Thursday, January 12, 2012

Swedish food takes the UK by storm

Sales of Swedish food in the UK up by almost 30% since 2006

January 2012 – Swedish food is taking over the UK according to new figures from Statistics Sweden, with high-end shops and supermarkets racing to take advantage of the trend. In the past five years, sales of Swedish foods in the UK have risen by almost 30% and are expected to have rocketed even further in 2011 as mainstream retailers have started to respond to the market.

Scandinavian food is now amongst the most sought after in the world, having recently eclipsed the more traditional food nations of southern Europe. Fäviken Magasinet, a small restaurant in the mountains near the Swedish ski resort of Åre, has been tipped as the successor to Noma “the world’s best restaurant”, Frantzén / Lindeberg in Stockholm was named “One to Watch” in the 2011 St Pellegrino restaurant awards and Östersund in Jämtland was recently made a UNESCO City of Gastronomy.

British retailers have also been quick to jump on the trend with Harrods, Selfridges, Waitrose and John Lewis all selling Swedish speciality products ranging from cheese and yoghurt to crispbreads and lingonberry jam. Marks and Spencer even launched its own Swedish cinnamon buns in September 2011. Larger mainstream supermarkets are also starting to stock foods including Oatly, Almondy and Scan meatballs.

A new breed of boutique Swedish delicatessens and top class restaurants has recently taken shape, particularly in London, as well. This year has seen the launch of a new Totally Swedish shop in Barnes High Street, whilst café / delis including Scandinavian Kitchen and Nordic Bakery are going from strength to strength.

The Swedes are even making their mark on the UK restaurant scene. Hedone in Chiswick, West London, is headed up by Swedish food blogger-turned-chef Mikael Jonsson and has received rave reviews since it opened this summer. Jonsson’s innovative menus and the importance he places on top quality, fresh ingredients epitomise the modern Swedish chef.

For more information on Sweden and its food scene, visit www.visitsweden.com

For further press information on Swedish food, please contact:

Malin Nyberg
PR-Manager UK
Phone: +44 (0)20 7870 5604
malin.nyberg@visitsweden.com

For more information please contact:

Philippa Sutton

PR-Manager UK

Phone: +44 (0)20 7870 5604

philippa.sutton@visitsweden.com

 Philippa Sutton, PR Manager UK

Photo: Jacob Fridholm

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