Top 20 food items exported by British expats – M&S crumpets top the list

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 percent sales increase compared to pre-Brexit, while a five pack of Twirls has bolstered sales by 126 percent 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.

However, high growth items now include popular cupboard fillers such as Colman’s English Mustard – up 229 percent since January 2019-2020.

Heinz Piccalli Pickle was up 206 percent, and McDougalls self-raising flour was up 198 percent.

Cupboard classics, such as Fray Bentos chicken pie, have seen a 148 percent increase, while Spam has also seen a 142 percent surge in demand.

Among the foods which have fallen out of favour include Jacob’s Mini Cheddars (89 percent reduction in sales), Prince’s Corned Beef (down 89 percent), and Batchelor Super Noodles (down 64 percent).

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.

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A spokesman 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!”

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