As one of the UK’s leading food groups, we’re constantly thinking about how we can bring something unique to the table. Staying ahead means keeping a close eye on emerging trends and understanding how they’re shaping consumer preferences and the industry as a whole.
Looking to 2025 with a Compleat perspective, we’ve predicted four trends that will define the year ahead, driven by shifting values, a renewed appreciation for simplicity, and the growing influence of bold global flavours.
The connection between our diets, health, and the environment will take centre stage in 2025. With rising awareness around ultra-processed foods (UPFs) and the long-term impact of unhealthy diets—on both the NHS and the environment—more people are starting to rethink their food choices.
This shift will bring plant-based ingredients like beans, legumes, and vegetables to the forefront, as well as innovation in tofu. Squeaky Bean is leading the charge with two new category-firsts: Tofu Slices, and a Super Grain & Vegetable Burger. The ready-to-eat Tofu Slices come in two delicious flavours – Spinach & Basil, and Red Pepper & Tomato. Whilst the burger features fermented rye for a unique meaty texture that doesn’t rely on emulsifiers.
We’ll also likely also see a rise in hybrid meat products, combining traditional meat with plant-based proteins, which are ideal for satisfying flexitarians.
Kimchi isn’t just a niche Korean side dish anymore – it’s making its way into the mainstream. With its tangy flavour and spicy kick, it’s quickly cementing itself as the next big thing in food. From starring in dips and cheese like kimchi hummus and Palace Culture’s kimcheeze, it’s popping up everywhere and even stealing the show at global events like SIAL, Europe’s largest food innovation exhibition, where kimchi-inspired products were big winners.
Sometimes, less is moreish. While complicated dishes and fusion foods have had their moment, people are starting to rediscover the beauty of simple, high-quality ingredients. Think classic recipes that let great flavours shine without too much fuss. French cuisine is leading this charge, with dishes like the Jambon Beurre (a classic ham and butter baguette) gaining cult status for its no-frills approach. All it takes is good bread, proper butter, quality ham, and a few cornichons to create something seriously delicious. With the UK hosting its first-ever National Jambon Beurre Championship in 2025, simplicity is clearly back in style.
Global flavours are always inspiring the food industry, and 2025 looks set to be Tunisia’s time to shine. As the birthplace of harissa—an iconic chilli paste with UNESCO protected status—Tunisia boasts a rich culinary heritage of flavourful dishes that are ripe for innovation.
We anticipate Tunisian-inspired foods like Brik (crispy pastry filled with potato, tuna, egg, and harissa) and Houria (a fragrant spiced carrot dip) gaining traction. Coupled with an increased focus on olives, creative takes on couscous, and aromatic condiments, these flavours offer exciting opportunities for new product development and menu inspiration.
From charity fun runs to big brand anniversaries, discover what we're up to over here at Compleat!
Our brand Squeaky Bean, famous for its category leading ready to eat meat alternatives, is injecting bold innovation into new areas of plant-based food with two first-to-market launches: ready to eat Tofu Slices and its fermented rye Super Grain & Vegetable Burger
Wall’s Pastry, the UK’s No.1 sausage roll brand, has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls. Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK. The…
Our brand Wall’s, the UK’s No.1 sausage roll brand, has introduced a brand-new format to the hot pie fixture with the launch of its Deep Dish Pizza Pies
We’re celebrating a huge award success at The Grocer New Product and Packaging Awards with two of our products crowned Champions and a whole host of other award wins!