Transparency is no longer just a plus – it’s an expectation. But after labelling scandals, supermarket shoppers are sceptical of brands' claims. Tech startup Provenance uses Blockchain technology to increase transparency about how and where foods are sourced from.

Insta influencers and lifestyle mags may regularly laud the benefits of a ‘natural’ diet in 2018, but it’s taken time for these attitudes to gain mainstream acceptance. Canvas8 spoke to Laura Miller, the author of Building Nature’s Market, to learn how a marginal movement went from niche to norm.

Dairy Farmers of America has created a fictional product that repositions milk as a healthy, all-natural beverage. By playing on contemporary food fads, the campaign uses sleek packaging and bold claims to show that plain milk has the same nutritional benefits as any hyped superdrink.

RUNA is a natural energy drink that blends social responsibility with organic products. The idea of “clean and conscious energy” appeals to ‘always on’ US consumers who are looking for a boost without dirtying their ethics or spiking their daily sugar intake.