I was delighted to hear William Sitwell, the food journalist, last week championing Christmas favourites such as stilton and Christmas pudding on the radio. He said Christmas wouldn’t be Christmas without stilton on the board.
As we know, festive traditions have long been a source of comfort and nostalgia. But this year, thanks to the rising influence of Gen Z, these classic festive foods are making a spirited comeback – and it’s easy to see why.
At first glance, Gen Z might seem like an unlikely champion of traditional fare. This is the generation known for its digital-first lifestyles and plant-based diets. But Gen Z is also characterised by its deep appreciation for authenticity, sustainability, and storytelling. For them, food is more than sustenance – it’s a way to connect with history, culture, and community.
Enter Christmas pudding and stilton, two festive icons brimming with heritage and flavour. We have seen a surge in the popularity of stilton thanks to viral TikTok trends and creative recipes like savoury cocktails. This shift has fuelled a 6% year-on-year rise in sales, as younger foodies embrace its artisanal quality and unique taste.
The rise of charcuterie boards as a social media phenomenon has been a game-changer, and stilton’s crumbly texture and bold flavour make it a standout addition. Paired with artisanal crackers, seasonal chutneys, or even drizzles of honey, stilton has become a symbol of sophisticated snacking.
Its resurgence is also tied to Gen Z’s interest in supporting local producers and championing sustainable agriculture. Stilton, with its protected designation of origin and ties to small-scale dairy farming in England, aligns perfectly with these values.
We’ve been working with TV food and drink influencer Aidy Smith, known for his innovative savoury cocktails, and through that work see that Gen Z is more adventurous with food and drink pairings. They appreciate artisanal foods like stilton for the craftsmanship and flavour.
What’s more, Gen Z’s rediscovery of these foods is about more than taste – it’s a way to reclaim a sense of togetherness and continuity. In an age marked by uncertainty and rapid change, the rituals surrounding Christmas pudding and stilton offer a comforting reminder of simpler times. Whether it’s steaming a pudding weeks in advance or sharing a cheese board with friends, these traditions encourage slow, intentional moments that stand in stark contrast to the fast-paced digital world, ensuring their place on holiday tables for years to come.
In embracing Christmas pudding and stilton, Gen Z has proven that old-fashioned doesn’t mean obsolete. By infusing these classics with fresh energy and relevance, they’ve shown that tradition can be a source of inspiration rather than constraint. So this holiday season, don’t be surprised if these vintage delights take centre stage once again. Sometimes, the best way forward is to look back.
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