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Home , Barbecue sandwich, Breakfast burrito, Breakfast sandwich, List of British breads, Monte Cristo sandwich, Sandwich

SPREADING GREAT IDEAS

WITH LURPAK® With the -To-Go Sandwich market worth an estimated £5bn and annual spend up 1.7%, this suggests a continued growth. More people are buying (footfall +7.2%) and there appears to be a willingness to pay more for good quality sandwiches (price per pack +3.2%).* sales are in decline as busy people increasingly buy their lunchtime sandwich at work or in the high street. Sandwiches are the UK’s leading lunchtime , so it’s really not surprising your customers are seeking out new and exciting flavours, textures and ingredients. As the nation’s favourite butter brand, LURPAK® has commissioned exclusive research to DISCOVER BRITAIN’S NEXT TOP SANDWICH. We want to help you understand what’s next for our lunchtime favourite, so you can stay on-trend with a mouth-watering sandwich menu.

*Source: Kantar Panel (52 w/e July 17, 2016) SUPERFOOD MULTIGRAIN RYE SPELT AHEAD Super bread with added superfoods. Italian cuisine is having a resurgence. have appeal as sandwich The traditional loaf may not be as Popular due to its sturdy nature and Enriching with chia seeds, This means a comeback for breads wraps, particularly when freshly popular but the rise in alternative ability to produce hearty sandwiches, WITH THE vitamin D, quinoa and pumpkin such as Focaccia. Ingredients baked baked and warmed. This includes breads is growing. along with the fact that the grain is seeds is perfect for health conscious in the bread, like sundried tomatoes Indian , Iranian sangak and non-GM and wholemeal. Spelt customers. and are popular. Italian piadana. are also a throw back to bread loaves BREAD of the past. The traditional loaf may not be as popular but the rise in alternative breads is growing. Wholemeal, rye, sourdough and seeded are popular bread choices – outlets can add value to their sandwiches by offering a selection of nutritionally enriched breads to alleviate consumer guilt, as bread is currently facing a backlash. High protein, fibre, paleo, vegan, GF, Focaccia with toppings, Bread Ahead Le Bab Rye sourdough, Bread Ahead E5 Bakehouse Deliciously Ella SPECIALITY DIETS – ie. Gluten-free, vegan WHAT’S TEXTURE – Tactile elements in the bake, e.g. coatings and glosses FUELING BACK TO BASICS – Unprocessed, locally sourced ingredients HEALTH AND WELLNESS – Imposed dietary prohibitions, THE FUTURE e.g. carbs; added value from intentionally nutritionally enriched ; and the growth in popularity of -based diets OF BAKED ‘KIDULT’ – Grown-up treats for adults originating from trend for nostalgia GOODS? VOLUME – Make a statement with big and bold bakes IMPERFECTION – Authenticity in the imperfection of food HYPER-REAL ELEMENTS – Desire for escapism NATURAL AND AUTHENTIC • There is a huge opportunity for bakers in the gluten-free market segment: The UK has seen a rise of gluten-free bread consumption in the past three years by 64% WHAT’S NEXT GETTING CREATIVE • More consumers are opting for gluten-free bread for FOR GLUTEN- WITH GLUTEN-FREE perceived health benefits rather than a gluten allergy • The gluten-free retail market has grown rapidly from $1.7 FREE? RICE BREAD billion in 2011 and is expected to reach $4.7 billion by 2020 globally Consumers are increasingly opting for Gluten-free bread made with rice is • Most people who eat gluten-free bread also eat ordinary gluten-free diets, originally designed by no means new, and we are seeing a bread, highlighting a chance for further growth for coeliac sufferers. This has become a steady growth in popularity. popular lifestyle choice as information is • The most appealing claim for gluten-free bread in the UK uncovered around gluten affecting energy This is due to grow exponentially, as and US is ‘all natural’. Other attractive claims include high levels, bloating and mood. researchers at Hiroshima University have fibre, organic, no preservatives, low/no/reduced and just discovered a way to significantly whole grains Gluten-free is still gaining traction and the improve the texture (historically one market will continue to grow at a rapid rate, • Consumers are also receptive to the concept of barrier against gluten-free) – by using a particularly as product innovation offers a gluten-reduced type of rice flour produced by a specific wider choice to consumers without having type of wet milling. • Consumers would be inclined to purchase more to compromise on food taste and quality. gluten-free bread if it had improved texture and taste and was less expensive • Bakers should focus on supplying demand by innovating products that deliver on taste, quality and shelf life SENSATIONAL SCANDI SANDWICHES SCRUMPTIOUS • ‘Open sandwiches’ (smørrebrød) that are popular across Scandinavia and originated in Denmark • Fillings kept simple, quick-and-easy prep are key SANDWICH • Usually with no more than two or three ingredients used topped with Lurpak® makes an excellent base due to the nuttiness and density • These sandwiches are popular for the health FILLING conscious due to lack of bread topping

