Ahead of Shrove Tuesday, Whole Earth polled UK consumers to find what they will be tucking into today, with findings revealing the classic lemon and sugar combo is still the favourite.
More than 135 million pancakes will be scoffed today, an average of seven pancakes per household.
Thinner and larger in radius to the American-style, English pancakes first appeared in 13th Century cookbooks – along with the lemon/sugar flavouring.
More luxuriant toppings from other regions – like chocolate spread, maple syrup and marshmallows – have grown in popularity, however, 61% of those polled by Whole Earth are traditionalists. Coming in second, with a big drop, chocolate spread was voted a preference for 23% of fans. 11% of the group veered towards the American combo of bacon and syrup, while 6% will be going the savoury route.
One in two would like to be more adventuring with their filling and topping choice, yet 37% hadn’t even considered peanut butter.
Top 10 toppings
Whole Earth commissioned Perspectus Global to poll 2,000 UK-based adults in February 2023, to heighten the Drizzler, its squeezy peanut butter launched in April last year, as a perfect pancake partner.
Nicola Turner, Whole Earth brand controller at Ecotone UK, “Our research reveals the nation is divided when it comes to pancakes. We are getting more adventurous when it comes to recipes, but the nation is missing out, as peanut butter isn’t enjoying the spotlight it deserves.”
The brand has teamed up with UK celeb chef Simon Rimmer to help win its place in the nation’s favourite toppings, by squeezing more out of Pancake Day with his recipes, available on its website.
Do you turn or flip?
According to the survey, the nation is divided on this one, with 51% taking a slow flip in the pan and 49% throwing caution to the wind.
Of those who flip, 22% say those who don’t are missing the point of Pancake Day.
The pancake capital of the UK is London, where people will eat an average of eight of the fluffy treats, followed by Leicester (7.6), Liverpool (7.4), Oxford (7.4) and Sheffield (7.3).
A third of the nation’s parents admit to feeling under pressure on Pancake Day. The secret to get through it unscathed is to make enough batter (52%), never underestimate the number of pancakes everyone will eat (35%) and use a non-stick pan (33%).
One in four Brits claim to never resort to a batter mix, while 20% believe the answer lies in making the batter in the morning and refrigerating it.
The latest product to hit UK supermarket shelves from nature-loving Meridian Foods will help save critically endangered orangutans in Indonesia.
The new Chocca spread contains over 50% nuts and 50% less sugar, blended with cocoa to make a rich, smooth spread.
And for every jar purchased, Meridian is donating 5p to orangutan conservation organisation International Animal Rescue (IAR.)
It’s not only orangutan-friendly but also suitable for vegans and vegetarians, naturally gluten- and dairy-free, with no added salt or palm oil.
“We’re delighted that Meridian has chosen to support us in this way. Their commitment to producing plant-based food that is sourced, transported and manufactured sustainably is entirely in line with our own mission to protect and conserve the natural world and its wildlife, particularly critically endangered orangutans,” said Robin Fegan, IAR’s Development Director.
“The charity edition Chocca spread is just one element in our partnership with Meridian which first began in January 2021.
“We’re delighted to be working with them to raise awareness of the threats to the survival of orangutans in Indonesia and raise funds to protect them and conserve their rainforest habitat. Meridian puts the health of people, animals and the planet at the heart of its products which makes the company a perfect fit as a corporate partner for International Animal Rescue.”
The new spread delicious new spread is rolling out in selected Tesco stores across the UK. It is also available online, along with a recipe for a fun Chocca Orangutan Pancake.
Like Whole Earth, Vypr’s findings from its 2023 Pancake Day also found a preference among Brits for the traditional.
The Manchester-based product intelligence platform asked a nationally representative sample of its 65,000-strong community how they are planning to celebrate Shrove Tuesday.
- Two-thirds of consumers are celebrating Pancake Day this year.
