Dia Stronach: What makes the Christmas special of Good Food special?

Tom Townsend-Smith: “This year’s Good Food Christmas special is all about making new Christmas memories. We’ve increased our pagination by 64 pages to give readers a bumper 200+ page issue packed of festive recipe inspiration including innovative ideas for the big day, showstopping mains, new twists on your favourite sides and dreamy desserts. It has recipes from Rick Stein and Dr Chintal, plus delicious edible gifts to give to family and friends, the winners of our Christmas Taste Awards, stunning party food to wow guests, our top cheeseboard picks, top 10 festive wines, Christmas crafting and decorations, great ideas for leftovers, wreath making and tips for being more sustainable.

“If that wasn’t enough, the Christmas special comes with a free 2025 Recipe Calendar which features planet-friendlier recipes that will help readers reduce their impact on the environment next year.”

DS: How have previous Christmas specials performed at newsstand?

TT: “This is our biggest selling issue of the year, and on average we sell 3 to 4 times as many copies as a regular issue. Including its various value packs, last year’s Christmas generated over £500k in retail sales value.

“As well as being our biggest-seller, it is our best edition in terms of year-on-year performance.”

DS: What should retailers be doing to maximise sales of this issue?

TT: “We would encourage retailers to stock the issue front of shelves or in till units where possible. The issue comes in a glossy envelope wrap to give it great stand-out on the shelves. For the second year, and uniquely in the market, we’ve managed to gold foil stamp the Good Food masthead onto the envelope to make it look even more festive and eye-catching.

“Good Food is by far the leading food title in the market and we have a lot of readers who specifically wait for the Christmas issue on-sale to go and get their copy, so to maximise sales make sure they can find it in store.”

DS: What are you doing to support independent retailers stocking the title?

TT: “For the first time this year, we’ve identified our top-selling 500x independent retailers and sent them a window poster to promote the issue, with a cover letter thanking them for their support and help over the last 12-months. If any of our other independent retailers would like a window poster, please contact us on goodfood@immediate.co.uk and we’ll send one out.

“We have a fully integrated marketing plan promoting the Christmas issue across our website, databases and social channels. Across these our combined audience reach is in excess of many million food lovers across the UK.

DS: Can you tell us something from inside this issue which will get customers excited?

TT: “We’re making the sides the star of the show. After many heated debates in the Good Food offices about whether turkey or a nut roast or an alternative main was what gets people talking, we then had a revelation: it’s the roasties, it’s the carrots and the parsnips, the gravy and the sauces.

“So we’ve gone to town creating the best festive side show you’ll ever taste, with extra-crunchy roast potatoes, rustic sausage, apple & cranberry stuffing, kale, leek, cheddar & goat’s cheese gratin, and brown butter and bay bread sauce.”

DS: What makes Good Food’s Christmas special unique amongst food magazines?

TT: “We’re inspired by the past to create memories that will last a lifetime with modern twists on nostalgic recipes (including Nduja prawn cocktail lettuce cups, Black Forest traybake and Miso-glazed mushroom lentil nut roast) plus homemade crafts, edible gifts and tips for a greener Christmas that not only show your friends and family you care, but that you care about the future of the planet, too.

DS: Better Retailing’s sister title, RN, has recently relaunched the Just Ask campaign, to encourage magazine readers to ask their local shops to order in magazines for them which wouldn’t otherwise be stocked there by making Point of Sale equipment available to retailers and adverts available to publishers. Could this be a useful asset for Good Food, and will you be taking part?

TT: “Yes we’d definitely be happy to support a campaign like this. We really value our independent retailers who ensure our readers in all corners of the country can get their favourite food magazine.”

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