How many pancakes are consumed on Pancake Day in the UK?
Pancake Day, or Shrove Tuesday, is a centuries-old tradition celebrated worldwide. It marks the day before Lent, historically a time to use up rich ingredients like eggs, milk, and butter before the fasting period began. In the UK, 117 million pancakes are consumed on Pancake Day in the UK alone, with supermarkets seeing a huge surge in sales of eggs, flour, and, of course, syrup! The tradition of flipping pancakes is believed to have originated in France and is thought to symbolize the changing of seasons, welcoming the arrival of spring. The world record for the most pancake tosses in a minute is 140 flips, a challenge we think is worth attempting (as long as there’s plenty of Sweet Freedom syrup on hand).
We recently worked out that as a nation, we could save a whopping 600 million calories, just by swapping the leading chocolate spread for our healthier, low-calorie chocolate spread, Sweet Freedom CHOC POT. To put 600 million calories into perspective, that’s the same as 10.5 million doughnuts, 1.3 million Big Macs or, if you prefer to think in pancakes, it’s about 30 million pancakes-worth of calories saved.
How important is Pancake Day for brands like yourself?
Pancake Day is a key seasonal period for us, as it perfectly aligns with our naturally sweet syrups. With consumer demand for healthier options on the rise, this occasion allows us to engage with both new and existing customers looking for delicious yet mindful choices. Beyond our vast range of syrups and chocolate spreads, we aim to inspire our audience with a variety of tried-and-tested pancake recipes, featured on our website and social media.
From classic fluffy pancakes to high-protein and gluten-free options, we provide creative ways for people to enjoy Pancake Day in a way that aligns with their lifestyle. With its strong association with indulgence, this day gives us the perfect platform to show that you don’t have to compromise on taste to make better choices, which is exactly what Sweet Freedom is all about!
How do you ensure you stand out from the crowd on shelves?
In a busy retail environment, standing out is essential, especially in the highly competitive syrup category. That’s why we’ve carefully crafted packaging that not only catches the eye but also tells our brand story in an engaging and meaningful way. Our recent packaging redesign introduced Drizzly Bear, our lovable mascot who embodies everything Sweet Freedom stands for. She’s always in a great (not grizzly) mood, thanks to our naturally sweet syrups, no sugar crashes here. But Drizzly Bear is more than just a friendly face, she represents our proudly female-founded and run brand, adding personality, warmth, and a sense of fun to our products.
Beyond aesthetics, we ensure our packaging is clear and informative, helping shoppers quickly understand what our product is and what makes it special – plant-based, free from the 14 major food allergens, naturally sweetened, and free from refined sugar, palm oil, and artificial ingredients. We also highlight versatility on our packs, showing that our syrups are perfect for everything from pancakes to porridge, baking, and drinks.
How does the lead up to Pancake Day impact your operations at Sweet Freedom and when do start gearing up for the day?
The months leading up to Pancake Day require careful planning across production, marketing, and retail partnerships. Demand for our syrups rises significantly, so we start preparing months in advance to ensure stock levels meet customer needs both online and in stores. On the marketing side, we begin gearing up early in the year, creating engaging content, recipes, and newsletter promotions to inspire and connect with our audience. Our website and social channels showcase creative ways to enjoy Pancake Day with our products, while collaborations with retailers and influencers help maximize visibility. Overall, it’s a crucial seasonal moment that requires cross-functional coordination to ensure a smooth and successful campaign.
How has the syrup market evolved and how have you responded to these changes?
There has been a flurry of very artificial syrups launched in the last few years, but the focus on ingredients and natural is, we hope, very much in the ascendance. A little bit of what you fancy does you good, just make sure it’s the best you can get!
Consumers are more aware than ever of what they’re eating, and the demand for healthier, plant-based options continues to rise. We’ve always been ahead of this trend, using only natural ingredients with no refined sugar, artificial sweeteners, or palm oil since we started back in 2012. As the market evolves, we continue to innovate and expand our range, for example last year we launched our range of flavoured sparkling waters, Sweet Freedom FIZZ, which uses a first to the UK market natural and sustainable sweetener, cocoa juice.
We believe in creating versatile products that provide value, especially during the current cost-of-living challenges. While Pancake Day is a key occasion, we are committed to reducing waste by formulating products that can be enjoyed all year round. From pancakes to baking and toppings, our multi-use products ensure you don’t need to buy multiple items, offering both convenience and affordability. For example, our CHOC SHOT can be used in home baking in place of cocoa and sugar.
Have you made any investments to help you deliver to demands?
We are always evolving, working on NPD, keeping track of new innovations in natural sweetness to make sure we’re bringing the best to our customers. Ingredients are important, we only use natural ingredients in our range, sourced from as close to home as possible. We make everything in the UK in a very handmade process, working with family run co-manufacturers who are as passionate as we are about the best end result.
How easy is it to create low healthier syrup?
It took years of research and development to perfect our syrup range. We explored a variety of fruits and plants before landing on our signature blend of apple and carob which is the base of all our syrups. We use a water process to extract the sugar from the fruits which keeps the full balance of the sugars intact. This means they are naturally low in fructose (unlike agave etc), a source of fibre and have a low glycaemic index. They have 25% less calories and 40% less sugar than standard refined sugar.
How do you see the syrup market evolving in the future?
We anticipate continued growth in syrups that are free from refined sugar, artificial additives, and high-fructose corn syrup. Sustainability is also becoming a major factor, with consumers looking for eco-friendly packaging and brands that support ethical sourcing. Functional syrups, with added fiber, adaptogens, or superfoods, are likely to become more popular as people seek beneficial ingredients alongside indulgence. At Sweet Freedom, we’re excited to continue leading the way in this space, proving that better-for-you sweeteners is the way forward.