- A third will be swapping out the English-style pancake for French crepes, 12% for the softer, fluffier American stack, and 10% for the smaller Scotch pancake.
- 80% will tuck into the treats at home, with 11% planning to eat out.
- While most will celebrate with family and friends, 10% will eat alone.
- Just 15% said they won’t be celebrating the day this year.
The UK’s traditionalist tastebud still rules the roost with 56% of consumers opting for the lemon and sugar combo.
Maple syrup is a favourite among 34% of those polled, with chocolate for 34% of fans.
Other flavour favs include fruit (27%), honey (22%), whipped cream (20%), sugar and orange juice (both 13%). Savoury choices came up with cheese and ham at just over 10% and cheese and beans at 5%.
Nearly 60% of respondents said they will be tossing pancakes at home with their family. Couples were also getting in on the action (38%) and doing it with friends got a thumbs up among 13%.
Most consumers will pick up the necessary ingredients from the supermarket; 13% will pop into their local shop and 10% will get what they need online.
So, despite the consumer’s widening taste for adventure and interest, ultimately, Pancake Day remains a truly traditional event for most Brits.
The Good Flour Co. is fast becoming a phenomenon in the gluten-free food world.
The Canadian producer is on a mission to encourage better-for-you preferences among children, which often results in healthy lifelong eating habits.
This is great news considering childhood obesity and food allergies is at epidemic proportions across North America:
- Globally, 42 million children under the age of five are overweight or obese.
- 1 in 5 American kid is obese.
- 32 million Americans – 1 in 3 children – have food allergies.
To keep fussy eaters happy and healthy, the Good Flour Co. has debuted Patty Cakes, a protein pancake and waffle mix targeted at children.
The new SKU complements its other gluten- and allergen-free superfood flour blends for making other amazing baking items, for pizza and for breading fish and chicken.
Its first-of-its-kind protein-infused flour mixes are available on Amazon and at over 350 Sprouts Farmer Markets across the US.
Now everyone can get into the fun of Pancake Day - even across the pond.
Yet another poll – by Earth & Wheat, makers of the popular wonky bread box – confirms that Brits still think the classic lemon and sugar is flipping marvellous.
But while the traditional topping remains top, this year many Brits are thinking outside the box with weird and wonderful ideas, like banoffee spread, coconut caramel cheesecake drizzle and hot cross bun sauce.
The Brits’ favourite recipe is easy to make with only seven ingredients needed: plain flour, eggs, milk, salt, sunflower or vegetable oil, lemon wedges and caster sugar.
To make the perfect pancake, Earth & Wheat’s resident chef James Strawbridge said, “Pancakes are easy to make so everyone can have a go.
“Simply put 100g plain flour, two large eggs, 300ml milk, one tablespoon of sunflower or vegetable oil and a pinch of salt into big jug and then whisk to a smooth batter.
“Then set a medium-sized frying pan over a medium heat and carefully wipe it with some oiled kitchen paper. Once hot, cook your pancakes for one minute on each side until golden. Lastly, serve with lemon wedges and caster sugar and enjoy.”
Like its quirky assortment of breads, rolls and pitas, Earth & Wheat’s wonky box includes still fresh but oddly shaped or surplus pancakes, in a bid slash food waste, available online on subscription.
In celebration of Shrove Tuesday, Pawsitive Café in Notting Hill, UK, will be serving up a special menu decked out with six new pancake creations.
Pawsitive is running their special menu from 21-26 February, which, for humans, includes sweet and savoury pancake options:
- Violet Fried Banana Pancake
- B&W Oreo Pancake (in homage to Domino, owner Alicia’s dalmatian)
- Vegan Potato Patty Pancake
- Crispy Chicken Pancake
At pup-friendly Pawsitive, four-legged friends are never left out, and after working up an appetite in the café's doggy bally pit and custom-built play area, they will be able to enjoy their own dog-friendly Strawberry, Blueberry or Carrot pancakes.
