We have launched the first ever National Crumpet Week in celebration of one of the nation’s favourite comfort foods
With summer now a distant memory and temperatures dipping, Brits are seeking solace in the form of delicious ‘comfort foods’.
Topping the comfort food charts are the bacon sandwich, apple crumble and a classic roast chicken dinner. Crumpets, buttered toast, and a cheese toastie also scored highly, proving that baked goods are what many turn to at this time of year.
Nearly three quarters of respondents agreed that comfort foods are one of their favourite things about the colder seasons, admitting to tucking into a hearty dish four times a week. Nearly a third noted that after a bad day at work, on birthdays (21 per cent) and when receiving sad family news (20 per cent) are the times when they will most likely turn to these wholesome meals. The study also found 35 per cent of the adults polled typically eat comfort foods when they’re feeling cold, but 56 per cent will even cook them during the summer months.
Our research marks the inaugural National Crumpet Week (17th-23rd October), and sees the UK’s winter food habits unveiled.
When quizzed on the recipes they use, 35 per cent inherited them from their mum, while a quarter said they have all been self-taught – while 52 per cent still cook the meals they used to eat as a child.
And it’s not just dinnertime when comforting carbs are sought out to seek contentment. As the cold mornings hit, 41 per cent seek comfort from a cup of tea, while more than a fifth (21 per cent) like to munch on a crumpet to set themselves up for the day!
Jonathan Warburton, Chairman of Warburtons, said: “It was heart-warming to see that so many people associate comfort foods with childhood or home cooking – which, to me, means family. Comfort foods do what they say on the tin – provide a bit of comfort – and that’s exactly what we all need right now. We know crumpets are favourites for many people across the UK, whether that’s for breakfast to a midnight snack, so it was a no brainer for us to launch a week dedicated them”
Brits have been finding solace in the mighty crumpet since its creation in the 17th Century. We therefore today launched a week dedicated to our iconic holey snack, as Britons revealed their crumpet preferences; the perfect crumpet formula is said to be toasting a crumpet so that it’s crispy on the edges, but soft on the inside (51 per cent), while 37 per cent like them crispy all over – with the optimum crumpet toasting period at 3-4 minutes (41 per cent.)
Butter was crowned the winning crumpet topping (38 per cent), with jam, cheese, honey and marmite also featuring high on the list.
However, the modern crumpet eater isn’t afraid of mixing things up, with their crumpet toppings, with baked beans, macaroni cheese and even chilli con carne making the top 10 list of unusual flavours.
It was also highlighted that more butter IS better when it comes to loading the crumpet, with over half agreeing they like to fill the holes of their crumpet to the brim with butter (52 per cent), with 42% liking a small amount.
To celebrate National Crumpet Week, we have created a series of at-home crumpet recipe hacks, and have even teamed up with Pizza Hut Delivery to create the next viral sensation – the Crumpet Crust pizza! In a hole-y new take on the stuffed crust, Pizza Hut’s classic pepperoni pizza crust is replaced with cheesy toasted crumpets.
Alongside the Pizza Hut x Warburtons Crumpet Crust Pizza, the series of at-home crumpet hacks includes:
- The Crumpnut –a delectable crumpet donut topped with icing and sprinkles
- The Crumpet Breakfast Stack– a mouth-watering breakfast burger complete with fried egg, American cheese, sausage patty and bacon, sandwiched between two crumpet ‘buns’
- and The Crump-Bao Bun, taking your bao game to the next level with teriyaki pork garnished with coriander, chilli and sesame seeds, encased in a soft pillowy crumpet to absorb all the saucy goodness
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