REPORT : : FOOd and dRink : : 2016 - The Future Laboratory

THE : FUTURES : REPORT : : FOOd and dRink : : 2016

2 : 3THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOd and dRink COnTEnTS

Food and Drink Futures 2015 Report ContentsExecutive Summary : 04

An overview of the trends behind the £1.6 trillion ($2.5 trillion, €2.2 trillion) global food and £1.2 trillion ($1.9 trillion, €1.7 trillion) global drink markets.

Market Overview : 09

Asia-Pacific is the fastest growing food and drink market, with China making up a third of the global grocery spend. But India and Africa are coming up fast.

Food and Drink Trends Rising : 29

From Alco-health and Spirit Resurrections to High-low Dining and H2Wow, explore the trends that will shape your brand’s future.

Top 10 Ingredients : 61

Peanuts, corn and potatoes – the humble staples enjoying a surprising re-launch as this year’s most exciting ingredients.

New Food and Drink Consumers : 77

From exotic convenience to taste adventurism, unpacking the behaviours of four key consumer tribes from ageless Flat Agers to on-the-go Millennials.

Top 10 Food and Drink Insiders : 93

Meet the chefs, bartenders and restaurateurs setting the pace in 2015.

Super-sustenance : 99

Engage consumers on a mission to use food and drink as a pathway to their Optimised Self.

Top 10 Culinary Trends : 109

From Mexican fine dining to alcohol crossovers – this year’s hottest culinary concepts.

Whole-system Eating and Drinking : 115

Understand the high-tech urban farms, closed-loop restaurants and lab-grown products using consumerism as a force for environmental good.

Design Directions : 125

Gothic Dark Fictions, kitschy Wayward Whimsy and subversive Sweet Allure are just some of the design cues for painting your brand beautiful.

Innovate : 141

From a deluxe pop-up that is surprisingly low-brow to DNA-based cocktails, these are the innovators seeking to revolutionise the way food and drink are made, marketed and served.

Showcase : 167

A visual guide to 10 of the most exciting and inspiring food and drink spaces from around the globe.

Futures 100 : 197

Insiders and experts, including Bruce Langlands of Harrods, Mark Price of Waitrose, Axel Weber of the Foodservice-Forum and Alex Wolpert of the East London Liquor Company, unpack trends ranging from Affordable Artisanal and Self-quant Supermarkets to Two-speed Cocktails and Anti-sugar Rush.

CEO : Trevor HardyCo-founder : Chris SandersonEditor-in-chief : Martin RaymondChief strategy officer : Tom SavigarHead of consultancy : Letesia Gibson

Report editor : Steve ToozeReport content lead : Daniela Walker LS:N Global editor : Jonathan OpenshawLS:N Global visual editor : Hannah RobinsonLS:N Global insight editor : Peter FirthLS:N Global senior journalists : Rowland Manthorpe, Naomi LeachLS:N Global visual trends analyst : Aleksandra SzymanskaLS:N Global video journalists : James Maiki, David McGovernLS:N Global visual trends researchers : Victoria Buchanan, Jessica SmithLS:N Global picture researcher : Rachael StottLS:N Global journalist : Daniela WalkerLS:N Global junior journalist : Alex JordanLS:N Global correspondents : Sharon Thiruchelvam, Joe Lutrario

Creative director : Kirsty MinnsArt director : Joanna TulejProduction planner : Alex CrouchProduction editor : Ian GillSenior designer : Joanna ZawadzkaDesigner : Jonathan CoxCreative artworker : Fran J Bath

Business development director : Cliff BuntingHead of sales : Dominic RoweNew business managers : Alena Joyette, Jonathan Ayres, David Backhouse, Nicole Bonomi, Eoin KeenanAccount managers : Trish Waters, Helena Balls, Sam SchneiderClient service manager : Thomas Rees Project managers : Tim Howard, Kristian PrevcSpecial projects manager : Carly Woods

The Future Laboratory : 26 Elder Street, London E1 6BT, United KingdomPhone: +44 20 7791 2020Email: [email protected]

The Future Laboratory is one of Europe’s foremost brand strategy, consumer insight and trends research consultancies. Through its online network LS:N Global, it speaks to 300 clients in 14 lifestyle sectors on a daily, weekly and monthly basis.

Contact : For further information on all our services please contact [email protected] or call +44 20 7186 0776. You can also join the conversation in our LinkedIn group, The Future Laboratory, and follow us on Twitter @TheFutureLab.

LSNglobal.com

http://www.lsnglobal.com

THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK

‘A hunger to be superhuman is growing amongst increasingly long-lived consumers. To satisfy it, global food & drink will need to ask itself existential questions about everything from supply chains to core brand identities. An exciting and hugely profitable future awaits those who get the answers right.’

Martin Raymond, co-founder, The Future Laboratory

EXECUTiVE SUMMaRY 4 : 5

6 : 7THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK

THiS PaGE : diGidiVa COCkTail bY MiXOlOGiST alEX kRaTEna

aT THE lanGHaM HOTEl, lOndOn

THiS PaGE : baR aT lES bainS bY Rdai aRCHiTECTURE, PaRiS.

PHOTOGRaPHY bY PaUl RaESidE

EXECUTiVE SUMMaRY

Executive Summary

A bracing streak of iconoclasm is emerging as the world’s brightest and best in food and drink challenge long-held beliefs and accepted wisdom, taking issue with everything from supply-chain strategies to brand stereotypes.

In 2015, nothing is sacred. Brands and consumers are asking big questions. Will environmental concerns need to bow before the demands of feeding 7.5bn humans and rising? And can what we eat and drink make us superhuman?

This questioning attitude is the creative backdrop to a new wave of robust sector growth. The total global food market will rise from £1.6 trillion ($2.5 trillion, €2.2 trillion) to £1.9 trillion ($2.96 trillion, €2.6 trillion) in 2019 and the global drink market will rise from £1.2 trillion ($1.9 trillion, €1.7 trillion) to £1.6 trillion ($2.4 trillion, €2.1 trillion) in the same period, according to Datamonitor.

Asian appetites will put much of the fuel in the tank. Asia-Pacific will be the fastest growing region in both markets between 2014 and 2019, and China will be the largest food and grocery market up to 2018, accounting for 32% of the global share, according to Conlumino.

Food and Drink Trends Rising

Food and drink’s new iconoclastic zeitgeist is evident in the trends that will be most influential in 2015 and beyond – trends that are full of the desire to reassess and re-evaluate.

So, Alco-health posits cocktails as a way to feel better the morning after, Spirit Resurrections suggest that absinthe and vermouth can be hip again, High-low Dining reimagines fast food as a luxury experience, and H2Wow repositions water as a boutique tipple.

Top 10s

We know where the food and drink thrills and spills of 2015 are to be found: with hot new chefs and mixologists, restaurants and bars exploring delightful and delicious new tastes and cuisines, or finding fresh ways to seduce us with revitalised old favourites, and a plateful of ingredients to awake all our senses.

In three separate sections – culinary trends, food and drink insiders, and ingredients – we point you towards the top 10 names to follow in the months to come.

Consumers

Explore the spectrum from convenience to adventure alongside the four tribes of food and drink consumers who will make the biggest demands on you and your brand in 2015.

Economically challenged Millennials seeking freshness and exoticism that they can enjoy on-the-go jostle with multitasking Generation Xers who want convenience and a chance to escape the everyday.

Generation Jones is reassessing its life goals, on the lookout for moments of contemplation where new tastes can be discovered and savoured, while the Flat Agers are urging brands to drop the marketing spiel and tell them honestly how to eat and drink for a healthy old age.

Super-sustenance

Your consumers are people on a mission of discovery – how to use what they eat and drink as a key to unlock their Optimised Self. They still want to sate their thirst and hunger, and enjoy new taste sensations. But now they have another desire, too. In the midst of an always-on lifestyle, they want you to provide Super-sustenance that will make them feel smarter, sexier and more focused on personal and professional success than ever before.

Whole-system Eating and Drinking

Worrying about our impact on the planet has become a daily act of collective human angst. But perhaps it’s time to think the unthinkable: that the only way to protect the environment is to reach an understanding with consumerism rather than to attempt to turn away from it.

Take a look at the high-tech urban farms, closed-loop restaurants and lab-grown meat and eggs that will be part of tomorrow’s answer to the question of how we radically rethink our food and drink supply chains to feed 7bn – and rising – of us.

Design Directions

Whether it’s the gothic fantasy of Dark Fictions, the kitschy charm of Wayward Whimsy or the subversive femininity of Sweet Allure, there will be a design aesthetic among this inspiringly eclectic palette to float your boat, and intrigue and excite your target consumers.

THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK MaRkET OVERViEw

Market Overview : 9Innovates

From every direction comes the sweet sound of preconceived views and beliefs being shattered as our band of brave innovators makes it their mission to confound expectations.

We have discount grocer Lidl cocking a snook at its public image by running a hip pop-up restaurant, Starbucks proving that big can be indie, too, Taco Bell becoming subversive and Small Tea Co daring to say that coffee isn’t all that.

Showcase

These pictures can all paint 10,000 words – and each of them shouts about the inspiration to be found in 10 of the most exciting, most visually arresting, most downright beautiful food and drink spaces around the globe.

Drink in design cues that range from an artistic explosion in the Tetchan yakitori bar in Toyko, a sense of calm contemplation at the T Lounge in Prague, and an exhilarating burst of the cultural crossover at the Ojalá café in Madrid.

Futures 100

Our Futures 100 panel of food and drink insiders and experts, including Adam Brett-Smith, of Corney & Barrow, Bruce Langlands of Harrods, Mark Price of Waitrose, Axel Weber of the Foodservice-Forum, Alex Wolpert of the East London Liquor Company, Andy Gaunt of Source Consulting Solutions, Claire Smith-Warner of Belvedere Vodka, Steve Wilson of global drinks consultancy Invigor8tion and Åsa Caap of Our/Vodka, explore the shape of things to come for food and drink in this decade – and the next.

Provenance Passports, Affordable Artisanal, Self-quant Supermarkets, Two-speed Cocktails, Anti-sugar Rush, Optimised Junk and Convergence Beers are some of the challenges and opportunities that identify and explain for you and your brand.

THiS PaGE : SUSHi bEinG PREPaREd aT MinaMiSHiMa RESTaURanT,

MElbOURnE. PHOTOGRaPHY bY EVE wilSOn


OPPOSiTE PaGE : FaSTEd bY STUdiO dESSUanT bOnE, PaRiS. FEaTUREd in THE

On an EMPTY STOMaCH EXHibiTiOn FOR Milan dESiGn wEEk

MaRkET OVERViEw

Huge and increasing Asian appetites will be the key driving force behind a robust and reliable period of growth for global food and drink.Emerging economy prosperity and growing populations will see the total global food market – valued at £1.6 trillion ($2.5 trillion, €2.2 trillion) in 2014 – expand at a CAGR of 3.64% to hit £1.9 trillion ($2.96 trillion, €2.6 trillion) in 2019, according to Datamonitor, while the the global drink market will rise by a healthy CAGR of 4.52% from £1.2 trillion ($1.9 trillion, €1.7 trillion) in 2014 to £1.6 trillion ($2.4 trillion, €2.1 trillion) in 2019.

Datamonitor also indicates that Asia-Pacific will be the fastest growing region in both markets between 2014 and 2019, with a CAGR of 5.09% in food and 7.63% in drink

China is set to remain the largest food and grocery market up to 2018, accounting for 32% of the global share of food and grocery retailing, according to Conlumino.

Food health scares and the quick-fire spread of information across social media has sharpened consumer vigilance over food and drink supply chains.

Rising concerns worldwide about the quality, origins and integrity of food products is the driving force behind a rapid growth in the global food traceability market.

It will grow at a CAGR of 9.88% between 2014 and 2019, and the global food safety testing market will expand at a CAGR of 5.3% over the same period to reach £8.8bn ($13.6bn, €12.2bn), according to BCC Research.


‘Consumers are becoming increasingly interested in self-regulating and self-monitoring their health and over the next 10 years I see them using wearable technology to let supermarkets help them do that.’

Mark Price, managing director, Waitrose

MaRkET OVERViEw

14 : 15THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK MaRkET OVERViEw 14 : 15

A global guide to today’s key consumers.

Global Market Overview

: Japan’s growing £14bn ($22bn, €20bn) functional food market, the second largest in the world, may benefit from regulation reform in 2015. Source: IFT

: In Turkey, ice cream is the star performer in the confectionery market, and will see per capita sales rise by 28% to 2017 as packaged brands target the young population. Source: BMI Research

: In the UK, 17% of all online sales will be collected by customers in 2015, and grocery’s share of click-and-collect sales will rise from 5% to 7%. Source: Mintel

: Booming Muslim population growth is driving the rapid expansion of a halal market that currently accounts for 16% of total food and drink sales, and will be worth £1 trillion ($1.6 trillion, €1.4 trillion) by 2018. Source: BMI Research/ Dubai Chamber of Commerce

: Cocoa prices rocketed by 25% in 2015, partly as a side-effect of the Ebola crisis, sparking fears of a potential chocolate shortage of as much as 1m tonnes by 2020. Source: Guardian/ Barry Callebaut

: In Russia, a state ban on Western food imports has seen prices of tomatoes rise by 26%, carrots by 58%, and grapes by 85%. Source: RBC Daily

: Restaurant chain Yum, which has 7,000 branches, saw profits slump by 16% in the last quarter of 2014 due to food scares, rising local competition and a sense that its KFC parent brand may have lost touch with China’s increasingly sophisticated consumers. Source: Malay Mail

: Brazil went into recession in 2014 and beer production fell 11% in the year’s third quarter, while prices rose 6% in line with inflation. Source: Fusion/Cervbrasil

JAPAN

AFRICA

RUSSIA

CHINA

TURKEY

: In the US, sales of bottled water rose by 7.3% in 2014, the fastest growth for eight years, as soda consumption fell by 1%, the 10th yearly decline. Source: Beverage Marketing Corp

USA

UK

MIDDLE EAST

BRAZIL


THiS PaGE : GRillEd aSPaRaGUS aT COMMiSSaRY, THE linE HOTEl,

lOS anGElES

MaRkET OVERViEw

Euromonitor’s research also shows that, although around a third of Indians are vegetarian, meat consumption in the sub-continent surged by 50% in 2014. In China, beef and veal consumption rose by 5% in the same period, outperforming a 3% rise in sales of more traditional pork.

Asia-Pacific is also the fastest growing and largest market for processed meats. The region’s consumers eat as much as North and South America combined, accounting for 63% of the market’s total growth between 2009 and 2014, says Euromonitor data.

The inefficiency of using arable land to grow animal feed to provide meat for a booming global population is driving investment in next-generation sources of protein. Impossible Foods, based in Silicon Valley, has raised £48.5m ($75m, €67m) to develop plant-based meat and cheese imitations, according to the Economist, which also notes that the beef industry in the US alone is worth £57bn ($88bn, €78.5bn), making the potential rewards enormous.

Protein Shift

The source of our daily protein is fast becoming a global obsession that neatly divides mature and emerging markets.

In the developed world, meat has been knocked off its pedestal as the centrepiece of every meal as Flexatarian consumers increasingly adopt vegan, vegetarian and pescetarian lifestyles.

In Europe, Greece, Germany and the Netherlands saw the largest drop in meat sales in 2014, and fresh egg sales rose by 3% in the US and 4% in Australia, according to Euromonitor.

However, demand in emerging economies saw the global meat market grow by 3% in 2014, according to the same research.

Rising Spirits

Demand for premium alcohol is on the rise. In 2014, high-end products registered a 5.8% growth in volume, according to the US Distilled Spirits Council. By comparison, the value category fell by 1.3% in volume in the same period.

Scotch whisky has taken a hit with exports down by 7% in 2014, according to the Scotch Whisky Association. But US bourbons continue to gain popularity across the world, with sales of Kentucky bourbons, such as Jim Beam and Maker’s Mark, and Tennessee varieties such as Jack Daniel’s rising fastest, reports the US Distilled Spirits Council.

At the same time, Japanese whiskies are gaining recognition beyond the country’s borders. A Japanese single malt, the Yamazaki Single Malt Sherry Cask 2013, was selected as the best whisky in the world by the Whisky Bible 2015.

Saké is gaining a higher profile as more mixologists worldwide use it, accredited saké sommeliers appear in London and the Japanese rice wine appears on the wine lists of Michelin-starred restaurants from Zuma to Le Gavroche.

Production is no longer limited to Japan. In Brazil, saké-making has grown on average 40% in the last three years, according to Brazilian saké brewery Sakeria Thikara. Canada, Australia, Norway, Scotland, the UK and the US now all have their own producers.

This thirst for exotic, authentic and small-batch regional spirits among mature market connoisseurs can be seen in the £1.4bn ($2.2bn, €2bn) global sales of tequila, according to Modern Farmer.

THiS PaGE : bOMbaY SaPPHiRE diSTillERY, laVERSTOkE Mill, Uk.

PHOTOGRaPHY bY iwan baan

18 : 19chapter titlethe : FUtUre : laBOratOrY the FUtUreS repOrt : FOOD aND DriNK

THiS PaGE : GREEnE STREET JUiCE CO bY TRaViS

walTOn aRCHiTECTS, MElbOURnE

THE : FUTURE : LABORATORY MaRkET OVERViEw 20 : 21THE FUTURES REPORT : FOOd and dRink

India, the world’s sixth-largest grocery market, is showing the first tentative shifts toward the online formats that have proved so all-conquering in developed economies.

By 2020, urban professionals will create an online grocery market that, while still only accounting for 2% of the total spend, will be worth £6.5bn ($10bn, €9bn), according to Trak.in. Grocery delivery startups are showing promise too. The PepperTap delivery service raised £7.3m ($11.2m, €10m) in venture and seed funding in early 2015, and plans to expand to 10 cities.

PepperTap is a hyper-local model that taps into India’s massive network of mom-and-pop ‘kirana’ stores that see 90% of all packaged food sales, according to Euromonitor. Kiranas are the backbone of the sub-continent’s grocery sector, and one of the reasons why supermarkets make up just 2% of sales and struggle to make a profit as revenues lag against rising rents, reports Euromonitor.

However, India has the fastest growing packaged food market, second only to China, with a CAGR annual growth of 7% to 2019. It’s a sector with huge potential because only 26% of the Indian population has access to a fridge, compared to a global average of 76%, so over 90% of food is bought fresh, according to Euromonitor. Products such as pasta sauces, almost non-existent until 2010, have grown to reach £7m ($11m, €10m) sales in 2014.

Euromonitor has also analysed the chocolate market in the sub-continent; India is forecast to be the fastest growing chocolate market with CAGR of 11% to 2019. Mondelez dominates the booming category with 56% value in 2014 and is plugging into cultural expectations by marketing the Toblerone bar as a gift at festivals such as Diwali.

India has one of the fastest-growing consumer food service sectors, but eating out is still considered an infrequent treat and most consumers are apt to indulge, rather than considering dietary concerns.

Focus : IndiaOptimised Eating

As greying global populations seek ways to optimise their performance over rapidly expanding life spans, the health and wellness food and drink market is booming, posting sales of £501bn ($774bn, €691bn) in 2014, according to Euromonitor.

In 2015, the global market for functional foods and nutraceuticals will reach £156.03bn ($241.25bn, €215.31bn) as consumers take the ‘you are what you eat’ adage to heart and seek consumables to boost physical and mental efficiency, according to Visiongain.

Health food and drinks are no longer primarily a mature market fixation. Euromonitor identifies a growing opportunity in emerging markets, which will account for 49% of global health and wellness product sales by 2019, up from just 28% in 2002.

