Eating and Drinking

Muscle Milk has introduced a new plant-based formula, expanding the popular protein shake to vegan and non-dairy fitness buffs. As increasingly health-conscious consumers look to get more protein in their diets, brands are expanding their lines of plant-based options to meet these needs.

Plant-based alternatives are losing their sizzle, and their demand is stagnating. One challenge they face is that some adopters who haven't already tried plant-based options aren't swayed by eco-messaging. So, there could be an opportunity to find new value propositions across the industry.

Luxury hospitality group Belmond has launched a campaign centred around slow food practices and the Mediterranean diet. With reports that showcase slow living increasingly popular, brands that facilitate the Mediterranean lifestyle will resonate with those seeking sensorial escapism.

Gen Zers in New York are flocking to eat a shared ‘perpetual stew’, an ever-simmering dish made of ingredients brought by those attending. Gen Zers are looking for IRL communities, and many are coming together to celebrate the imperfections in unorthodox creations like the stew.

TikTok’s sway over people’s eating habits rises, and fast food brands have been living up to their names through quick releases of tailored menu items and viral dishes. Popeyes released its take on the online ‘Girl Dinner’ craze, giving itself relevancy and appeal among younger consumers.

Cult favorite character Grimace is making a return via McDonald's adult Happy Meal. The limited-edition nature of the meal appeals to the hype culture-fuelled clamor for something exclusive but also provides the comfort and fun people are turning to in times of uncertainty and instability.

Rising overheads, an overcrowded market, and the cost of living crisis are seeing the craft beer industry in Britain take a hit. As Britons turn away from premium products due to price, there are opportunities for beer brands that can cut through the crowds and continue to provide premium products.

As people seek to mine the past for comfort and connection, especially among music listening habits, Wendy's leverages nostalgia through a collaboration with autotune hitmaker T-Pain. The partnership follows a trend of brands utilizing artists in marketing to create memorable campaigns.

TikTok hype and exclusive collaborations have pushed an innocuous beverage into being one of the most coveted luxury items on social media. Erewhon’s smoothies tap into wellness and beauty trends as well as association with celebrity lifestyles, making them a must-have accessory for Gen Zers.

To draw attention to the plight of the Great British institution that is the chippy, vinegar brand Sarson’s has rolled out its 'Fryday' campaign for the second year. The campaign demonstrates the importance of locality and celebrates a national dish at a time when people are diversifying palates.

Fendi and Hey Tea have transformed a Beijing temple to host a luxurious collaboration where Chinese HNWIs can sip limited-edition tea while escaping the hustle and bustle of the city. Post-pandemic, there's a hunger for IRL experiences while also elevating slow rituals that provide an escape.

With levels of food insecurity reaching new highs, putting Brazil back on the Hunger Map, a campaign is aiming to curb the issue by raising food waste awareness. Initiatives that aim to empower people through sustainable food literacy amid crises can forge long-term loyalty.

EDEKA Kempken, the largest supermarket chain in Germany, has introduced the EEASY lid – an aluminium lid designed to assist those who struggle to open jars. With inclusion efforts gaining importance for businesses across industries, product design is a key area of focus to boost accessibility.

Haribo has launched a product that consists of flavours from Brazil’s different regions. As snacking continues to play a prominent role in consumers’ lives, hyper-localised offerings can bring a sense of novelty and create stronger connections to local market audiences.

German Kitchen start-up LANCH taps into the creator economy by partnering with celebrities. By engaging its fan base in shaping the future of the brand, the company hopes to use the close relationships between creators and communities to stand out from the crowd and reach wider audiences.

A survey has found that the top health concern for people in Germany is the presence of microplastics in food, despite scientists saying they pose little risk to health. The findings demonstrate the need for clear communication on the topic so people can make informed everyday decisions.

The founders of start-up Good-Edi have dedicated countless hours to perfecting a recipe not for a culinary dish, but for a cup you can eat. Surpassing plastic-free and recyclable alternatives, its cups are edible and biodegradable and help consumers practice sustainability in an involved and fun way.

Burger King has launched a humorous ad that sees a young girl confused by the realistic taste of the restaurant chain’s vegan food range. Embracing humor and irony, the brand aims to show customers that its plant-based offerings are just as tasty as meat-filled options.

