Waitrose has reported a surge in demand for French meats and cheeses in recent weeks, with new figures showing charcuterie boards are booming across Britain.
The supermarket said sales of its Unearthed French Torchon Ham are up 13 per cent, while its No.1 French Blue D'Affinois Cheese Strength 2 has spiked by 26 per cent. Sales of No.1 French Petit Lucques Olives are up 60 per cent compared with the previous week.
Hayley Bland, World Deli Buyer at Waitrose, said fans of the Tour de France are likely driving the demand as the race reaches its final stage. She said French Lucques Olives are a speciality of the Languedoc region, which lies on the Tour de France route, and that the buttery green olives pair wonderfully with rich, creamy French cheeses, making a gorgeous green addition to any charcuterie board.
Cheese sales climb ahead of Paris finish
Waitrose said the sales rises come ahead of the final stage of the Tour de France in Paris this Sunday. On waitrose.com, sales of Unearthed French Selection are up 12 per cent, Waitrose French Ripe Brie Cheese Strength 5 has risen by seven per cent, and No.1 Berthaut's Epoisses AOP French Soft Cheese Strength 6 is up five per cent.
Sarah Miness, Prepacked and Speciality Cheese Buyer at Waitrose, said creamy French cheeses, such as a ripe brie or a soft cheese from the Burgundy region, are a great addition to a charcuterie board. She said they can easily be spread on a cracker and layered with fruit such as sliced pear or grapes, with a drizzle of honey or balsamic to cut through the richness. Miness added that France is also known for subtle, buttery blue cheeses, which work well in a spread because they offer depth of flavour without overpowering other items on the board, and said the Auvergne-Rhone-Alpes region has some really lovely offerings.
Social media picky bits
Waitrose said the news will come as no surprise to many Britons, who often share videos of their charcuterie boards on social media. On TikTok, one user said nothing brings people together like good company and great picky bits. Another wrote that British summer time is here and it is time for cold cuts and cheese, while a third joked about being addicted to picky bits.
Milk demand also rising
The surge in charcuterie sales follows a spike in demand for unhomogenised milk that Waitrose noted separately. Unhomogenised milk is milk in its natural state that has skipped the industrial homogenisation process, meaning the fats are not broken down and the cream naturally rises to the top of the bottle, giving the milk a creamier taste and texture.
Dan Robinson, Food Processing Manager at the Leckford Estate, said the increase in milk sales is being largely driven by health-conscious shoppers. He said the surge in popularity is being driven by a desire for whole foods and a growing awareness of ultra-processed foods, with many customers now seeking what he called brilliant basics and embracing a simpler, more natural approach to their diets. Robinson added that the milk also tastes absolutely delicious.