Free-from Frenzy

The ebullient free-from product market is showing no signs of a cooldown. Sales of gluten-free food and drink have surged from £3.5bn ($5.4bn, €4.8bn) to £5.7bn ($8.8bn, €7.9bn) over the past two years and will grow a further 20% in 2015, according to Mintel.

In the US, sales of gluten-free food are forecast to grow by 61% by 2017, with similar increases expected in other developed countries, according to the Economist.

Packaged food majors are moving in for a slice of the lucrative free-from pie. In February 2015, Mondelez International bought Enjoy Life Foods, a small company that manufactures allergen-free snack foods.

THiS PaGE : FROOTi CaMPaiGn bY SaGMEiSTER & walSH, india

THiS PaGE : JUGOFRESH, MiaMi

22 : 23THE FUTURES REPORT : FOOD AND DRINKTHE : FUTURE : LABORATORY MaRkET OVERViEw

THiS PaGE : dakOTa lEE ROCkabillY baR and TaTTOO STUdiO

bY STUdiO a, SOUTH aFRiCa

Global fast-food brands are targeting Africa as their last great, untapped opportunity – a territory filled with a growing band of urban professionals with disposable income and a taste for international snacks-on-the-go.

Across the continent, the market for burgers, pizzas and fried chicken is expected to grow to £650 billion ($1 trillion, €900 million) by the year 2020, according to the BBC.

In South Africa, sub-Saharan Africa’s wealthiest nation, fast-food sales have topped 24bn rand (£1.3bn, $2bn, €1.8bn); the fast-food industry accounts for just under 40% of total consumer food service sales in South Africa, and 70% of sales are made at chain outlets, according to Euromonitor International.

In the past, some fast-food brands were deterred from markets such as Kenya by poor infrastructure and political unrest – but times are changing rapidly. The first Subway to open in Nairobi exceeds US sales averages. Although prices are comparable with New York and Chicago branches, where the average wage is 40 times that of a Kenyan’s, well-heeled middle classes are keen to try the international food experience, according to the BBC.

It seems likely that fast food with a healthy ethos will be the next major consumer demand in some parts of Africa. South Africa is the third most overweight nation in the world, with 60% of population overweight or obese, according to the Lancet.

In rural areas, informal food markets supply more than 85% of African consumers, according to ILRI. But that is expected to drop to 50% to 70% by 2040 as supermarket formats increase their reach.

South African supermarket brand Pick n Pay is set to expand further into the continent in 2015, opening further stores in Zimbabwe and Zambia, and establishing a foothold in Ghana. Pick n Pay’s profits increased 34.6% in 2014, compared with 2013.

Africa produces more than 70% of the world’s cocoa, and chocolate consumption in sub-Saharan Africa is on the rise. Sales in South Africa, the continent’s largest market, rose to £314m ($485m, €434m) in 2014 from £285m ($441m, €395m) in 2013, according to Nielsen.

South Africa does not produce cocoa on a large scale but is the continent’s biggest chocolate producer; Nestlé, Mondelez and Lindt all have a manufacturing presence. In West Africa, Ghana’s Cocoa Processing Company makes around 1,000 tonnes of chocolate per year under its Golden Tree label to serve a domestic market, according to a Business World report in the Irish Independent.

In the UK, more than half (55.2%) of consumers buy free-from products, says Kantar Worldpanel, and the market could be worth £538m ($832m, €742m) by 2018, according to Mintel.

As health-conscious consumers increasingly turn their backs on sugar, there is a global glut for the fifth successive year as production outstrips demand, according to the International Sugar Organization.

However, sugar still accounts for £39bn ($60bn, €54bn) of the $70bn (£45bn, €62bn) global sweetener market, notes the Financial Times; of the remainder, £4.5bn ($7bn, €6.2bn) is high-fructose corn syrup and £1.9bn ($3bn, €2.7bn) artificial and high-intensity sweeteners, of which stevia is estimated to have annual sales of £129m ($200m, €178m).

Clean Food

Fresh, organic, free from antibiotics and additives: ‘clean’ produce is tipping into the mainstream. Spooked by tales of tainted produce and health scares, a growing number of consumers are growing wary of ‘processed’ foods.

The global market for organic products reached £47bn ($72bn, €64bn) in 2013, according to the Research Institute of Organic Agriculture. The US organic market, the world’s largest, is expected to reach £29bn ($45bn, €40bn) in 2015, says a TechSci Research report.

Noting the trend, Nestlé USA has announced that it will stop using artificial colours in its chocolates by the end of 2015.

In the UK, sales of fresh produce, meat and dairy in supermarkets have risen 5% since 2014, compared to a 1% increase for processed and packaged items, according to investment research firm Morningstar.

Focus : Sub-Saharan Africa

THiS PaGE : THE JUiCE TRUCk bRandinG bY

GlaSFURd & walkER, TOROnTO, Canada

24 : 25THE : FUTURE : LABORATORY

THiS PaGE :THREE bUnS, JakaRTa

MaRkET OVERViEwTHE FUTURES REPORT : FOOd and dRink

Asia-Pacific has caught the health and wellness bug. In 2014, at least five juice cleanse businesses popped up in Singapore in the wake of a government healthy living campaign, according to Mintel. Singapore’s Health Promotion Board staged a high-profile intervention to raise awareness of the pitfalls of eating greasy, salty and occasionally insanitary street food.

In the wider region, there was a 17% increase in launches of food and drink services with functional messaging up to September 2014, as consumers woke up to the need to eat well to promote wellbeing, according to Mintel.

In Malaysia, nearly three in 10 rice products launched in 2013 were marketed as high in fibre. Many food products also made claims relating to cardiovascular and digestive health and diabetes, reports Mintel.

Asia-Pacific will account for more than half (57%) of global soft drinks volume growth up to 2018, mostly in markets such as Thailand and Indonesia, driven by young populations with disposable income and expansion in modern retailing and urbanisation,

predicts Euromonitor. Despite the popularity of milk tea brands such as Xiangpiaopiao and U-loveit, instant tea sales are expected to decline, due to strong competition from juice and tea stores using fresh ingredients.

Mintel has identified a preference across the region for local ingredients that consumers are familiar with; for example, pineapple-based flavours are popular in the Philippines, and jasmine tea in Indonesia.

Alcohol has a mixed outlook in the region. The Indonesian government introduced a ban in early 2015 on the sale of beer or pre-mixed drinks by small retailers such as convenience stores and food stalls, although large supermarkets, hotels, restaurants and bars are exempt from the legislation.

Vietnam has the highest alcohol intake in the ASEAN region and is increasingly developing premium tastes, reports FinanceAsia. It’s currently the second-largest market for Heineken in the world and will become the number one market by volume before 2020, says InterMalt Vietnam general manager James Kirton, interviewed by The Land.

Beer Redux

Global beer sales are set to increase by 2% in 2015, according to market specialist Plato Logic. This signals a comeback for the sector following growth of just 1% in 2014, when consumption dropped in the top five markets, which account for 50% of sales.

In Africa, beer sales are rising fast. Sub-Saharan Africa will make up 40% of global profit growth – about £3.2bn ($5bn, €4.5bn) – for beer companies over the next decade, overtaking China as the sector’s main engine for growth, according to Deutsche Bank.

China, however, is set to become the world’s largest beer market by 2017, according to Euromonitor.

Globalisation is not a one-way street when it comes to beer production, and emerging economies are beginning to make headway in developed countries.

Angolan lager Cuca has launched in Portugal, capitalising on Portuguese interest in Angolan culture and music, and the sizable Angolan community in Portugal.

Speciality and craft beers continue to be the fastest-growing segment of the market, according to the Financial Times. A new micro-brewery opens in the US every 16 hours; and export volume was up by nearly 36% in 2014, reaching £64.5m ($99.7m, €89m), according to the US Brewers Association.

Focus : Southeast Asia

THiS PaGE : bOTTlEdOG bY bREwdOG, lOndOn

26 : 27THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK MaRkET OVERViEw

It’s in emerging and developing markets that the hypermarket still holds the potential for growth. Those markets will be the driving force behind a growth of around £226bn ($350bn, €312bn) in hypermarket sales globally, says David Cheesewright, president and CEO of Walmart International.

Russian domestic market leaders Magnit and Lenta are aggressively expanding their stores. Magnit opened 1,600 stores in 2014 and is planning to invest £621m ($960m, €857m) in the opening of a further 2,090 in 2015, reports IGD.

Convenience 2.0

Convenience shopping continues to gather pace as neighbourhood supermarkets outperform their out-of-town big-box peers among shoppers who are spurning the traditional once-a-week grocery binge.

In the UK, convenience shop sales will rise by almost 30% in the next five years to reach £46.2bn ($72.5bn, €64.8bn), according to IGD. Sainsbury’s plans to double the number of its smaller Sainsbury’s Local convenience stores to 1,500 after a surge in takings in the smaller format.

US shoppers are increasingly buying local in dedicated food emporiums and markets. The number of farmers’ markets has jumped 180% since 2006 and food hubs have multiplied 280% since 2007, according to the US Department of Agriculture.

Digital Dividends

Online food and drink sales are another boom area. Emerging and nascent markets are seeing the biggest year-on-year growth – 97% and 89% respectively – but mature markets have posted a rise of more than 30% too, according to retail analyst Dunnhumby.

Click and collect has been making major headway in mainland Europe. Leclerc, France’s second largest supermarket chain, is a pioneer in the field. In 2015, the chain will expand into Poland, Spain and Portugal after seeing a 63% sales rise to £1.06bn ($1.65bn, €1.47bn) in its 446 Drive outlets in France in 2013.

French online grocery shopping will more than double from £3.6bn ($5.6bn, €5bn) to £7.7bn ($11.9bn, €10.6bn), says IGD, while drive-through grocery pickups account for about 10% of the French grocery market, according to Kantar.

Online retail giant Amazon is taking online shopping to the next stage with the Amazon Dash Button. Consumers trigger an instant resupply of their favourite groceries from Amazon Fresh with a single click of the device, which can be attached to any surface around the home.

Not surprisingly, investors are flooding into the food tech space. Nearly £2.6bn ($4bn, €3.6bn) was invested in food-related tech companies in the first half of 2014, more than double the £1bn ($1.6bn, €1.4bn) invested in all of 2013, according to food consulting firm Rosenheim Advisors.

In the restaurant and home delivery sector, start-ups such as mobile payment app Cover are making payment faster and easier, as are cardless payment systems like Apple Pay. Cover allows restaurant diners to pay using their smartphones rather than waiting for the bill and will even split the total between multiple diners.

THiS PaGE : Old FaiTHFUl SHOP, TOROnTO

THiS PaGE : nOURiSHEd JOURnal

28 : 29THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK FOOd and dRink TREndS RiSinG

Market Overview Toolkit

Stage a Protein ShiftInvestigate alternatives to meat as a protein source for a booming global population relying on finite areas of agricultural land. The US beef market alone offers a target worth £57bn ($88bn, €78.5bn).

Create Rising Spirits Premium spirits are the alcohol-market poster boys with a 5.8% rise in global sales. Consider bourbon, Japanese single malts and saké as part of your high-end offering.

Enable Optimised EatingFunctional foods to boost health and wellness represent a global opportunity worth over £156bn ($241bn, €216bn) in 2015. Focus on emerging markets, which will account for 49% of sector sales by 2019.

Join the Free-from FrenzyThe £5.7bn ($8.8bn, €7.9bn) global gluten-free market will grow by 20% in 2015, and the US market will grow by 61% by 2017. Introduce a free-from strategy to ride the wave – and focus on sugar-free in particular.

Get CleanClean produce – fresh, organic, free from antibiotics and additives – is already worth £47bn ($72bn, €64bn) across the world. Follow in the footsteps of Nestlé USA, whose chocolate will be free of artificial colours by the end of 2015.

1

2

3

4

5

Stage a Beer ComebackBeer has been on the ropes, but a 2% rise in global sales signals the start of a comeback. Target sub-Saharan Africa, the source of 40% of global profit growth over the next ten years, or China

– set to become the world’s largest beer market by 2017.

Be Convenient 2.0Abandon big-box mentality and focus on neighbourhood convenience stores to service the mature-market urbanites who no longer do a big weekly shop. Smaller-format sales will hit £30bn ($46.2bn, €41bn) in the UK alone by 2020.

Harness Emerging Big Box MarketsEmerging markets will be the driving force behind a £226bn ($350bn, €312bn) rise in global hypermarket sales. Prepare a big-box strategy for developing markets where mature-market formats are gaining traction.

Reap Digital Dividends Online food and drink sales have posted recent increases of 97% growth in emerging markets and 30% in developed economies. Take note of French supermarket brand Leclerc’s plan for continental click-and-collect expansion.

6

7

8

9

Food and Drink Trends Rising : 29


OPPOSiTE PaGE : PHOTOGRaPH bY RESEaRCH COllECTiVE dRink FaCTORY,

lOndOn, FOR iTS FiRST MaGazinE, SilEnT nEOn FlOwERS,

in wHiCH COCkTail RECiPE EXPERiMEnTS aRE PRESEnTEd

THROUGH EXPRESSiVE, ViSCERal iMaGERY

FOOd and dRink TREndS RiSinG

Alco-health in bars such as Exile Bistro in Vancouver aims to make drinkers feel better, not worse, the next day. Ancient Appetites plugs into ancestral eating patterns to promote wellbeing, and Serotonin Eatery in Melbourne shows us how to spark happiness with Mood Dining.

H2Wow aims to encourage us to reconsider water as a boutique drink, Dive Wines reimagines wine as a casual tipple for no-nonsense Millennials, and High-low Dining reframes fast food as a premium eating experience.

At the same time, Anti-happy Hour at restaurants such as Ottolenghi Shoreditch in London invites a rethink of the drink-and-run mentality, and Spirit Resurrection enables us to take a new look at cult drinks such absinthe and vermouth that are being rescued from oblivion.

So eat, drink, and feel inspired…

Optimisation and reassessment are the narrative strands running through many of the influential trends deciding the stories that food and drink will tell consumers in 2015 and beyond.

30 : 31

32 : 33THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK FOOd and dRink TREndS RiSinG

‘Consumers really do care about what they put in their bodies, even when it comes to alcohol. You’re seeing a lot of mixologists and chefs work together to create healthy cocktails that don’t skimp on the alcohol, paired with whole, delicious dishes.’

Joey Repice, general manager and beverage director, The Springs, Los Angeles

THE : FUTURE : labORaTORY THE FUTURES REPORT : FOOd and dRink 34 : 35

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : CHEFS ClUb, nEw YORk. PHOTOGRaPHY bY williaM

HEREFORd; CURTiS STOnE aT MaUdE RESTaURanT, bEVERlY

HillS; CHEFS ClUb, nEw YORk; CanVaS, lOndOn; THE TablE

aT URSO HOTEl & SPa, MadRid; THE TablE aT URSO HOTEl

& SPa, MadRid; CHEFS ClUb, nEw YORk


Chef-ducation

Connoisseur education is taking a new twist as innovative restaurants deploy guest chefs armed with Neo-tasting Menus to empower consumers who want to explore new flavours and discover new culinary directions.

Neo-tasting Menus are also being used to encourage diners to reassess the dessert, a course that can sometimes be an afterthought. At Empellón Cocina, a fine-dining Mexican restaurant in New York, head chef Alex Stupak recently introduced a five-course dessert tasting menu. In Paris, Dessance is a dessert-only restaurant, with a four-course tasting menu of sweet treats.

What this means to your brand

: Pop-up restaurants are now sometimes greeted with a weary nod. But pop-up chefs offer a breath of fresh air and excitement to an eatery, signalling to foodie connoisseurs that it is a place where they can expect new flavours and dishes to challenge them and tempt their taste buds.

: Combine the concept with Neo-tasting Menus that put the diner in the culinary driving seat, and you have an innovative format that will stimulate regulars and attract interested newcomers too.

: But remember that tasting menus are dictatorial by nature. So if your brand is in a situation where a consumer is putting culinary control in your hands to that extent, don’t abuse your position of power.

: Treat your diners with respect, and surprise and delight them, rather confuse and frustrate them. That means serving a selection with a single clear story to tell. With Canvas it is the possibilities presented by customisation, while Maude spins a narrative about the joy of learning.

The trend finds perhaps its most extreme incarnation at The Table at Madrid’s Urso Hotel & Spa, where every month the entire concept – the décor, the menu and the chef – is changed.

‘Consumers are bored with regular pop-ups,’ says Inés Sierra de la Guardia, project manager at Better, the agency that helped to execute the project.

‘With The Table, they get the best of both worlds – the excitement of something new, as well as knowing that the restaurant itself will last longer than one month.’

In a similar but lower-key vein, the restaurant at Chefs Club in New York remains the same, but master chefs from around the world visit to cook their chosen à la carte menus for 24 guests in a private dining room.

In Boston, the cocktail speakeasy Wink & Nod runs a Culinary Incubator Program which brings up-and-coming chefs to the attention of a discerning crowd.

For other restaurants on an educational mission, Neo-tasting Menus are all the rage for sublimating the chef’s ego in favour of putting new ingredients and flavours in front of diners.

At Maude in Los Angeles, chefs are challenged to include a ‘hero ingredient’ of the month in each dish on a nine-course tasting menu to allow diners to appreciate it in many different guises. Peas, rhubarb and morels have all had their month in the spotlight in 2015.

THiS PaGE :CHEFS ClUb, nEw YORk, PHOTOGRaPHY bY EMilY andREwS

THE : FUTURE : labORaTORY THE FUTURES REPORT : FOOd and dRink 38 : 39FOOd and dRink TREndS RiSinG

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : knOCk On wOOd aT lUlU wHiTE, PaRiS; bElSazaR VERMOUTH;

COCkTail inCOnnU aT lUlU wHiTE, PaRiS; PUnCH baR bY

nERi and HU, SHanGHai. PHOTOGRaPHY bY diRk wEiblEn;

PUnCH baR bY nERi and HU, SHanGHai; JaMaiCa FlOwER

PUnCH aT THE PUnCH ROOM aT THE EdiTiOn HOTEl, lOndOn

Spirit Resurrection

Cult drinks from bygone eras are being rescued from oblivion as groundbreaking bartenders and mixologists rediscover vermouth and absinthe, and rehabilitate other classic tipples to find favour with modern palates.


: Alcoholic drinks are having a Proustian moment. Classics such as vermouth and absinthe are being rescued from dusty bar shelves to add a Revivalist taste of times gone by, with a modern twist.

: You need to embrace the louche, fin de siècle nostalgia of resurrecting old favourites and re-imagining them for the 21st century. This means adding them not as an afterthought, but as the star attraction.

: Belsazar has achieved this by building a spritz-style cocktail around its vermouth range, designed to highlight its distinctive flavour profile. LuLu White in Paris has gone further still, featuring the dissolute ambience of absinthe in every cocktail.

: Think globally. Potent Chinese liquor baijiu was once only familiar to the palates of high-ranking party officials and businessmen before corruption crackdowns dismantled its gifting culture. The drink has since been rediscovered and repackaged for the US and Europe. Perhaps it’s time to track down your own regional favourite that has fallen out of favour and transform it into a market contender.

To many, vermouth is nothing but an unfashionable finishing touch to a martini. But Belsazar aims to change all that after launching three high-quality varieties – white, red and rosé – along with a range of suitably summery recipes to highlight its big comeback.

In Chicago, vermouth is also being ushered into the limelight with Artemisia, a vermouth-dedicated bar opening this autumn, which will offer 30 types by the glass and in cocktails.

‘Vermouth is very well suited to easy drinking,’ says Max Wagner, co-founder of Belsazar. ‘More people are enjoying less-alcoholic drinks, but they want fuller flavour without getting drunk after a glass. Vermouth gives them that.’

Absinthe is enjoying a second life, too. The decadent tipple of choice of belle époque France is the new star of the cocktail list at the LuLu White bar in Paris, featuring in every drink.

