The hunger for functional food is no longer just about day-to-day health – it’s about shielding against future risks. Roughly

of people globally claim they plan to eat and drink healthier due to the pandemic. In India, 

 of people consciously made an effort to strengthen their immunity between November 2019 and November 2020, while in the US, the market for dietary supplements is tipped to grow at a rate of 8.2% annually between 2020 and 2027. Drinks that promise an immunity boost – like 

 nutraceuticals – are thriving with their offer of a quick, sippable solution for optimised health.

With comfort still a driving force behind people’s food choices, some nutritious grub is being disguised as an indulgence. To ease the consciences of those

 during the pandemic, Unilever is ‘healthifying’ some of its core offerings, including vegan versions of Hellmann’s Mayonnaise and Magnum ice cream. In the drinks space, 

 sugar-reduction technology is aimed at careful consumers looking to avoid bad ingredients without losing out on flavour. And alcohol-free brand Kin Euphorics and cannabis-infused Artet provide just the 

without the consequences. These are especially appetising to Gen Yers, 66% of whom say they choose alcoholic beverages based on how they might impact their health and wellbeing.

Despite the growing appeal of nutritious food, barriers to access remain. Almost a quarter (23%) of people struggle to achieve a healthy and balanced approach to nutrition, and 

. Launched by Paralympic gold medalist Dylan Alcott, 

 is making a healthy diet more accessible with $3 fresh meals catering to people with disabilities.

As COVID-19 swept across the globe, health-conscious individuals sought out ways of protecting themselves from the virus. For some, a lack of treatment options from mainstream medicine meant the adoption of preventative measures. So, how have Americans been eating themselves to good health?

Why immunity foods are pandemic-proof

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

Why drinking clean is the new abstinence

Evolving tea traditions, modern experiences, and a cultural shift have ushered in a new era on the American tea scene. As people explore rituals that blend Eastern heritage with Western vibes and influencers elevate tea to a lifestyle choice, a community of tea connoisseurs is being nurtured.

Who are the new American teaheads?

While 2023 saw meat consumption in the UK hit the lowest level since records began in the 1970s, sales of much-hyped meat substitutes are falling. What role is the cost of living crisis playing in people’s vegan and vegetarian choices? Will they stick to their new habits as food inflation decreases?

How the cost of living crisis impacts meat-free Britons

With Gen Zers fully ready to embrace discourse and products for their gut, brands are working to keep up with scientific and social advancements around IBS and other digestive disorders in line with this shift. As the poo taboo comes to a close, what exactly do Gen Zers want and need?

How Gen Zers are changing the discourse around IBS

London-based Toast Brewing Company is minimising food waste by turning surplus bread into award-winning beers, all the while collaborating with other breweries and donating profits to fight food waste. What can brands learn about the brand’s success in the circular economy?

How Toast's bread waste beer attracts conscious drinkers

Large companies have begun to notice that low-income consumers are running low on both patience and funds as inflation continues to squeeze pocketbooks well into 2024. Lower-income people remain the hardest hit by inflation and are looking for brands to support them as costs continue to rise.

Inflation is leading to high levels of spending scrutiny

Singapore’s ‘national favourite oat milk brand’ is winning over Southeast Asians’ taste buds. As Oatside Oat Milk caters to the region’s lactose intolerance and sense of humour, more individuals are championing Asia’s first ‘full-stack’ oat milk brand to lead the alternative dairy market.

How Oatside tickled the dairy needs of Southeast Asians

The current cost of living crisis is influencing the behaviour of British consumers, including their decisions regarding beer consumption. However, despite these challenges, there remains significant potential in the British beer market. How can brands effectively tap into this potential?

How the cost of living crisis affects British beer drinkers

As climate change continues to be front of mind for many, people are looking for ways to cut food waste and introduce more sustainable diets. Tapping into this, FreshDirect has released a meat alternative made from mushroom stalks, which are often discarded in the food manufacturing process.

FreshDirect's mushroom meat tackles food waste

Nestle has launched Espresso in India in an effort to meet a growing demand for premium coffee in the country. This launch aims to elevate the brand’s coffee experience with a sustainable twist and appeal to value-driven consumers who are seeking local-driven luxury products.

