Britons are treating themselves to their favourite foods and snacks for a sense of indulgence and solace amid a testing cost of living crisis. Canvas8 spoke to eight people to find out when and why they indulged in comfort foods, and to talk about their attitudes towards ‘guilty pleasures’.

KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?

Swizzels has added six products to its vegan sweet range in honour of Veganuary 2023 – which is set to be the diet challenge’s biggest year yet. With demand for vegan alternatives growing, Swizzels hits the sweet spot between indulgence and the diet’s healthy perception.

Coco Chocolatier is rolling out two brands with ethics at their centre – one focuses on its vegan credentials, while the other is proudly made slave-free. The launches aim to tap people's desire not only for moments of indulgence but to enjoy these moments with a clean conscience.