Baijiu is another drink enjoying a renaissance. A potent Chinese spirit that was a once a favourite gift among officials, it is being repackaged for the American market.

Lumos in New York is the nation’s first baijiu bar, with more than 60 cocktails showcasing the spirit. Its distinctive taste is mellowed by the addition of more familiar flavours such as citrus and vanilla.

Punch is another former favourite on its way back to popularity. It’s the raison d’être of Logan’s Punch in Shanghai, where founder Logan Brouse aims to celebrate an almost forgotten way of drinking in our always-on era – lingering for hours, occasionally topping up one’s glass from a huge bowl.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : bROdO bOnE bROTH, nEw YORk; bOil YOUR bOnES TOTE baGS

bY HEMSlEY and HEMSlEY; lEEdS JUiCERY, Uk; PUREaRTH

iMMUniTY dEFEnSE TEa inFUSiOn. PaCkaGinG bY nEO kHaMa,

HOnG kOnG; bEEF bOnE bROTH aT bROTHl. PHOTOGRaPHY bY

SEan FEnnESSY FOR THE dESiGn FilES


Ancient Appetites

Our ancestral eating habits – from the thousand-year-old recipes of Hindu India to the primal diets of our Paleolithic cave-dwelling forebears – are being re-adopted by brands and consumers as a source of health and wellness.

Now, Brodo has announced it is launching a cookbook that will examine ‘the history, healthful properties, and versatility of the world’s first comfort food’.

‘All of a sudden fat is not the enemy any more, and we are being told the foods our grandparents ate weren’t so bad after all. As a result, people are looking to traditional ideas that have stood the test of time,’ says Vassallo.


: Start looking for clues to your consumers’ future eating and drinking patterns in humanity’s distant past. They are seeking ways to optimise their lives

– to realise their own best selves through what they eat and drink – and historic patterns of consumption are increasingly engaging their interest.

: Alongside the demand for healthy, functional and organic is a re-assessment of ancient ingredients as a pure and efficacious route to The Optimised Self.

: Millenia-old Ayurvedic ingredients from India and the bone-based diets of our Paleolithic ancestors are topping the menu now.

: That suggests you should be considering other lucrative opportunities in the cuisine of the past that are emerging among pioneer diners as pathways to health and longevity.

Ingredients from Ayurveda, India’s ancient system of traditional medicine, are finding their way into juices and recipes for the health-conscious in Europe, Australia and the US.

Leeds Juicery in the UK includes Ayurveda-approved ingredients such as Himalayan pink salt and turmeric in its juices. ‘Cold-pressed, locally produced, lovingly prepared and carefully packaged goodness for your soul’, reads the label on the brand’s medically themed bottles.

In Melbourne, cafés such as HealThy Self Co serve teas made with healing herbs such as ashwaganda and tulsi, often used in Ayurveda, while The Roadhouse in Byron Bay has Golden Mylk – a hot coconut-milk drink infused with turmeric and ginger.

Jody Vassallo, author of Beautiful Food and consultant for Jamie Oliver’s Ministry of Food, links the rise in Ayurvedic foods to a desire to have a personal relationship with food. ‘People are realising that the ‘one diet fits all’ approach to life does not work,’ she says.

Ayurveda isn’t the only ancestral tradition that has found a place in the 21st century. Old-fashioned stock has been rebranded as bone broth as the once niche Paleo diet moves on to social media and into the mainstream.

Brodo – a New York take-away window selling bone broth by the cup – has been a huge success, with similar windows popping up all over the US and San Diego-based Bare Bones offering a delivery service nationwide.

42 : 43

THiS PaGE :lEEdS JUiCERY, Uk


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : TOniC & REMEdY aT THE M bY MOnTCalM HOTEl, lOndOn;

SUPERFOOd COCkTail aT GRaCE bElGRaVia, lOndOn; THE

SPRinGS HOliSTiC wEllnESS CEnTRE bY dESiGn, biTCHES,

lOS anGElES. PHOTOGRaPHY bY laURE JOliET; CREaTiVE

TiME Fall ball COCkTailS STaTiOn bY alEX OTT; SUPERFOOd

COCkTailS aT TanYa’S CaFÉ, lOndOn

At Tonic & Remedy, an apothecary-inspired restaurant and bar in London’s Shoreditch, herbs and herbal liqueurs feature in cocktails designed to revitalise and rejuvenate drinkers.

‘Our menu is based on the finding that apothecaries in Shoreditch once used herbs, wines and spices for their antioxidant properties,’ says bar manager Jeremy Pascal.


: Healthy drinking doesn’t have to mean taking the fun out of life, or out of your brand. Health-conscious consumers are increasingly stepping away from a fundamentalist attitude to alcohol and seeking ways to enjoy it without hating themselves in the morning.

: You should aim for an alcohol-neutral approach to tickle the taste buds of this particular audience. So by all means serve them a no-nonsense, great-tasting alcoholic drink because that’s what they want.

: But ensure that the tipple itself embodies clean, organic provenance and then offset any residual guilt factor by incorporating vitamin-filled fruits, vegetables and extracts.

: To heighten the sense that this is liquor with the bad stuff taken out, serve it in an environment where other health-giving benefits are available. The Springs in Los Angeles achieves this effect with yoga followed by an organic beer.

Alco-health

Healthy hedonism is rising as consumers seek out new ways to have a good time without side-stepping alcohol altogether, and new spaces open to provide fun drinks with fewer morning-after regrets.

The Springs, a holistic wellness centre in downtown Los Angeles, is pioneering healthy lifestyles that still include a tipple at the end of the day.

Visitors can take a yoga class, book a reiki session, and then kick back with a glass of organic beer or wine at the bar.

‘Consumers really do care about what they put into their bodies, even when it comes to alcohol,’ says The Springs’ general manager and beverage director Joey Repice.

‘You’re seeing a lot of mixologists and chefs work together to create healthy cocktails that don’t skimp on the alcohol, paired with whole, delicious dishes.’

Cocktails that offset their alcohol content with vitamin-rich mixers are a key part of the alco-health trend. The Little Death, a cocktail served at art organisation Creative Time’s Fall Ball in New York in November 2014, is typical of the breed.

Mixed by Alex Ott, aka Dr Cocktail – renowned for his vitamin-filled concoctions filled with fruits, teas and extracts to alleviate the negative effects of drinking alcohol – it blended Absolut Smokey Tea vodka, camomile, Damiana tea, passion flower extract, kava-kava, fresh raspberry and Sicilian lemon.

Similarly, restaurant and cocktail bar Exile Bistro in Vancouver, Canada, serves ‘holistic cocktails’. A typical example is the Green Caesar, a combination of potato vodka and vitamin-loaded cold-pressed juice, blue-green algae, Celtic salt, bird’s-eye chilli and pickled vegetables.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : THE CORnER MCdOnald’S CaFÉ, SYdnEY; THE CORnER

MCdOnald’S CaFÉ, SYdnEY; STaRbUCkS EVEninGS MEnU, Uk;

PRET a ManGER GOOd EVEninGS, lOndOn; PRET a ManGER

GOOd EVEninGS, lOndOn


High-low Dining

Fast food is getting a highbrow makeover as talented chefs turn their palates and culinary skills to the creation of premium-casual options at low price points.

In London, Pret a Manger’s Strand flagship hosts Good Evenings, with a menu of small plates, hotpots and salads all served fresh from the kitchen on proper plates and with the option of wine.


: It’s time to stop equating low price points with low quality. The opposite ends of the foodie spectrum are borrowing from each other to create premium-casual dining.

: At one extreme, study how chef Daniel Patterson is combining his Michelin-star skills with the street-wise Gourmet Junk savvy of food truck innovator Roy Choi to create top-class burgers that nonetheless reference their humbler fast food cousins in look and feel.

: At the other extreme, take inspiration from the big boys as Taco Bell, McDonald’s and Starbucks dare to shift their ingredients into hipster territory with price points to match as they seek to engage with foodies on the go.

: Consumers remain pressed for time, but they no longer want to indulge in food that is bad for them. Provide a healthy dose of High-Low Dining to appeal to the foodie who wants fast but high-quality food in a setting that is more elevated than a drive-through.

Michelin-starred chef Daniel Patterson and Los Angeles food-truck king Roy Choi are opening Loco’l, a fast-food chain whose burgers will be made with good-quality meats cut with ingredients such as tofu and healthy grains, yet will have the look and feel of a fast-food version.

‘It’s a myth that certain sectors of American society want to eat garbage,’ says Patterson. ‘No matter how people grew up, if you give them the choice, they will choose delicious food.’

David Chang, founder of the Momofuku group, has also announced his venture into fast food with Fuku

– a fried-chicken sandwich shop. ‘I want to make the mainstream stuff – no one is doing that well,’ he said. ‘We’re going to try to make the best fried-chicken sandwich possible.’

Market giants are getting in on the act, too. In 2014, Taco Bell opened US Taco Co in Huntington Beach, California with slightly higher price points – starting at £2.60 ($4, €3.60) for one taco – and a menu focused on new flavours.

In Australia, McDonald’s opened The Corner, a café aimed squarely at Sydney’s healthy coffee aficionados with a menu featuring hipster fare such as quinoa salads, avocado corn fritters and cold-drip brew.

Starbucks has launched Starbucks Evenings menus across stores in seven cities in the US, with options such as truffle macaroni and cheese and a variety of flatbreads, and a drinks menu that includes red and white wine and Prosecco.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : HaRRY & FRankiE, MElbOURnE; lOiS winE baR, nEw YORk;

THE OnE SERiES winE bY REaliST; MiSSiOn winE baR,

lOndOn; UndERwOOd winE, MElbOURnE; lOiS winE baR,

nEw YORk

Underwood wine bar in Melbourne offers a short curated list of five reds and five whites, available by the glass. ‘I wanted to create a casual space where people can come for a midweek glass of wine without investing in a bottle,’ says founder Basil Underwood.


: Remove the pretension associated with the drinking of wine to attract the attention and loyalty of Millennials, who at present regard the drink as a special option, alongside craft beers and cocktails.

: Sell it by the glass out of barrels or boxes rather than bottles, and avoid foreign labels and impenetrable jargon that alienates a younger crowd. As Michael Sager-Wilde, owner of Sager + Wilde, says: ‘Wine hasn’t changed. What has changed is where, how and by whom it is drunk and sold.’

: Perhaps this is a difficult development for the purists to swallow. But by removing any hint of wine elitism, you open a gamut of new market possibilities for an increasingly influential Millennial audience.

: Think accessible and look for opportunities to shift wine from its ‘special drink’ status to that of the everyday beverage, such as beer or cider, and expect to see your sales volumes rise.

Dive Wines

Wine is climbing down from its connoisseur pedestal to become a down-to-earth, everyday drink for a Millennial crowd that expects quality but doesn’t have the inclination to obsess over terroir.

‘Millennials see wine as a casual, social beverage, similar to beer, cider and fruity cocktails. They’re willing to do things previously unexpected with wine, such as use screw-top bottles, serve premium wine from a box and make cocktails with it,’ says Stephanie Gallo, vice president of marketing for Barefoot Wine.

‘They don’t have an elitist feeling about it, or think that wine is only supposed to be at the table with gourmet food. We are finally seeing wine go from a celebratory beverage to an everyday drink.’

Lois in New York, which opened in March 2015, is one of the new breed of wine bars engaging with this trend. There are no bottles on display – wine is on tap, prices start at £2 ($3, €2.70) a glass, and refills are plentiful.

‘No matter your level of knowledge, there doesn’t need to be an air of pretension or an air of any insecurity to get exactly what you want at the end of the day,’ says Nora O’Malley, co-founder of Lois.

Harry & Frankie wine bar-cum-shop in Melbourne also offers wine on tap, as well as selling bottles, and charges minimal corkage fees to keep prices down.

Mission, a new London venture from Michael and Charlotte Sager-Wilde, the duo behind London wine bar Sager + Wilde, changes its by-the-glass menu daily to give drinkers maximum variety and novelty.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : bROTHl, MElbOURnE; COCkTail aT dandElYan aT THE

MOndRian, lOndOn; THE PEREnnial, San FRanCiSCO; bROTHl,

MElbOURnE; SilO ClOSEd-lOOP CaFÉ, bRiGHTOn, Uk; FOOd

waSTE bY kOSUkE aRaki


Trash to Table

Farm-to-table restaurants have become a staple of the urban food scene. But there is a new mood on the scene as influential chefs and pioneer restaurateurs seek to bring agricultural waste products into the culinary equation.


: In a post-crash world fraught with worries about feeding booming populations amid growing resource scarcity, the 1940s-style distaste for waste continues.

: Farm-to-Table has been an influential consumer trend for five years as diners demand transparency of supply chain to assuage their fears that they are being served unsustainable produce.

: But now you need to go one stage further: introduce Whole-system eating and drinking for a caring clientele who love Farm-to-Table, but feel it doesn’t go far enough to satisfy their desire for high sustainability and low waste.

: There are some strong templates out there for you to adapt: wastED in New York has made a merit – and a success – of waste ingredients, while Brothl in Melbourne proved that truly sustainable can spell critically acclaimed rather than dull and worthy – at least until it was closed down after a clash with the local council over its composter machine.

: So it’s time to look beyond sustainable sourcing and consider how to cut waste completely by re-assessing it as a valuable asset and ingredient, rather than as a nuisance to be disposed of.

Dan Barber, chef and co-owner at Blue Hill restaurant in New York, sums up the growing movement: ‘The larger problem, as I came to see it, was that farm-to-table allows, even celebrates, a kind of cherry-picking of ingredients that are often ecologically demanding and expensive to grow.’

To prove that less-than-pristine ingredients could still be delicious, Barber opened a pop-up called wastED at Blue Hill in March 2015.

Diners at wastED could choose dishes featuring mystery vegetables and peelings, dumpster dive vegetable salad and cured cuts of waste-fed pigs. This language evokes sustainable practices, while also being unpretentious and matter-of-fact.

Australia’s Joost Bakker is another pioneer. His zero-waste Melbourne restaurant Brothl opened to rave reviews in July 2014, before closing in March 2015 after a dispute with the city council.

Brothl served delightful fare created using leftover bones from nearby restaurants, and all waste was composted for delivery back to the farms from which Bakker sourced his fresh produce. ‘I am preaching a model of farming that is all about getting nutrients out of cities and out of landfill and back on to farms,’ he says.

The Perennial in San Francisco, due to open later this year, will operate a closed-loop system, with restaurant scraps feeding fish who will produce nutrients for organic vegetables. Eco-friendly bread and low carbon emission beef will feature on the menu, too.

This new Trash-to-Table sensibility is also catching on in cocktail country. London barman Ryan Chetiyawardana’s latest bar Dandelyan promises to use ingredients completely or recycle them into future drinks – for example, mint stems could be turned into syrup.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : COCkTailS aT OTTOlEnGHi SPiTalFiEldS, lOndOn;

bOURnE & HOllinGSwORTH bUildinGS, lOndOn; COCkTailS

aT THE SHRUb & SHUTTER, lOndOn; dUCaSSE laTE niGHT

bY GREY GOOSE VOdka, PaRiS; dRY COCkTailS & Pizza, iTalY;

dRY COCkTailS & Pizza, iTalY

‘The idea of two-for-one sweet cocktails at happy hour has passed,’ says Charlie McVeigh, founder of Bump Caves bar in London. ‘People want to experience flavours in their cocktails – it’s no longer just about getting drunk.’


: Happy hour is rapidly becoming yesterday’s news as sophisticated hedonists increasingly turn away from the idea of front-loading on cheap and cheerful alcohol at the start of an evening out.

: It’s a change in behaviour and intent that represents a major opportunity for your brand to encourage consumers to stick with you for a whole evening under one roof.

: So forget the overly-sugared and lower-priced drinks of yore. Cosmopolitans and Manhattans will no longer cut it.

: These drinkers are connoisseurs who are curious about ingredients, methods and new ways of interacting with their drink.

: Give them spectacle cocktails, with carefully thought-out flavour profiles and well-sourced fresh ingredients, and they will happily settle in for evening – and then stay for dinner and more.

Anti-happy Hour

It’s the classic kick-off for a big night out: cut-price happy hour cocktails and slammers in a bar before the main event in a restaurant elsewhere. But times are changing.

Restaurants are collaborating with talented mixologists and chefs to create anti-happy hours where connoisseur consumers sip extravagant cocktails with paired meals – all under the one roof.

‘Dinner is a launch pad to the rest of your night,’ says Joe McCanta, brand ambassador for Grey Goose.

‘People want great food and great drink in one place. If you go out and drink all these cheap cocktails before dinner, it is quite hard to move past that.’

In Milan, Dry Cocktails & Pizza offers aperitivos and food to keep diners in the same establishment for longer. In London, Bourne & Hollingsworth has all-day dining, so people can come in for a coffee, and stay for a cocktail and a meal.

In the Ottolenghi Spitalfields restaurant in London, opened in April 2015, cocktails are precisely matched to the ingredients of the food. The drink list includes a Saffron Chase and a Sumac Martini, which use the Middle Eastern spices for which the restaurant is renowned.

Grey Goose is promoting the notion that cocktails should be appreciated like a fine wine with its newest launch, Grey Goose Interpreted by Ducasse, a vodka made with toasted wheat. At its Vodka Gastronomique event in Paris, the brand served small servings of vodka to accentuate the toasted notes in each course.


THiS PaGE :baSEMEnT SaTE dESSERT COCkTail baR, lOndOn


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : SlEEP RETREaT diSH SERVEd aT THE CORinTHia HOTEl,

lOndOn; Sad laMPS, THE GlaSSHOUSE, lOndOn; THE

PROblEM SOlVER bEER, COPEnHaGEn; SEROTOnin EaTERY,

MElbOURnE, aUSTRalia; FOOd & liFE COOkbOOk bY JOËl

RObUCHOn; SlEEP RETREaT diSH SERVEd aT THE CORinTHia

HOTEl, lOndOn; THE PROblEM SOlVER bEER, COPEnHaGEn


Mood Dining

Forward-thinking brands and restaurants are starting to serve mood-altering food and drink as they seek to engage consumers who are looking to optimise their physical, emotional and mental wellbeing through what they eat and drink.

Up in the sky, British Airways is also bringing Mood Dining to its customers with its Sound Bite menu, which offers a sound-and-food pairing menu on long-haul flights to enhance the in-air dining experience.


: As the saying goes, we are what we eat (and drink). Science is proving the truth behind the tale and consumers are seeking ways to optimise their lives through the things they consume.

: Food and drink are increasingly considered by consumers hoping to reach beyond 100 years of age as the key tools for achieving mental and physical fitness, and for creating a sense of overall balance and happiness.

: It’s your mission to use a clever combination of ingredients and ambience to create food and drink moments that enhance consumers’ physical, mental and emotional health and wellbeing. Become a feel-good collaborator and win their respect, loyalty and long-term custom.

: Note how the Serotonin Eatery boosts happy hormone production. Find similar ways of addressing consumers’ desire for functional eating and drinking supported by scientific fact, to enhance their moods through natural – and legal – highs.

: Don’t neglect or dismiss the placebo effect. A confident assertion of health benefits can become a self-fulfilling prophecy. As Judith Wurtman, co-author of The Serotonin Power Diet, says: ‘Placebos are very powerful, and if they affect behaviour for the better, all to the good.’

One of the leaders in the field is the Serotonin Eatery café, which opened in Melbourne in spring 2015. Every item on the menu is designed either to release serotonin – the happy hormone – or enhance mood in other ways. ‘It is about using food as medicine,’ says founder Emily Arundel.

The eatery is also across from a park and has a gym next door, designed to encourage exercise – another mood-boosting, although not serotonin-generating, activity.

