Across the UK, consumer expectations around confectionery are shifting, with demands for both nostalgic comfort and exciting new formats.
For British buyers, the EU continues to offer an unmatched combination of creativity, craftsmanship and quality.
Katharine Shiply, confectionery industry expert and advisor to the EU’s ‘More Than Only Food & Drink’ campaign, reflects on why EU confectionery remains such a powerful source of inspiration for the UK market.
“With nearly two decades of experience in food innovation and brand development, I’ve seen how confectionery continues to captivate and delight consumers across Britain,” says Shiply.
“The ever-changing landscape of consumer preferences, driven by nostalgia and innovation, presents exciting challenges and opportunities, particularly when it comes to sourcing distinctive and quality products. For British confectionery buyers, the EU remains a treasure trove of creativity, tradition and exceptional quality.
“One aspect I particularly admire about EU confectionery is its unwavering ability to innovate. While chocolate often dominates British perceptions of sweets, it’s actually the EU’s soft gummy sweets, marshmallows and marzipan that have consistently evolved the market in new and exciting ways,” adds Shiply.
“EU brands have led the charge in sustainable packaging and vegan-friendly alternatives, anticipating shifts in consumer demand long before these became mainstream requirements. One pioneering example is a Dutch chocolate producer that created its own fermented plant-based milk, allowing it to craft deliciously creamy, vegan chocolate products.
“But innovation doesn’t mean forgetting tradition. EU producers excel at striking the perfect balance between nostalgia and novelty. Across Europe, there’s a strong heritage of confectionery-making that is deeply appreciated in the UK,” says Shiply.
Protected Geographical Indication (PGI) status is awarded to products whose recognised qualities, reputation or other characteristics are linked to their geographical origin, with at least one stage of production, processing or preparation taking place in the defined area.
For example, Lübecker Marzipan PGI from Germany is a fantastic illustration of this blend of tradition and quality. With its delicate almond flavour, this marzipan is intricately moulded into stunning fruit-shaped confections, each tiny, edible piece of art that is as appealing visually as it is delicious.
“Chocolate, too, carries a rich historical narrative across the EU, with each nation offering its distinct specialities. Belgian chocolates, renowned for their luxurious creaminess, sit alongside the remarkable Cioccolato di Modica PGI from Italy, the only chocolate to earn a PGI status. Crafted through the manual grinding of cacao beans – a method introduced by the Spanish in the 16th century – this Sicilian delight maintains a distinctive grainy texture,” says Shiply.
“EU confectionery also meets the growing demand for free-from products, successfully integrating vegan, sugar-free and gluten-free offerings without compromising flavour. This commitment ensures these options are every bit as indulgent and satisfying as traditional sweets, broadening their appeal and inclusivity.
“In my consulting work, I regularly advise British confectionery businesses to explore the EU’s rich variety of sweet creations. My experience leading food innovation and launching own-brand products has deepened my appreciation for how well producers strike a balance between authenticity, innovation and evolving market trends. Ultimately, the true power of EU confectionery lies in its rich variety and ability to resonate with different tastes and preferences,” concludes Shiply.
Watch ‘Top Trends in EU Confectionery: From Reformulation to Innovation’ On Demand now to explore the top trends driving this transformation, from reformulations to new product developments.
Find out more about the rich heritage of EU confectionery here, or contact morethanfood_UK@agripromotion.eu.
