‘More Than Only Food and Drink’: EU campaign offers festive inspirations for UK retailers and wholesalers

With its latest campaign, More Than Only Food & Drink, the European Union (EU) is looking to provide plenty of inspiration for UK retailers and wholesalers looking to update their festive ranges this year.

The EU has launched the comprehensive communication campaign, designed to showcase the EU food and beverage products to UK food industry professionals, in September, highlighting a diverse range of product categories, each with its own set of hero products and hidden gems, including: Processed and fresh meat; Dairy products, especially cheeses; Fresh and frozen fruits and vegetables; Bakery products; Confectionery; and Wines, spirits, and beers.

Products featuring EU ingredients and influences can be seen across the festive product categories in the UK and include Seafood and Chorizo Shells, Sweet Spiced Gammon with Citrus Glaze and Panettone Crumb and Golden Limoncello Stollen Bites.

From aperitifs, wine pairings, succulent meats, charcuterie, several thousand cheeses and hundreds of sweet treats, the EU produces a vast range of flavours, textures and tastes, while guaranteeing the authenticity with its Protected Designated Origin (PDO), and Protected Geographic Indication (PGI) quality schemes.

From a morning glass of Spanish Cava PDO to a nightcap of French Cognac PDO or Irish Whiskey PGI - the EU offers something for all tastes. There is also the added assurance that only ingredients of natural origin are permitted in the production of EU spirits.

This year, European liqueurs are also featuring in desserts such as Jewelled Cointreau & Cranberry Christmas pudding and Limoncello Fizz Panettone, made by a family-run bakery in Piedmont.

In 2022, the UK imported 0.7 billion litres of wine from the EU. Outside the member states, the UK is the number one destination for European wines with 23 per cent of extra-EU exports.

Neil McAndrew, advisor to the ‘More Than Only Food & Drink Campaign’ and a wine industry professional for over 30 years, expects French, Italian and Spanish wines to be the best performing this Christmas - with Cava, Crémant, Champagne and Prosecco likely to have strong sales.

Whilst still relatively small, the growth of natural wines also cannot be underestimated, he says, predicting Petillant Naturel (naturally sparkling wines made using techniques that predate the times of the traditional method) to be popular this festive season.

According to McAndrew, retailers planning to capitalise on the consumer’s desire to ‘treat’ themselves at Christmas, should stock up on wines in the £15-£20 price bracket but ensure that customers understand the story behind the bottle.

Shelf-talkers and imagery highlighting the grape variety, characteristics of the terroir and suggesting food matches can help the shopper to demystify the labels. The classics from Rioja, Bordeaux, Burgundy and Châteauneuf-du-Pape are popular gift choices due to the perceived quality of wines from the regions, he notes.

With full traceability from vineyard to bottle, retailers can also be confident of high standards and authenticity, regardless of the size, scale or location of the vineyard. Furthermore, the majority of EU vines produce wines with geographical indications such as PDO and PGI.

The EU produces 14.5 million tonnes of cured meats, with hundreds of products to provide a special treat for the festive sharing board. Whilst Spanish Ibérico Dehesa de Extremadura PDO and Italian Prosciutto di Parma PDO are widely available, those seeking something truly different could look further north and east. Bulgarian Gornooryahovski sudzhuk PGI, is a succulent salami made only from the beef of well-fed cattle. Finland’s Aito saunapalvikinkku PGI has a tender texture thanks to the direct smoking method of production.

The dairy sector is the second largest agricultural sector in the EU, representing more than 12 per cent of output. The EU produces thousands of varieties of cheese encompassing soft, hard, rind-washed and blue and using milk from cows, sheep, goats and buffalo.

Protected traditional and regional dairy products, extend far beyond the likes of Italian Parmigiano Reggiano PDO, Spanish Queso Manchego PDO and French Roquefort PDO.

For a truly continental board with lesser-known cheeses: Kalathaki Limnou PDO is a soft creamy brined cheese from Greece, Lithuania’s Lietuviškas varškės sūris PGI has milky, smoky flavours that pair well with jam and honey. Croatia’s Paški sir PDO is produced from a unique breed of sheep known for their intensely salty milk, Austrian Tiroler Bergkäse PDO is characterised by its powerful, fully aromatic taste, and melting texture. Danish Danablu PGI is often referred to as the country’s equivalent to Italy’s Gorgonzola PDO and Sörmlands Ädel PGI from Sweden has tangy, salty flavours expected of blue cheese. Perfect for cheese lovers who enjoy seeing out new flavours.

Last year, many retailers moved away from the traditional Christmas pudding in order to reflect modern tastes with some neglecting the pudding altogether in favour of Italy’s Panettone.

Stollen is also becoming a Christmas staple on British shelves. For the original and quite possibly the best, Germany’s Dresdner Christstollen PGI have been carefully baked and perfected for more than 500 years. Lebkuchen are also proving popular amongst British buyers with Nürnberger Lebkuchen PGI the most authentic option. Other festive treats include Vánoční Cukroví - iced shortbreads from Czechia and Hungary’s Beigli - sweetened bread rolls filled with walnuts, poppy seeds and a variety of sweet fillings.

Most Christmas celebrations involve chocolate, and the EU produces millions of tonnes of chocolate each year with Germany, Italy and France producing almost two thirds (64%). Whilst Italy’s Cioccolato di Modica PGI was the first chocolate to receive the PGI accreditation, the French created praline and the Bûche de Noël (Yule log) is also a festive must-have.