Corinthia Hotel in London has made a connection between chemical reactions and food as well. It has launched the Sumptuous Sleep Retreat, a programme of mindful activities and a menu of dishes that induce sleep using the natural sleep-enhancing amino acid tryptophan.

Meanwhile, Michelin-starred chef Joël Robuchon released a cookery book in September 2014 called Food & Life, filled with recipes and ‘explanations of the nutritional virtues of fruit, vegetables, beans, grains, meat and fish – and their effects on our physical and mental wellbeing’.

Instead of aiming to make people happier – a common side effect of alcohol for some anyway – The Problem Solver beer promises to make them more creative.

The 7.1% craft IPA beer, a collaboration between Danish creative agency CP+B Copenhagen and Rocket Brewing Company, is based on scientific research that indicates that alcohol can actually enhance problem-solving skills.

An indicator on the side of the bottle compares body weight to beer intake to inform the drinker when they will hit their ‘creative peak’.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : dRinkMaPlE PURE MaPlE waTER; TaPPEd biRCH waTER;

TaPPEd biRCH waTER; SaP bEinG COllECTEd FROM biRCH

TREES in laTVia FOR SibbERi waTER; SibbERi biRCH waTER;

CaliwaTER CaCTUS waTER; THE REal THinG bY HElMUT

SMiTS iS a diSTillinG dEViCE PROTOTYPE THaT TURnS

COCa-COla baCk inTO dRinkinG waTER

H2Wow

Water is water, isn’t it? A neutral, clear fluid that you knock back, with little pleasure, to keep dehydration at bay? Not any longer, it seems.

Plant-based waters derived from maple and birch trees are expected to be a £1.3bn ($2bn, €1.8bn) business by 2025 according to Julian Mellentin, director of New Nutrition Business.


: Stop taking water for granted. The rise and rise of coconut water demonstrated that tens of millions of people are looking for more than a plastic bottle of H2O to sip at the gym.

: Re-examine the basic product and consider its connoisseur possibilities in order to put it into the same boutique bracket as craft beer or fine wine.

: As consumers pursue an Optimised Self lifestyle, they are open to being educated about functional and health-giving ingredients, even in a product as basic as water. So move beyond beautiful packaging to show the different elements that make its flavour unique.

: Retailers need to consider other options that will answer consumers’ desire to maximise their hydration intake with supercharged nutrition.

: Cast your eye over the opportunities offered by other plant-based alternative waters. The next coconut water is out there, waiting for someone to bring it to an eager global audience.

Our least-appreciated drink is getting its wow factor back and becoming a boutique commodity with all the taste nuances of a good wine or a favourite artisanal beer.

In 2015, Martin Riese – the only water sommelier in the US – launched his own boutique water brand, Beverly Hills 9OH2O, chosen for a balance of minerals that makes it perfect with food pairings.

It comes in the wake of his hugely successful 20-option water menu at the Patina restaurant in Los Angeles, run alongside £32-a-head ($50, €45) water-tasting sessions. ‘You expect to have a selection on wine, beer and spirits, but when it’s comes to water, most restaurants just offer sparkling, flat or tap,’ says Riese.

‘They don’t even tell you which water brand they serve. Water has taste, so why not give people an option on the healthiest beverage on this planet?’

Water from plants and trees is also getting a connoisseur reassessment after the runaway success of coconut water over the past three years.

Maple, a new drink that is just pure maple sap, and contains 46 vitamins, minerals, polyphenols, prebiotics, electrolytes, amino acids and antioxidants, was launched in 2014.

And birch water – sap from the birch tree this time – is a staple health drink in China and Eastern Europe, and is now catching on in US and UK markets because of its nutritional make-up.

60 : 61THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK TOP 10 inGREdiEnTS

Food and Drink Trends Rising Toolkit

Offer Alco-healthEngage a growing consumer desire for alcohol without the hangover by serving vitamin-loaded cocktails, like those served at Exile Bistro in Vancouver.

Satisfy Ancient AppetitesFollow in the footsteps of Leeds Juicery and bone-broth maker Brodo to engage with consumers demanding Ayurvedic eating and Paleo diets as a route to their Optimised Self.

Stage An Anti-happy HourWave goodbye to the happy hour and emulate Ottolenghi Shoreditch where cocktails are paired with food to keep the eating and drinking elegantly under one roof.

Serve H2WowTake note of the 20-option water menu at Patina restaurant in Los Angeles, and the emergence of birch and maple water, and engage with water as a boutique commodity.

Provide Chef-ducationIntroduce guest chefs to provide connoisseur education as at The Table in Madrid, and provide Neo-tasting Menus to further empower culinary explorers.

1

2

3

4

5

Casualise WineFor Millennials, wine is an everyday drink, like beer or cider. Serve quality vintages by the glass with as little fuss as possible, as Lois in New York and Harry & Frankie in Melbourne do.

Introduce High-low DiningGive your fast food offer a highbrow makeover by studying how Michelin-starred chef Daniel Patterson is serving up premium-casual dining at lower price points.

Change The Mood Serve up food and drink that optimises the health and happiness of consumers, like Serotonin Eatery in Melbourne.

Hold A Spirit ResurrectionOut-of-fashion cult drinks such as vermouth and absinthe are finding fresh life in hands of intrepid barmen. Learn from Belsazar about how to resurrect a blast from the past for modern palates.

Bring Trash To Table Farm-to-table is being overtaken by closed-loop eateries such as Silo in Brighton where nothing is wasted and everything is recycled. Catch the next wave of food and drink sustainability.

6

7

8

9

10

Top 10 Ingredients : 61


So real wasabi is flying high, and so is Indonesian-made sambal, a rival to sriracha and gochujang as the perfect chilli sauce for self-proclaimed foodies.

Discerning chefs and baristas are giving health foods an unexpected makeover. The nutritional label is featuring on hip restaurant menus and non-dairy milk, often pressed in-house from nuts, seeds and grains, is enjoying a coffee shop renaissance for use with artisanal brands.

These new finds have excited us enough. But we were equally intrigued by the shock of the old.

Peanuts are coming out of their dry-roasted shells as the stars of a new wave of exciting Asian menus. Potatoes are suddenly centre stage in a global boom in Peruvian cuisine.

Corn is a must-have for beer and cocktails. And even the humble egg is getting an overdue re-assessment from adventurous and inventive chefs.

Throw in eye-opening innovations with exotic ingredients, such as jackfruit as the new pulled pork, and your brand has everything it needs to cook up a storm of consumer interest in the year ahead.

Welcome to our Top 10 list of emerging ingredients for 2015. With the help of Joe Lutrario, features editor at Restaurant magazine, we have identified the newcomers – and re-evaluated old-timers – that will excite both well-travelled Boomer demands for authenticity and Millennial desires for more complex and varied flavours.

1. Cheese Nouveau

Fresh newcomers such queso fresco, Cotija and pot cheese are being made in-house by chefs keen to move beyond feta and mozzarella. New York chef Shane Lyons deploys a siphon for his own version of US convenience classic Cheez Whiz. London’s Made In Italy creates burrata and ricotta in a DIY dairy under a railway arch.

THiS PaGE : FRESH bURRaTa CHEESE; GOaT’S CHEESE

FROM andROUET, lOndOn

all iMaGES in THiS CHaPTER : PHOTOGRaPHY bY lOUiSE HaGGER FOR lS:n GlObal,

FOOd STYlinG bY OliVia bEnnETT FOR lS:n GlObal,

aRT diRECTiOn bY HannaH RObinSOn

64 : 65THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOd and dRink TOP 10 inGREdiEnTS

2. Non-dairy Milk

Baristas and chefs are choosing pistachio, hazelnut and soy milks on their own merits rather than as a non-dairy alternative for vegans and the lactose-intolerant. High-quality brands such as Bonsoy have led the way, and innovative baristas such as those at Kaffeine in London are concocting their own nut milks.

THiS PaGE : alMOnd Milk MadE in-HOUSE aT kaFFEinE, lOndOn;

PROVaMEl ORGaniC Vanilla SOYa Milk; OaTlY

ORGaniC OaT dRink

3. Jackfruit

Imagine pulled pork that even vegetarians can enjoy. That’s the texture of this enormous, nutritious tropical fruit, which has a delicate pear-like flavour once it has been given the long-and-slow cooking treatment. Find it in burritos and tacos at Club Mexicana in London and in a steamed bun at Street in Los Angeles.

Mixologists are developing a taste for it too. The Royal Hawaiian cocktail at Nightjar in London, features Boodles gin, Giffard berry liqueurs, jackfruit puree, fresh lime and pistachio halva syrup. At Gilt restaurant in Kitchener, Ontario, jackfruit is being deployed to add a tropical edge to gin-based drinks.

THiS PaGE : JaCkFRUiT FROM TaJ STORES, lOndOn


THiS PaGE : PURPlE MaJESTY POTaTO FROM TURniPS aT bOROUGH MaRkET,

lOndOn; FRESH RiCOTTa CHEESE; FRESH bURRaTa CHEESE;

alMOnd Milk MadE in-HOUSE aT kaFFEinE, lOndOn; bRiTiSH

FRESH waSabi RHizOME FROM THE waSabi COMPanY, dORSET


4. Posh Tubers

A global boom in Peruvian cuisine and a resurgence of artisan gardening in the UK and US has propelled knobbly, multi-coloured heirloom potatoes from carb-heavy side dishes to centre stage. Celebrated Peruvian chef Virgilio Martínez has championed his homeland’s 4,000 potato varieties – including the chuño, which is naturally freeze-dried in the Andes – in the UK.

THiS PaGE : POTaTO VaRiETiES FROM TURniPS aT bOROUGH MaRkET,

lOndOn

5. Nutritional Yeast

Nutritional yeast is already a health food favourite, and its cheesy umami flavour is attracting attention from a growing number of chefs. The flaked version is an integral part of the menu at Shane Lyons’ Distilled restaurant in New York, where it’s mixed with spiced popcorn and served to diners on their arrival.

THiS PaGE : MaRiGOld EnGEViTa nUTRiTiOnal YEaST FlakES


7. Sambal

This Indonesian staple is set to be the next chilli sauce of the moment. Chefs including London’s barbecue maestro Neil Rankin are already making good use of its unmatched versatility. Primarily a chilli product, its wealth of secondary ingredients – shrimp paste, lime, ginger and garlic – means it can be used in countless different recipes.

THiS PaGE : FRESH HOME-MadE SaMbal

6. Peanuts

Forsaking their humble salted and dry-roasted past, peanuts are being rediscovered by leading chefs of Asian cuisine. They look set to dominate menus this year, whether boiled in their shells Cantonese-style, deep-fried and served with mouth-numbing Sichuan pepper and made into milk at Bao, a newly opened Taiwanese restaurant in London, or used as a foam on bourbon cocktails at the Warm Up bar in Budapest.

THiS PaGE : ORGaniC SHEllEd PEanUTS


8. Eggs

One of nature’s original superfoods, the humble egg is being re-evaluated by influential chefs. In London, Bad Egg serves an eclectic range of egg-centric global dishes, such as shakshouka, a North African baked-egg dish. In the US, quality food truck outfit Eggslut enjoys a scramble for its gourmet egg sandwiches.

THiS PaGE : ClaREnCE COURT Old COTSwOld lEGbaR FREE RanGE

EGGS; ClaREnCE COURT dUCk EGGS; QUail EGGS

9. Corn

The latest star of juicing’s vegetable-to-glass trend, corn is making a splash on the drinks scene, too. In Wallflower in New York, corn purée is the base ingredient of the cult mescal-based cocktail Cornelia. And US craft brewer Peerskill has created Soft Pour Corn beer from blue corn.

THiS PaGE : ORGaniC CORn FROM TURniPS aT bOROUGH MaRkET,

lOndOn

THE : FUTURE : LABORATORY 74 : 75

THiS PaGE : ORGaniC SHEllEd PEanUTS; MaRiGOld EnGEViTa nUTRiTiOnal

YEaST FlakES; ClaREnCE COURT Old COTSwOld lEGbaR FREE

RanGE EGGS; FibRES OF FRESH ORGaniC CORn FROM TURniPS

aT bOROUGH MaRkET, lOndOn; QUail EGGS; GOaT’S CHEESE

FROM andROUET, lOndOn

76 : 77THE FUTURES REPORT : FOOD AND DRINK nEw FOOd and dRink COnSUMERSTHE : FUTURE : labORaTORY

New Food and Drink Consumers : 7710. Real Wasabi

Discerning connoisseurs are rejecting the powdered mix of horseradish and mustard often served in Europe and the US. Now artisan producers, such as the UK’s The Wasabi Company, are growing the notoriously tricky semi-aquatic plant. The Ledbury in London uses the roots and leaves in hyper-creative dishes. At the same time, it is becoming a cutting-edge cocktail ingredient: the Wasabi Martini, made with vodka, wasabi paste, syrup and lemon, is on the menu at the Corinthia Hotel Malta.

THiS PaGE : bRiTiSH FRESH waSabi RHizOME FROM THE waSabi

COMPanY, dORSET


OPPOSiTE PaGE : FEEld ORGaniC, baRCElOna

nEw FOOd and dRink COnSUMERS

The 20something Millennials are ignoring their on-going economic uncertainties and demanding fresh and exotic flavours from the convenience stores that have become a key part of their on-the-go existence.

Members of Generation X, in their 30s and 40s, are juggling demanding careers and equally demanding children, so they want food and drink brands to approach them with family convenience and fun in mind – and also to provide escapism.

For Generation Jones, hitting 50 is a moment for reassessing lifestyle priorities. This group uses food and drink as both a foundation for slow, appreciative moments, and as a springboard for discovering new tastes.

And the super-experienced 65+ Flat Agers want brands to put aside their marketing messages and talk honestly to them about value, and about healthy options for a golden old age.

Four tribes of consumers present a clearly delineated set of challenges and opportunities to brands as they seek everything from convenience to adventure from the food and drink they purchase.

80 : 81THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK nEw FOOd and dRink COnSUMERS

‘For Millennials, what was once considered exotic, ethnic or overly spicy is now moving quickly into the mainstream.’

Eric Van De Wal, vice president of marketing, global snack brand Snyder’s-Lance


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : liTTlE bOO bOO bakERY MaRSHMallOwS; wHiTE GiRl

ROSÉ winE; nOw YOU’RE COOkinG bY ElECTROlUX;

VOOdOO RaY’S aT bOX PaRk, lOndOn; HERO PaRiS

bRandinG bY SaFaRi SUndaYS; PnY RESTaURanT dESiGnEd

bY CUT aRCHiTECTURES, PaRiS; OaTlY EnRiCHEd OaT dRink;

GRanOla FOR GanGSTERS; blOGGER Ella wOOdwaRd

OF dEliCiOUSlY Ella


Millennials

‘Vive la difference’ is the phrase to keep firmly in mind as you lay out your dining and drinking table to tempt experience-hungry Millennials who are ignoring tough economic times to track down adventurous new tastes.

These snacks are often meal replacements, so Millennials expect you to provide high nutritional content. ‘They want to eat healthier, but they also want their food in convenient, single-serve formats that they can eat on the run,’ says Jean Heggie, strategic marketing lead at DuPont Nutrition & Health.

Convenience stores, quick-service restaurants and supermarket delis are all Millennial convenience hotspots. Nearly half of 25-34 year olds use convenience stores for grocery top-ups, the highest of any demographic, according to Mintel.

Unimpressed by experts, Millennials want to discover their own path through the world of wine too. Eight out of ten (85%) frequently or occasionally purchase unfamiliar brands, according to the Wine Market Council.

An online palate profile quiz by Club W and Yes Way Rosé that guides Millennials towards new wine-tasting experiences is a perfect example of how to talk to this tribe.


: Economic times are tough for Millennials but that’s not taking the edge off their appetite for culinary exploration and discovery. So offer exotic new tastes and flavours – and do it in a convenient format that fits into their on-the-move lifestyle.

Student loans, low pay and insecure jobs may overshadow their lives, but 43% of the Millennial food spend happens outside the home, topping the 37% of similar Flat Ager spend, according to the Food Institute.

Think of this tribe’s members, who are aged between 20 and 35, as they think of themselves: as food and drink explorers and agenda-setters. ‘Their food and drink choices are actively used to drive their social standing on- and offline, their wellbeing, adventurous spirit, green values and hectic lives,’ says Helen King, head of consumer insight and innovation at Bord Bia.

Their globally-influenced palates have driven the rise in flavours such as cajun, miso, saffron and wasabi, according to Gordon Food Service. They value authenticity when eating ethnic food, but also appreciate a mash-up such as Mexican dumplings or Korean BBQ tacos, according to the Center for Culinary Development.

‘What was once considered exotic, ethnic or overly spicy is now moving quickly into the mainstream,’ says Eric Van De Wal, vice president of marketing at Snyder’s-Lance.

Offering convenience for an on-the-go lifestyle is another sure way to win Millennial loyalty. More than a third of this tribe is snacking more than they were a year ago – up to three times or more a day, according to Culinary Visions Panel.

THE : FUTURE : labORaTORY THE FUTURES REPORT : FOOd and dRink 84 : 85nEw FOOd and dRink COnSUMERS

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : ValUES MaTTER ManiFESTO bY wHOlE FOOdS; COMMiSSaRY

aT THE linE HOTEl, lOS anGElES; lOndOn bOROUGH OF JaM,

lOndOn; iCa PREMiUM FROzEn RanGE; SPiCEd SHRiMP

biRYani bY MaPlE, US; lOndOn bOROUGH OF JaM, lOndOn;

aRMaS dE GUERRa bY ROMan bOld, SPain; MaPlE aPP

This tribe, aged between 35 and 50, is happy to deploy tech short-cuts that deliver quick and easy comfort food. Unlike younger demographics, many Gen Xers still believe the microwave is a kitchen essential, according to NPD.

Neighbourhood convenience is a powerful way for you to engage practical Generation X, which is more likely than any other group to order deliveries from restaurants. More than half (54%) will chose a delivery brand based nearby to ensure speed and freshness, according to Technomic.

It is worth noting how Maple has addressed this desire by launching a food delivery service in New York that focuses on the fast delivery of quality products.

When they do eat out, members of Generation X look to make a healthy choice for them and their brood. A third (32%) consider healthy attributes very important and a quarter (26%) are willing to pay a premium for them, according to Nielsen.

In the US, Gen Xers place value on ‘better-for-you’ choices at chain restaurants, and on menu variety at sit-down eateries. They are drawn to items described as ‘authentic’, ‘home-made’ and ‘premium’, according to Flavor & the Menu.

Always think families when engaging Generation X. Eating out, this tribe is looking for a ‘fun, upbeat restaurant atmosphere conducive to group occasions’, a place to dine with kids or with friends, according to Flavor & the Menu.

At home, the youngest members of the family often control the food and drink agenda. Almost three quarters (73%) of Gen X mums say their children influence the weekly dinner menu, according to Sparks & Honey.

Generation X

Generation X, many of its members juggling careers and young families, are food and drink pragmatists who will flock to your brand if it offers ways to buy back time in their super-busy lives.

In recognition, Whole Foods’ Values Matters campaign has a strong strand aimed at Generation Xers looking to provide healthy and organic options for their children.

Wine is the Gen X tipple of choice: after the Flat Agers, they are the largest market for wines, according to Forbes. Wine drinking is a key opportunity for brands to deploy clever and sensitive mentorship to help the Generation X urge to escape their family and career responsibilities, and explore something new.

Despite being time-poor, three quarters (76%) of Gen Xers want to try new wines – only slightly less than the 85% of adventurous connoisseur Millennials keen to seek out new vintages, according to the Wine Market Council.


: Family is front and centre for the time-starved members of Generation X as they juggle young kids alongside demanding jobs. Think about how to cater for children, whether it’s by providing family-friendly restaurant spaces, or grocery choices that appeal to young palates.

