Importing American Food Products into the UK: Opportunities and Challenges

American food products are becoming increasingly popular with British consumers – in 2022 alone, over $1 billion in US food exports went to the UK.

Capitalising on the growing popularity of American food products in the UK can be highly profitable, but it requires a thorough understanding of US consumer preferences, import regulations, and market dynamics. As a business looking to tap into this lucrative market, you need to be well-informed and prepared to navigate the challenges that come with importing food products from the US to the UK.

In this comprehensive guide, we will provide you with all the essential information you need to successfully import American food products into the UK. We will explore the top American food brands in the UK, the economic potential of selling US food products, and the key steps to start importing.

Understanding Consumer Preferences

The first step in selling food products from America in UK stores is deciding which products to sell. To find products that will succeed in the UK, it’s essential to understand the differences between US and UK food tastes. One potential difference worth exploring are slight variations in general attitudes and perspectives around healthy eating.

One study showed that Americans consider healthy eating important, but don’t find it easy or practical. Less than half of the research participants rated eating healthy in their top three health priorities. In contrast, in the UK there is (what many would consider) a brighter spotlight thrown onto nutrition and maintaining a balanced diet; many brands are taking strides into offering healthier, more nutritious alternatives, and food quality is often cited as a top governmental priority. 

It’s worth considering the differences in food regulations between the two countries. The UK takes a similar approach to food safety as the EU, limiting additives or preservatives. Many ingredients that are permitted in American food products are banned in the UK, limiting the availability of high-processed foods.

Here are some other differences between US and UK food preferences:

• Sweetness: American food products, particularly snacks and desserts, tend to be sweeter than their British counterparts. Cereals, cookies, soda, snack cakes and pie found in an American food store typically have a higher sugar content.
• Portion sizes: Meal sizes in the US are often larger than those in the UK.
• Spice levels: British cuisine, owing to geopolitical / socioeconomic, often includes curries and dishes that are more spiced than in the US.
• Chocolate: British chocolate typically has a higher cocoa content, resulting in a richer, less sweet taste compared to American chocolate.
• Bread: American bread tends to be sweeter and softer than British bread. Shopping trends show that increasing numbers of British citizens look for heartier, denser bread with a stronger flavour, such as sourdough.
• Cheese: American cheese tends to be milder and often comes in processed forms. British cheese has a reputation for stronger flavours and a focus on traditional varieties, like cheddar and stilton.

Top American Food Brands in the UK

American food brands already have a significant presence in the UK market, with many iconic products now in stock on British shelves. From sweet treats like chocolate chip cookies and candy to savoury food like cheese and smoked sausage, US foods are becoming increasingly popular among British consumers.

Some of the most successful American food products in the UK are produced by:

• Hershey’s: Chocolate bars and sweets.
• Kellogg’s: Breakfast cereals and snacks.
• Heinz: Ketchup, baked beans, and canned goods.
• Del Monte: Canned fruits and vegetables.
• Duncan Hines: Cake mixes and desserts.
• Kraft Heinz: Various products including cheese, pasta, and sauces.
• Quaker: Oats, corn meal, and rice snacks.
• Betty Crocker: Cake mixes, frostings, and baking essentials.
• General Mills: Includes brands like Häagen-Dazs, Old El Paso, and Green Giant.

Many of these brands are well-established and becoming ever-more popular in the UK.  For example, in 2020, Kraft Heinz saw a 9.4% increase in sales in the UK and Ireland. The popularity of these American food giants demonstrates the strong appetite for American flavours among British consumers, who are increasingly embracing the ‘best American food products’ from US grocery stores. 

Where To Import From in the US?

Of course, the US is a large country composed of many regions, each with its own climate and unique food production. For example, the largest state on the west coast – California – leads the nation in food production and offers a diverse range of food products:

• Fruits: almonds, grapes, strawberries, oranges
• Vegetables: lettuce, tomatoes, broccoli
• Dairy products: Milk, cheese, butter sour cream

In contrast, rice production is generally limited to southern states, and the production of beans and legumes is more widespread in the northern states such as North Dakota, Michigan, Minnesota, Nebraska, and Idaho.

Understanding food production in the United States is important when sourcing high-quality products. 

For example, since California produces most of the country’s almonds, food products that use almonds (eg., almond milk) may be of higher quality when sourced from California.

Choosing the right region to import from also lowers logistics costs; when a food product manufacturer is located in the same region where the key ingredient is grown, they will pay less for shipping. This lowers production costs and in turn, lowers the price of the product.

The Economic Potential of American Food Products in the UK

Despite some slight differences in consumer preferences, tastes remain broadly comparable, and the market for American groceries in the UK presents a significant economic opportunity for importers and distributors. In the UK, as around the globe, there is an appetite for America’s cuisine and culture, which is reflected in the rising number of American-style restaurants, food trucks, and dedicated American food mart sections in supermarkets across the country.

Popular categories such as confectionery, snacks, and beverages show particularly strong potential. 

For example, the UK confectionery market alone is projected to reach 22.06 billion USD by 2030, with American brands well-positioned to capture a significant share. The UK food and drink import market has also increased by 5.1% from 2022 to 2023.

Moreover, the UK’s departure from the EU has created opportunities for trade agreements with the US, which could potentially reduce tariffs and simplify import procedures. This could lead to more competitive pricing and increased profit margins for businesses importing American food products.

By capitalising on the novelty factor of famous American brands and offering attractive prices, businesses can tap into a lucrative market segment. With strategic marketing and distribution, American food products have the potential to become staple items in UK households, driving long-term economic growth for importers and retailers alike.

