A Taste of Excellence, the European Union’s newly unveiled guide, aims to support UK chefs, retailers, wholesalers, distributors and foodservice buyers in discovering the full spectrum of high-quality European food and drink, with a special focus on the continent’s “hidden hero” products that are not yet widely known in the British market.
Developed by the European Commission’s Directorate-General for Agriculture and Rural Development (DG AGRI) under the “More Than Only Food & Drink” UK campaign, the book offers a hands-on resource for professionals wishing to widen their product lines with trusted, authentic European goods.
Inside, readers will find both industry insights and curated product features, including items such as Romania’s Telemea de Ibăneşti PDO cheese and Austria’s Steirischer Kren PGI horseradish. Producer case studies shed light on the craftsmanship behind products like Estonian vodka PGI and Sweden’s historic Skedvi Bröd PGI bread, complemented by viewpoints from UK specialists connected to the “More Than Only Food and Drink” initiative. The guide demonstrates how EU products can support innovation in menu development, premium positioning and category growth across the UK market.
One of the book’s primary objectives is to shine a spotlight on Europe’s more niche regional products—those with strong stories, unique taste profiles and promising commercial potential, yet which remain relatively undiscovered by British buyers. Across the publication, featured producers embody these “hidden heroes”, with many holding PDO or PGI status, reflecting the EU’s commitment to transparency and authenticity.
Among these is Ġbejna tan-nagħaġ PDO, a traditional Maltese sheep’s-milk cheese produced using time-honoured methods such as drying, peppering and pickling, offering UK delis, cheesemongers, and Mediterranean-inspired restaurants a unique and versatile addition to their ranges. From Hungary, Gyulai kolbász PGI showcases Central Europe’s rich charcuterie heritage; this lightly smoked, paprika-seasoned sausage adds depth to small plates, sharing boards, and slow-cooked dishes, yet remains largely undiscovered in the UK despite its strong fit with emerging consumer tastes.
The confectionery category is represented by Turrón de Alicante PGI from Spain. With origins dating back to the 15th century, this traditional Mediterranean nougat from south-eastern Spain is made using artisanal methods passed down through generations. Produced with locally sourced toasted almonds, honey, sugar and egg whites, the mixture is slowly cooked until crisp and breakable before being combined with whole almonds, which preserve the nougat’s distinctive crunchy texture and rich, nutty sweetness. For drinks, Kaimiškas Jovarų alus PGI, a traditional Lithuanian farmhouse ale brewed with unique local yeast and a rare no-boil technique, highlights the kind of heritage-led, craft-driven beer tradition that resonates strongly with UK specialist retailers, bottle shops and the on-trade.
By combining compelling storytelling with practical trade intelligence, A Taste of Excellence offers UK buyers a fresh perspective on European food and drink. Aligning with UK consumer trends and the growing demand for authentic and sustainable products, it is an invaluable resource to help them discover hidden gems, expand their sourcing horizons, and unlock new opportunities for growth – including seasonal opportunities offered by EU food and drink.
The book is available for digital download via the “More Than Only Food & Drink” campaign website, and copies will also be distributed at UK campaign events from early 2026. Visit the website for more details about the upcoming events in 2026.