: Provide short cuts that let Gen Xers claw back every minute they can from food preparation. Gourmet microwave options serve up the double whammy of convenience with a premium ambience.


OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT :iROnSidE FiSH & OYSTER, San diEGO; THE QUaliTY CHOP

HOUSE, lOndOn; winTERSPRinG GOURMET iCE CREaM

PaCkaGinG bY kOnTRaPUnkT; bEER FOaMER bY nORM

aRCHiTECTS; laaJiSTO bY JOanna laaJiSTO, HElSinki;

waiTROSE kiTCHEn MaGazinE; MR lYan PRE-baTCH COCkTail;

MiCHaEl-anGElO’S bY waTT inTERnaTiOnal, TOROnTO, Canada


Generation Jones

Fifty is the new 30 – and Generation Jones, aged between 50 and 65, is taking a moment to establish new food and drink priorities, step outside of the hubbub of our digital age, and ensure that the half-century its members believe they still have ahead is a healthy one.

This tribe is still wedded to the big weekly supermarket shop, or to ordering a big delivery online. In the UK, regular convenience store usage is lowest among the 55-64 age group, and a rising 17% order their groceries online, according to Mintel.

Generation Jones is even keener than Flat Agers to use functional food and drink as a conduit to a healthier life. Almost two thirds (62%) want more fibre in food, 37% seek antioxidants, and 35% demand Omega-3s, according to NPD research.

Marks & Spencer is certain to attract Generation Jones engagement after announcing that it will add vitamin D to its bakery range.


: Generation Jonesers are gearing up for the second act of their lives by slowing down and seeking moments of gastronomic contemplation. So don’t expect to lure them into a dash to the convenience store – they want your help to plan a traditional weekly shop for premium products.

: Novelty and functionality offer you two other useful ways to tap into Jonesers’ needs and desires: they want to explore innovative restaurants and foodie websites, and to stock up on health foods that will keep them on top of their game into middle age.

This consumer tribe is developing an appreciation for the good things in life, and is not afraid to spend the lion’s share of its disposable income in good restaurants. Along with Flat Agers, Generation Jones spends between 37% and 38% of its food budget on eating out, reports MarketWatch.

Look to provide gourmet experiences at the kitchen table too, because eating well at home is also a major priority. Jonesers and Flat Agers spend more on their weekly food budget than any other demographic, according to Packaged Facts.

Winterspring’s new gourmet ice cream line and Norm Architects’ Beer Foamer enable Generation Jonesers to create gourmet dishes and drinks at home.

And don’t for a second think that middle age is synonymous with ‘set in their ways’. Keen to avoid staleness and on the hunt for novelty, 45% of Gen Jones love new restaurants, innovative foodie websites, and cookery shows offering new tastes and eating approaches, according to Technomic.

Discount supermarket chain Lidl has its finger firmly on this particular Generation Jones pulse. The brand has announced a partnership with Michelin-starred chef Kevin Love, who will star in a series of high-profile adverts and YouTube cookery tutorials, as well as acting as a chef-in-residence.

Convenience may be the approach for Millennials and time-poor Generation X, but not for Jonesers, who like to plan their eating and drinking and anticipate the tastes to come, rather than grabbing something off the shelf on the day.

88 : 89

THiS PaGE :iROnSidE FiSH and OYSTER baR, San diEGO

THE : FUTURE : labORaTORY THE FUTURES REPORT : FOOd and dRink 90 : 91nEw FOOd and dRink COnSUMERS

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT :bREakFaST ClUb bY anaGRaMa OFFERS a HOME dEliVERY

SERViCE FOR bREakFaST, dUbai; THE SPlEndid SPOOn;

MaRkET RESTaURanT aT THE EdiTiOn HOTEl, MiaMi; THE ORa

TEaPOT bY PaUl ROEbUCk FOR kikkERland; HandPiCk aPP;

nOURiSHEd MaGazinE; nOa all naTURal RElaXaTiOn

dRinkS; CaFE ClOVER, nEw YORk; CaFE ClOVER, nEw YORk

Cash-rich they may be, but three quarters (74%) of Flat Agers expect you to provide bang for their bucks and will choose a restaurant based on perceived value, according to Technomic.

What members of this tribe really want from you is guidance on breaking the bad eating habits of a lifetime to allow them to enjoy a hale and hearty old age.

In the US, Flat Agers were the generation that created the modern food industry, with its fast, frozen and packaged offerings, and the majority of them are now overweight or obese, reports Time.

So you should aim to help their spirited fightback against years of overeating. Among the Flat Ager generation, 45% spend at least 20% of their grocery budget on healthy food and drink, and 19% spend more than 40% this way, significantly more than the Millennials, according to AlixPartners/Supermarket News.

Seven out of ten boomers want to consume more fibre, 60% are trying to consume less fat and cholesterol, and 40% are trying to eat fewer fried foods, according to NPD.

However, you need to avoid falling into the trap of providing healthy foods at the expense of bold flavours. Smell and taste receptors diminish with age, and Flat Agers seek out spice rubs, signature sauces and augmented flavours when they eat out, according to Good Food Service.

Flat Agers

As you consider serving up an enticing offer to the golden girls and boys of the Flat Age tribe, now aged 65 and over, remember who you’re dealing with: the most experienced and savvy consumers alive today.

Dexterity and eyesight can also fall victim to advancing years, and food and drink packaging needs to engage with this fact – but in an elegant, subtle way that doesn’t injure Flat Age pride.

Food brand Nestlé got it right with the redesign of its Nescafé Gold instant coffee in Australia, giving the jar a ‘waist’ to make it easier to hold and an easy-peel foil cover.

In the UK, the brand reworked its Black Magic chocolate box – which has been around since the 1930s – by increasing the font size on the packaging, reorganising the chocolates so they align with the pictures on the lid and widening the finger scoop.


: Flat Agers are torn between a distrust of marketing, born of years of consumer experience, and a genuine need for your help in planning for a healthy old age.

: Win their trust with low-fat, cholesterol-fighting functional food and drink that addresses the weight issues of the original fast-food generation, and cement this with packaging that subtly allows for diminishing eyesight and dexterity.

THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK 92 : 93

Embrace the Agenda-settersExperience-hungry Millennials are ignoring economic uncertainties, low pay and insecure jobs to track adventurous new tastes. Note the rise of wasabi and saffron and give them new flavours to discover and share.

Think FamiliesThree quarters (73%) of Generation X mums say their kids help set the household food and drink agenda. Keep that in mind when planning grocery ranges – and create restaurants with an upbeat family ambience to make Gen X broods feel at home.

Create Contemplative MomentsGeneration Jones at 50 is reassessing its priorities, slowing down, and taking time to savour its food and drink options. Target Jonesers with innovative restaurants and foodie websites that offer new places and tastes to contemplate.

Respect ExperienceFlat Agers are a tough crowd: the most savvy and experienced consumers alive today, they are keen to get bang for their bucks. Speak to the three quarters (74%) who want value first from their food and drink choices.

1

2

3

4

Be ConvenientTarget Millennials where they shop – in convenience stores, quick-service restaurants, and supermarket delis – and provide the high-nutrition fast food that often replaces their meals.

Offer Wine EscapesTime-poor Generation X is looking for avenues of escape from family and career responsibilities. Guide them towards the new and unexpected wine varieties that three quarters (76%) of Gen X long to explore.

Get FunctionalHealthy eating is firmly established in the Generation Jones psyche as the route to a strong and vital new age. Serve the 62% of this tribe who seek food and drink with added fibre.

Battle Bad Habits Flat Agers invented the fast-food industry and now they are fighting an epidemic of obesity, particularly in the US. Help them slim down for their golden years by offering healthy yet tasty options.

5

6

7

8

New Food and Drink Consumers Toolkit Top 10 Food and Drink Insiders : 93

TOP 10 FOOd and dRink inSidERS

94 : 95THE FUTURES REPORT : FOOD AND DRINK

Side by side with Joe Lutrario, features editor at Restaurant magazine, we have tirelessly searched the bars and restaurants of the world for the top 10 innovators and influencers showing the shape of things to come in eating and drinking out.

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : diSH aT SUlT bY EVEn RaMSVik; diSH bY PaSTRY CHEF kiRa

GHidOni; THE lOCkHaRT, lOndOn; diSH aT MOOn PaRk, SYdnEY

THE : FUTURE : labORaTORY TOP 10 FOOd and dRink inSidERS

In the world of mixology, try-hard molecular tinkering has given way to a more naturalistic, ingredient-led approach, complemented by a dash of technical brilliance.

Mixologists such as Ryan Chetiyawardana and Tim Philips grace our list because they are leading the way with seasonally driven, highly curated cocktail menus on hand-written single sheets that make big bound lists feel distinctly old-fashioned.

Their peers Alex Kratena and Jack McGarry represent the other emerging strand of cocktail culture, serving up high-end libations with a story to tell.

Some of our chefs – rising stars such as Brad McDonald, Joshua Walker, Ben Sears and Eun Hee An – caught our eye with their sublime abilities to transpose their native food cultures to new locations using local ingredients.

Others win a place by stand-out brilliance alone – the UK’s Kira Ghidoni for her impeccable desserts, and Even Ramsvik for his winningly bookish approach to high-end eating.

Read on, and discover their recipes for success in 2015.

96 : 97THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOd and dRink TOP 10 FOOd and dRink inSidERS

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : RYan CHETiYawaRdana aT THE MOndRian, lOndOn; COCkTail

aT dandElYan aT THE MOndRian, lOndOn; diSH aT XiaO baO

biSCUiT, CHaRlESTOn, SOUTH CaROlina

1. Alex Kratena

Mixologist, Artesian bar, Langham hotel, London

Kratena’s kitsch yet polished libations have redefined the five-star hotel bar. His offbeat creations include a much-copied slushie machine dispensing London’s finest piña colada and a vodka-based cocktail inspired by Oscar Wilde’s The Picture of Dorian Gray, which is supped through a straw poking out of a mirror, a reflection of the protagonist’s rampant narcissism.

2. Ryan Chetiyawardana

Mixologist, White Lyan and Dandelyan at the Mondrian, London, and Henry at the Hudson hotel in New York

More craftsman than molecular boffin, Chetiyawardana has notched up several industry firsts, including a bar that stocks no perishable ingredients whatsoever, not even ice and citrus fruit. He turns botanist at his latest project at the Mondrian London hotel, constructing a menu around esoteric herbs, fruits and vegetables.

3. Jack McGarry

Bar manager and mixologist, The Dead Rabbit, New York

McGarry co-runs a venue that has redefined the ‘theme bar’ in the US by playing with the stereotypical Irish pub to tell the story of Irish integration in New York in the 1800s. Cocktails are based on bar books from the mid-19th century, with each recipe painstakingly adjusted to appeal to the contemporary palate.

4. Tim Philips

Chef and barman, Bulletin Place, Sydney

Part chef, part barman, Philips operates a stripped-back bar with a revolving menu of curated cocktails crafted from top-notch seasonal and local produce. Masterpieces such as Rhubarb Fizz, made from fresh rhubarb cooked into a compote with vanilla and star anise, are written up on butchers’ paper behind the counter.

5. Gonçalo de Sousa Monteiro and Holger Groll

Bar entrepreneurs, Buck and Breck, Berlin

This tiny, hard-to-find bar serves sophisticated cocktails made from heavy-hitting spirits and liqueurs with a focus on the increasingly trendy chartreuse. You need to ring a bell to get in, not because the duo are working a now slightly passé speakeasy vibe, but because they want to greet you personally.

THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK 98 : 99

Super-sustenance : 99

SUPER-SUSTEnanCE

6. Brad McDonald

Chef, The Lockhart, London

Originally from Mississippi, Brett McDonald avoids the plus-sized portions associated with the Deep South to give Londoners a more refined taste of the region. Staples including gumbo, devilled crab and fried chicken are carefully reworked but retain their soul, resulting in dude food for grown-ups.

7. Kira Ghidoni

Pastry chef, The Manor, London

Ghidoni is one of the few pastry chefs in London to have built up her own profile, and it’s not hard to see why. Served from a dessert bar, her unpretentious and naturalistic creations, including à la minute ice creams with liquid nitrogen, have become the major crowd-puller.

8. Joshua Walker

Restaurateur, Xiao Bao Biscuit, Charleston, South Carolina

From a converted petrol station, Walker pumps out good-value, high-impact Asian dishes with two twists. His family-run farm just outside the city provides super-fresh produce, and his Chinese wife Duolan Li keeps the flavours authentic – as proved by a pitch-perfect chilli and cumin lamb with Brussels sprouts in black vinegar.

9. Ben Sears and Eun Hee An

Chefs, Moon Park, Sydney

At Moon Park in Redfern, Sears and his Korean wife Eun Hee An fuse Korean flavours with high-quality Aussie produce to perfection. The sparse fit-out, small plates and tattooed servers are the atmospheric backdrop to a distinctive menu that explores the more uncharted regions of Korean home cooking.

10. Even Ramsvik

Chef, Sult, Oslo, Norway

Even Ramsvik serves bold New Nordic cuisine, distinguished from renowned Noma and Fäviken by a high-concept conceit – it’s based entirely on the famous Norwegian novel Sult (Hunger). A 20-course leather-bound tasting menu contains dishes that each reference an element of the story, and the restaurant takes its name from the book’s ghost-like female lead.

100 : 101THE FUTURES REPORT : FOOD AND DRINK

OPPOSiTE PaGE : THE FOOd PHaRMaCY. STYlinG bY Elin baaRda,

PHOTOGRaPHY bY wESSEl baaRda

SUPER-SUSTEnanCETHE : FUTURE : labORaTORY

They are seeking out eating and drinking opportunities that are not simply about satisfying hunger or thirst, or providing pleasurable taste experiences.

Now they crave Super-sustenance to make and keep them well, to boost their intelligence, their libido and their powers of concentration, and to keep them constantly at the top of their game in the midst of an exhausting, non-stop lifestyle.

Food and drink are perhaps the most powerful tools that consumers possess for realising their latest goal – the quest to become their Optimised Self, the best version of themselves that they can hope to achieve.

102 : 103THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK SUPER-SUSTEnanCE

‘We think virtual reality could be used to allow people with dietary restrictions to eat anything they desire without suffering the negative consequences.’

Jinsoo An, designer, Project Nourished


THiS PaGE : MElkSalOn dESiGnEd bY SiETSkE klOOSTER, aMSTERdaM.

PHOTOGRaPHY bY niCHOn GlERUM

THiS PaGE : lE nUaGE bY PHiliPPE STaRCk, PaRiS

Upstream Wellness

Consumers are becoming ever more aware of the need to monitor their nutrient levels to achieve wellness though food and drink, and the need to be alert to any signs of looming ill heath.

Increasingly sophisticated digital healthcare technologies are emerging to address that desire.

The Vitastiq is the world’s first device for checking personal vitamin and mineral levels. The device is connected to an app and informs users which levels are too low or too high, so that they can adjust their intake accordingly.

Cue uses a combination of biosensor and mobile technology to provide information about nutrient and hormone levels that would have previously only been accessible via a medical lab.

‘We believe our product will fundamentally change the way we interact with the healthcare system by allowing on-demand information that you want,’ say the Cue founders on their website.

Optimised Eating

Food and drink are at the centre of a holistic wellness revolution as new spaces and services spring up aiming to allow us to become our Optimised Self through what we eat.

The Mountain hybrid space in Brooklyn is typical of the new breed of wellness centres offering a huge range of nutritional advice, alongside expert lifestyle and fitness advice.

Healing foods are key part of the holistic offer, alongside acupuncture, naturopathy, Chinese herbs and classes in fitness, dance, meditation and other wellness techniques.

The 3,000-square-metre Le Nuage in Montpellier, France, has five storeys dedicated to wellbeing where visitors can find a dietician offering advice on optimised eating regimes, an osteopath, a fitness centre and a restaurant filled with health-conscious meals.

Premium Milk

As the consumer search for sources of Super-sustenance gathers momentum, brands are re-evaluating the optimisation potential of dietary staples.

Dairy milk is the latest old favourite to come under the microscope. In April 2015, the MelkSalon pop-up in Amsterdam brought consumers, farmers, processors, designers and scientists together to consider the value of milk.

The initiative, supported by agricultural organisations and designed by Sietske Klooster, included lectures, design sessions and dinners that informed visitors about the cultural and social importance of milk.

Free milk was handed out, and visitors were encouraged to identify the different tastes of milk sourced from various farms, under the guidance of ‘milk sommelier’ Bas de Groot.

In the US, a joint venture between Coca-Cola and the Select Milk Producers dairy co-op is testing the proposition that milk should be reconfigured as a premium product to boost health and address allergy concerns.

Fairlife, an upscale milk brand launched in February 2015, uses a patented cold-filtered system to produce a lactose-free product that contains 50% more protein, 30% more calcium and half the sugar of regular milk.

It also costs about twice as much as regular milk, but Coca-Cola believes that consumers are willing to pay more for an optimised product.

‘It’s basically the premiumisation of milk,’ says Sandy Douglas, president of Coca-Cola North America.


THiS PaGE :nOURiSHMEnT FOR THE MOGUl PaCkaGE bY MOOn JUiCE

THiS PaGE :PROJECT nOURiSHEd bY kOkiRi lab, US

Nootropical Tastes

Techno-foods designed to optimise our powers of alertness and concentration, and fend off exhaustion, are gaining consumer popularity in our always-on era.

Nootropics are chemical and natural cognitive enhancers which can improve focus, memory and even intelligence. Silicon Valley optimisers have been experimenting with nootropics, and other consumers are now discovering the benefits too.

Nootrobox is a subscription service that promises ‘memory, focus and energy’ for as little as £6 ($9, €8) per month. The combination is made up of L-theanine (an amino acid that increases focus), caffeine, and bacosides, found in the Bacopa monnieri herb, which increase neurotransmitters associated with attention.

Dave Asprey, founder of the Bulletproof Exec platform, is opening a café this year that will sell his trademarked Bulletproof coffee, which contains butter and MCT oil. The combination of caffeine and fats is said to give up to six hours of energy and focus.

‘The world’s oldest nootropic is coffee,’ says Asprey, who has been dabbling in nootropics for 15 years. ‘It makes sense to build upon this thing we have been drinking for hundreds of years [and] make it more effective.’

Edible Solutions

Going beyond merely maintaining our current wellness levels, a new wave of optimised foods that aim to tackle everyday health issues is hitting the market.

PMS Bites illustrates the trend. The brand offers 60-calorie treats, described by founder Tania Green as ‘a combination of a chocolate classic truffle and brownie batter’, that are designed to fend off the worst effects of premenstrual syndrome (PMS).

They are vegan, gluten-free and contain all-natural ingredients, including dandelion root for bloating, chamomile to reduce stress, and Siberian ginseng to reduce irritability.

A box of six is delivered to the door at whatever time of the month a woman knows she’s likely to be suffering from the worst effects of PMS.

The demand is clear – a Kickstarter funding campaign launched in February 2015 hit its target in just 15 hours and closed at 169% over its planned total.

Brain Food

As fitness has expanded to include wellbeing, habits such as juicing and taking food supplements, previously considered hippy-dippy, are moving into the brand and consumer mainstream.

The global dietary supplements market is set to grow by 4% annually until 2018, according to Euromonitor.

Moon Juice, based in Los Angeles, sells Sex Dust and Body Dust, powders that are added to drinks to boost libido and to ‘imbibe for athletic activity, injury, stressful times and cortisol reduction’.

Founder Amanda Chantal Bacon recently worked with Gwyneth Paltrow’s Goop website to create the Nourishment for the Mogul package, which allows consumers to create their own Brain-Activating Adaptogenic Drink.

