Brookies (Brownies/Cookies), fluffins (flapjack/muffins) and croons (croissants/doughnuts) are top of the menu as requests from restaurant and pub chain customers for hybrid-friendly recipes rose by 16% in the last quarter of 2023 alone.
When it came to savoury combinations, pizzadillas (pizza/quesadilla), sushirrito (sushi/burritos) and machos (macaroni cheese/nachos) were top contenders. Combinations of sweet and savoury – dubbed swavoury – are also on the rise, with the likes of avocado doughnuts and peach & honey Dutch babies.
Instagramable meals
According to Macphie, this growing trend for hybrid foods has been fuelled by consumers’ need for adventure and novelty in their diets, as well as to scratch the ‘Instagram itch’ for the ‘self-proclaimed food photographer’.
Kirsty Matthews, brand manager at Macphie, said: “Food mashups and combinations have been key to reinventing menus for years but not quite in the way as we are starting to see now.
“Unorthodox combos like melon and ham or bacon and pancakes have become the norm and the hybrid food arena is starting to see much more creativity in combination at the cooking stage.
“It all comes back to satisfying consumer needs and more often than not, customers are increasingly being drawn to slightly quirkier combos – especially when it comes to sweet treats.”
FOMO culture
Early marketing insights from the Aberdeenshire-based food manufacturer has highlighted that the hybrid trend could meet consumers need for innovation in a low-risk way while doubling down on a fear of missing out (FOMO) culture.
“People want to experience new tastes but also have comfort foods they know and love and we’re glad to be able to provide that balance,” Matthews added. “We love being in the thick of such an exciting UK industry.
“The food sector is obviously always evolving and challenging norms, which is why we love it. Our job at Macphie is to give chefs and bakers the tools to be able to keep up with trends easily while still giving them the freedom to add their own twist.”
Meanwhile, Macphie has appointed a new chairman, as Alastair Macphie steps down from the role.
