It’s clear to see, we have entered the time of the British Food Hero
There exists an elite group of classic British food brands, deeply rooted in tradition and cherished by the nation. Not always the most flashy, not always the most fashionable - but always filling pantries, fridges, and British bellies. They transcend their categories to become cultural icons, battling not just for market share, but for a place in our hearts and minds.
Chances are you already have some names in mind. They are most likely the same brands your parents would pick, and their parents, and maybe even the generation before that. Undeniably, they have two feet planted in the consumer consciousness.
Yet they are far from invincible. Every hero has its kryptonite, and many have suffered due, in part, to the growing power of choice and an ever more adventurous, more restless British palate. In recent decades, some of these products have been crowded out and pushed to the back of the pantry, but with the resurgence of retro eating and a growing interest in where our food comes from, it’s time for these brands to shout louder than ever before. This is not the moment for subtlety; it’s time for the businesses that steward these brands to champion them loudly in pursuit of growth. Be proud. Be heroic.
We’ve taken a deep dive into the heart of these beloved brands to uncover what sets them apart. From their unmistakable voices to the way they connect with generations of consumers, these carry the stories, traditions, and tastes that define British culture. By peeling back the layers of their success, we’ve unearthed the strategies and characteristics that have turned pantry staples into cultural cornerstones and commercial powerhouses.
What makes a British Food Hero?
First and foremost, these brands all have a role in culture beyond the grocery aisle. They are ‘OG’s who thrive on the consumer belief that if it’s been around forever, it must be alright. They may not always scream and shout about it, but that’s because they don’t have to. Centenarian brands like Colman’s, McVitie’s and Bird’s Custard have been around for so long that shoppers instinctively know them as British Food Heroes. Whether it’s because they saw that distinctive yellow jar in Grandma’s pantry, or through some cultural osmosis, many people will reach for these products because they know they’ve got history. Something as subtle as an ‘est.’ date on the label can serve as a subconscious reminder, but these brands tend do a good job of shouting about their history and their role in culture. They are under no illusion, however, that legacy is enough to cut it in our ever-expanding world of choice and change.
British Food Heroes have confidence. Their job is not to convince people, but to remind them that they were convinced long ago. These brands position themselves as original, essential or without parallel - the best. Walker’s toast themselves as “the nation’s favourite crisp”; Richmond insist theirs is the “nation’s favourite sausage” and granule gurus Bisto invite you to “create your perfect roast with the nation’s favourite”. They’re not just selling British classics; they embody the nation. Perhaps there is no clearer example of this than McVitie’s 2023 campaign. With a real knight of the realm as ambassador in Sir Trevor McDonald, McVitie’s declared itself the definitive UK biscuit with two words: ‘True Originals’.
A British Food Hero must also be authentic at its core. The public has a sharp eye for brands that fake their heritage, so true credibility is non-negotiable. Think of the unmistakably rustic Britishness of Hovis, or the visual codes used by Oxo. It’s not as simple as trading on nostalgia – they must earn their certificate of authenticity through genuine craftsmanship – both of product and of brand. This authenticity often extends into their interaction with the community - clear to see in campaigns like Cadbury’s ‘Secret Santa Postal Service’, ‘Club Together’ or Bisto’s ‘Spare Chair Sundays’. Ideas like these allow brands to reinforce their authenticity by aligning with longstanding values, whether it’s Cadbury’s tradition of generosity or Bisto’s association with family mealtimes. They may have confident personalities, towering legacies and a hero’s heart, but above all a British Food Hero must be the real deal.
As much as the brands are heroes, the products themselves often play the role of the ‘saviour’. Quite simply, these heroes must prove that they’ve got the power to save the day. This can be as simple as making the consumer’s life easier, or elevating the mundane. They can rescue a boring weeknight meal, a dreary lunchtime or uplift a sit-down meal occasion. They make everything better, prompting ‘oos’ and ‘aahs’ from British dining tables as they go. Consumers across the country can shine a beacon in the sky on a Wednesday night and a British Food Hero will come to the rescue. Or, they might just make a really decent loaf of bread for the lunchtime ham & cheese. They deliver the comfort and reassureance of a hero’s presence, but are never frilly or overblown. They’re dependable icons - gallant, unwavering, and always ready when duty calls.
