Can you say Jammie Dodger in Chinese? Or do you know how Russians like a cup of tea?
Brands such as Wagon Wheels and Typhoo tea may seem as British as a bright red phone box. But they’re gaining fans around the world, helping push UK food exports past a record £12bn.
The latest figures from the Food and Drink Federation (FDF) show that exports soared 11 per cent last year, fuelled by emerging markets such as China, Poland and Russia. While the European economy might be stagnating, British food companies are seizing new opportunities for global marketing around the world.
As an island nation, you might not be surprised to know our biggest export is fish. But chocolate is a close runner-up. One example is Blackpool-based Burton’s Biscuit Company (makers of Wagon Wheels and Jammie Dodgers), whose products are selling like hot cakes in Russia.
Sausages are another popular export. The family-owned company, Westaway Sausages, now sells its honey roast pork variety to around 300 Chinese shops. The FDF says this is partly due to Chinese consumers adopting a more “Westernised diet”.
The well-known phrase might be “not for all the tea in China”, but Canadians, Russians and Central Europeans all love a British cuppa. Typhoo’s most popular exports are its “British blend” and “Heath and Heather” herbal infusions. Last year, global marketing accounted for £4.5million in sales.
Dorset Cereals is cashing in on the healthy, organic trend, with customers from the Netherlands to the Middle East going nuts for its muesli. And Mackie’s of Scotland‘s award-winning crisps (or are they chips?) are being snapped up in the United States.
Perhaps one of the more surprising success stories is London-based Geeta’s Foods. Their uniquely British versions of popular Indian sauces and chutneys are flying off the shelves in Japan. It’s a nice example of modern, multicultural tastes in food.
For small to medium companies, it seems there’s a feast of opportunities waiting around the world. The internet has certainly made it easier than ever to sell your products overseas.
You might already have an idea where there’s a growing taste for your products, whether that’s cereal bars or sausages. If not, our global marketing experts can give advice and guide you through the first steps.
Now, who wants a nice cup of tea?