Safety, quality, nostalgia- there's a buzz about British products both abroad and at home for various reasons – but products need more than just a Union Jack on the label if they are to stand out, warn experts.
While Britons are happy to count themselves members of a globalised society, a recent Mintel report British Lifestyles ​found that 44% said they preferred British brands when it came to buying food and drink for the home.
This demand for domestic products across nearly all categories was being fuelled by the over-65s, with 74% of older consumers saying they opted for British food at home compared with one third (37%) of younger consumers.
Why do Britons buy British?
Senior Mintel analyst, Ina Mitskavets explained why this may be.
A report by Catalyst Corporate Finance (CCF) confirmed that recent food scandals and a subsequent mistrust of processed food was a significant factor.
"The recent horsemeat scandal has influenced consumers' shopping habits, increasing the importance they attribute to the traceability and provenance of ingredients and undermining their trust in some retailers," ​it said.
Heritage and independent (H&I) brands, associated with lower levels of food processing, inspired greater levels of trust amongst consumers.
The CCF report cited baby food manufacturer, Ella's Kitchen, and vegetable crisps, Tyrrells, as examples of two H&I brands that were outperforming their global competitors in their categories.
The eccentric imagery used on Tyrrells' packaging allowed it to convey an idea of quintessential Englishness, while the success of Ella's Kitchen was down to the combination of a traditional product and innovative packaging.
"Ella's Kitchen [became] a leader in packaging by offering its [organic baby food] in convenience, flexible plastic pouches rather than traditional glass jars. It now has an 18% share of the UK baby-food market," ​the authors wrote.
Meanwhile for Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, existing brands could easily boost their British credentials by switching to home-grown ingredients: "Hovis, for example, has focused on promoting its commitment to using 100% British wheat where possible, and has seen its products bought 8.8% more frequently than last year – the greatest increase in ​[our] top 10 list,​" ​he said.
But when selling abroad, brands may be able to rely on the current buzz surrounding Britain.
But manufacturers should also be careful to not over do it.
Analysis: Is Olympics sponsorship all pain for little gain?