Can anyone be a British Food Hero?
History tells us that being British is not a requirement for British Food Hero status. Heinz was already in it’s 3rd decade when it shipped baked beans to our shores. More than 100 years later there’s nothing more British than beans-on-toast. In exchange, Heinz has been granted it’s cultural citizenship and with it the license to have the same confident resolve as others in this class - most recently articulated with the lines like ‘It Has to Be Heinz’ and ‘Beanz Meanz Heinz’. It was able to achieve the moniker by embedding itself in British culture so firmly that no one could argue any different. The badge of British Food Hero, therefore, is not neccesarily inherent but something that can be earned by any brand.
Many brands wear this cape, each with its own story, style, and future. They earn it through a strong legacy, a confident voice, authenticity and a deep connection to British culture.
The hero always wins, so long as…
They are managed and understood well. Some of these brands have already seized this opportunity. It’s no secret that Yorkshire Tea has experienced huge success in recent years – in fact, it’s quality of their communication promoted them from Yorkshire Food Hero to British Food Hero. Their revenue has risen 14% to £295.7m, with operating profits rising to 20% (The Grocer). They have also seized more than 1/3 market share in a passionately competitive tea market. This is in part due to operational efficiencies from a business willing to adapt, but a memorable fame-driving campaign proved effective. Yorkshire Tea’s ‘Let’s Have a Proper Brew’ campaign embodies the British Food Hero. It is steeped in proud tradition, affable regional confidence and a deeply warm likeability. Topped off with some famous British faces, the campaign managed to get consumers to reconsider their tea brand, ultimately leading to £2.81profit for every £1 invested. It's proud, it knows how to talk about itself, and it speaks to a Great British belief: we like things done properly.
Much has been said about the retro British renaissance sweeping the world of food; in the words of one writer, “it's no secret that classics are making a comeback”(CondeNast Traveller). Seas of different food trend reports put some variation on “retro dining”, “retro sweets” or “nostalgic food” at the top of their 2024 trend reports. It’s not going anywhere either. According to Nestle, “nostalgia is back” for 2025-“consumers will seek opportunities to escape through culture where they will reflect on simpler times, with reignited fondness for the good times”. Gen-Z and millennials are chasing nostalgia as they seek certainty in the past and an escape from the ever-reported,ever-looming doom and gloom of the future.
However, a hero’s work is never doneand there’s no time for them to rest on their laurels. They must fight to stay relevant to the modern consumer in an ever-challenging consumer landscape. The title is no one’s by right, and just as it can be given, it can be taken away. Any hero can be corrupted, and super superpower can become kryptonite. If you’re not careful, tradition can end up feeling old-fashioned or predictable; confidence can sound like old-money egotism; saviours can end up looking contrived or inauthentic.
If these brands do not evolve their comms, if they do not innovate, they can lose their relevance and slip into obscurity. Evolving with the times is the only way British Food Heroes can avoid being the subject of those six damning words: whatever happened to that brand?
In a world unsettled by tariffs, trade wars, and chaos in the highest offices of power, the case for buying British has been strengthened. As international trade faces disruption, British Food Heroes offer not just nostalgia, but reassurance and resilience. In times like these, those microscopic moments of choice, like choosing a biscuit over a cookie, take on a bigger meaning. Brands must encourage the nation to back Britain in the aisles. Those who best use their Britishness as a power for good won’t just weather the storm; they’ll thrive in it.
In 2025 and beyond, there is a distinct opportunity for the taking – but it won’t wait forever. We know how fast things can change, but right now the stars have aligned and the market is ready and waiting. It’s calling out for a hero. The appetite is there, the demand is growing, and with the right strategy and vision, any one of these brands can soar. But they must act now, before the moment passes. Before another challenger steps in, before they, too, become just another name lost to the annals of fallen heroes.
It is clear to see: we have entered the time of the British Food Hero.
Alex Walter - Strategy Executive
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