Few bakery products herald the arrival of the festive season like the mince pie.

While Christmas pudding, cake and, increasingly, panettone get all the attention on the big day, it is the arrival of mince pies on bakery fixtures that play a big role in getting Brits in the festive spirit.

And despite the economic gloom hanging over the UK, or perhaps because of it, suppliers are confident consumers will be embracing the comfort offered by these little pastry parcels of joy.

“As the cost-of-living crisis intensifies, consumer spending habits have ultimately changed and disposable income has reduced considerably,” says Jonathan Lill, CEO of BBF, which describes itself as the UK’s largest producer of premium mince pies.

“However, we do expect mince pies to remain popular. As a nation, Brits will still be looking to indulge during the festive season, just on a more manageable budget.”

Retailers and suppliers are ensuring consumers have plenty of choice when it comes to that indulgence, with product developers showing the sort of creativity that would put the elves in Santa’s workshop to shame.

From richer, more intense flavours to toppings which add an element of premiumisation, people are seeking more luxurious products.

This innovation inspired BBF to highlight what it expects to be the biggest trends in mince pies this year. They are:

  • Boozy bakes: A premium twist on the traditional mince pie is adding a splash of something stronger. This year, rum and sloe gin are proving to be a popular choice among Brits looking for a mince pie with an added element of elegance
  • Premium pastry: The traditional mince pie pastry case is evolving, and Brits can expect to see a slightly darker mince pie in the market as brown butter is being used alongside traditional butter. This gives the pastry a more decedent, caramelised taste
  • Sticky toffee: An indulgent modern twist on the classic mince pie, which offers Brits an added layer of comfort thanks to the nostalgic flavours
  • Mini mince pies: Demand for mini mince pies is continuing, and selection packs and smaller versions of the traditional mince pie are set to be popular with those hosting parties.

“We’ve seen growth in demand for alternative mince pies,” adds Lill. “From richer, more intense flavours to toppings which add an element of premiumisation, people are ultimately seeking more luxurious products.”

He adds that this year will bring a slight change in how the traditional mince pie looks, as many retailers have reverted back to a fully closed lid, rather than a floating top.

British Baker sent its own elves out to track down examples of the trends predicted by BBF, and to find other ways that bakers have been creative with the mince pie this year:


Tesco Finest Chocolate Orange Crumble Top Mince Pies

Source: Tesco

Tesco Finest Chocolate Orange Crumble Top Mince Pies

Made with mincemeat containing orange curd and Valencian orange oil, this pie is topped with an all-butter chocolate flavour crumble and finished with a light dusting of sweet snow.


Aldi Specially Selected mini mince pies choc rum caramel

Source: Aldi

Aldi Specially Selected Sloe Gin Mince Tarts

A mixture of fruit, citrus peel, winter spices and sloe gin, topped with flaked almond pieces. Aldi says the sweet and subtle tones of the sloe gin perfectly complements the nutty flavours of the almond. Sticking with the boozy bake theme, Aldi is also selling Specially Selected Rum & Caramel mince pies comprising all-butter pastry filled with a rum and caramel mincemeat, topped with a speculoos.


M&S cookie cup mince pies

Source: Marks & Spencer

Tapping into demand for all things cookie related, M&S has replaced the shortcrust case on its mince pies with chewy cookie dough pastry. They’re made with brown butter for richness, according to the retailer, and filled with a lightly spiced classic mincemeat.


Asda giant mince pie

Source: Asda

Asda Extra Special Giant Indulgent Mince Pie

While mini mince pies remain popular, Asda has taken the opposite route with this treat. Described as the ultimate mince pie to share, this contains three-month matured mincemeat infused with brandy, port and spices, encased in shortcrust pastry. It is baked with orange zest for a sweet and fruity finish.


Morrisons The Best Billionaire Mince PIes

Source: Morrisons

Morrisons The Best Billionaires Mince Pies

A chocolate enriched pastry case filled with mincemeat and topped with a salted caramel sauce with a swirl of buttercream.