You ‘Batter’ Believe it, American Pancakes Big Hit in UK

Sales of American pancakes supplied by frozen food distributor Central Foods in the United Kingdom have shot up significantly in recent times, thanks to the versatility of the increasingly popular breakfast-plus food product.

Ahead of July 4th Independence Day celebrations in the USA, the Collingtree, Northampton, England-based company has revealed that more than five million individual pancakes were sold in 2016, reflecting a growth rate of over 74%. If stacked on top of each other, they would reach 6,500 times the height of the Statue of Liberty in New York Harbor.

pancake stack 300“They are versatile, can be used for sweet or savory menu offerings, and are perfect for meal occasions throughout the day. It takes just minutes to defrost and serve them,” said Gordon Lauder, Central Foods’ managing director. “We knew the Crepe Cuisine pancakes were going down well with foodservice operators, but were staggered when we realized just how many we’d sold during 2016.” 

He continued: “They tap into the taste of yesterday comfort food trend, providing memories of childhood. In these uncertain political times, it’s a trend that’s going down well in foodservice.”

Another of the trends for 2017 is an upsurge in the use of sweet versions of savory products and savory versions of sweet products, so it’s something that imaginative operators can consider with pancakes, which provide a good base for different toppings.

Offering a one-stop shop to the foodservice sector, Central Foods sources products from the UK and around the world, supplying more than 400 different lines ranging from meat, baked goods and canapés to buffet items, desserts and puddings. Its client base consists of over 220 independent wholesalers, as well as larger national and regional wholesalers. It also serves foodservice caterers across the industry, including pubs, hotels, restaurants, staff canteens, schools, hospitals, coffee shops, football grounds and universities.


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