Nestle launches premium sustainable coffee range in India

As the cost of living crisis overlaps with environmental concerns, people are struggling to action eco habits. However, brands such as Hellmann’s are raising awareness, particularly among Gen Z of the connection between reducing food waste and money saving with the latest sneaker concept.

Hellmann’s raises food waste awareness with new sneaker 

Thanks to a fusion of creativity, a strong social media culture, and the advancement of kitchen technology, the Nigerian food space is experiencing a wave of experimentation. How is this changing the attitudes of people across the country towards food, and how are they exploring new dishes?

How Nigeria’s cooks are experimenting in the kitchen

In a competitive food and dining scene, the historic French restaurant La Tour d’Argent ensures its appeal and longevity by drawing customers from across the world. It has demonstrated an ability to evolve with immersive dining experiences that meet the needs and budgets of foodies.

How La Tour d’Argent creates immersive dining experiences

TikTok has been awash with recipes and hacks to elevate the simple instant ramen and make it more of a culinary classic. But what’s behind this pantry staple’s sudden rise to viral fame? And what does it say about social media’s relationship with food and making budget staples taste better?

How instant noodles become a creative cooking must-have

Feeling the pinch of the cost of living, people are clinging to home cooking which they’ve mastered during the pandemic. Yet finding the right ingredients for elaborate meals can be difficult. Addressing this, Waitrose has teamed with Yotam Ottolenghi to roll out a range of unique ingredients.

Waitrose teams up with Ottolenghi to woo home cooks

Southeast Asia (SEA) is home to millions of Muslims, making Ramadan one of the major holidays in the region. This largely religious season has also become a time for shopping and social gatherings, allowing brands to tap into a modernising (yet devout) community that likes to mix old and new.

How Southeast Asian Muslims celebrate Ramadan today

Poppi began as a small, Texan family-owned beverage brand known as Mother. Since rebranding in 2020, the prebiotic, apple cider vinegar-based soda has launched a massive 360-degree marketing campaign, found a large Gen Z market, and become a burgeoning competitor for the likes of Coca-Cola and Pepsi.

Why Poppi provides fun sodas for Gen Z health buffs

Despite the post-COVID financial squeeze, people in the US are veering toward premium alcoholic drinks, with a growing preference for finer offerings, and quality over quantity. What explains this paradox, and how can brands navigate the evolving landscape of premiumization?

How premium alcohol became a mainstay among US drinkers

‘Sari-sari’ (literally, ‘variety’) stores remain staples in Filipino neighbourhoods despite the rise of convenience stores. They balance affordability and accessibility with modernisation and adapt to changing needs by providing reasonably priced essential goods, making them a pillar in the country.

Why Filipino neighbourhood ‘sari-sari’ shops flourish amid convenience stores

Weight-loss drugs like Ozempic, Wegovy, and Mounjaro are on the rise in the USA, and many people are interested in seeing how taking them could impact their health. But with drugs like these helping to curb hunger pangs and cut back on cravings, how could they impact food and drink brands?

How could weight-loss drugs change how Americans eat?

From producing 160 million Goldbears a day to pioneering digital engagement, Haribo's century-old legacy is a testament to its enduring appeal. By blending tradition with innovation to satisfy a world craving sweetness and nostalgia, the brand has remained culturally relevant and financially robust.

How Haribo sweetens the world with innovation and nostalgia

Burger King is celebrating its 70th birthday. To mark its seventh decade of flame-grilled success, the company has released an ad campaign challenging ageist stigmas. As ageing changes, campaigns that address stereotypes in fresh ways are landing with older audiences that want new, true narratives. 

Burger King busts taboos to celebrate its 70 fiery years

McDonald’s Australia is looking to affirm its place in culture and cross-generational relevancy with a new Big Mac ad reviving the famous Big Mac chant. The ad tracks Australians trying to remember the chant throughout the decades, leveraging humour and nostalgia to land with 2024 audiences.

McDonald’s uses nostalgia to bridge generational divide

Acting as a home away from home, equipped with gaming consoles, board games, vinyl players, and film screens, a new breed of socialising spaces is encouraging visitors to connect and engage in person. These venues foster community and belonging in an increasingly isolated digital landscape.

