Christmas food and drink trends 2024

A very modern Christmas

While Christmas traditions are firmly entrenched, this year will see some exciting new product development as wider food and drink trends slip their Santa’s hats on.

‘Newstaglia’ will be making big waves this festive season, with many new F&B launches embracing the old with the new in a modern take on nostalgia.  

Emma Leys, marketing communications specialist for GNT UK, says this will be most prominent in the bakery, confectionery and snacks aisles – think mulled wine jelly sweets and pigs-in-blanket flavoured crisps.

“This Christmas is all about indulgence and escapism,” ​agreed Sophie Lyons, marketing manager at plant-based specialists Meadow. “We’re seeing applications that take the likes of the British Christmas Pudding to the next level with the addition of ingredients such as the Belgian speculoos biscuit, cinnamon biscuit crumb and caramel sauce.​

“What’s more, following the resurged popularity of blonde and caramel chocolate, traditional Christmas desserts like the Yule Log are having a blonde chocolate ganache makeover.”​

Sainsbury’s is among the retailers to play with its after-dinner delights, with its Belgian chocolate cheesecake, which is surrounded by a high wall dark chocolate biscuit base, chocolate brownies and a salted caramel sauce.

It has also donned its shelves with its Golden Forest dessert – this comprises a blonde chocolate mousse, white-chocolate coated shortcake biscuit balls and a hidden centre of ginger spiced caramel sauce; as well as a white chocolate, cherry rippled yule log; and a truffle-infused brie.

Speaking with Robert Craggs, lead product development Chef for pladis which manufacturers McVities, ‘traditional plus’, as he terms it, is having its moment.

“Much-loved classics are being elevated with luxurious ingredients or reimagined in new formats, whether in the main meal or desserts,” ​he told Food Manufacture, offering examples such as tiramisu cheesecakes and red velvet Bûche de Noël (yule logs).

Richard Parsons, Fudge Kitchen’s managing director, shared similar views, noting that gingerbread is making a big comeback and is tipped to be the top flavour of the season.  

He added: “It’s not just the same old gingerbread we all know – it’s presented in more, creative and eye-catching forms. Classic festive flavours like gingerbread and mince pies are perennial, but there’s a fresh twist in the air.”​

The popularity of ginger and gingerbread was also noted by Craggs and has been pinpointed as a key Christmas trend by Bidfood too. Expect this flavour to appear in everything from fudge, to biscuits, drinks, gifting chocolates and desserts.

“We’re jumping on this trend with the relaunch of our McVitie’s Gingerbread Flavour Milk Chocolate Digestive,” ​Craggs added from pladis’ point of view.   

But it’s not just the sweet treats getting a nostalgic facelift, we’re also seeing innovation in the Christmas dinner, with classic beef being replaced by Wagyu as the centrepiece and other substitutes such as meat-free ‘gammon’ joints joining the platter.

Alternatives are no longer an after-thought – from meat-free roasts to vegan puddings and free-from chocolates. As such we can anticipate an uptick in herbs and fruit blends, which are an affordable way to enhance flavours while being inclusive to the market.

“We’re finding demand for multi diet options is growing year on year with demand for gluten free and vegetarian options continuing to increase. Interestingly, we’re seeing a continued decline in demand for vegan products, with more customers opting for vegetarian,”​ explained British Hamper Company’s co-founder and MD, James Tod.

”Purchasing for others significantly increases during this time of year, particularly among households that wouldn't normally buy free from products, but now add them to their baskets," added Emma McKay, assistant brand manager at Genius Foods. " the four weeks leading up to Christmas, we observe a 15% rise in sales of free from bakery items compared to the average four-week period. With more socialising and staying with friends and family at Christmas, people naturally entertain more, often catering to guests with specific dietary requirements.​

leads to a broader range of brands being purchased across the free from category and more variety in what people choose. Purchases go beyond just a loaf of bread to include pancakes for breakfast options, and sweet treats to snack on throughout the festive season. The cake and sweet treats category experiences the largest increase with a 42.1% rise, followed by a 12.3% increase in artisanal products, and a 6.6% rise in morning goods.” ​

As for sides, Aldi UK has introduced a new twist to stuffing, with its stuffing portions. These come in round shapes (British Stuffing Portions) wrapped in bacon in two varieties of Hog Roast or Caramelised Shallot & Honey; and star shapes (Festive Stuffing Portions) available in Pork, Honey & Apple or Pork & Cranberry Pigs in Robes wrapped in bacon.

