07 October 2019, 08:21 AM
  • We take a look at what makes classic confectionery stand the test of time with shoppers
Best of British confectionery

Familiar favourites boasting an element of patriotism are great sellers – especially when it comes to gifting occasions – so stock up on classics with patriotic packaging. A great option for retailers based in holiday hotspots, as British-themed items are hits with travellers from overseas.
Craig Benton, The London Deli Company said, “Shoppers associate traditional treats with good old fashioned cooking methods their grandparents used to make these treats at home. They appreciate the heritage of British confectionery, and we’re seen overseas as a premium confectionery manufacturing country.”

The classic toffee recipe – sugar heated with butter or cream – is all well and good, but by adding a pinch of salt to their confections brands have intensified its flavour (and consumer satisfaction, too). Salted caramel first came to the fore a few years ago in the UK, but it’s been present in French cuisine for generations via the coastal region of Brittany. Innovations abound; we’ve all seen salted caramel vodkas, teas and snack bars on shelves across the UK, but it’s in tradition-inspired confections that its flavour really shines.

“British confectionery is always appealing,” says Emma Walker from Walkers Nonsuch. “It represents good quality products along with innovative packaging to create that impulse purchase, and speaking from experience it gives me great joy to see people from all over the world appreciating our lovely toffee!” By stocking a good range of traditional British confections – think fudge, toffee and a selection of classic boiled sweets like rhubarb and custards – you’ll welcome sweet-toothed shoppers from all generations into your establishment. We’re not suggesting that you transform your space into an old fashioned sweet shop, but a few jars behind the counter will look great and add nostalgia value, too.

For the full piece download the latest issue of Confectionery & Chocolate Buyer here.

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