Why Southeast Asian hobbyists are flocking to co-playing spaces

People are increasingly critical of tipping culture, concerned that it shields businesses from properly compensating their employees. The shift points to mounting financial pressures and a desire among younger generations for transparency and accountability from employers.

Tipping fatigue sheds light on business expectations

Good Girl Snacks’ Hot Girl Pickles cater to the TikTok-popularized ‘girl dinner’ trend, which focuses on transforming snacks into visually appealing, satisfying meals. The brand’s success reflects the evolution of snacking culture in the US, all the while raising questions about new food mindsets.

Why Good Girl Snacks builds on new snacking mindsets

A new report has revealed that Britons are eating 50% more takeaways than before the pandemic. With concerns rising about the impact of increased takeaway consumption on public health, brands have an opportunity to provide ways to secure a healthy food future for people in the UK.

Britons are eating more takeaways than pre-pandemic

Coors Light Canada has released a campaign celebrating the everyday challenges of being a parent. The out-of-home ad ties into the brand's 'Chill' positioning by depicting everyday scenes of parenting stress and celebrating small moments of reprieve and relaxation amid the chaos.

Coors Light celebrates mundane moments of parenthood

Kraft Heinz has released a Velveeta cheese-inspired hair dye modeled after the bright yellow hue of the fridge staple. As Gen Zers’ self-expression grows freer, brands are looking for quirky, unexpected ways to encourage cross-platform collaborations to court their superfans.

Velveeta hair dye courts cheese superfans

The viral ‘Black Women Homesteading’ Facebook group and media platform acts as a virtual commune for Black women interested in self-sufficient agricultural lifestyles. Brands can champion underrepresented communities like these by amplifying their achievements, services, and initiatives.

‘Black Women Homesteading’ ignites community building 

Overhanging counters, adjustable lighting, and acoustic dampening are all part of Starbucks' new Inclusive Spaces Framework, set to launch across the US. The move reflects the increased expectations for commitment to diverse community needs amid increased demands for spaces that cater to all.

Starbucks brings store accessibility the forefront

KFC’s Crazy Thursdays promos have moved netizens and Chinese diners with clever memes and content that have spawned wildly viral moments. From the start of its ‘V50 Get Rich Quick Nuggets’ campaign, the fast-food giant has blended humour with hot deals to spice up weekly dining rituals.

How KFC wields meme culture to own Thursdays in China

Over the past few years, Germany has seen a burgeoning trend of local rappers creating and endorsing food products, illustrating how intertwined subcultures, music, and art are. How are these foodie collabs blending traditional and modern flavours and what’s the future of Germany’s food culture?

How local rappers are changing Germany’s culinary scene

In support of Ramadan fasters, UltraSuperNew Singapore has created a Chrome extension that allows users to block out all food-related content. Beyond representation, this ad demonstrates an understanding of and practically caters to the needs of the Muslim community.

FoodBlocker tool aims to assist fasters through Ramadan

Coach is expanding its offering in Southeast Asia with the launch of a restaurant and coffee shop in Jakarta. Both dining experiences will feature New York-inspired twists and flavours on its menu offerings at a time when young people are looking for unique and immersive food experiences.

Coach offers New York dining experience in Jakarta

Glucose monitors aren't just for diabetics anymore and have morphed into a must-have gadget for wellness enthusiasts. While offering personalised healthcare, continuous tracking blurs lines between medical needs and lifestyle choices and can exacerbate eating problems and body consciousness.

Glucose monitors have become status symbols in the UK

The UK’s dessert scene is no longer defined by predictable puddings. Creams Cafe has become a champion of diverse menus and innovative offerings while fostering a community around sweet indulgence. The brand’s journey reflects a cultural transformation in how Britons experience desserts.

How Creams is making desserts the main event for foodies

In 2023, Modelo Especial dethroned Bud Light to become America’s most popular beer. Its rise to the top reflects a shifting culture of beer drinking – characterized by the growing Latine population, political controversies, and a trend of people opting for premium offerings to enjoy at home.

