Food Hall Overhaul at Selfridges Birmingham

Selfridges Birmingham has been cooking up a storm in its renowned food hall – unveiling new looks and several new brands to entice lovers of excellent cuisine.

And sweet-toothed Brummies have been flocking to the Bullring department store, snapping up the new brands of deluxe confectionery and dessert treats that have arrived.

Pan N Ice, the flash-freeze ice cream store, has been warmly welcomed by shoppers looking to cool down while shopping, while Lola’s Cupcakes has been selling hundreds of its mouth-watering cakes a week since it opened in October.

Brummies have also demonstrated they love a luxury food product, with Monkey Cookies revealing that it has sold more of its £23 23-carat gold cookies than in any other city in the country. Hand-made and decorated, this delectable chocolate-chip cookie is topped with two pieces of Hershey’s chocolate that are draped in a gold sheet and sprinkled with gold flakes.

The 23-carat gold cookie is just one of Selfridges Birmingham’s exclusive food products in store, with other ranges such as Lichfield-distilled Fifth Spire gin to Borough 22 Doughnuts, which has seen hundreds of its vegan, gluten-free doughnuts flying out of store every week since it opened its concession in August, nowhere else in the city.

Lovers of Japanese cuisine can satiate their appetite for Oriental sweet treats, thanks to Minamoto Kitchoan – a bakery that specialises in mouthwatering Japanese desserts made from ingredients such as Azuki red beans, grains, agar and fruits. Choose from matcha senbei, a green-tea flavoured cookie with green-tea flavour filling, tsuya, a red bean paste sandwiched in a Japanese-style pancake, and gift boxes of eight or 12 pieces of sweet mochi.

Hot on the heels of opening Fumo on the fourth floor, San Carlo has now opened Gran Cafe. A patisserie, ice cream bar and cafe, it serves afternoon teas, gourmet sandwiches, freshly baked croissants, pastries, muffins and cakes. It’s also the place to go for San Carlo’s own luxury home-made gelato and sorbets and for its new range of indulgent, towering cake-shake creations.

It’s not all about cake, though. If you are craving warm and comforting dishes, Tonkatsu has launched its curried pumpkin and spiced acorn ramen soup – a real winter warmer on these cold days.

As well as welcoming new names to the food hall, Selfridges Birmingham has also been busy refreshing its offer.

Krispy Kreme has moved its concession to the centre of the store, by the escalators, offering a refreshed stand where it sells its best-selling doughnuts and an upgraded seating area where customers can enjoy a sweet treat with a cup of coffee.

Yo! Sushi is also about to move to the opposite side of the store. To celebrate the new-look eating area, it has launched its amazing afternoon tea with an Oriental twist for Christmas and a new menu with 83 dishes, 26 of which are vegetarian and 16 vegan.

And Nespresso is moving to replace the existing Yo! Sushi restaurant. The world leader in coffee machines, pods and accessories will be offering an even bigger selection when it moves to the front of the food hall.

Sam Watts, general manager of Selfridges Birmingham, said: “Selfridges is the destination store when it comes to picking up those fabulous food items and occasional treats. With more than 100 exclusive lines, it’s the ideal place to find something different for an appreciative food and drink aficionado. And after finding the perfect gift, you can celebrate by enjoying a wonderful meal or a glass of something sparkling in one of our fantastic restaurants.”

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