Meanwhile, Iceland has launched chicken nugget lollipops (a new take on food skewed on cocktails sticks), a ready-to-bake giant Yorkshire filled with pork sausages and wrapped in streaky bacon, and a Christmas tree shaped tear-and-share wedge of doughballs covered in garlic butter and mozzarella.

Waitrose has also homed in on new nostalgia with its Warming Crispy Bacon Carbonara Cups, and its No.1 Lobster, Crab & Prawn Cocktail (white crab, cold water prawns and Marie Rose sauce, topped with British lobster).

“You’ll also see lots of Christmas-themed alcoholic drinks like gins, cocktails and also mocktails,”​ added Leys.

Sainsbury’s is a good example of this, with its Tiramisu and Sticky Toffee rum liqueur SKUs.

And while we can still expect a somewhat boozy Christmas, we are also likely to see more low-no NPD substitutes appearing. Luscombe Drinks, for example, has just announced its non-alcoholic alternative to mulled wine; this is a blend of cherry juice, hibiscus and traditional mulling spices.

Speaking with Leys on beverages further, she added that there is an untapped trend within the soft drinks category and the festive season.  

“Christmas is a chance to have fun with colour and flavour and entice the adventurous consumer. That could mean something like spiced berry squash or CSDs with flavour profiles like peppermint candy cane or sweet and spicy gingerbread cookies,”​ she ventured.

Wickedly festive green

When it comes to colour, Leys said the traditional reds, greens, whites and gold will dominate but, again, there will be variations on the norm. She gave examples such as pine tree dark green and zesty lime.

“We’re likely to see plenty of innovation using those classic colours,” she continued. “Christmas is a time of fun and celebration, so manufacturers can use vibrant colours with playful shapes to create an element of surprise. Last year, for example, we created some “Santa’s belly” doughnut concepts with a vibrant red mirror glaze using our plant-based Exberry colours.”

The popularity of green may also be helped along with the November release of the ‘Wicked’ film (based on the stage show of the same name and inspired by the classic 1939 musical The Wizard of Oz).

While last year saw an influx of pink thanks to the popularity of the Barbie movie, Lyons believes this year’s big film release offers a great opportunity to engage further into ‘kidulting’ and experiment with new applications.  

“That could be candy cane inspired cookies topped with red and white sugar pearls, or a green velvet sponge cake to deliver that ‘Wicked’ experience,” she suggested.

Premium and gifting

Although consumers are still being mindful of cost, luxury remains a constant with Christmas – and moodier, darker colours can help create that premium feeling.

“Even as the cost-of-living crisis rages on, it’s a time of year when consumers tend to indulge with premium products,” said Leys. “Manufacturers might create something like a cranberry tart with a deep ruby red shade. It’s a traditional colour with a hue that helps to communicate that sense of richness and luxuriousness.”

At the same time as producers play with Christmas food and drink with the addition of new ingredients and colour tones, we’re also seeing creativity come into packaging.

M&S for example has been inspired by the ‘booknook’ trend, launching its own version with its Santa’s Workshop tin.

While traditional booknooks are crafted by the recipient to create a hidden world disguised as a book, the retailer’s tin comes ready done (and filled with biscuits!). Using mirrors and light, it appears as though there are lots of little elves working away within its cut-out walls.  

It has also released a light-up chocolate box, which is filled with ‘snow’. Working on the same principles as a snow globe, the recipient simply needs to shake it to activate the ‘snowflakes’. The package has a pull-out drawer, where an assortment of chocolates are nestled.   

“One thing that stands out more than ever is how gifting has become an experience in itself,”​ said Parsons. “People are really embracing that sense of luxury, not just in the quality of the treats, but in being drawn to premium packaging that makes the whole gift feel even more special.​

“And of course, with sustainability being top of mind for so many, the shift towards plastic-free packaging is picking up real momentum. Recyclable and biodegradable options are becoming the new norm.​

“Sustainability is a journey we’re committed to, and we’re making real progress. For example, we use only FSC or PEFC certified card stock across our entire range – including our much-loved Christmas Crackers seasonal product.”​

Tod shared similar thoughts, adding that sustainable, rustic gifting is a key trend.