How Modelo brings a Latine buzz to US beer culture

France has banned the terms 'steak' and 'escalope' from the labels of vegetarian products, reserving the terms for meat alone. While plant-based meat has found its way onto plates and palates, cultural issues surrounding alternatives to meat consumption continue to hamper adoption.

France bans vegetarian 'faux-meat' labels

There has been a surge in the number of Britons taking packed lunches for work – a clear indicator that the post-pandemic return to the office is almost complete. But with more workers eating their midday meals al desko, how is office morale being impacted? And how can food and drink brands respond?

Why Britons are packing their lunches for work

Dunkin', long synonymous with coffee, is now targetting Gen Z with a move toward energy drinks – embracing the shift towards bright, wellness-oriented beverages appealing to younger consumers. This pivot reflects a trend as the brand adapts to evolving ideas around beverage functionality.

Dunkin' trades coffee for energy drinks to capture Gen Z

Despite being the largest producer of milk in the world, India has traditionally never been associated with cheese production. But things are rapidly changing, with a slew of artisanal cheese companies mushrooming around the country due to a rising economy and a desire for novelty and globalisation.

Experience-hunting audiences are driving a dairy boom in India

McDonald's has introduced a four-episode campaign to pay tribute to the chain’s omnipresence in anime and manga, reacting to the art form's growing popularity among young people worldwide. Even heritage brands like McDonald's are getting in on the act, demonstrating the rising power of fandom.

McDonalds taps anime fandom with limited series

Gut health conversations have been buzzing in Britain, and at the forefront of it all is the iconic fermented kombucha. But how is this wellbeing-boosting drink fitting in with British drinking culture and health-conscious consumers and how can brands learn from this growing trend?

How kombucha became a mainstay for conscious drinkers

After a TikTok moment launched Stanley Quenchers to virality, the brand has strived to maintain its fans by embodying modern wellness and collectibles culture. Their popularity demonstrates how even established heritage products can acquire new meaning when applied to fresh cultural contexts.

Why Stanley cups drive a thirst for emotional collection

After appearing on Dragon’s Den, frozen ready-meal start-up Stocked has secured a £50,000 investment for a 6% stake in its business. The brand hopes to expand the sale of its award-winning meal blocks into more retail spaces, meeting the desires for convenience held by foodies with busy schedules.

Stocked blocks cater to time-pressed foodies

Blue Tribe Foods wants to cater to Indian palates’ unique needs – pleasing cultural tastes and nutritional charts while ensuring what’s good for the planet. With meat lovers growing concerned about cruelty in food production, plant-based options are stepping up with filling yet gratifying flavours.

Why Blue Tribe Foods makes Indian meat lovers hungry for greens

Spicy lattes – with sliced chillis and hot pepper powder – are the latest iteration of crazy coffee flavours that have emerged in recent years in China. While the drink makes for great content, it also nods to a growing interest in innovative recipes that draw on the country's traditional culture.

Spicy lattes are the latest iteration of crazy coffee

As brands look for ways to maximize profits despite rising costs, consumers are increasingly concerned about the tactic of downsizing products at the same price. The latest critic is US President Joe Biden, who called out this behavior in the context of the Super Bowl festivities.

Joe Biden criticises snack makers for shrinkflation 

So-called 'third culture kids' are sharing fusion recipes that are near to their hearts online and finding global fandom for their creations – even if they don’t fit in a neat cultural box. Notions of culinary authenticity are changing, and people are hungry for food content that reflects this.

'Third culture kids' push culinary boundaries on TikTok

Born from frustration at a perceived lack of good beer options at Indian restaurants, Empress Ale has gone on to establish itself as an award-winning beer. With an emphasis on pairing beer with food, what can this rising brand tell us about Britons’ changing beer priorities?

Why Empress spices up food pairings for beer-loving Britons

Grind has grown from a single location in Shoreditch into an international coffee brand that speaks to the lifestyles of young professionals. As Britons remain willing to splash out on their caffeine hits, the brand has become a hub for those seeking little luxuries amid high inflation.

How Grind turned coffee into a lifestyle companion

Blending the warmth and cosiness of a home with an upscale dining experience, supper clubs give home chefs a chance to test the waters and kickstart their careers. By providing Indians a platform to forge meaningful connections, they nurture camaraderie and belonging in a heavily digitised India.

