HOMESICK expats are ordering in comfort foods such as Heinz Baked Beans, Cadbury’s chocolate and Bisto Gravy – to get a taste of home.
Data taken from British Corner Shop, which mails food to Brits around the globe, found sales of M&S crumpets and M&S custard creams have soared in popularity during the last year.
Across the continent, Bisto Gravy Granules have remained a consistent bestseller, featuring in the top five items for France, Germany, Italy, Spain, Portugal, the Netherlands, Denmark and Sweden.
However, the undisputed winner was the M&S Six Ultimate Crumpets, which was the bestseller in all but Italy, where Heinz Baked Beans reigned supreme.
Cadbury’s Curly Wurly chocolate bars have seen a 293% sales increase compared to pre-Brexit, while a five pack of Twirls has bolstered sales by 126% in the same time period, as Brits look to get their fix of sweet treats.
A spokesman for British Corner Shop said: “More than ever before, Brits abroad want to show their allegiance to the UK and enjoy home comforts.
“The UK is lucky to have some of the most iconic food brands on the planet, but it can be hard to replicate the authenticity.
“No matter how hard you try, Vegemite will never be the same as Marmite.
“People shouldn’t settle for second best and miss out on their favourite items just because they’re away from home.”
Prior to Brexit, Heinz Baked Beans, Bisto Gravy and Branston Pickle were among the items which were increasing in popularity.
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However, high growth items now include popular cupboard fillers such as Colman’s English Mustard – up 229% since January 2019-2020.
Heinz Piccalli Pickle was up 206%, and McDougalls self-raising flour was up 198%.
Cupboard classics, such as Fray Bentos chicken pie have seen a 148% increase, while Spam has also seen a 142% surge in demand.
Among the foods which have fallen out of favour include Jacob’s Mini Cheddars (89% reduction in sales), Prince’s Corned Beef (down 89%) and Batchelor Super Noodles (down 64%).
Other new items which are being shipped to EU countries are chilled items, partially due to a huge demand for British sausages and bacon.
In fact, so popular were the sausages which went on sale they completely sold out within just four weeks.
A spokesperson for British Corner Shop added: “Brexit and the Covid-19 pandemic played a huge role in our business.
“Supplies were disrupted but we’re now seeing some interesting new trends and partnerships which is helping us help Brits looking to satisfy their creature comforts.
“Our partnership with M&S for international deliveries started in August 2021, and their items have replaced a lot of products we could no longer get into the European Union, for example crumpets, cakes and bread.
“But more broadly, we’re still seeing the old classics going strong, too, and those iconic British brands like Heinz, PG Tips and Cadbury’s are still satisfying people.”
Abbie Smallwood, product developer for biscuits at M&S, said: “It is no wonder our Custard Creams are so popular all around the world thanks to British Corner Shop.
“When it comes to the best of British biscuits, they are the crème de la crème, loved by all ages!
“Our best-selling recipe features crisp, light biscuits sandwiched together with a silky-smooth vanilla flavoured cream.
“A timeless classic, best enjoyed with a cup of tea!”
Top 20 food items
1. M&S 6 Ultimate Crumpets
2. Cadbury Flake 4 Pack
3. Bisto Gravy Granules
4. Walkers Cheese & Onion 6 Pack
5. Mr Kipling Mince Pies
6. Cadbury Dairy Milk
7. Cadbury Crème Egg
8. Cadbury Twirl 5 Pack
9. M&S Custard Creams
10. Heinz Baked Beans 4 Pack
11. Cadbury Crunchie 4 Pack
12. Smiths Scampi Fries
13. Monster Munch Pickled Onion 6 Pack
14. Walkers Prawn Cocktail Crisps
15. Cadbury Giant Buttons
16. Terry’s Chocolate Orange
17. Branston Pickle
18. McVitie’s Gingernuts
19. McVitie’s Jaffa Cakes
20. Paxo Sage & Onion Stuffing Mix
