As interest in food from around the world grows, independents can capitalise on this trend by offering a range of American products, wholesalers and suppliers have told RN.

Jonathan Summerley, purchasing director at confectionery wholesaler Hancocks, said between 2016 and 2017, Hancocks saw a 32% uplift in sales and a 37% increase in volumes sold for American confectionery, with this trend expected to continue throughout 2018.

“Reese’s and Hershey’s brands have dominated, and continue to dominate, the top five products for Hancocks,” he said.

Lucy Talbot, founder at The Cookie Dough Co., which sells pots of ready-to-eat cookie dough, said the trend for eating cookie dough has filtered from the US to the UK, and is popular among millennials as an ‘Instagram-worthy’ treat.

“Offering American desserts gives independents a point of difference. It also increases basket spend as it has a premium price, being a novelty food,” she said.

Dave Hiscutt, of Londis Westham Road in Weymouth, said he has an ambient bay and soft drinks chiller dedicated to American food and drink.

“We have shoppers coming in especially for American goods because we are the only shop in the area that sells it. Last year, during a warm week, we sold 292 cans of Fanta Berry Blue. The drink is popular with younger consumers looking for something different,” he said.

David Ramsey, of Best-one Byram Park in West Yorkshire, said he stocks Big Jake’s American BBQ range from Bestway which includes chicken wings and ribs.

“Today alone, we sold 12 boxes across the range. It has been really popular, and has definitely encouraged me to stock more American foods,” he told RN.