TRENDS EXAMPLES OF FILLINGS Smoked salmon Pickled herring Anchovies Eggs (complements fish) Brie Lingonberry Topped with lemon juice, or dill EXAMPLES OF POSH TOASTIES FILLINGS • Familiar classics, upgraded as a luxury Banh mi filling food: premium stuffed between slices of thick, fresh sourdough and toasted Grilled • Posh toasties tie in with the current Coriander trend for nostalgia taking traditional recipes and giving them a twist Pickled carrots PICKLED AND • These sandwiches usually remain simple, with a small number of high- FERMENTED quality ingredients • This trend takes cues from Asian countries where pickling and fermenting is prolific. Pickling creates a zingy and acidic flavour which cuts through EXAMPLES OF FILLINGS richer fillings Pickles & • Bahn mi is a growing favourite style of sandwich from Onions Vietman, served on light, crispy . Bahn mi Stilton reflects French colonial influence in Vietman and Ogleshield brings together the Asian flavours with the ultimate Cheddar loaf • Another increasingly popular sandwich filler is kimchi from Korea, which is often used in Asian fusion recipes such as Kimchinary’s Korean/Mexican/Swedish CREATIVE LOUISIANA PO’ BOY CUBANOS • Creole flavours are increasingly making • Cubanos is a Cuban cafe staple that appearances in markets came into being under Spanish reign • Po’ boy (from ‘poor boy’) sandwiches are a • Generous fillings sit staple from New Orleans between thinly sliced, buttered and • They are best served in crusty French bread toasted bread smothered in butter and remoulade • Cuban bread is favoured for this sandwich – similar to French bread but baked with a little more for flavour EXAMPLES OF FILLINGS • This sandwich never comes with Shredded lettuce lettuce, or mayo - perfect for an Tomatoes indulgent treat Seafood – fried shrimp, oysters, soft-shell crab, crawfish – topped with remoulade sauce or Creole mayonnaise EXAMPLES OF FILLINGS Swiss Dill pickles Mustard MAD FOR MEXICAN BREAK FOR • Mexican flavours are incredibly hot right now due to innovators like Club Mexicana and Bad Sports flying in the face of • Cafes, coffee shops and Mexican food stereotypes (heavy, meat street food stalls are and cheese based) elevating the breakfast • The bite-sized nature of , combined experience with a luxury with fresh ingredients, are appealing to spin on familiar classics consumers looking to lighten up • The movement • are popular in part due to the low- has made this sandwich fat, high-density protein content from beans appealing past traditional breakfast hours

EXAMPLES OF FILLINGS EXAMPLES OF FILLINGS Perfectly cooked eggs Shredded lettuce Locally sourced and Sour cream Homemade , Chillies and coriander e.g. and brown sauce Guacamole Seasoned fish/pork US DELI STYLE MODERN

• Popular due to the resurgence in the INDIAN FUSION interest in meat and BBQ flavours stemming from America • Currently in favour due to warmly spiced • They are fairly compact, meaning flavours regaining popularity – this is a ingredients can be stuffed in, yet they modern take on traditional Asian recipes, remain neat and easy to eat on the go in format • Rolled up in or , or unexpectedly paired with flatbreads such as

EXAMPLES OF FILLINGS Rib-Eye American cheese EXAMPLES OF FILLINGS Lettuce Tomato Pickled and crispy onions Coriander Beef Curried chickpeas Chilli and garlic • Rocket WHO’S SIMPLE, FRESH, QUALITY MAKING

• Fresh and ethically sourced ingredients are valued, with an emphasis on quality; however, GOOD keeping it simple works best, with a small number of carefully paired ingredients SANDWICHES • Consumers feel the value in knowing exactly where their ingredients come from, and this enables the retailer to weave in narratives and drive interest GREAT? EXAMPLES OF FILLINGS Wild mushrooms Bread baked in-house Locally sourced herbs Local cheeses OYSTER SMALL

CHAURICE HANK’S PO’ BOYS www.hankspoboys.com • Street food stall located at Kerb, Southbank Centre • Specialising in Po’ Boy sandwiches

FILLINGS INCLUDE Spicy blackened fish Cajun spiced shrimps, Honey, rosemary-and-hot-sauce-coated Spicy and fried oysters PROUD BOY POOR BOY PROJECT SANDWICH www.projectsandwich.co.uk @projectsandwich • Street food stall located at Kerb, London Bridge and Victoria Park Market • Sandwiches are updated classics. They are experts in flavour experimentation and attention to detail

FILLINGS INCLUDE Peppered chicken EGG & EMPIRE CLUB OLD SCHOOL SPICY VIET STEAK Smoked bacon PRAWN COCKTAIL SANDWICH Spiced Fried eggs Smoked ham Lime mayo THE CHEESE TRUCK http://www.thecheesetruck.co.uk/ @thecheesetruck • Street food stall located at Maltby Street Market • Specialising in extravagant toasties filled with premium British cheeses • Their ethos is to be accessible and affordable, and to source ingredients straight from UK-based farms

