The pandemic has seen growth in snacking as people seek out comfort and nostalgia through food in turbulent times. But for those with allergies, indulgent snacks are few and far between, something Partake is hoping to change with its allergy-free soft-baked cookies and baking mixes.

Allergies have doubled in children in the past 10 years, but our understanding of them remains incomplete, and the food and restaurant industries have been slow to react to this growing demographic. What does it mean to have allergies today? And how are brands adapting to this growing subset of society?

Gen Yer parents want their kids to eat well. However, finding time to make healthy meals, the cost of quality food, and a lack of knowledge about nutrition present some challenges. How are Gen Yers finding solutions, and how can brands help parents raise the next generation of healthy eaters?

In the Gen Alpha Deep Dive, we delve into the roots of this cohort’s activist streak, explore what it’s like to be born into a digital world, consider the ways that playtime is evolving to be more productive, and examine how growing up in a pandemic will shape attitudes to health and money.