Although drawn to anything new, it seems consumers can’t get enough of the old familiar favourites as well. Classic combinations with a modern twist are key to striking the right balance, suggests Fabien Levet, commercial manager at Pidy UK. “For example, why not upgrade the traditional zesty lemon tart by adding the feisty flavour of gin?” Levet says. “Equally, the custardy centre of a crème brûlée is a wonderful filling for a crisp buttery pastry base, but why not take things up a level and add coconut milk for an exotic twist?”
The clamour for classics is also reflected in the greater use of traditional British flavours in bakery, such as rhubarb, damson and elderflower. “Nostalgia comes in waves – particularly at times of uncertainty – and millennials in particular are pining for simpler times before a life of smartphones and technology,” says Evans at Synergy Flavours.