SPREADING GREAT SANDWICH IDEAS WITH LURPAK® With the Food-To-Go Sandwich market worth an estimated £5bn and annual spend up 1.7%, this suggests a continued growth. More people are buying sandwiches (footfall +7.2%) and there appears to be a willingness to pay more for good quality sandwiches (price per pack +3.2%).* Bread 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 meal, 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 FOCACCIA FLATBREAD RYE SOURDOUGH SPELT LOAF AHEAD Super bread with added superfoods. Italian cuisine is having a resurgence. Flatbreads have appeal as sandwich The traditional loaf may not be as Popular due to its sturdy nature and Enriching breads 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 naan, Iranian sangak and non-GM and wholemeal. Spelt loaves customers. and olives 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 foods; and the growth in popularity of vegetable-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 flour 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 sugar 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 Rye bread 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, mustard or dill EXAMPLES OF POSH TOASTIES FILLINGS • Familiar classics, upgraded as a luxury Banh mi filling food: premium cheeses stuffed between Mayonnaise slices of thick, fresh sourdough and toasted Grilled pork • Posh toasties tie in with the current Coriander trend for nostalgia taking traditional Cucumber 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 Chorizo & salami • Bahn mi is a growing favourite style of sandwich from Onions Vietman, served on light, crispy baguettes. Bahn mi Stilton reflects French colonial influence in Vietman and Ogleshield brings together the Asian flavours with the ultimate Cheddar baguette 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 burrito CREATIVE LOUISIANA PO’ BOY CUBANOS • Creole flavours are increasingly making • Cubanos is a Cuban cafe staple that appearances in street food markets came into being under Spanish reign • Po’ boy (from ‘poor boy’) sandwiches are a • Generous meat 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 sauce • Cuban bread is favoured for this sandwich – similar to French bread but baked with a little more fat for flavour EXAMPLES OF FILLINGS • This sandwich never comes with Shredded lettuce lettuce, tomato 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 Ham Swiss cheese Dill pickles Mustard MAD FOR MEXICAN BREAK FOR • Mexican flavours are incredibly hot right now due to innovators like Club Mexicana BREAKFAST 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 tacos, combined experience with a luxury with fresh ingredients, are appealing to spin on familiar classics consumers looking to lighten up • The brunch movement • Burritos 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 bacon and sausages Sour cream Homemade condiments, Chillies and coriander e.g. ketchup 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 wrap format • Rolled up in naans or rotis, or unexpectedly paired with flatbreads such as tortillas EXAMPLES OF FILLINGS Rib-Eye beef American cheese EXAMPLES OF FILLINGS Lettuce Tandoori chicken 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 MEATBALL 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 fried chicken Spicy meatballs and fried oysters PROUD BOY POOR BOY PROJECT SANDWICH www.projectsandwich.co.uk