The UK public has spoken: doughnuts, cheese and even supermarket meal deals are what Father Christmas now fancies as he powers through his annual sleigh marathon.
From the calorie-conscious to the decadent, Britain’s picks for Santa’s snacks reflect a little of everything: modern convenience, festive flair and a dose of Millennial influence. It’s a world where a charcuterie platter co-exists with a bag of crisps, and where a croissant is perfectly acceptable alongside a doughnut chaser.
Is this a sign that Santa is going gourmet? Or has the UK just decided that if Santa is real, he deserves the best? Either way, one thing’s clear: the traditional offering of a mince pie and milk might finally have competition.
According to research polling 2,000 UK adults in November by OnePoll on behalf of Tesco, St Nick is ditching tradition in favour of more contemporary fuel.
Tradition vs taste
For decades – if not centuries – households across Britain have faithfully left out a mince pie and a glass of milk – or perhaps a sneaky thimble of port – to keep Santa’s spirits high (with a carrot thrown in to appease Rudolph). But as the UK retailer discovered, the tides are turning.
While 46% of Brits still cling to custom and insist Santa deserves his classic fare, a sizeable 34% think the big guy might be craving something different. And who can blame him? If you were flying around the globe for 24 hours straight, wouldn’t you appreciate a change of pace?
Cue Tesco’s research-backed rankings: The top 10 contemporary snacks the UK now deems perfect for Santa’s snacking pleasure (spoiler alert: Santa’s palate has never been more sophisticated).
Doughnuts dominate
The nation’s number one choice for Santa’s modern snack? The humble doughnut. Sweet, fluffy and infinitely versatile, doughnuts are a universal crowd-pleaser. Plus, they’re highly portable, which is ideal for Santa when he’s trying to avoid sleigh crumbs.
In second place, Santa’s getting fancy with a cheeseboard. Brie, cheddar, gouda – pick your cheesy choice: Santa’s standards are clearly rising. But before you assume he’s all about the ‘finer things’, spot number three goes to something refreshingly practical: a Tesco meal deal. Tesco’s research found 40% of the 14 million Millennials across the UK would happily swap out a tired mince pie for a meal deal.
So, if the go-to £3.90 lunch combo is good enough for that generation, then it should be right up Santa’s alley, according to the UK retail chain. Admittedly, it makes sense: Santa’s schedule is tight and grabbing a seasonal sandwich, side and drink means no faffing about. With Tesco’s 20 million possible meal deal combos, Santa could enjoy a Turkey & Trimmings Sandwich in Newcastle, Mini Cranberry & Pork Pies in Manchester and maybe even a festive wrap in Brighton. Variety is the spice of life, afterall.
“Personally,” said Tesco’s Christmas sandwich product development manager Sarah Bryer, “I’ll be leaving out my favourite: the Turkey & Trimmings Sandwich. It’s the ultimate festive sarnie, packed with tender turkey breast, sausage, sage & onion stuffing and beechwood smoked bacon, layered with mayo and cranberry sauce and served on malted bread. Paired with our new Mini Cranberry & Pork Pies and a Diet Coke, I think Father Christmas will enjoy the change from a traditional mince pie.”
Santa, snacks and surprises
According to its research, Tesco’s top 10 modern Santa snacks showcases just how far the festive snack plate has come:
- Doughnut: for a punch of energy on-the-go
- Cheeseboard: because Santa deserves a little sophistication
- A meal deal: perfect for a tight schedule
- Cereal and protein bars: because even Santa appreciates macros
- Crisps and dip: who can resist a salty-crunchy moment mid-delivery?
- Croissants: très chic for the jet-setting Claus
- Scotch eggs: a British classic Santa didn’t know he needed
- Charcuterie platters: who doesn’t like a midnight nibble on cured meats?
- Yoghurt: for Santa’s health-conscious side
- Fruit salad: to hit his five-a-day
With a sleigh packed full of presents and 24 time zones to cover, Santa’s snack game was bound to evolve. This Christmas Eve, it’s your chance to keep him fuelled, festive and ready to roll with smarter, cleaner and more convenient treats.