“We’ve observed that our customers are increasingly seeking sustainable, locally sourced produce. They are drawn to handcrafted small-batch items that highlight the stories of the artisan producers and their provenance, all while being packaged in high-quality, eco-friendly materials,” he said.

For traditional staples like turkey and mince pies, Craggs says ‘premium’ is being introduced through flavour layering. According to him, it’s all about “adding more depth or luxury ingredients”, such as roasting potatoes in Wagyu beef fat.

Fortnum and Mason – known for its luxurious brands – has added a range of new Christmas themed gift boxes, including a Tea & Biscuits Sharing Advent Calendar. It has also tapped into other concurrent trends, such as aforementioned Wagyu centrepieces, ginger-flavoured treats and free-from desserts and snacks (gluten free and vegan).

Global inspirations

Parsons said that one “particularly interesting” trend is how the blend of classic and modern has also adapted to fit a wider range of dietary preferences and global influences.

“Desserts are drawing from global inspirations, bringing in exciting ingredients like figs, honey, and warming spices. Our Gingerbread Caramels are a testament to this, combining melt in the mouth smooth with high-quality Colombian chocolate,” he highlighted.

Lyons agreed that world foods are trending, with Christmas a perfect time to embrace this as she noted two in three consumes are open to trying new global cuisines.

“European bakery has particularly proven influential, with classics like the Scandinavian cinnamon bun and Italian panettone continuing to grow in popularity,” she continued.

“We’re also looking at expanding on these traditional dishes and experimenting with their formats. That could be breaking down Italian panettone into bite-sized pieces and covering them in milk chocolate or infusing the cinnamon bun with coffee-flavoured butter and topping it with a thick toffee sauce.”

We’re also seeing strong global influences from Mexico, Southeast Asia, Korea and Japan shaping our Christmas spreads.

“Dishes like tacos are particularly popular, and the influence extends to brunches and other sharing occasions, such as the Boxing Day buffet,” said Craggs.  

Meanwhile in the baked and sweet goods categories, French and Italian influences are feeding through, with traditional favourites like Panettone featuring new profiles such as Limoncello or Nocciolato this year.

“European favourites like stollen and panettone have become increasingly popular in the UK over the last couple of decades, and churros are now a Christmas market staple,” Leys agreed.  “These products are now so well established that brands can innovate with newstalgia twists like mini stollen bites with a red velvet twist or a panettone bombe with Christmas colours.”

For Waitrose’s 2024 Christmas range, Limoncello and Cointreau are two key flavours. It has played with these notes with its Limoncello Fizz Panettone – infused with both Limoncello and a sparkling wine syrup – its White Stilton with Luxardo Limoncello cheese, and its No.1 Jewelled Cointreau & Cranberry Christmas Pudding.

Elsewhere, M&S has been heavily inspired by the States, bringing a US festive staple to its shelves with peppermint bark. This comprises two layers of chocolate – Swiss dark and Swiss light – with crushed candy cane rubble sprinkled on top just before it sets.

Peppermint bark has also been added to the shelves of Fortnum and Matson.   

Another US-inspired product from M&S’ Christmas range is its caramel and almond muddles. These are mounds of thick, chewy salty caramel with whole and spilt almonds, covered in dark Swiss chocolate.

Parsons agreed that almonds are a hot ticket this Christmas, along with its nutty neighbour – and arguably the 2024 flavour trend of the year – pistachio.

“You’ll find them featured in a range of Christmas products. In fact, we recently launched a Chocolate & Amaretto Fudge for Harvey Nichols this September with strong sales already,” Parsons added.

Hot honey – the combination of honey and chilli – is also one to watch and M&S has seized this opportunity with its Hot Honey Caramel Popcorn. Alongside the popcorn, this also has pieces of honeycomb included in the bag.

According to Craggs, there is growing momentum for sweet and savoury clashes – a trend that has been influenced by the booming street food scene. Pladis is calling this the ‘swavoury’ trend – with a touch of heat or salt particularly popular options.

At the same time as Britain embraces other cuisines, Tod said there is also a growing appreciation for British produce – not just from the domestic market but also internationally.  

Food Manufacture has also rounded up the biggest and spookiest trends ahead of Halloween - read here.​​