As the festive season approaches, mincemeat comes to the fore – especially in traditional mince pies. But how can bakers set their creations apart? Discover new ways in which bakeries can deck their product lines with festive appeal and check out the latest festive mincemeat trends.
Move over panettone – mincemeat is reclaiming the seasonal spotlight. Once seen as a very traditional filler, mincemeat is now being reimagined with inventive flavours from around the world and taking inspiration from the hottest trends on social media. Mincemeat is synonymous with Christmas – almost exclusively with mince pies – but as these holiday classics enter the shops earlier and earlier, how do bakers set their creations apart from the rest and continue to capture consumer interest?
Growing appetite for mincemeat
Mincemeat is steeped in tradition – its earliest recipe featured 13 ingredients symbolic to the Christmas story, including spices, lamb or mutton and dried fruit. In the early 20th century, it stopped containing meat and evolved into the sweet, spiced filling consumers know and love today. This transformation has made mincemeat endlessly versatile, lending rich, winter flavour not only to classic pies, but to brownies, ice cream and more.
It’s culminating in a festive market that’s showing no signs of slowing down. In fact, Christmas product launches in the sweet bakery and dessert category were at all-time high in the UK in 2024 [Innova], with plenty of new and exciting mincemeat creations hitting the shelves as early as August. But it’s not just innovations in mincemeat that are snowballing; bakers are also experimenting with pastry cases and toppings to differentiate their products. Crumbles, lattices, frangipane and buttercream icing all offer a variety of flavours and textures for consumers looking to indulge over the holiday season.
There are even healthier mince pie options hitting the shelves for health-savvy consumers who want to have their (Christmas) cake and eat it. Vine fruit fillings are a lower sugar version of mincemeat – ideal for bakers looking to reduce sugar in recipes and appeal to health-conscious shoppers who still want to get into the festive spirit.
What’s your flavour?
So, which mincemeat flavours are on everyone’s wish lists this year? Classic and nostalgic flavours will always have their place at the Christmas table, but social media trends are having a big impact on mincemeat flavours, too. It’s hard to escape the hype surrounding pistachio – and now this viral flavour is popping up in mince pies to take products out of the comfort zone.
Other exotic additions include chilli chocolate and hot honey, for consumers wanting some extra heat in their mincemeat, as well as herbs and florals for a heady burst of fragrance. Think Earl Grey, lemon and smoked vanilla: light and refreshing to offset the heaviness of Christmas dinner.
Passport to the world
“Mince pies don’t have to be sweet,” says Lisa Kerr, senior marketing manager at Puratos UK. “In fact, the latest innovations are leaning into savoury flavours, which are anything but ordinary. Inspired by Japanese cuisine, bakers are taking mince pies to the next level with miso and soy to bring out umami tastes. While gochujang, the red chili paste popular in Korean cooking, is also having a moment in mincemeat trends – and is being heralded as the next miso. Waitrose reported a 71% year-on-year increase in gochujang sales in 2023-2024, thanks to its versatility and subtle heat. Expect to see this up-and-coming ingredient spice up savoury options in exciting creations like a sundried tomato, lime, gochujang and vodka mince pie in red pastry.”
Further afield, Latin American and Mexican cuisine is also having an impact on mincemeat flavours, she notes. “Consumers are becoming more experimental; Puratos’ Taste Tomorrow ‘always-on’ insights show that 44% of UK consumers have tried Mexican cuisine [source link??],” says Kerr. “It ties in with trends for big fusion and tropical tastes that are often associated with this region. A recent example is a mango, habanero and tequila-flavoured mince pie, showing how global influences can deliver a fresh twist on a Christmas classic.”
Drinking in new inspiration!
The addition of tequila is far from a one-off, adds Kerr. “ Innovation in mincemeat is heavily influenced by beverage trends too – especially alcohol, which can transform the humble mince pie into a premium, grown-up treat,” she says. “Rum, brandy and port lead the charge in traditional mincemeat, but paired with modern ingredients like salted caramel, citrus or miso give these creations a contemporary edge. For more adventurous palates, mezcal – a smokier version of tequila – is becoming increasingly popular, while Kahlúa and amaretto add an extra bite to these sweet creations.
“Citrus is also adding a bright spark to the festive flavour mix this year. Limoncello brings a tangy twist that feels both indulgent and refreshing, especially when paired with ginger. And while citrus peel may be an established festive favourite in mincemeat, it’s being increasingly celebrated for its role in combating waste – proving that taste doesn’t have to come at the expense of sustainability, even at Christmas.”
Ho-ho-homegrown
Following the trend of more mindful ingredient use, bakers are making the switch to locally sourced produce for both taste and story. “Known for their tartness and firm texture, Bramley apples add the perfect balance to rich, spiced fruit in mincemeat,” suggests Kerr. “Sourcing them close to home not only supports regional growers but also taps into consumer demand for seasonal, sustainable ingredients.
“Puratos uses its own locally sourced Bramley apples from Puratos Fourayes’ bountiful 100-acre orchard in Kent. As well as encouraging transparency in the supply chain, this approach helps to reduce the carbon footprint associated with food transport and supports local communities.”
Wrapping up
From classic spices and citrus twists to alcohol infusions and locally-sourced ingredients, the latest mincemeat trends show that tradition and innovation can go hand in hand. This season, the mince pies stealing the show are festive, flavourful and full of cheer.
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