tops are blended into pesto, and crispy roasted skins garnish soups and stews. This not only reduces waste but also elevates humble ingredients into culinary centrepieces.
Mushrooms are also having their moment this autumn, celebrated for their rich umami flavour and versatility. Wild varieties such as porcini, chanterelles, and chestnuts are taking centre stage in dishes like luxurious mushroom wellingtons, creamy risottos, and earthy soups. Foraged mushrooms are particularly popular, highlighting the beauty of local, seasonal ingredients while connecting diners to the British countryside. These earthy treasures are appearing in inventive takes on classic recipes, including truffle-infused mac and cheese and indulgent mushroom pies.
Credit: ELEVATE – Pexels
Pumpkin, a quintessential autumn ingredient, is moving beyond its traditional role in sweet treats and lattes to shine in savoury dishes. Roasted pumpkin soups, pumpkin and sage risottos, and spiced pumpkin scones are finding their way onto menus, showcasing the vegetable’s versatility. Cafés are introducing unexpected creations like pumpkin-topped pizzas and hearty casseroles, offering a fresh perspective on this seasonal favourite.
The shift in season is also influencing the spices we crave. Flavours like cinnamon, nutmeg, and cardamom bring a warming touch to everything from desserts to drinks. Chai lattes, spiced hot chocolates, and turmeric-infused golden milk are becoming autumn staples. Meanwhile, in the cocktail scene, bartenders are leaning into the smoky richness of mezcal, the comforting depth of spiced rum, and the bold complexity of whisky. These spirits are being used in innovative drinks that pair perfectly with the colder evenings, creating an atmosphere of indulgence and warmth.
Fermentation and pickling are extending the life of autumn’s fresh produce, adding vibrant tangy notes to hearty dishes. Pickled onions, cabbage, and beetroot are being reimagined as exciting additions to salads, sandwiches, and even jacket potatoes. These sharp, acidic flavours provide a counterpoint to autumn’s otherwise rich and earthy palate, offering a burst of brightness in comforting meals.
🎃 Halloween Campaign Highlights 🍬
With Halloween at the end of the month, brands unleashed creative and spooky marketing campaigns to celebrate the season, blending spooky themes with irresistible treats to capture the attention of both the sweet-tooth and thrill-seeker alike.
Burger King brought horror to the table with a chilling campaign for its Ghost Pepper Whopper and Ghost Pepper Chicken Fries. The 60-second horror short, The Call, directed by Alfonso Gomez-Rejon of American Horror Story fame, channels classic horror movie tropes to entice consumers into taking the spooky plunge. With a spooky phone call that forewarns “It’s back; it’s coming for you,” the ad follows a woman terrorised by this eerie message before finally succumbing to the heat of Burger King’s fiery new menu items. The campaign encourages viewers to answer their own cursed calls through a personalised spooky phone service, extending the creepy experience even further.
Over at Haribo, the brand ensured that adults have a Halloween to remember, too. Teaming up with Gopuff, Haribo introduced ‘TreatLine,’ a UK-first sweets emergency service designed to make sure grown-ups are never caught unprepared when trick-or-treaters come knocking. The brand’s “Monsters Approved” seal is back, guaranteeing that each treat is kid-approved, and now, thanks to ‘TreatLine,’ these sweets could be delivered straight to your door. In addition, Haribo lit up the streets of Manchester and Peckham with glow-in-the-dark out-of-home displays, reminding everyone to embrace the Halloween spirit and provide the right treats for the season.
Credit: Grocery Trader
Heinz also added a sinister twist to Halloween with their campaign, Heinz Smiles. The brand’s ketchup smears become a creepy makeup effect as diners’ faces are transformed into sinister clowns with ketchup-streaked smiles. The tagline, “It ha ha has to be Heinz,” added a cheeky nod to the brand’s established persona whilst embracing the horror theme. Heinz’s playful take on Halloween folklore rolled out across outdoor ads, digital platforms, and social media, spreading its spooky brand of ketchup humour.
Credit: Creative Review
Meanwhile, Snyder’s of Hanover redefined Halloween snacking with their sweet and salty Halloween campaign, starring the pretzel-obsessed character Pretzelface. The brand partners with Leo Burnett Chicago to introduce a new playful take on Halloween folklore. With Pretzelface, Snyder’s invites consumers to combine their Halloween candy with the perfect pretzel crunch. The campaign encourages a mix of sweet and salty treats, like Monster Snaps, Mini Ghouls, and Mummy Rods, giving candy lovers the best of both worlds this season.
Want to find out how your brand can make the most of upcoming food and drink trends? Get in touch at hello@hatch.group to find out more.
[1] https://meadowfoods.co.uk/foods-and-flavours-defining-this-years-autumn-season/
