Britain's food tastes are expected to go Nordic this year, a leading supermarket has predicted.
Herrings and Vasterbottensost cheese are expected to be at the forefront of the foods tickling consumers' tastebuds, a survey for Waitrose has claimed.
As a result the supermarket is to run Scandinavian food trials at a number of stores.
Traditional Nordic products such as herring, smoked fish and lingonberry jam will increasingly be on British shopping lists, Waitrose said.
Denmark's Noma restaurant helped put Scandinavian food on the culinary map when it scooped the world's best restaurant award last year.
The independent trends report, Food Watching, for Waitrose, said the simplicity of light Nordic cuisine together with its use of pared-down, high quality ingredients were its main attractions.
Waitrose executive chef Neil Nugent said: "Scandinavian food is now being discovered for its simple, clean flavours.
"I think this will eventually become part of the repertoire of foods that Britons eat and some products could be a future food staple, such as Vasterbottensost cheese which could become as popular as Edam."
John Lewis Foodhalls from Waitrose on London's Oxford Street and at Bluewater in Kent are backing this trend by hosting Swedish food trials from tomorrow.
Customers will have the chance to taste and buy a range of products such as Vasterbottensost cheese, Leksandsbrod crispbread, Swedish Kitchen organic meatballs and lingonberry jam.