How to Import American Products in the UK

Research Reputable American Food Brands

To choose which American food products to import and sell in the UK, start by compiling a list of well-known American food brands that already have a strong presence in the US market. Utilise online resources such as industry databases, trade publications, and social media platforms to gather information about ‘rising stars’, alongside established names, as potential products.

Use market research tools and reports to identify trending American food products in the UK market. This information can help you focus on brands and products with the highest potential for success. 

Look for brands with:

• A history of consistent quality
• Experience in international exports
• Positive customer reviews and testimonials
• Industry awards and certifications

Attend popular trade shows like the Summer Fancy Food Show in New York or the Natural Products Expo West in California. These events provide opportunities to meet suppliers face-to-face, sample products, and get an introduction to industry professionals from around the world.

Find Reliable American Suppliers

Once you’ve chosen a product to import, identify potential suppliers by:

• Browsing specialised B2B platforms
• Exploring member directories of organisations like the Specialty Food Association
• Attending major US food trade shows (in-person or virtual)

Verify that suppliers are qualified and reliable by:

• Prioritising suppliers with UK/EU export experience
• Requesting and contacting references from other UK importers
• Considering a partnership with a reputable US-based food export agent

After finding an American supplier, make sure to:

• Negotiate terms carefully, including pricing, minimum order quantities, and payment terms
• Be clear about your expectations regarding product quality, packaging, and labelling requirements for the UK market
• Agree on a distribution method

Acquire the Necessary Documentation

Once you’ve decided on a product and found a supplier, you’ll need to ensure you have the proper documentation to adhere to UK customs regulations. The necessary documentation depends on the type of product you are importing and could include an import licence.

Understanding what documentation is needed can be a difficult step, especially if you lack experience importing food products into the UK. Here, an international trade consultant is indispensable, as they can provide expert guidance on the entire import process, including UK regulations and the necessary documentation.

Navigating UK Food Safety Regulations

When importing American food products into the UK, it’s crucial to understand that UK food standards can differ from those in the US. These differences can impact various aspects of the import process, from labelling to ingredient composition. Importers must carefully navigate these regulations to ensure compliance and successful market entry.

Understanding UK Food Labelling Requirements

UK food labelling laws are more stringent than their US counterparts. For example, UK food labels must include nutritional information per 100g/ml, not just per serving. The UK also has stricter rules on health and nutritional claims on food labels.

Importers must ensure that American product labels are adapted to meet UK-specific requirements before distribution. This may involve creating new packaging or applying additional labels to existing packaging.

Complying with UK Food Safety Standards

One crucial aspect of importing American products into the UK is the significant difference in food safety standards between the two countries. UK food safety standards, largely based on EU regulations, include:

• Lower maximum levels for certain food additives and preservatives
• Stricter regulations on genetically modified organisms (GMOs)
• Different approved food colourings and flavourings

In addition, many additives and preservatives are legal in the US, but banned in the UK. Therefore, it’s essential to do thorough research and ensure the product you are importing can be sold in the UK. Importers should work closely with American suppliers to ensure products meet UK standards, which may require reformulation of some products.

Obtaining Necessary Certifications and Permits

To import food products into the UK, businesses must:

• Register with the UK Food Standards Agency as a food business operator
• Obtain an Economic Operator Registration and Identification (EORI) number
• Secure relevant health certificates for products of animal origin (eg., fish, chicken)
• Apply for specific import licences for certain regulated products

Additionally, while the US uses Good Manufacturing Practices (GMPs), the UK requires the implementation of Hazard Analysis and Critical Control Points (HACCP) systems. Importers should ensure their American suppliers can provide documentation for HACCP compliance.

By understanding these key differences and requirements, importers can successfully navigate UK food safety regulations and bring American food products to the UK market.

Navigating Customs Procedures

When importing American food products into the UK, businesses must navigate complex customs procedures and tariff systems. Understanding these aspects is crucial for a smooth and cost-efficient import process.

Importers must submit a customs declaration for all goods entering the UK. This involves providing detailed information about the products, including their classification under the UK Global Tariff (UKGT) system. The UKGT code determines the applicable import duty rates and any special requirements.

For food products, additional documentation is often required, such as health certificates, certificates of origin, and organic certification (if applicable). Importers should also be prepared to pay Value Added Tax (VAT) on most food products.

Tariffs and trade agreements between the UK and the US are subject to change and therefore importers should regularly check for updates on the UK government’s official website. A customs consultant can also help importers stay up to date on the latest changes.

By thoroughly preparing for these customs procedures and tariffs, businesses can avoid delays and unexpected costs when importing American food products into the UK.

Expert Guidance from clearBorder

Importing US food products into the UK can be daunting, but expert international trade consultants like clearBorder can make the process easier. clearBorder offers specialised training and consultation to help businesses streamline the import process and avoid costly mistakes.

clearBorder guides importers through the entire import journey, from understanding UK food safety regulations to navigating customs procedures. Our expert consultants have in-depth knowledge of:

• UK-specific labelling requirements
• UK food safety and hygiene standards
• Necessary certifications and permits
• Customs documentation and tariff classification
• Logistics and supply chain management

Through tailored training programs, clearBorder equips businesses with the knowledge to confidently manage their imports. Our consultation services provide ongoing support, helping companies stay updated on regulatory changes and adapt their strategies accordingly.

By partnering with clearBorder, you’ll reduce the risk of shipment delays, avoid compliance issues, and optimise import operations – saving both time and money. Contact clearBorder today to start importing US food products in the UK.