How supper clubs are birthing a new genre of cosy restaurants in India

Belgian startup Winning Foods offers a novel approach to meal preparation with its versatile frozen food blocks, which tackle food waste and enable flexible meal planning. The plant-based, eco-friendly model caters to busy individuals seeking convenient, ethical, and nutritious food.

Winning Foods' frozen blocks offer easy nutrition

Pizza Hut is offering customers a personalized pizza to break up with their would-be paramore ahead of Valentine’s Day. Young people are growing pessimistic about the holiday, and there's an opportunity for brands to use a playful irreverence to resonate with disillusioned consumers.

Pizza Hut offers 'Goodbye Pies' for Valentine's break-ups

Gusto Snacks is a sustainable snack company combating the excess waste of food by focusing on the social impact of climate change. Backed by £186 million funding, the company is expanding into the European market and encouraging consumers to lean into healthy alternatives to snacking.

Gusto's apple crisps make snacking sustainable

Gamers have emerged as a key target for the snacking market, yet brands often fail to offer them healthy options that don’t compromise on taste. Tapping into this, Twitch streamer Pokimane has launched a snacking brand catering specifically to the increasingly health-conscious gaming demographic.

Pokimane helps gamers adopt healthy snacking habits

The Super Bowl plays host to prime advertising real estate as well as the two best teams in the NFL on any given year. But people tend to forget the majority of adverts they see in a crowded media landscape, leaving brands with the challenge of sustaining their Super Bowl-assisted awareness.

Super Bowl ads look to sustain attention post-game

AirFarm is an inflatable aeroponic farm developed to revolutionise agriculture with a portable, water-independent design, converting air humidity into water. Demand for eco-solutions throughout supply chains is growing, and people are keen to explore self-sufficient alternatives to gardening.

AirFarm offers sustainable aeroponic farming solutions

Humble British classics from jacket potatoes to beans on toast are trending on TikTok, leading to their popularity on a global level. The social media platform is not only enabling the discovery of new foods but, in many cases, reviving tradition and supporting independent establishments.




TikTok drives interest in traditional British foods

Snickers is bringing its long-running 'Rookie Mistake' campaign to Apple Vision Pro in anticipation of Super Bowl LVIII, offering interactive experiences exclusive to the new technology. As AR technology becomes more mainstream, advertisers are betting big on immersive experiences.

Snickers targets Apple Vision Pro for Super Bowl ad

As part of its marketing strategy, non-alcoholic beer leader Athletic Brewing is focusing on the nutritional benefits of its beers, as opposed to focusing solely on abstinence. Brands are looking to insert themselves into the healthy habits formed by Dry January participants.

Athletic Brewing encourages year-round moderation

In a time marked by growing uncertainty and financial challenges in the brewing industry in both Britain and the US, heritage beer brands can represent a valuable resource for businesses to tackle these obstacles. But what exactly underlies the appeal of historical beers?

What’s behind the appeal of historic beer brands?

The Coca-Cola-owned sports brand BodyArmor has released a Super Bowl ad that uses unsettling AI-generated visuals to highlight the real benefits of their drinks. This commercial speaks to ongoing AI anxiety as well as the potential to reassure consumers that their best interests are still at heart.

 AI-generated Super Bowl ad embraces 'realness'

Peanut Butter brand Jif has launched its 'Save The Celery' campaign ahead of Super Bowl LVIII, looking to encourage eaters to go with unconventional dips at their game-day watch parties. People are turning to healthy – if less conventional – snacks, and brands are encouraging experimentation.

Jif targets adventurous eaters in Super Bowl ad

E-commerce giant Meituan has launched an in-app feature that helps customers avoid last-minute shopping during Chinese New Year. As super apps become ubiquitous, there’s an opportunity to help ease customers’ mental load and enable them to stay present in the everyday occasions that truly matter.

Meituan makes Chinese New Year a stress-free celebration

Eating and Drinking

Amid health concerns, people are eating their way to immunity

After a year of unpredictability, people are craving control – and one place they can get it is in the culinary world. With health a top-of-mind consideration, they’re looking at food as a form of medicine, snapping up supplements and immunity-boosting ingredients to protect their wellbeing.

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