Food start-up Four Sigma Foods is presenting mushrooms as key to a stronger self. Its line of powdered medicinal mushrooms is said to help consumers ‘sleep deeper, think faster, be more energetic and never get sick’. The mushrooms are pre-packaged, offering the benefits of a super-sustenance with the convenience of a fast food.

Virtually Guilt-free

Virtual reality (VR) technology will help Super-sustenance consumers to achieve the holy grail of healthy eating: to eat optimised food while believing they are tucking into their favourite culinary junk.

For Project Nourished, an experiment in VR dining, designer Jinsoo An created a multi-course tasting event with an Oculus Rift and ‘food’ made out of low-calorie ingredients such as agar, konjac and gum arabic.

Diners programmed their headset to show their favourite guilty pleasure as aromatic diffusers filled the room with the smell of the food they were fantasising about. The result: the experience of eating, say, chocolate cake without the guilt.

‘We think virtual reality could be used to allow people with dietary restrictions to eat anything they desire without suffering the negative consequences,’ says An.

THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK 108 : 109TOP 10 CUlinaRY TREndS

Top 10 Culinary Trends : 109Super-sustenance Toolkit

Empower Optimised EatingOpen a space along the lines of Le Nuage in Montpellier, France, which advises consumers on eating regimes and lifestyles that optimise their health and happiness.

Provide Upstream WellnessThe Vitastiq wellness monitoring device allows its user to keep track of vitamin and mineral levels. Use it as a template for your strategy to harness technology to tap into a growing consumer understanding that good eating can fend off ill health.

Consider Premium MilkDietary staples such as dairy milk are being re-evaluated as optimised foods. Note how Coca-Cola has collaborated in the launch of a lactose-free premium milk with 50% more protein – at twice the price of the regular variety.

Create Edible SolutionsFollow in the footsteps of PMS Bites, a vegan, gluten-free treat with herbs designed to dampen the effects of PMS. Foods that tackle everyday ailments are the next wave of optimised eating.

1

2

3

4

Offer Nootropical TastesBe like the Nootrobox subscription service and Bulletproof Coffee – offer techno-foods designed to optimise alertness and concentration, and fend off exhaustion among always-on consumers.

Serve Brain FoodFood supplements sales will grow by 4% annually until 2018. Learn about libido- and energy-boosting food additives from LA-based Moon Juice, and be there at the mainstream tipping point.

Prepare for Virtual Guilt TripsVirtual reality technology will soon allow Super-sustenance consumers to eat healthily while enjoying the sensation of a junk-food binge. Study how Project Nourished used Oculus Rift to explore this culinary future, and prepare to provide junk eating without the guilt.

5

6

7


It’s getting hot out there as fiery chilli sauces and authentically spicy Thai dishes come to the fore. With the expert help of Joe Lutrario, features editor at Restaurant magazine, we have pinpointed the 10 culinary trends that will make food and drink’s collective temperature rise in 2015 and beyond.

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : SOM Saa, lOndOn; dRinkinG VinEGaRS aT RawdUCk, lOndOn.

PHOTOGRaPHY bY JOE wOOdHOUSE; diRT CandY, nEw YORk;

RawdUCk, lOndOn. PHOTOGRaPHY bY JOE wOOdHOUSE

TOP 10 CUlinaRY TREndS

We’ve explored restaurants with disruptive, third-wave chefs at the helm where a penchant for making everything in-house is driving the emergence of border-defying mash-ups and bespoke hot sauces.

Whether in London, New York or Sydney, these stripped-back, low-budget eateries feature tight, curated menus that are proving to be a breeding ground for the new and next.

Our attention has been grabbed by an exciting and authentically fresh take on fusion cooking, and by mainstream meat-free dishes that have broken free of their alternative lifestyle roots.

And we’re impressed by the brands and restaurants that are exhibiting high levels of creativity with hybrid and fermented soft drinks to surprise a growing brand of foodies under 30.

112 : 113THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK TOP 10 CUlinaRY TREndS

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : SinSEMil.la SUPPER ClUb, nEw YORk; niñO ViEJO, SPain;

TOSTada dE PUlPO SalSa VERdE aT niñO ViEJO, SPain;

26 GRainS PORRidGE, lOndOn

4. Bolt-on Wine Shops

This year’s must-have restaurant accessory is a bolt-on wine shop. Jason Atherton’s Social Wine & Tapas in London, launched in June 2015, lets diners browse carefully curated bins before sitting down to eat. At Vinoteca in King’s Cross, London, an adjoining wine shop has proved a big hit with commuters.

5. Haute Vegetarian

Meat and fish are off the menu at Dirt Candy in New York but so is the word ‘vegetarian’. Veg-centric food is gaining traction in the culinary upper echelons by concentrating on pure quality and avoiding all the usual over-worthy lifestyle messaging about saving the planet one bite at a time.

1. Two-culture Mash-ups

Dual-culture restaurants with tight menus and a small-plate ethos are overturning the overworked ‘fusion’ stereotype by focusing on two specific traditions, such as a meeting between Vietnamese food and specialities from the US’s Deep South, and refusing to dilute either cuisine. Charleston’s Xiao Bao Biscuit (southern US meets East Asian) and Bó Drake in London (East Asian meets barbecue) typify the new breed.

2. Real Thai

Dumbed-down, overly-creamy, overly-sweet versions of Thai cuisine are being replaced by the fire and funk of the real thing. Authenticity is the raison d’être of Som Saa in London, and of Pok Pok in Portland, Oregon, and New York where turmeric, Vietnamese coriander and green peppercorns are married with locally sourced ingredients.

3. Fermented Soft Drinks

In high-end restaurants, mocktails are losing ground to complex, grown-up house-made ferments made using fruit, vegetables, grains and herbs. Delicately fizzy, they are as sophisticated as any alcoholic drink, can be paired with food, and come with health benefits. In Gent, Belgium, De Vitrine sets the bar high with combinations of blood-red beetroot and elderberry.

114 : 115THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK wHOlE-SYSTEM EaTinG and dRinkinG

Whole-system Eating and Drinking : 115

9. Chilli Chefs

In-house chilli sauce is a red-hot item as chefs ditch ready-made for more bespoke flavours. US chef Douglas Alexander has launched Kickstarter-funded Angry Chef, and London street-food chef The Rib Man’s expletive-inspired hot sauce range, including Holy Fuck and FuckYuzu, has achieved cult status.

10. Cannabis Cuisine

As marijuana legalisation spreads across the US, the controversial plant is becoming popular at gourmet eateries. In New York, underground supper club Sinsemil.la offers a fine dining marijuana experience in which the herb features in butters, oils and flavourings. The ‘weed pairing menu’ offered at Hapa Sushi in Denver, Colorado, was a smartly judged marketing campaign – one that indicates the shape of things to come.

6. Convergence Drinks

Unlikely-sounding alcohol crossovers are big this summer, ranging from speers (spirit/beer combinations) to spiders (spirit ciders). In the UK, collaborators Beavertown brewery, Dogfish Head and the East London Liquor Company offer beer infused with botanicals more usually found in gin. In Washington DC, a porter ale/Bordeaux hybrid is on offer at the Red Hen restaurant.

7. Mexican Wave

Mexican fine dining is breaking through as an antidote to ubiquitous burrito chains. Hoja Santa in Barcelona, where chefs Albert Adrià and Paco Méndez are on fine form, is setting the pace, and the Wahaca group in the UK is hosting some of Mexico’s finest, including Enrique Olvera, creator of the ‘inflated tortilla’ with grasshopper salsa.

8. Mono Mania

More and more restaurants are adopting the mantra ‘do one thing, but do it well’. The basic ingredients may be humble, but people queue round the block for London’s La Polenteria, an eatery focused on polenta-based dishes; 26 Grains, a café which serves only porridge and muesli with a Scandinavian twist, is also hugely popular.


OPPOSiTE PaGE : THE daTa dinnER FOR wiREd MaGazinE bY JESS bOnHaM

wHOlE-SYSTEM EaTinG and dRinkinG

New approaches are needed which recognise that consumerism is part of our eco-systems and that we need to accommodate it if we are to survive and prosper in the 21st century.

It’s a realisation that has led to the concept of Whole-system Eating and Drinking, a radical rethinking of our food supply chain incorporating everything from technologically empowered urban farming and closed-loop dining to lab-grown meat and eggs.

Consumerism has become a force of nature, one from which it has become impossible to protect the environment as over seven billion human beings – and rising – demand their daily food and drink.

118 : 119THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK wHOlE-SYSTEM EaTinG and dRinkinG

‘Our system takes you from the end of a supply chain and puts you at the centre of the cycle.’

Jennifer Broutin Farah, founder and CEO, SproutsIO smartphone-responsive home hydroculture system


THiS PaGE :SilO ClOSEd-lOOP CaFÉ, bRiGHTOn, Uk

THiS PaGE : GROwinG UndERGROUnd, lOndOn

‘You place the seed pod into the SproutsIO, you add water and you turn on your app, and it’s good to go,’ explains Farah. ‘It can be as easy as making a coffee in your espresso machine.’

Sensa.io is even more ambitious. Its home bioreactor grows yeast and bacteria that can be used as educational tools for children, and as raw materials for home wine and beer brewers. Its founders plan to use later iterations to brew therapeutics such as insulin at home – for a fraction of the cost of today’s pharmaceutical products.

On a larger scale, Growing Underground has created a micro-herb operation in a tunnel 33m beneath the streets of Clapham in London, to grow micro-greens and salad leaves.

LED lighting and other technology ensure stable conditions for constant year-round production, while all nutrients are kept within a closed-loop system to eliminate the possibility of agricultural run-off.

Future Food Chains

Urban farming is moving away from its labour-intensive old-school roots by using advanced technology to allow millions of people to tap into convenient grow-your-own freshness.

Rather than emphasising craft and artisanal techniques, as the first wave of Rurbanites did five years ago, this new evolution aims to create simple closed-loop systems within the home.

Massachusetts start-up SproutsIO is testing a smartphone-responsive hydroculture system that enables consumers to grow produce in their homes. ‘Our system takes you from the end of a supply chain and puts you at the centre of the cycle,’ says Jennifer Broutin Farah, founder and CEO of SproutsIO.

Instead of the laborious DIY approach of conventional urban farming, SproutsIO adopts a plug-and-play approach and a clean design with the potential to reach a wide consumer base interested in convenience above all else.

Closed-loop Dining

The dining sector is rethinking its relationship with larger ecological systems too. Brothl, a restaurant by entrepreneur Joost Bakker in Melbourne, was a groundbreaker. It offered a Whole-system menu built around broths created from discarded offal and bones from neighbouring restaurants.

Brothl has now closed, but the baton has been picked up by chef Douglas McMaster, who opened Silo in Brighton in September 2014 with a seasonal menu that avoids waste, and produces all of its own ingredients.

‘I truly believe that nutrient-dense soil produces nutrient-dense food,’ says Bakker. ‘We can’t keep stripping the land and not putting back what we take out.’

Animal-free Omnivores

Genetically modified foods have an uneasy, and often controversial, relationship with consumers. More than half (57%) of the public believe that GM food is unsafe to eat, according to the Pew Research Center.

But when you consider that only 11% of scientists told the same survey that they doubted the safety of GM products, you can see why the science and tech industry believes that the PR battle can be won – and they have a strategy for doing so.

Americans who are avoiding or reducing GMOs in their diet cited transparency as their foremost concern, according to research company Hartman Group.



THiS PaGE : PiG in THE baCkYaRd FUTURE SCEnaRiO

FROM THE in ViTRO MEaT COOkbOOk

THiS PaGE : FUnGi MUTaRiUM bY liVin STUdiO, EindHOVEn

Muufri is using bacteria to ‘grow’ milk using ‘six key proteins for structure and function, and eight key fatty acids for flavour and richness’. And the IndieBio company Clara Foods aims to produce ex-vivo egg whites.

Scientist, entrepreneur and biohacker Ryan Bethencourt believes these apparently ‘unnatural’ systems could be the salvation of our natural world. ‘In California, you drive between San Francisco and Los Angeles, and there are these toxic wastelands full of cattle, mud and waste,’ says Bethencourt.

Instead, he imagines a billboard contrasting the bloody scene at a traditional slaughterhouse with meat grown in vitro in a lab. ‘All you see is meat, that’s it, with sugar water and nutrients, in a very clean system, almost like an Apple-type factory floor. The contrast is just so strong.’

Food scientists are going out of their way to demonstrate that GM products could help avoid cruelty to animals and reliance on the global agriculture system that causes high levels of pollution and environmental degradation.

With those campaigning aims in mind, several companies are developing products such as milk, eggs and leather that can be grown in laboratories.

Modern Meadow can cultivate a square-foot leather sample in less than two months in a lab, compared to the two or three years needed to produce leather from an animal.

Trans-human Cuisine

Artists are exploring where this Whole-system revolution in our food production system might eventually lead, imagining how people in the future will eat when the boundaries between nature and technology have fully collapsed, and even the ability of humans to process food may have been technologically enhanced.

The Dutch group Next Nature has created the In Vitro Meat Cookbook, featuring ‘meat paint, revived dodo wings, meat ice cream, cannibal snacks, steaks knitted like scarves and see-through sushi grown under perfectly controlled conditions’.

Livin Studio’s Fungi Mutarium project imagines technology that enables fungi to be grown on discarded plastic for human consumption. The design is meant to reference the experience of foraging for mushrooms in the wild.

Royal College of Art student Paul Gong created the Human Hyena project, which explores a future in which synthetic biology might allow us to create microbes that enable humans to digest mouldy and out-of-date foods. ‘I imagine trans-humanists, DIYbio enthusiasts and makers coming together to form a group known as ‘human hyenas’, who want to tackle the increasingly serious problem of food wastage,’ he explains.

It seems unthinkable that people would voluntarily eat mouldy food or a fungus that grew from digesting plastic. But as the lines between ‘natural’ and ‘synthetic’ enter a state of flux, innovations in synthetic biology could lead to many kinds of behaviour that seem implausible today.



Whole-system Eating and Drinking Toolkit

Build future food chainsGrowing your own is growing up, using technology to allow consumers to easily produce fresh produce at home. Follow in the footsteps of SproutsIO and empower home growing with techno-convenience.

Practice Urban Farming 2.0Join the movement for truly local fresh food by adapting the strategy of Growing Underground, which is growing micro-greens and salad leaves in an underground tunnel in Clapham, London.

Serve Closed-loop DiningRestaurants that create menus from waste products and produce no waste of their own are gaining traction and popularity. Use the blueprint pioneered by Brothl in Melbourne and adopted by Silo in Brighton.

1

2

3

Engage Animal-free OmnivoresGM foods are throwing off their controversial past to offer ways to produce milk, meat and eggs that don’t destroy the environment. Note Muufri’s bacteria-grown milk and Clara Foods’ ex-vivo egg project and reconsider your GM stance.

Prepare for Trans-human CuisineArtists such as Dutch collective Next Nature are beginning to imagine a world of in vitro meat and plastic-grown mushrooms. Consider their work and begin to formulate a brand strategy for a near future when eating mouldy food with the help of synthetic microbes could be de rigueur.

4

5

125 : 125

Design Directions : 125

dESiGn diRECTiOnS


OPPOSiTE PaGE : liMiTEd-EdiTiOn EVian + kEnzO bOTTlEd waTER.

illUSTRaTiOn bY niC HaMilTOn

dESiGn diRECTiOnS

So, take your pick from the fantasy-driven Neo-Tolkienism of Dark Fictions, the re-appropriated femininity of Sweet Allure, the charming Neo Kitsch of Wayward Whimsy, the rough beauty of Wabi Sabi or the typographic challenge of Pure Disruption.

Eclecticism rules the design roost in 2015, offering a startlingly diverse palette of exciting aesthetics to cater for every type of personal taste or target audience.

128 : 129THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK dESiGn diRECTiOnS

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : FOGO dO CHãO winE bY Owl CREaTiVE; balTiC PORTER

bY lUndGREn + lindQViST FOR O/O bREwinG; biTCHES bREw

bY wEdGE & lEVER; biTCHES bREw bY wEdGE & lEVER;

FOGO dO CHãO winE bY Owl CREaTiVE; STOnE SYSTEM bY

CÉlinE GabaTHUlER

The appeal of Neo-Tolkien fantasy narratives and mystical tropes shows no signs of abating, and an eerie mood is starting to influence art direction and packaging design in the beverage industry.

Wines and beers are being rebranded as dangerous concoctions, endowed with mysterious qualities and styled with ominous artefacts borrowed from a witch’s cupboard.

The direction employs fabulous storytelling and rich use of symbolism, ranging from more literal historical references to darkly poetic interpretations of the black sea on Sweden’s shores.

: Design studio Wedge & Lever sends chills down consumers’ spines by referencing the infamous Salem witch trials with tales of cursed barrels and recipes for its Bitches Brew beer concept. The elaborate project showcases occult ingredients such as rattlesnake oil and belladonna (deadly nightshade) in packaging featuring the phases of the moon.

: Wild elemental symbols haunt the labelling of Baltic Porter, an extremely dark beer by O/O Brewing, which features a painting of a violent black sea by artist Karen Gunderson. Human skulls and black candles further highlight the beer’s dark character and moody Baltic provenance in branding by Gothenburg-based studio Lundgren+Lindqvist.

: Similar influences are evident in the branding of Fogo do Chão by Sérgio Gaspar. The untamed force of fire has left its mark on the wine’s label, burning a hole with charred edges through the paper.

: A subtle yet sinister mood dominates Céline Gabathuler’s collection of kitchen tools and containers crafted from limestone, quartzite and marble and ornamented with black relief.

1. Dark Fictions


Cosmetic and food design aesthetics are converging as creatives borrow feminine design cues from the world of beauty and fashion to give the world of food and beverage a sweet-tasting makeover.

By emulating the euphoric positivity of beauty branding, this new direction offers a softer take on the iconic style of the 1960s and 1970s by transforming sherbet-tinted colours with luxurious finishes.

Purity, simplicity and exclusivity ensure this boutique look appeals to men as well as women. ‘It’s about reducing everything down to the essentials: high-quality materials, selected typography and fashionable colours,’ says art director Tim Rotermund, who recently used feminine design cues to create a surprising aesthetic for a new tea company.

: Matte uncoated paper combined with foil-print finishes in silver, gold and rose gold create a luxurious feel, as Here Design demonstrated with a nostalgic, romantic branding of the Palomar restaurant.

: Feminine typography in bold serif type is borrowed from the classical French Didot style, updated in the 1960s and 1970s, combined with calligraphy referencing a glamorous past.

: Visual cues associated with boutique fashion brands were used by design studio Homework on the packaging of chocolate brand Summerbird. A mix of hand-drawn and bold serif type was used on backgrounds in a range of pastel colours.

: Taking a softer approach, India Mahdavi’s design for the interior of London restaurant Sketch combines hypnotic graphic patterns with curved forms and soft, diffused lighting. Bulbous armchairs upholstered in bubblegum-pink velvet contrast with a geometric floor design reminiscent of classic Missoni knitwear.

2. Sweet Allure

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : T.lOVERS bRandinG bY TiM ROTERMUnd; SkETCH bY india

MaHdaVi, lOndOn; THE PalOMaR RESTaURanT idEnTiTY

bY HERE, lOndOn; THE PalOMaR RESTaURanT idEnTiTY

bY HERE, lOndOn; T.lOVERS bRandinG bY TiM ROTERMUnd;

SUMMERbiRd ORGaniC CHOCOlaTE baR bY HOMEwORk;

SOn bRUSQUE PaCkaGinG bY aSTRid STaVRO STUdiO

and GRaFiCa, SPain


Packaging designers are cutting through the information overload of our visual culture by adopting a reductive and simplistic aesthetic.

Although an apparent modernist style, this emerging direction features elements of disruption and disorder, which add an unpredictable aspect, to create visually engaging packaging.

