UK | As with any cutting-edge, inspired culinary trend, Waitrose strives to be front and centre to offer food lovers in the UK.
Introducing its finest finds, starting with the Cinnamon Bun Ice-Cream, a delicious cinnamon and cream cheese ice cream made with 100 percent British milk and finished with a sweet cinnamon ripple and sponge pieces.
Waitrose is all-in for the cinna-moment trend, with shoppers seeking new and exciting ways to include this ‘swicy’ spice in not only their scratch cooking but also their bakery treats, breakfast, and beyond.
This nostalgic and versatile spice is having a moment in the aisles, and the Waitrose website has over 320 recipes for those looking for recipe inspiration.
“Cinnamon is having a real moment with customers, and our insight shows it's very much associated with a growing desire for warmth, comfort and nostalgia when it comes to those ‘treat yourself’ moments throughout the day or week. It is very much a hug in food form,” said Emilie Wolfman, Trend Innovation Manager at Waitrose.
“It’s also a versatile ingredient, working well across a range of sweet and savoury dishes, from curry to croissants. The fragrant scent of the warm spice is aromatic and soothing, so it’s not surprising customers are looking for more ways to enjoy it and seek it out across our wide range of products and recipes.”
It has also taken over TikTok, with searches for 'cinnamon raisin sourdough' surging by 142 percent, 'cinnamon sweet potato' by 84 percent, and 'cottage cheese cinnamon roll' by 64 percent, revealing a clear and powerful appetite for cinnamon-infused creations.
Showcasing the rise of both artisan bakery options and time-saving recipe hacks offering inspiration for scratch cooks who also love a nifty shortcut.
