Why Brits are falling in love with American comfort food trends and flavours
Brits are embracing US-style food trends including peanut butter and jam, chicken and waffles and even sweet potato casserole with marshmallows.
A poll of 2,000 adults found 64% enjoy eating foods that are typically viewed as American because of their ‘comfort’ appeal, as well as their ease and convenience. Salted caramel was the UK’s favourite flavour combination adopted from across the pond, while cookies and cream came in a close second.
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Brits enjoy indulgent American-style food such as New York style cheesecakes (19%), bold flavours (18%) and large portion sizes (15%). A further 14% admitted they favour sweet breakfasts like pancakes over classic cooked options like a full English.
Nearly three in 10 (28%) devour American dishes at least once a week - with 17 admitting they’ll munch more of it than usual during the World Cup.
The research was commissioned by the English Cheesecake Company ahead of the launch of its Hershey's cookies and cream and Reese's flavoured cheesecakes.
A spokesperson for the company, which will be handing out free cheesecakes on 2nd July at London Liverpool Street station and 3rd July at Manchester Piccadilly station, said: “American‑inspired dishes are showing no signs of going away.
“The US does comfort food so well, it’s no wonder it’s here to stay in the UK. We do love an interesting taste combo and looks like sweet and salty is a clear flavour favourite.”
For one in ten (11%) of Brits, American-style food is their favourite, rising to 18% of Gen Z – the biggest appreciators of its dishes.
Nearly half (45%) said American-inspired foods are great to offer guests because they work well for feeding larger numbers, they are easy to prepare and they keep things fun and casual.
A third like combining American style foods into what might be considered British favourites - such as eating Mac ‘n Cheese with a Sunday Roast or cheesecake after a curry.
More than a third (34%) said their eating habits have been influenced by American TV, films or social media with 12% of those polled via OnePoll.com saying they’re eating more American food now than they were five years ago.
Meanwhile, 30% think American-inspired food trends will increase in the UK in the next few years.
The spokesperson from the English Cheesecake Company said: “American and English foods combine beautifully, as the poll reveals.
“And it looks like our love of foods from across the pond is only speeding up.”