The More Than Only Food & Drink campaign reached UK bakery professionals through a tailored online webinar, organised with British Baker on 25 November, focusing on the heritage, craftsmanship and high standards behind EU bakery products and their increasing presence in the UK market. Supported by industry commentary, market intelligence and practical product case studies, the webinar encouraged businesses to engage with Europe’s diverse baking traditions.
Exploring Quality, Authenticity and Innovation
Led by the campaign’s Bakery Advisor, Simon Atkins, the webinar offered a comprehensive overview of what makes EU bakery products distinctive - from time-honoured recipes and premium ingredients to the EU’s recognised quality schemes: Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Organic certification.
Participants were guided through current trends shaping both EU and UK bakery markets, highlighting growing demand for artisanal products, sustainable sourcing, and authentic food stories that resonate with today’s consumers. Practical insights were also shared on how UK businesses can successfully integrate EU bakery products into their own ranges and communicate their added value.
Insights from EU Brands in Action
A key highlight of the session was the presentation of three EU bakery case studies demonstrating how tradition and quality translate into strong market appeal:
Pan de Cristal from Spain - showcasing the premium consumers place on authentic, craft bakery
Organic Panettone from Italy - reflecting demand for festive products with organic credentials
Pastel de Tentúgal PGI from Portugal - an example of protected regional craftsmanship in action
These products illustrated how EU bakery heritage continues to influence and enrich the UK baked goods landscape.
How UK Buyers Are Re-evaluating EU Bakery
A survey conducted after the webinar underlined the session’s strong impact on attendees’ understanding and perception of EU bakery products, with 100% of respondents rating the information received as good or very good and reporting an improved understanding of EU quality schemes and key product characteristics. In addition, 87.5% said their perception of EU bakery had improved following the webinar, with high quality cited as the primary reason participants would consider incorporating EU bakery products into their businesses.
Supporting UK Trade Through EU Bakery Expertise
Through its collaboration with British Baker, the More Than Only Food & Drink campaign continues to connect UK professionals with the breadth of Europe’s bakery tradition, highlighting products shaped by craftsmanship, rigorous standards and a strong commitment to sustainability. By blending sector expertise, practical commercial insight and concrete product examples, the webinar underscored the EU’s value as a reliable and innovative partner for UK businesses seeking distinctive, high-quality bakery offerings in a changing food landscape.