FILLINGS INCLUDE Rosary goats cheese and honey Stilton Bacon Chutney Cheddar MAX’S SANDWICH SHOP http://www.maxssandwichshop.com/ @lunchluncheon • Cafe located in Stroud Green • Max’s only sells three sandwiches of epic proportions • Each sandwich is designed to be an entire meal, and costs £7 per serving

FILLINGS INCLUDE Ham hock Shoestring fried potato or braised short rib Sauerkraut Deep-fried broccoli and mayo SUB TERRANEAN Griddled woodland mushroom, roast garlic, thyme, truffle mayo and Stilton SUB CULT http://sub-cult.co.uk/ @subcultlondon • 18-month pop-up in Broadgate, and appear at THE BEEF CHIEF Brockley and Maltby St Market Salt beef, Pama house pickles, Swiss cheese, Frenchs mustard, fresh parsley • Specialising in American deli-style subs with inventive ingredient combos • All subs made to order and come in freshly baked sub rolls made with a secret ‘-brioche’ recipe SUB CONTRACTOR Smoked back bacon, white pudding, F.R hens egg

FILLINGS INCLUDE Vegan roast cauliflower and broccoli Creole king prawns Slow roast chicken Calamari Scallops RODEO SUB Rare , truffle mayo, Grana Padano, shallot jam, pickled serrano chilli LE SWINE https://www.leswine.co.uk/ @le_swine

• Street food van on Broadway Market FILLINGS INCLUDE • Le Swine specialises in luxury bacon butties Thick-cut middle bacon Bacon butter • All components are handmade – including their Homemade tomato sauce own toasted and onion bap Homemade mushroom ketchup • Served out of a 1960s Austin Morris ambulance Fried duck egg Gammon, egg and pineapple BIFF’S JACK SHACK https://biffsjackshack.com/ @biffsjackshack • Street food stall at West India Quay and King’s Cross (Kerb) • All their sandwiches are vegan and the primary ingredient is jackfruit • Their goal is to offer uncompromised and indulgent ‘filthy’ vegan options

FILLINGS INCLUDE Cajun-spiced jackfruit pieces Remoulade Lettuce and tomato BBQ-style pulled jackfruit KATSU WRAPS http://www.katsuwrap.co.uk/ FILLINGS INCLUDE @katsuwraps Chicken katsu • Street food stall at Petticoat Lane and Lettuce Broadway Market Tomatoes Cucumber • Sandwiches are Asian inspired and Spring onion integrate traditionally known flavours Pickled jalapeños into modern wrap format Honey-roasted duck • Wraps are prepared fresh to order Breaded tofu pieces SERVING SUGGESTIONS CONSIDER TEXTURE • Mouthfeel – gloss and crunch are popular – try lightly CONSIDER SERVING IT OPEN toasting the bread • Seeded or flavoured breads add excitement

CONSIDER FRESHNESS • Freshly baked bread – if necessary bake off small batches THOUGHT at intervals throughout the day • Consumers will appreciate fresh, local ingredients • The source of the ingredients adds a point of interest STARTERS and a story to tell CONSIDER WRAPPING IT UP CONSIDER INNOVATING • Try unexpected regional flavour combos and bread types • Brioche (typically sweet) work with savoury fillings • Gluten-free and vegetarian options will become increasingly expected KEY TAKEOUTS

With a multitude of choice, consumers Bread texture and freshness is of prime If you want to nod to a certain flavour, Constantly rotating seasonal menus do expect sandwiches to be packed with importance. It’s necessary to consider consider injecting flavour by infusing your well to maintain constant interest and premium, well-considered fillings, meaning whether the bread complements the filling. butter e.g. with garlic or chilli. This works relevance – allowing your ingredients retailers must up their game – thin slices particularly well for toasties. to influence the menu can lead to cost Increase social reach by appealing to of cheese and tomato between limp white savings and consumers appreciating the ‘Instagrammers’ with well-placed ingredients Locally sourced ingredients are prized, bread won’t do anymore. Consumers are bonus of increased freshness. and aesthetically pleasing serving props such and, if possible, cook fresh. less afraid than ever to experiment and to be as brown paper sandwich wraps and twine. adventurous with food. Traditional classics are still relevant as Consider incorporating new and consumers hark back due to the trend for Sandwiches are increasingly becoming an unexpected flavour combinations from nostalgia. Consider what spin you can put indulgent experience. Consumers enjoy different world cuisines to innovate known on classic fillings such as ham and cheese them packed to the brim with high-quality classics, e.g. Katsu wraps and Kimchinary or chicken – e.g. using a specific ingredients. They don’t mind getting their (Korean-style burritos). flavour of mustard, adjusting the ratio of hands dirty and enjoy imperfection in their fillings or using an unusual type of bread. food, as it enhances authenticity. National Post, Gluten-free bread that has the bubbles and texture of a P16. P20. P5-6. wheat-based loaf? 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