New Year, New Me-al: Food Trendwatch for 2025

Some things seem like they'll never disappear, like a good red lipstick, to-go coffee, or CSI: Miami. Then there are those things that seem ubiquitous, but get replaced by an upgraded version of the original - think Betamax, the Nokia 3310, Ann Widdecombe.

So too it is with food trends. While we may have thrilled for the delights of SPAM and a Walls' frozen brick back in 1957, today's consumers are more discerning - and international - in their tastes. Here are Guild Of Dough's top upcoming trends for 2025:

1) Unprocessed & natural foods

UPFs (Ultra-Processed Foods) have received a lot of bad press in the last couple of years, and not without good reason; UPFs have been linked to multiple health conditions, as well as poorer mental health. 2025 is all about Clean Label products - ethically-sourced ingredients, no artificial colours or flavourings, and minimal processing.

Looking for a chance to add this sort of thing to your own basket? Guild of Dough's classic sourdough is made with just three ingredients: flour, water, and salt.

2) 'A little treat'

'Permissible indulgences' have become this generation's cigarette / tequila slammer / affordable house (delete as appropriate). Whether it's a flat white on the way to the office, a Netflix subscription you don't necessarily need, or a mid-afternoon strawberry bubble tea, it's all about making the everyday feel more special with an affordable bit of gratification. We've especially seen this over the recent holidays, with Instagram feeds being full of 'luxury' hot chocolates - think real melted chocolate, carefully paired with a milk of your choice, and topped with a homemade marshmallow and torched meringue foam.

Keep an eye out for Guild's new upcoming deals - sometimes the best way to reset is to take a moment, treat yourself to an oat latte and a triple chocolate brownie, and enjoy them somewhere cosy.

3) Pistachio everything

Forget matcha, goodbye to cold-pressed kale smoothies - this year's green drink is all about DEEZ NUTS (sorry). From the viral knafeh pistachio chocolate bar to the filled croissants from Lafayette bakery, it looks like we can't get enough of eating our greens. Summery, indulgent, and oh-so-sophisticated, we'll be seeing pistachios as more than just a creme or coffee syrup this year - they'll be turning up across restaurant menus, from luxuriant pesto to artisanal mortadella.

Keep an eye out for Guild's own take on the pistachio trend later in the year - we just know you'll go nuts for it!

4) Asian flavours

Whether you're into a classic Canto sweet and sour, a creamy Thai curry, or you just can't get enough chilli crisp, your favourites won't be going anywhere this year. Pan-Asian flavours have been embraced across the UK, but we're expecting some lesser-known ingredients to be taking their place in the mainstream later in 2025 - think tangy yuzu, numbing Sichuan pepper, and rich salted egg yolk.

If you're new to some of these flavours, pick up a Guild of Dough kimchi sourdough to get your tastebuds some exposure - our house-made kimchi is packed with spicy gochugaru and rich miso, but our baking methods make it mild enough to be accessible to any nervous newbies. We like it in the morning with scrambled eggs or smashed avo, but it makes a fabulously indulgent grilled cheese for that post-work snack.

5) ¡Viva España!

2025 is all about shareable moments, and what could be better than getting together for a tapas night? This year's hosting trend is all about pintxos - small bar snacks that are especially popular in the north of Spain. They're typically made up of small slices of bread or pastry, topped with a variety of ingredients, and then speared with a toothpick or pincho to keep them together - and to keep track of how many you've eaten.

To bring a little taste of Spain into your own hosting, a pintxos board is a great way of trying this trend without needing to buy a million tiny plates. Load it up with boquerones, Manzanilla olives, some jamón Serrano, a few slices of Manchego, and a homemade tortilla, then cube some Guild of Dough focaccia and let people make their own bite-sized snacks. Pair it with a dry white wine, and finish with a burnt Basque cheesecake - salud!