Japanese Milk Bread Sweeps the UK as Bakeries and Cafes Capitalize on Social Media Demand

Key points

• Social media video trends are driving record foot traffic and sales for UK bakeries selling Japanese milk bread.
• The signature softness and extended shelf life of shokupan stem from the tangzhong starter method, which gelatinizes starches to trap moisture.
• UK restaurants are leveraging shokupan for high-margin menu items like katsu sandos and premium breakfast toast.
• Home bakers are increasingly adopting enriched dough techniques as kitchenware retailers report rising sales of specialized baking gear.

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Sources and methodology

Reported from the public datasets below.

• Bureau of Labor Statistics (BLS) - Consumer Price Index, food away from home
• Federal Reserve Economic Data (FRED) - Food services and drinking places series
• U.S. Census Bureau - Monthly Retail Trade, food services

All sources Foodie Pundit reports from

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