Bold graphics and abstract geometric visuals in a monochrome palette are used to intrigue the consumer and communicate information in a subtle and conceptual fashion.

: Aesthetically simple but conceptual in its design, luxury catering brand Nourcy’s logo is based on the notion of breaking routine. The monochrome linear repetition, disrupted by a diagonal stroke, is deployed across printed food boxes, cups and a coordinating bakery interior.

: Designed by Ben Mingo, the cropped, bold numbers on De Stijl Wiski packaging show powerful typography used to both communicate the product’s age and identity, and establish a bold, graphical brand signature.

: Scottish brewery Fyne Ales’ limited-edition beer bottle was hand-drawn using black ink and a paint roller, then photographed and printed on to the label. Although a linear and graphic direction, the spontaneous hand-drawn approach creates an unstructured and unexpected motif.

: The embossed application of Savina Lane Wines’ logo adds tactility to the geometric representation of the vineyard’s location. The conflicting linear directions and cut-out shapes disrupt the disciplined repetition.

3. Pure Disruption

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : dE STiJl wiSki bY bEn MinGO; nOURCY bY lG2bOUTiQUE;

dE STiJl wiSki bY bEn MinGO; 48 MilES laTER bY FYnE

alES and bREwdOG; nOURCY bY lG2bOUTiQUE; nOURCY

bY lG2bOUTiQUE; SaVina winE bY lOREM iPSUM STUdiO


Packaging design is channelling a flamboyant and non-conformist Neo Kitsch mood, with wayward graphics, kaleidoscopic patterns and neon palettes creating an aesthetic that is both amusing and anarchic.

This experimental yet optimistic approach uses graphic symbols combined with free-form brush strokes and object placements that are unexpected and expertly ad hoc.

: Referencing 1980s textile patterns, raw and bold brush strokes are juxtaposed with clean lines in packaging by Judit Besze for Musso’s Pantry. Clear glass is decorated with pale neon patterns that form a vibrant interplay with the colour of the contents. Each piece of packaging bears a different eclectic pattern to challenge the traditional repetition of industrial production.

: Modern visual collaging is explored in packaging for Deer Wineries by Bardo. The composition draws together disparate fonts, totemic shapes and strong visual symbolism, evoking a playfully anarchic mood through seemingly irreverent object and typography placement.

: A bold use of pattern and acidic colour is explored in Anagrama’s branding identity for Amado by Hyatt, a Mexican artisanal bakery and sweet shop. ‘The intention was to avoid falling into typical Mexican clichés,’ says Anagrama. Offering a contemporary and flamboyant take on the identity of baked goods, bright block colours are overlaid with architectural, graphic configurations made of embossed foil.

: Bottlenecks are adorned with freehand expressive strokes and wrapped in a soft layer of opaque paper in Josep Puy’s brand identity for The Studio. In an interplay between non-conformist unruly patterns and bold typography, the composition creates an offbeat, playful visual narrative.

4. Wayward Whimsy

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : MUSSO’S PanTRY bY JUdiT bESzE; aMadO bY HYaTT bRandinG

bY anaGRaMa, MEXiCO; RaRE baRREl bY MaCkEnziE

FREEMiRE; ClaPTOn MiCRO bREwERY bY YanG:RiPOl dESiGn

STUdiO, lOndOn; THE STUdiO bY JOSEP PUY; aMadO bY HYaTT

bRandinG bY anaGRaMa, MEXiCO

136 : 137

THiS PaGE : widMER labEl dESiGn bY willETT CREaTiVE


Notions of transience and imperfection which dominate Japanese aesthetic tradition are giving rise to a new design direction in packaging that challenges perceptions of beauty with highly tactile rough and raw surfaces and expressive, unpolished mark-making.

Reflecting Asian, Nordic and Scandinavian ideals of purity, designers are creating packaging that evokes the harsh conditions of local nature. Primitive processes, earthy tones and rough textures in a palette of charcoal and chalky hues are used to mimic the primal character of the landscape.

: Raw materials are employed as a medium for experimentation. Working with Icelandic salt harvester Saltverk, design studio Bessermachen used real salt to create the logo. The scattered particles were carefully shaped to form letters, lifting the value of the raw material. ‘We wanted the whole identity to be as raw as Iceland and the product,’ says Kristin Brandt.

: Packaging concept Foix by Marta Lladó adopts an element of surprise with a visual identity that challenges conventional patisserie branding. With rough strokes of paint in a monochromatic colour palette, the expressive design produces an unexpected visual aesthetic.

: Inspired by Japanese mythology, Estudio Yeyé created a new visual identity for Ninigi, a sushi bar in Mexico. The fresh brand identity artfully portrays the passing of time using shattered, uneven edges on raw materials such as slate and marble. The bar menu, which displays Prussian blue inky stains on natural untreated papers, evokes an element of rawness in the bar’s identity.

5. Wabi Sabi

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : niniGi bRandinG bY ESTUdiOYEYE; niniGi bRandinG bY

ESTUdiOYEYE; SalTVERk PaCkaGinG bY bESSERMaCHEn;

FOiX bY MaRTa lladó; FORGE bY lUkE EVanS; SalTVERk

PaCkaGinG bY bESSERMaCHEn; PiEHVb bY SEan O’COnnOR

and OliVia COdY

140 : 141THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK innOVaTE

Innovate : 141Weave Dark FictionsInject your brand with mystery by blurring the real and the make-believe, and be like O/O Brewing by creating dark narratives around your product to appeal to fantasy-craving consumers.

Use Sweet AllureFollow in the footsteps of the Palomar restaurant in London and consider a convergence of cosmetic and food design cues, combining retro feminine influences with contemporary finishes, techniques and materials to create a unisex boutique appeal.

Deploy Wayward WhimsyBe charmingly kitsch, like Musso’s Pantry. Challenge conventions through bold juxtapositions of colour, contemporary visual collaging and unexpected object placement.

1

2

3

Be Wabi SabiSushi bar Ninigi embraces a rough and unrefined design aesthetic for its new visual identity. Use raw materials and earthy tones to craft your brand identity and expose the imperfections to evoke a sense of surprise.

Think Pure DisruptionThink about how minimalist graphics and typography can represent your brand’s ethos in an inventive and original manner, in the style of luxury caterer Nourcy’s new monochrome logo.

4

5

Design Directions Toolkit


OPPOSiTE PaGE : RakiJa TO GO FOR THE HUnGRY dESiGnERS PROJECT

bY CROaTian dESiGnERS aSSOCiaTiOn

innOVaTE

From discount grocer Lidl’s cheeky pop-up reveal and Taco Bell’s attack advertising to Small Tea Co’s stand against the coffee hegemony and Future Food District’s data-based medieval market, our innovators are full of counterintuitive surprises.

The originality of the Starbucks Roastery and Tasting Room, Café ArtScience’s convergence of fine dining and physics, Owen + Alchemy’s dark and gothic take on juicing, and Bompas & Parr’s DNA drinks – all exhibit a refusal to sit in a designated brand pigeonhole.

Prepare to have your preconceptions shattered…

A deep desire to challenge and confound expectation is a strong narrative thread running through many of the most exciting innovations that will influence global food and drink in 2015 and beyond.


‘In something so fundamental as food and eating differently, it clearly has to be a cultural, grassroots effort.’

Professor David Edwards, founder, Café ArtScience

innOVaTE

146 : 147innovatetHe : FUtURe : LaBoRatoRY tHe FUtUReS RePoRt : FooD anD DRinK

Convergence – the merging of wildly divergent sectors to create exciting new synergies – is one of the hot trends of our time. Café ArtScience is showing how it will reshape global food and drink.

Harvard engineering professor David Edwards opened the restaurant in Cambridge, Massachusetts, in late 2014, alongside a US outpost of his art and design showcase Le Laboratoire, originally founded in Paris in 2007. Café ArtScience is both a fine dining experience and a laboratory of experimentation, asking diners to question the future of food.

Diners can buy Le Whaf – a vaporising machine used at the bar – for £143 ($225, €200) or sample Edwards’s famous WikiPearls, globules of ice cream in an edible skin. His other inventions include AeroShots, calorie-free pods of inhalable caffeine and other supplements.

The menu at Café ArtScience, which includes inhalable Scotch to offer the taste without the alcohol, offers fine dining with a scientific edge – and a focus on flavour. Edwards doesn’t want it to be a ‘Disneyland of food’, but a restaurant that is respected for being a high-end dining experience in its own right.

The concept arose after he realised he needed people’s feedback, and he also wanted to provide an environment where they would enjoy experimenting with groundbreaking food concepts.

‘In something so fundamental as food and eating differently, it clearly has to be a cultural, grassroots effort. And that is what we are trying to do: foment that in the café,’ he says.

Looking forward, Edwards envisages Café ArtScience as an ‘Apple Store of nutrition’, where people walk in and believe they are experiencing the future of food. ‘It is a restaurant, but also a retail environment where people go and purchase nutritional products … products that make sense in a future world,’ he says.


: It’s time to climb on board the convergence trend. The public worships at the altar of science and is keen to see practical demonstrations of what it will do for the future of food and drink.

: You should include a strong element of education. Show your consumers how you seamlessly integrate technology and eating and drinking to create innovative tastes from familiar ingredients.

: Then let them go home with their new knowledge, and some accessible elements of your technology, so that they can recreate the experience in their own kitchens.

: But don’t let your space or brand fall prey to gimmickry. Jaw-dropping science will pull in consumers looking for a one-off sense of novelty – but they won’t come back for a second try unless your concept offers food and drink that stands on its own merits.

Innovate: Café ArtScience

OPPOSiTE PaGE, ClOCkwiSE FROM TOP lEFT : CaFÉ aRTSCiEnCE bY MaTHiEU lEHannEUR, bOSTOn;

inHalablE CHOCOlaTE SPRaY. PHOTOGRaPHY bY HaRRY GOUld

HaRVEY iV FOR blOOMbERG bUSinESSwEEk; CaFÉ aRTSCiEnCE

bY MaTHiEU lEHannEUR, bOSTOn; CaFÉ aRTSCiEnCE bY

MaTHiEU lEHannEUR, bOSTOn; FOiE GRaS iCE CREaM.

PHOTOGRaPHY bY HaRRY GOUld HaRVEY iV FOR blOOMbERG

bUSinESSwEEk; TOdd COllinS wiTH FlaVOUREd iCE CUbES.

PHOTOGRaPHY bY HaRRY GOUld HaRVEY iV FOR blOOMbERG

bUSinESSwEEk


Walk into any Starbucks in the world and a barista in green apron will ask your name as you order your venti no-foam half-syrup hazelnut latte. It’s a comforting brand menu, yet for more and more consumers it comes with a side order of irritating sameness.

Starbucks is confronting that sense of sameness with its Reserve Roastery & Tasting Room in Seattle, a roasting facility and café designed to give edgy independent rivals a run for their money.

The two-floor space, which covers 15,600 square feet, is a sensory homage to coffee and its journey from bean to brew, offering visitors a 360-degree view of the entire process of roasting beans – a sight to behold, with a bewitching aroma.

Copper and glass tubes run along the walls and overhead, siphoning roasted coffee beans straight to canisters at the baristas’ workstation. Visitors can follow their coffee from roasting room to cup, and can select from one of six brewing methods – Pour Over, Chemex, French Press, Siphon, Espresso and Clover-brewed – to get their perfect beverage.

‘Our idea is to create a space where we can be the Willy Wonka of coffee,’ says Howard Schultz, the brand’s chairman, president and CEO.

The jaw-dropping space makes a clear statement: Starbucks is going back to its roots, reminding its customers that before it was an omnipresent global brand, it was an indie upstart that made fantastic coffee.

This strategy is the antithesis of its much-derided no-brand rebranding attempt in 2009. The Roastery trades on authenticity, serving only Starbucks Reserve coffee from rare arabica beans, and aims to educate about quality – one of its founding goals.


: As Kevin Spacey’s character said in the film American Beauty: ‘It’s never too late to get it back.’ Being a global brand doesn’t preclude you from authentically and sincerely making a successful journey to rediscover your roots.

: But you have to avoid at all costs any suggestions of slipperiness. Starbucks came unstuck with a 2009 no-logo rebranding exercise that was widely criticised as a trick designed to hide its true identity.

: The brand’s Reserve Roastery & Tasting Room in Seattle escapes that particular pitfall of re-invention because it feels like a genuine return to first principles, and so hints at real renewal.

: This is the necessary restatement of a core mission that you will need to make in order to find a role in a market increasingly packed with hungry, nimble, micro-brand rivals whose very newness is often equated with edgy independence.

: By asking yourself why you launched your business in the first place, you remind your audience why they first fell in love with you, and you give yourself permission to re-explore the things that you are very good at.

: But don’t feel the need to be unduly humble about your years of success. The Roastery puts Starbucks’ power and verve on public display, Willy Wonka-style, as a positive brand attribute.

Innovate: Starbucks Reserve Roastery & Tasting Room

OPPOSiTE PaGE : STaRbUCkS RESERVE ROaSTERY & TaSTinG ROOM, SEaTTlE

150 : 151THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK innOVaTE

Third-wave juicing has arrived in the shape of Owen + Alchemy’s new bar in Chicago – and it’s dark. Founders Jared Van Camp and Anne Owen have stepped away from the category’s conventional bright colours to stage a moody homage to ancient alchemy.

The pair believe that drastic action is needed to shift juicing out of its second-wave rut. ‘The first wave was very ‘granola’, the second wave saw mass market juices hitting the shelves everywhere from Whole Foods to the corner convenience store,’ says Sam Jorden, art director at Potluck Creative, who worked on the company branding and spatial design. ‘We wanted to help nudge juice to a third wave – where a focus on quality and chef-driven approach was intentional and visible in all aspects.’

So, Owen + Alchemy looks like no other juice bar – there are no wooden pallets or symbols of agriculture. Rather, the space is dark and moody, with a window installation of a cross made of moss – for those who wish to worship at the altar of green juice.

All the juice recipes as well as the salads on offer are created by a chef, with a focus on quality ingredients as well as nutritional balance. Visual references range from the clean apothecary style of Aesop to the neo-Gothicism of Rick Owens. Packaging is rich with ‘alchemic symbology’.

‘We wanted to go starkly different to what came to mind when people heard the term juice bar,’ says Jorden. ‘The space communicates that juice and plant-based foods are truly a lifestyle, not simply a commodity. It was modelled more after a boutique than a place you’d expect to find a guy in a tie-dyed shirt making you a kale smoothie.’


: It’s time for the juicing sector to confound consumer expectations by stepping away from the increasingly clichéd design palette of green hues and bright shades, and begin exploring a darker direction.

: Owen + Alchemy has created a third-wave juice bar that feels more like an edgy boutique, and in so doing, it has introduced a cult-like sense of intrigue and mystery to lure a new breed of customers inside.

: Its message to you is this. Look outside of your sector for inspirations that will transform juicing from a health fad into a sophisticated lifestyle choice.

: In this case, it means listening to your inner Gothic romantic to deploy a cleaner, leaner version of the apothecary style adopted by many beauty brands, and adding alchemy symbols and astrological formulae to the occult mix.

: Pop culture references should have no place in your brand’s unique journey into the dark corners of design.

Innovate: Owen + Alchemy

OPPOSiTE PaGE : OwEn + alCHEMY bY POTlUCk CREaTiVE, CHiCaGO


Tea is not a drink that springs to mind when you consider the glitz and glamour of Miami. But the Small Tea Co is taking on the coffee culture that has a stranglehold on the US.

Founder Daniel Benoudiz believes that coffee supports a culture of speeding up and always-on behaviour, while tea drinking can give people a moment to unwind and ‘regain their humanity’.

‘We’ve concluded that all of us – including Big Coffee – could use a cup of tea right about now. And a place where one can actually slow things down,’ he says.

In its mission to show the benefits of tea, his brand stocks 84 different varieties that have been curated from around the world. Visitors are encouraged to stop at the Scent Station where they can open canisters and consult a tea tender to choose the perfect tea for them based on the smell.

After making their choice from one of nine different categories including black, white, green, ayurvedic and rooibos, their drink is brewed in one of Alpha Dominche’s Steampunk tea brewers to a specific temperature, time and agitation for the variety at hand.

The building, designed by Portland firm Osmose, strips away any feel of pretentiousness or New Age ambience that might put off hardened coffee drinkers. Hemp-wrapped manila boxes are used for ceiling and panelling, adding warmth to the space and referencing the materials’ use in baskets in some tea-growing areas. Booths provide convivial seating where visitors can while away the hours.

‘I saw an opportunity for a place where I could go every day, feel comfortable, and have a perfect cup of tea,’ says Benoudiz.


: Small Tea Co is all about creating differentiation by standing against a seemingly unstoppable market tide. The approach adopted by founder Daniel Benoudiz takes nerve and self-belief.

: Benoudiz has dared to believe that what he wants – a comfortable, serene shelter from an over-caffeinated world – will be attractive to many others too. So consider taking a stance based on a counter-intuitive gut feeling rather than pure market research.

: This brand has some interesting things to say about the use of space as a statement of intent too. Think about ways to create a sanctuary that shuts out a frenetic world to enable your consumers to savour and contemplate your product.

: But take the sometimes intimidating edge off your sense of connoisseurship with seating and design that encourage convivial interaction, and choose and train staff who are warm, welcoming and helpful.

Innovate: Small Tea Co

OPPOSiTE PaGE : SMall TEa CO bY OSMOSE, MiaMi.

PHOTOGRaPHY bY kEn HaYdEn

154 : 155

THiS PaGE : SMall TEa CO bY OSMOSE, MiaMi.

PHOTOGRaPHY bY kEn HaYdEn


OPPOSiTE PaGE : dElUXE POP-UP, SHOREdiTCH. PHOTOGRaPHY bY JaMES Maiki

No one batted an eyelid when another pop-up restaurant opened in trendy east London. Then, two weeks into Deluxe’s one-month residency, came the big reveal: it was secretly being run by German discount grocer Lidl.

It was an object lesson in how to transform consumer perception. Described as a ‘non-restaurant restaurant’ to hook the curious, the pop-up, which opened in December 2014 under the guidance of the Black Arts Company branding agency, did nothing to arouse hipster suspicions about its origins.

The sparse décor, battered wooden tables and light-bulb signage was entirely Shoreditch-appropriate. A short menu, including smoked reindeer, pickled blackberry and rocket, and lobster tagliatelle struck the right gastropub note too.

‘The first focus was promoting Deluxe as a new London restaurant launch,’ says Lidl advertising and marketing director Arnd Pickhardt.

It was only when diners got their bills that they spotted Lidl’s name – and were informed that they had been eating from the discounter’s Deluxe range. Then they were given recipe cards so they could reproduce their favourite dishes at home.

The idea for the restaurant stemmed from Lidl’s current advertising campaign #LidlSurprises. As part of the campaign, the brand had created a tv ad by filming people enjoying an unbranded Christmas dinner experience, and capturing their reaction to the information that Lidl was behind it.

This grocer is involved in an on-going act of brand reinvention. ‘Some people in the UK have preconceptions regarding our food, and in particular our low prices,’ says Pickhardt.

‘[We wanted to] make their food the hero,’ adds Ian Cassie, managing director of the Black Arts Company. ‘Rather than tell customers what to think, allow them to experience and discover this for themselves.’


: Consumers’ perceptions of your brand can be hard to shift. But they are not set in stone – and the power of surprise, cleverly and authentically applied, can lead to a delighted re-assessment.

: The big reveal is an old trick. But show and tell is still a powerful tool for transformation if you have a single, clear point to make. Lidl’s message is that budget and low-quality are not the same things.

: It is a strategy that lives or dies on total secrecy and seamless execution. Choose your creative agency partners with care, and ensure that they are impeccably discreet, and that they understand the strategy and design cues necessary to keep your target audience from guessing the truth.