The humble pickle, often discarded from many a Big Mac, is taking over the snack world via a viral TikTok challenge. Not only does this highlight the adventurous nature of British snackers but also demonstrates the power of TikTok in shaping contemporary food trends both on and offline.

Organic food sales in the US crossed the $60 billion mark for the first time in 2022 despite the effects of inflation. Surging interest in the segment is partly down to the sustainability and health benefits on offer, along with a growing desire for indulgence during economic volatility.

A viral ad from Starbucks India spotlighting trans people has drawn polarising reactions from netizens. As the state of LGBTQ+ rights continues to evolve in the country, brands that choose to align with progressive values will need to demonstrate consistency to win people over.

JetBlue will start to offer customers the chance to purchase non-alcoholic beer during domestic flights – the first major US airline to do so. As sober-curious people reevaluate their relationship with alcohol, there's an expectation of wider drinks choice across leisure moments.

Gen Y and Z TikTok users are reviewing their relationship with alcohol in the form of 'damp drinking'. With 12 billion views on the platform, the movement has tapped into a burgeoning rejection of alcohol and drinking culture, as people prioritise health and choosing their own path.

Olipop offers customers healthier alternatives in the soda space, with functional options that are good for the mind and the body. Collaborating with Camila Cabello to show how eating and drinking with family is better, Olipop appeals to the demand for holistic products that are tasty and healthy.

The Weeknd has partnered with Blue Bottle Coffee to launch the Ethiopian coffee brand Samra Origins, inspired by his Ethiopian heritage and named after his mother. As well as paying homage to Ethiopian flavors, the company will donate an undisclosed amount to world hunger relief.

Kraft Heinz has launched HomeBake 425°/:30, a new line of à la carte frozen meals. Leaning into comfort and convenience over healthy options, even as competitors focus on health, Kraft is reimagining the TV dinner with classic comforts that people could make at home but don’t have the time to.

Leggo's is celebrating Aussie creativity that breaks Italian food rules in its 'How We Do Italian' ad campaign. With people cooking at home more, there's a chance for businesses to build confidence in experimentation and pave the way for rule breakers to embrace a laissez-faire approach to food.

Corona has launched an initiative to protect Mexico's coastline and foster collaboration between the general public and scientists. The campaign aims to show how people's simple, daily actions can be of high value for scientific research and for the protection of the world's beaches.

Being the largest cocoa producer, West Africa grapples with various challenges – from child labour and unsustainable farming practices to low farmer incomes. To address these issues, Hershey’s is launching an initiative to help improve community wellbeing while promoting eco-values and practices.

A study has found that a vast majority of shoppers think companies raise prices primarily out of greed, indicating a change in perception after years of inflation. As the cost of living crisis persists, sensitivity to price hikes is increasing and many are less likely to remain loyal to brands.

Research suggests nearly two in five Americans consider environmental impacts when making food purchasing decisions, with cost becoming less of a barrier. The findings highlight that while inflation hasn’t deterred intent to live sustainably, people expect brands to offer realistic ways to do so.

Starbucks has committed £350,000 worth of funding to community fridges across the UK to help locals learn new food and growing skills while increasing community connection. As food inequality and the cost of living crisis get worse, people are looking for brands to provide support.

Nissin has introduced a limited-edition breakfast version of its Cup Noodles instant ramen, featuring maple syrup and sausage-flavored noodles. As time-poor Americans skip breakfast and eat on the go, many are looking for quick, affordable ways to fuel up in the morning.

Milka has introduced a Beeping Bunny product that provides sonic cues to enable visually-impaired children to participate in Easter egg hunts. The campaign demonstrates an effective way of prioritising inclusivity, going beyond virtue signalling and brand purpose while maintaining sector relevance.

Indian conglomerate Reliance is relaunching Campa Cola as a means of solidifying national pride and promoting homegrown products. While the drink plays into the nostalgia of an era when the country was finding its voice, it also highlights the tensions of the fraught political atmosphere in India.

Impossible Foods has given its product range a healthy upgrade, aiming to satisfy people’s interest in their personal, as well as planetary, wellness. With plant-based alternatives gaining popularity, people’s expectations of products are beginning to expand beyond eco-credentials.