LONDON, UK, June 18, 2026 – As summer entertaining returns, industry experts are advising retailers and foodservice operators to refresh their BBQ ranges with a broader selection of meats and flavour combinations. Expanding beyond standard burger and steak options could help businesses tap into consumers’ growing appetite for variety and culinary exploration.
According to Gaynor Stokes, meat adviser to the European Union’s ‘More Than Only Food & Drink’ campaign, the summer grilling season presents valuable opportunities to introduce consumers to new products and cooking ideas.
“People are often more adventurous with food during BBQ season,” says Stokes. “That creates the perfect environment for chefs and retailers to showcase different cuts, flavours and food traditions.”
Consumers are increasingly seeking transparency about the foods they purchase. Alongside concerns regarding ultra-processed products, shoppers are paying greater attention to quality, sustainability and where their food originates.
“Naturally produced meat remains an excellent source of protein and nutrients. BBQs offer an ideal platform for introducing cuts that consumers may not use regularly but which deliver excellent flavour and flexibility,” she explains.
Chicken thighs and pork steaks remain particularly attractive options for chefs looking to diversify menus. With international flavours continuing to influence dining trends, creative seasoning blends and marinades can transform these cuts into standout dishes.
“European ingredients such as Slovakia’s Paprika Žitava PDO and France’s Piment d’Espelette PDO can bring depth of flavour to pork and chicken marinades. Prepared on skewers, they can be used in Mediterranean-inspired dishes such as souvlaki.”
Larger cuts including brisket, pork belly, shoulder and lamb shank also lend themselves well to outdoor cooking. Slow cooking followed by a final finish on the grill can create impressive results.
“Their rich flavours work wonderfully with uncomplicated accompaniments such as fresh salads, flatbreads and sauces,” says Stokes.
Retailers can help boost consumer confidence by offering educational materials including recipes, cooking techniques and preparation advice both in stores and online.
“There is significant potential for introducing speciality products such as Spain’s Chorizo Riojano PGI, Germany’s Nürnberger Bratwürste PGI and Poland’s Kiełbasa lisiecka PGI. These products offer consumers a taste of established European traditions.”
European meat production standards continue to attract consumer interest. Regulations cover everything from traceability and food safety to animal welfare and hygiene requirements.
The wide range of farming practices, livestock breeds and culinary traditions across Europe provides businesses with strong provenance stories to share.
Galician beef from northern Spain is one example gaining popularity due to its flavour, marbling and quality, developed through natural grazing systems.
“BBQs create opportunities for people to explore new tastes together,” says Stokes. “By embracing different ingredients and cooking traditions, businesses can offer consumers something distinctive.”
Innovation and creativity will help retailers and hospitality operators differentiate their BBQ offerings throughout the season.
