With another Budget looming, most food and drink businesses are holding their breath. Costs remain high, consumer confidence is cautious, and competition’s as fierce as ever.
But not everyone is waiting for better days. Some brands are building them. Recruitment briefs are picking up, NPD and Technical teams are busy, and those 2023-pause buttons are being switched firmly back to on… by some.
The businesses doing well are not the ones playing it safe. They’re the ones doubling down on innovation, refreshing ranges, and finding creative ways to stay relevant with squeezed consumers.
The State of Play: Consumers Are Cautious, but Challenger Brands Are Winning
According to NielsenIQ’s 2025 Consumer Outlook, 40% of UK shoppers describe themselves as cautious spenders, and 31% are switching to lower-priced options. Yet while big brands tread water, challenger brands are outpacing the market by +4.8% YoY – proof that innovation still pays off when the rest of the market is cutting back.
Charlie Bigham’s – Premiumising the Everyday
Charlie Bigham’s, long associated with “treat at home”, has leaned even harder into premium ready meals. The new Brasserie range brings restaurant classics like venison bourguignon and salmon wellington to the supermarket shelf, elevating a Tuesday night into a dining experience.
In Waitrose alone, Bigham’s now accounts for 41% of ready meal sales, and they sell 20 meals every minute. Not bad for a brand that refuses to discount.
Why it matters: They’re not chasing volume; they’re owning the “affordable luxury” space. That means serious NPD work across Technical and Quality teams to balance indulgence, freshness, and shelf life… and it’s paying off.
Crosta & Mollica – Turning Everyday Pizza into a Premium Experience
Crosta Mollica are the poster child for data-driven growth. Their Collezione Romana range transformed them from niche Italian specialists to mainstream premium players.
They now represent 16% of Waitrose’s chilled pizza sales and sell four pizzas every minute — driven by authentic sourdough bases, Italian sourcing, and packaging that screams “restaurant quality.”
NielsenIQ data shows Crosta Mollica’s total growth at +38% YoY, well ahead of market averages. When others cut costs, they premiumised.
Crosta Mollica’s UK performance – NielsenIQ & Waitrose, 2025
Itsu Grocery – When Innovation Becomes a Growth Engine
Itsu’s grocery arm is quietly becoming a heavyweight. A 20% turnover jump, now exceeding £57m, credited directly to over 30 new SKUs – from sauces to frozen meals.
They’ve proven that treating innovation as a commercial engine (not just a creative exercise) delivers consistent growth.
Pip & Nut – Expanding into Snacking Territory
While others trimmed SKUs, Pip & Nut went the other way – branching into protein bars and chocolate spreads. It’s a smart stretch: same trusted ingredients, new occasions, higher frequency.
Their growth speaks for itself +44% YoY showing what happens when a brand backs bold diversification.
Elior – Innovating Beyond the Menu
Even in foodservice, innovation’s the differentiator. Elior’s Elior at Work focuses on wellbeing, sustainability, and employee experience – exactly what corporate clients want right now.
They’re winning contracts because they’re innovating beyond the plate.
German Doner Kebab – Scaling with Innovation
GDK’s story proves innovation doesn’t just mean new flavours – it’s about how you run the business.
They’ve launched a £5 “Fiver Menu” to attract value-conscious customers, trialed robotic meat shavers for consistency, and just opened their 150th UK site.
That mix of tech and tactical innovation is what keeps them ahead of the curve in a brutally competitive fast-casual space.
The Bigger Picture – Innovation Is the New Defence
Across these examples, the message is clear: the UK food space is done waiting for external conditions to improve. They’re creating their own recovery through product, process, and proposition innovation.
We continue to see increased demand across our clients for support in scaling NPD, Quality and Technical teams – to make sure the reality lives up to the innovation hype.
If you’re planning your next phase of growth and want to understand how we access the best people… or looking for your next move, reach out to Matt Fisher.
Because great ideas are only as strong as the teams that bring them to life.