Welcome to this week's edition of GRATE,
our food innovation newsletter!
As the Christmas season draws closer (only 19 more sleeps!), it’s time to uncover the flavours set to define Christmas 2024. This year’s festive trends are all about indulgence and escapism, as consumers seek comforting, nostalgic foods reimagined with innovative twists. The result? A Christmas table brimming with bold flavours, international influences, and luxurious touches.
French and Italian culinary traditions are taking centre stage in bakery, with panettone, stollen, and other festive bakes gaining new twists. Desserts are infused with the elegance of limoncello and Cointreau, bringing a citrusy sophistication to both sweet and savoury creations. And all the major retailers have quirky mince pie options this year, including those infused with alcohol, chocolate, different fruits, spices and toppings, appealing to a younger customer.
Meanwhile, the influence of Asian cuisine is growing, with hot honey and Asian-inspired chutneys like tamarind, soy-ginger, or chili-lime emerging as key flavours for the season, offering a vibrant and unexpected dimension to Christmas dishes.
From Belgian speculoos-infused Christmas puddings to blonde chocolate yule logs and red velvet bûches de Noël, brands are blending tradition with modernity to surprise and delight consumers. Pistachio, crowned the “nut of the year,” is making a statement in both desserts and savoury items, while ginger and gingerbread reaffirm their place as the ultimate warm and familiar festive flavours.
The trend toward elevated prepared foods continues, with premium ingredients like Wagyu beef and Waitrose’s crispy bacon carbonara cups setting a new standard for indulgent convenience. In beverages, hibiscus is blossoming as a key ingredient, particularly in low- and no-alcohol options.
I've spotlighted five key flavour trends for Christmas 2024 below, delving into the influences shaping menus, retail launches, and product innovation. From global flavours to premium indulgence, this issue is your ultimate guide to festive inspiration.
As always, enjoy the read, and I hope it inspires your development for Christmas 2025.
Annie x
Brown Butter
Brown butter is a key Christmas 2024 flavour trend, driven by consumer demand for elevated indulgence and culinary sophistication in festive treats. Its nutty, caramelised depth taps into the growing preference for bold, rich flavours that evoke warmth and luxury. For example, Waitrose No. 1 Brown Butter Mince Pies with Cognac elevate tradition with a luxurious pastry that complements the rich, fruit-filled mincemeat, aligning perfectly with the desire for premium, comforting foods.
Dipping Gravy
Dipping gravy is another key Christmas 2024 flavour trend, reflecting the demand for interactive, indulgent dining experiences. Co-op’s Dip & Dunk Steak & Peppercorn Wrap, paired with rich gravy for dipping, highlights how this trend transforms traditional flavours into a playful, premium format perfect for festive meals and snacks. The wrap features steak strips, black peppercorn and stuffing mayo, accompanied by a flavourful beef and rosemary dipping pot, bringing an interactive twist to festive dining.
Peppermint Bark
Peppermint bark is a key Christmas 2024 flavour trend, embodying the festive combination of refreshing mint and rich chocolate that evokes holiday nostalgia. Fortnum & Mason’s Mitcham Mint Bark, featuring white chocolate infused with peppermint oil and dark chocolate sprinkled with mint candy, and M&S’s Peppermint Bark, with Swiss chocolate layered with candy cane rubble, showcase how this classic treat delivers indulgence, tradition, and a touch of luxury for seasonal celebrations.
Limoncello
Limoncello is another popular flavour trend for this Christmas, driven by the growing influence of Italian cuisine on social media and a surge in interest, with searches for limoncello increasing by over 250% compared to last year. This vibrant, citrusy liqueur is being infused into festive puddings and pairs beautifully with traditional flavours like panettone and stollen, adding a refreshing, zesty twist to seasonal treats.
The Waitrose Christmas Limoncello Fizz Panettone tastes insane! It is a real showstopper, combining candied lemon peel, a rich limoncello filling, sparkling wine syrup and a sachet of lemon-flavoured sherbet icing sugar for a truly indulgent festive treat.
Agave
Agave is a key flavour trend for Christmas 2024, driven by the explosive popularity of the Margarita and the growing consumer interest in agave-based spirits like mezcal. Did you know that true Tequilas are made only from the blue agave, whereas Mezcal can be made from any species of maguey. As the demand for margaritas continues to soar, consumers are increasingly exploring the broader range of agave spirits, which offer unique flavours with a smoky or earthy edge. This shift is inspiring new seasonal drinks (check this range out from Harvey Nics) and desserts infused with agave, adding a sophisticated and unexpected twist to festive offerings.
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