"I tell you what I want, what I really really want..." - What are the Top-Selling British Products?

When retailers first consider importing British food products, they often ask me the same question: "What actually sells?" It's a fair question - stocking your shelves with the right mix of British goods can mean the difference between products that fly off the shelves and those that just gather dust. After years of helping retailers across the US, Canada, Australia, and beyond build successful British food ranges, I've gained some valuable insights into what international customers consistently reach for.

What makes this market particularly interesting is how it spans two distinct customer groups: British expatriates seeking familiar tastes of home and local consumers curious to try international flavours. The most successful importers find ways to satisfy both audiences with a thoughtfully curated selection.

British Biscuits: The Gateway to UK Snacking 🍪

If there's one category that consistently performs well across all international markets, it's British biscuits. There's something about these sweet treats that perfectly complements tea time and coffee breaks, offering flavours and textures that differ noticeably from local cookies and crackers.

McVitie's Digestives remain the undisputed king of British biscuits internationally. These simple wheat biscuits with their subtle sweetness and distinctive texture have developed almost cult-like followings in markets worldwide. The chocolate-covered varieties sell particularly well, offering an accessible entry point for customers new to British snacks. I've seen retailers who started with just digestives gradually expand to carry the entire McVitie's range as customer demand grew.

Hobnobs follow closely behind, with their heartier oat-based texture and satisfying crunch (and excellent name!) Then there are the more distinctively British offerings like Jammie Dodgers, with their raspberry jam filling, and the caramel-chocolate Twix-like Tunnock's Caramel Wafers from Scotland. These products offer flavour combinations and textures that customers simply can't find in domestic alternatives.

What's fascinating about the biscuit category is how it tends to create a halo effect for other British products. A customer who comes in for digestives often leaves with tea, chocolate, or other complementary items. Smart retailers position these products together to encourage natural basket-building.

Tea: The Heart of British Food Culture 🫖

British tea brands perform remarkably well internationally, even in markets with their own established tea cultures. The difference comes down to the specific blends and strength profiles that British brands have perfected over centuries.

Yorkshire Tea has become a standout performer in recent years, gradually overtaking more established names like PG Tips and Tetley in many international markets. Its robust flavour profile appeals to serious tea drinkers looking for something stronger than typical domestic offerings. The company's charming marketing and distinctive packaging also help it stand out on shelves.

Speciality and premium teas from brands like Twinings continue to grow in popularity as international consumers become more sophisticated in their tea preferences. Their Earl Grey, English Breakfast, and Lady Grey varieties offer accessible entry points to British tea culture while their more exotic blends appeal to adventurous tea drinkers.

Herbal infusions like Pukka and Clipper have also found success by highlighting their organic and ethical credentials, appealing to health-conscious consumers looking for caffeine-free alternatives. These brands often attract customers who might not otherwise shop the British foods section, expanding your potential customer base.

Chocolate and Confectionery: A Different Sweet Experience 🍫

British chocolate offers a distinctly different experience from American chocolate, with higher milk content creating a creamier texture and flavour profile. This difference has created a loyal following for British chocolate brands among international consumers who appreciate these unique characteristics.

Cadbury remains the standard-bearer, with Dairy Milk as the flagship product that introduces many to British chocolate. The entire Cadbury range performs well internationally, with seasonal favourites such as Creme Eggs creating excitement and driving traffic during peak periods. The brand's various bar formats with different fillings and add-ins (like Fruit & Nut, Whole Nut, and Caramel) allow retailers to offer variety while keeping inventory management simple.

Galaxy (sold as Dove in some markets) provides a smoother, silkier alternative that appeals to customers looking for a more luxurious chocolate experience. Its distinctive melt-in-your-mouth texture creates a point of difference from domestic chocolate options.

Beyond chocolate bars, distinctively British confectionery items such as Jelly Babies, Wine Gums, and Liquorice Allsorts offer novel textures and flavour combinations that domestic brands typically don't provide. These colourful candies create visual interest in displays and often prompt impulse purchases from curious customers.

Seasonal confectionery deserves special mention, as products like Quality Street and Celebrations tins become essential Christmas holiday purchases for British expatriates and have increasingly crossed over to mainstream acceptance. The presentation of these assortments as giftable items helps command premium pricing while creating seasonal excitement.

Savoury Snacks: Unique Flavours Drive Interest 🥔

When it comes to crisps (potato chips) and other savoury snacks, British brands differentiate themselves through distinctive flavour profiles that aren't typically found in domestic markets.

Walkers Crisps leads the category, with their Cheese & Onion and Salt & Vinegar varieties performing strongly across international markets. Their more unusual flavours like Prawn Cocktail and Pickled Onion create talking points and attract customers looking for novel taste experiences. The Monster Munch and Wotsits ranges, with their bold flavours and distinctive shapes, appeal to both nostalgic British expatriates and adventurous local snackers.

Tyrrells has carved out a premium niche with their hand-cooked crisps in sophisticated flavours like Sea Salt & Cider Vinegar and Mature Cheddar & Chives. Their upscale packaging and positioning allow retailers to offer a more premium alternative alongside mainstream options.

Jacob's crackers, particularly their Cream Crackers and Twiglets, provide savoury options that work well alongside British cheeses and condiments, creating natural cross-selling opportunities. The distinctive yeast extract flavour of Twiglets, while potentially polarising, creates a unique product offering that curious customers are eager to try at least once.

Condiments and Preserves: The Secret Weapons 🧂

Some of the most passionate customer loyalty I've seen centers around British condiments and preserves – products that transform everyday meals into opportunities to experience British flavours.

Branston Pickle heads this category, with its distinctive chunky vegetable relish becoming an essential accompaniment to cheese sandwiches and ploughman's lunches for British expatriates. Many retailers report that Branston Pickle customers are among their most loyal, returning regularly to replenish their supply.

HP Sauce provides a fruitier, spicier alternative to American brown sauces, while Coleman's Mustard offers a sinus-clearing heat level that differs markedly from milder American mustards. These distinctive condiments help international customers to recreate authentic British flavour experiences at home.

Then there's Marmite – perhaps the most polarising British food product of all. This concentrated yeast extract spread famously divides opinion with its intense savoury flavour, but those who love it are incredibly loyal customers. Retailers often joke that they can set their watches by when certain customers come in for their Marmite refill.

Traditional jam preserves like Bonne Maman and Tiptree also perform well, with their distinctive packaging and traditional recipes offering a premium alternative to mass-market jam brands. Their higher fruit content and traditional recipes appeal to customers looking for more authentic, less processed options.

Building Your British Foods Selection 

For retailers just beginning their British foods journey, I typically recommend starting with a focused selection from these top-performing categories. A careful curation of biscuits, teas, chocolates, and a few distinctive condiments provides an accessible entry point for customers while limiting your initial investment.

As you gauge customer response, you can gradually expand your selection, guided by customer requests and seasonal opportunities. Pay attention to which products drive repeat purchases versus one-time curiosity buys – your core range should emphasise the former while making room for the latter to keep the selection interesting.

Remember that presentation matters tremendously in this category. Creating a cohesive British foods section with educational signage helps customers navigate unfamiliar products and encourages exploration. Cross-merchandising complementary items (tea with biscuits, cheese with crackers, and Branston Pickle) can significantly increase basket size.

At HooGe Brands, we specialise in helping international retailers build British food ranges that resonate with their specific customer base. Our experience across diverse markets allows us to recommend the optimal product mix for your store, balancing tried-and-true bestsellers with emerging trends from the UK market.

Ready to bring the best of British food to your customers? Contact our international wholesale team today to discuss building a British foods product range tailored to your specific market and customer demographics.