The Great British Biscuit

Sweet and savoury biscuits are proving themselves to be indispensable in the fine food sector thanks to their canny combination of flavour, versatility and story

They may be easily accessible in all forms of retail across the UK, but biscuits are undoubtedly worth a second look when it comes to fine food retail, with brands and consumers alike actively working within the realms of quality, sustainability and story more than ever before.

Consumers are looking for much more than a mindless snack, though, instead the key to sales success lies in offering a 'moment', something special which inspires them to put the kettle on, gather with loved ones and relax into the perfect crunch.

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Expert View 

Andy Murray, founder of The Drinks Bakery

As a result of growing up in a foodie family l've long been familiar with the idea of pairing food and drink, but there was a distinct lack of innovation in this regard in the snacking industry. It all came down to crisps and nuts, for decades, so l decided to launch The Drinks Bakery to position a range of savoury shortbread biscuits as the ultimate pairing for all manner of drinks.

Flavourful drinks deserve and need snacks with a kick to level up to them; you need products that can stand up to different acidity levels as well as offer plenty of umami to be on a par with drinks that have been distilled, fermented, brewed or cask-aged.

The mission is that our biscuits enhance the drinks you serve them with, and vice versa - together, combined, they provide an elevated experience.

Read the whole article here.