: Your surprise should not be a stand-alone one. Lidl’s Deluxe concept came off the back of a holistic tv and social media campaign that had already started to plant the message in the public consciousness. And take-home recipe cards ensured that it continued to reverberate with consumers long after they had paid their bill.

Innovate: Lidl’s Deluxe Restaurant


Imagine a world of cocktails with ingredients personalised to the drinker’s DNA, where peppermint vapours, for example, can be inhaled to revitalise the mind as well as the body.

That’s the future of food and wellness envisaged by experiential food duo Bompas & Parr at the PharmaCafé installation in Dubai.

Bompas & Parr created PharmaCafé in February 2015 as part of a three-day summit on future government held by the Museum of Future Government Services and attended by delegates from around the world.

‘We were asked to send legislators to the future. Our scope of responsibility was to look at the future of food, so we were pushing notions that we now have about diet to the extreme,’ says Sam Bompas of Bompas & Parr.

Visitors sipped non-alcoholic nutraceutical cocktails based on their DNA, supposedly collected from a hand-scan at the entrance. Ayurvedic ingredients such as turmeric, dandelion, thyme and lovage were used, and ‘flavour pills’ added a burst of cherry, violet or peppermint to each drink.

Attendants in lab coats provided glasses filled with invigorating peppermint mist, and visitors were immersed in a waterfall of ginger mist, an ingredient with anti-inflammatory and restorative properties.

‘We wanted to draw on a lot of different disciplines, especially holistic wellness practices,’ says Bompas. ‘I am interested in how some of the boundaries of science are starting to break down.’

In reality, DNA collected from visitors was never processed. Instead, the PharmaCafé offered a vision of an imagined future and dipped its toe into the world of design fiction, using informed speculation to ask questions about the shape of food and drink to come.

‘The PharmaCafé was almost a piece of science-fiction prototyping,’ says Bompas. ‘We thought: ‘Let’s use people’s DNA to choreograph what people could be eating [in the future]. Legislators will enter this imagined future, and it could inform how they make laws’.’


: You need to start thinking beyond food and drink that is merely about sustenance. Your consumers are at the heart of one of the most powerful emerging trends of our time – the rise of The Optimised Self.

: Whatever consumer tribe they belong to – from the ageless Boomers to the 20something Millennials – they are looking for ways to be the best version of themselves possible, and increasingly they see what they eat and drink as some of the most powerful tools for realising that ambition.

: Functional and healthy are only the first steps on this particular path. As PharmaCafé cleverly indicates with its adventure in speculative design, your brand needs to start thinking at a cellular level.

: Consumer interest in the bespoke possibilities of DNA analysis is rising fast, as the technology to provide it becomes increasingly accessible and affordable.

: As PharmaCafé suggests, we are within clear sight of a time when your consumers will demand food and drink individually tailored to their DNA-based traits to keep them healthy and vital for lives of 100 years and more.

: As you begin thinking about how to deliver on the challenging demands to come, look at ancient ingredients that may fit into a very futuristic offer – PharmaCafé has taken the Ayurvedic route – and remember to remain playful and theatrical to engage initial interest.

Innovate: PharmaCafé

OPPOSiTE PaGE : PHaRMaCaFÉ bY bOMPaS and PaRR aT THE MUSEUM OF

FUTURE GOVERnMEnT SERViCES, dUbai


THiS PaGE :PHaRMaCaFÉ bY bOMPaS and PaRR aT THE MUSEUM OF

FUTURE GOVERnMEnT SERViCES, dUbai


OPPOSiTE PaGE : diGiTal SUPERMaRkET bY COOP and SEnSEablE CiTY

labORaTORY, Milan EXPO 2015. PHOTOGRaPHY bY dElFinO

SiSTO lEGnani

Every apple has a story, beginning with where it was grown, continuing with how much CO2 was used in its production and transportation, and ending with the route it took to the supermarket shelf.

Imagine a retail experience where you could discover the origins and characteristics of every product in the grocery aisle before making your purchasing decision. The Future Food District at Milan Expo 2015 allows you to do just that, envisaging a future when big data will transform our relationship with food and our purchasing habits.

The store stocks 1,500 real products that are available to purchase, and each has its own story to tell through a clever combination of digital and augmented reality technology.

Analysis of in-store purchasing decisions allows the 6,500-square-metre space to be reconfigured and restocked according to real-time supply and demand.

‘The supermarket is designed to give the consumer all the information they need about the products. The consumer only has to point at a product to receive more information on a screen above,’ says Carlo Ratti, director of the SENSEableable City Lab at MIT and founder of Carlo Ratti Associati, the design consultancy behind the concept.

‘There is information about allergens, the origins and the carbon footprint of the product to give the consumer the possibility to choose more ethically,’ says Luca Setti, the project’s manager.

The interior of the supermarket recreates the convivial feel of a traditional street food market while urban farming spaces outside it grow fresh produce for sale, disrupting the traditional supply chains.

Both strategies acknowledge an irreversible shift in consumers’ mindsets toward Whole-system Thinking, which has sustainability and transparency of supply at its core.

‘In this project, where we were thinking about the future, we started to think about the whole concept of the supermarket,’ says Setti. ‘And we came back to the traditional medieval market as a more social place where people can interact without high shelves, and instead along low tables where people can look at and talk about the food.’


: There is a tendency to think that bricks-and-mortar grocers need to move either forwards towards a high-tech phygital future, or backwards towards an artisanal farmers’ market model. The Future Food District at the Milan Expo shows that you need to do both.

: Your aim should be to cultivate a traditional street-market ambience with connected growing spaces to answer consumers’ desire for conviviality and localism.

: Tap into Conviviality Culture by reinstating the social aspect of food-buying that harks back to the bustle and interaction of medieval market days.

: Adopt a Whole-chain Thinking approach by setting out to tell a story about the origins of your product from field to table for consumers who are increasingly concerned about the origins of what they eat and drink.

: A clever deployment of digital technology and Big Data analytics will achieve that end, providing evidence of transparency of supply, while also empowering convenience and creating a bespoke experience.

Innovate: Future Food District


OPPOSiTE PaGE :ROUTinE REPUbliC POSTERS and bREakFaST dEFECTORS kiT

bY dEUTSCH FOR TaCO bEll, US

The gloves are coming off as a global fast-food brand adopts a startling new style of attack advertising to knock down its major rivals in a hyper-competitive mass market.

In the US, a fast-food breakfast is dominated by one shape – the circle, whether it is a Dunkin’ Donuts bagel or a McDonald’s Egg McMuffin.

Using that sameness as a starting point for inspiration, advertising agency Deutsch Los Angeles has imagined a dystopian world in which its client Taco Bell is the only glimmer of individuality in a sea of conformity.

Routine Republic, a clever three-minute battle cry, is clearly a coded declaration of war on its biggest market rival: two ‘breakfast defectors’ flee across a ball-pit moat, pursued by clown-faced goons, as Happy Meal toys explode into glitter bombs around them.

‘[It is] a metaphor for the category, in which all are doing the same thing,’ says Brett Craig, executive creative director at Deutsch Los Angeles.

To hammer home the message, Deutsch Los Angeles created a multi-channel campaign that included television ads, a digital competition at BreakfastDefectors.com, and a social media influencer kit to allow fans to publically identify as defectors.

The film is the latest blow in an aggressive breakfast war between Taco Bell and McDonald’s: in 2014, Taco Bell created an ad in which real-life men called Ronald McDonald endorsed its new menu.

McDonald’s attempted to turn the other cheek with a tweet saying ‘imitation is the sincerest form of flattery.’ Now some of the brand’s franchises have struck back by offering a free Egg McMuffin to anyone who comes in with a Taco Bell breakfast receipt.

The war rages on…


: It could be time to indulge in a spot of Brandalism: to pique consumer interest by taking a tongue-in-cheek pot shot at your major market rival to dramatically differentiate your specific – and, of course, superior – offer.

: Attack advertising can feel like poor form to 21st-century sophisticates – a crude return to the ding-dong inter-brand rivalries of the 1950s and 1960s.

: So a heavy dose of anarchic fun and irony is vital to achieve the desired effect, which means choosing creatives who have a light touch and a firm grasp of on-trend pop culture leitmotifs.

: Taco Bell hit the mark by plugging into our current obsession with dystopian narratives, backed up by high production values and a multimedia campaign.

: Still have doubts about the efficacy of this approach? Remember that you are talking to an audience that is familiar with Twitterstorms and X Factor judging controversies. They enjoy being asked to humorously take sides with Team You against Team Them.

Innovate: Breakfast Defectors

166 : 167THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK SHOwCaSE

Showcase : 167Innovate Toolkit

Start Third-Wave JuicingTake inspiration from Owen + Alchemy in Chicago and use a darker, more sophisticated design ethos to move juicing from hippy health fad to elegant lifestyle choice.

Serve DNA DrinksExperiential food pioneer Bompas & Parr created cocktails keyed to the drinker’s DNA at an installation in Dubai. Start thinking cellular personalisation for the Optimised consumer.

Make Time For TeaThe Small Tea Co dares to stand in the path of the coffee juggernaut. Make your own stand on a counterintuitive gut feeling that you honestly believe others will share.

Stage An Authentic RebirthStarbucks’ Reserve Roastery and Tasting Room in Seattle avoided the queasiness that can accompany rebranding by taking an authentic journey back to its roots. Stage your own rebirth – but keep it real.

5

6

7

8

Create ConvergenceFollow in the footsteps of Café ArtScience in Cambridge, Massachusetts, and create a food and drink experience that merges conceptual science with fine dining.

Start A Food FightAnarchic, tongue-in-cheek attack advertising pitches Taco Bell against arch rival McDonald’s in a fast-food breakfast war. Encourage your consumers to side with you against the enemy.

Challenge PerceptionsBe like discount grocery brand Lidl, which forced consumers to reassess the brand when it was revealed as the secret food supplier of a pop-up hipster restaurant in trendy east London.

Go Back To The FutureTake a leaf from the Future Food District at Milan Expo 2015 with a supermarket that combines traditional street conviviality, urban farming localism and digital transparency.

1

2

3

4


OPPOSiTE PaGE : HUESO bY CadEna + aSOCiadOS, GUadalaJaRa, MEXiCO

SHOwCaSE

Whether you are drawn to the artistic chaos of the Tetchan yakitori bar in Toyko, the visceral theming of the Heuso restaurant in Guadalajara, the spiritual meditativeness of the T Lounge in Prague, the cosy homeliness of the Old Tom & English restaurant in London, or the vibrant diversity of the Ojalá café in Madrid, there’s sure to be something here that will push your creative buttons…

Inspiration is front and centre inside 10 of the most exciting and innovative food and drink spaces from around the globe, drawing on a dizzying array of design cues.

THE : FUTURE : labORaTORY THE FUTURES REPORT : FOOd and dRink 170 : 171SHOWCASE

Tapping into our Eruptia design direction, a vibrant facelift of a popular yakitori bar in the Kichijoji suburb of Tokyo adopts eye-opening experimental production processes.

: Tables and chairs seem to float amid a chaotic and distressed aesthetic over which the designers have relinquished final control.

: The design is mostly made of recycled materials such as LAN cables to create a distressed, shaggy-textured look.

: Melted pieces of waste acrylic are used to create unique and surprising structures such as an ice-like ground-floor bar, which emerges from an almost formless backdrop.

kkaa.co.jp

1 Tetchan by Kengo Kuma, Tokyo, Japan

http://kkaa.co.jp/


2 Sketch by India Mahdavi, London, UK

A sugar-coated makeover of this artistically bold restaurant creates an approachable synergy of fine art and conviviality. ‘I think of it as a feminine brasserie,’ says designer India Mahdavi.

: The pink palette is calming and provides a blank canvas for 239 playful illustrations by artist David Shrigley, who also designed ceramics inspired by the Regent Street surroundings.

: Shrigley’s sardonic humour is on show throughout the space, right down to condiment shakers, which come in sets of three, labelled Dust, Dirt and Nothing.

: In October 2014, a further layer of playful experience was added by Mycoocoon, a bold therapeutic installation that offers a multi-sensory stimulation based on the energy of colours.

india-mahdavi.com

http://india-mahdavi.com/


THiS PaGE : SkETCH bY india MaHdaVi, lOndOn


3This Chinese noodle bar in Rostov-on-Don by Moscow-based Fork draws inspiration from Tokyo and New York nightscapes, combining a brutalist interior with metropolitan city lights.

: The concrete and white tile interior with its abundance of neon lights creates the atmosphere of a metropolis at night, offset by the warmth of wood accents.

: The bare, unfinished styling reflects the Soviet Style design trend we have identified.

: The space also references the current nostalgia for Soviet Style design with bold colours and strong typefaces that emanate a sense of power and authority.

: Fork made a conscious decision to abandon traditional Asian motifs.

madebyfork.ru

Mary Wong by Fork, Rostov-on-Don, Russia

http://madebyfork.ru/


4 T Lounge by Studio Pha, Prague, Czech Republic

A cathedral to the ancient art of tea tasting, T Lounge is bathed in beautiful diffused natural light from a central glass ceiling dome that evokes a spiritual and meditative mood.

: A skeletal wooden structure frames the space and acts as a subtle grid for the visual merchandising of tea products.

: Minimalist, lightweight wooden benches facing a large golden urn suggest an ancient shrine where visitors can sip divine tea away from the hustle of the everyday world.

: Architectural cues from sacred spaces add a sense of ritual and respect, and minimal visual noise deepens a calming and holistic experience.

studiopha.cz/cs

http://www.studiopha.cz/cs


5 BbyB by Nendo, Tokyo, Japan

This striking shop space for Antwerp-based chocolate brand BbyB, founded by Michelin-starred chef Bart Desmidt, embodies the essence of the product that it was designed to sell. It mirrors the much-admired packaging of the chocolate itself.

: The store – the brand’s first overseas branch – was designed as a 3D version of BbyB’s minimalist, modular packaging.

: Visitors can browse 30 different flavours of chocolate in Perspex drawers that create the feel of an art installation in a gallery space.

: The long, narrow store is split clearly into two distinct spaces, a café and a shop, by colour – the shop is white, while the café is black.

nendo.jp/en/

http://www.nendo.jp/en/


6 Old Tom & English by Lee Broom, London, UK

This subterranean restaurant in Soho is the ultimate cosy encapsulation of the trend for home-from-home eateries. ‘We wanted to create something that felt like you were going into a friend’s apartment for dinner,’ says interior designer Lee Broom.

: Low lighting, oak, marble and brass fittings, and a fireplace channel a living room of the 60s, where guests are friends invited to sip a cocktail, have a bite, and stay awhile.

: Lee Broom’s signature touches, from the crystal decanters to the faux marble lighting from his Nouveau Rebel collection, heighten the homelike feel.

: The underground architecture lends itself to the creation of dining nooks for intimate parties. These alcoves’ names, such as Nell and Moll, hint at the interestingly seedy red-light 18th-century history of the surrounding area.

leebroom.com

http://leebroom.com/


THiS PaGE : Old TOM & EnGliSH bY lEE bROOM, lOndOn


7 Jelmoli Food Market by Interstore Design, Zürich, Switzerland

This department-store-as-food-market reincarnation captures the convenience-obsessed zeitgeist of urban Millennials, while tapping into their desire for local produce, expert mentoring and curated collections.

: ‘All the visual merchandising features seasonal themed food alongside the season’s key fashion looks,’ says Ruth Toechterle, marketing manager for Interstore Design.

: Speciality vendors create a street-market ambience with individual store-in-store sections, but cohesive visual cues avoid brand confusion.

: Cooking classes, personal shoppers and catering tips combine to provide the experiential retail that Millennials love, and place personal interaction at the centre of the store’s service offer.

interstore.it

http://interstore.it/


THiS PaGE : JElMOli FOOd MaRkET bY inSTORE dESiGn, zÜRiCH,

SwiTzERland


8 Tomás by Savvy Studio, Mexico City, Mexico

Rows of annotated tea tins line sleek and simple wooden shelves in a space that applies the principles of scientific labelling and organisation to the art of connoisseurship.

: The main room contains individual teas displayed in rows of tin containers, organised by a complex graphic system that categorises their origins, key attributes, and benefits.

: An experiential bar allows customers to feel, smell and taste different varieties to create their own ‘tea moment.’

: Clever use of wood, ceramic and leather in furniture and fittings is both home-like and functional, balancing modernity with tradition.

savvy-studio.net

http://savvy-studio.net/


Hueso by Cadena + Asociados, Guadalajara, Mexico

This restaurant’s name translates into English as ‘bone’ and sets the tone for a space that digs deep into 19th-century archaeological exploration and curiosity to create its unique ambience.

: A startling array of more than 10,000 cast-aluminum animal bones adorns the whitewashed walls of the lofty main room, and white buckets of bones displace floral displays on table tops.

: Anatomical drawings, scientific specimens and knives sit alongside hanging bones and skulls, creating a macabre cabinet of curiosities for diners.

: A menu featuring unusual meats, offcuts and bone marrow references and heightens the visceral feel of the design cues.

cadena-asociados.com

9

http://cadena-asociados.com/


Ojalá by Andrés Jaque, Madrid, Spain

This café’s psychedelic, exotic space celebrates the social diversity of the surrounding neighbourhood of Malasaña through a playful blend of different, vibrant interiors.

: Servers and customers share large tables in a layout that encourages conviviality and serendipitous conversations between strangers.

: The interior is series of interconnected but separate spaces, each with its own individual ambience and design ethos. A suspended garden, a ‘greenhouse’, a bar in the form of a mini house and an artificial beach all feature as part of a collaborative cultural melange.

: Neon lighting, hanging baskets and kitsch furniture add a humorous edge designed to put visitors at ease.

andresjaque.net

10

http://andresjaque.net/

196 : 197THE : FUTURE : LABORATORY THE FUTURES REPORT : FOOD AND DRINK FUTURES 100

Futures 100 : 197Relinquish ControlHave the confidence of the Kengo Kuma team, who created the eye-catching chaos of the Tetchan yakitori bar in Toyko using melted acrylics and recycled materials without demanding to control the finished effect.

Become an Artist’s CanvasA sugary pink makeover of the Sketch restaurant in London effectively turns the venue into a canvas that offsets artist David Shrigley’s sardonic illustrations and ceramics, combining fine art and conviviality.

Bring On The NightNew York and Tokyo nightscapes provided the inspiration for the Mary Wong noodle bar in Moscow, where brutalist interiors combine with the evocative twinkle of metropolitan city lights.

Create a Spiritual SpaceDesign cues from spiritual spaces and ancient shrines transform the T Lounge in Prague into a cathedral to tea, where visitors can escape the everyday.

Embody Your ProductThe BbyB boutique in Toyko is a 3D version of the chocolate brand’s much-admired modular packaging, allowing the space to literally embody the product.

1

2

3

4

5

Invite Everyone HomeOld Tom & English in Soho, London, is the ultimate iteration of the home-from-home restaurant trend, with intimate dining nooks and 60s period interiors exuding cosy homeliness.

Be StreetJelmoli Food Market in Zürich reimagines an artisanal street market within a department store and pushes all the Millennial buttons of mentoring, localism and curation in the process.

Get Scientific Rows of annotated tins at the Tomás tea house in Mexico City use scientific orderliness to curate and complete the experience of the tea connoisseur.

Follow A Theme The Heuso (‘bone’) restaurant in Guadalajara takes archaeology as its starting point and its design cues follow through, with everything from animal-bone table décor to visceral meat menus creating a coherent and challenging whole.

Celebrate Social DiversityA playful series of interconnected but vibrantly different spaces within the Ojalá café in Madrid reference the neighbourhood’s social diversity and create a welcoming, convivial and collaborative ambience.

6

7

8

9

10

Showcase Toolkit


OPPOSiTE PaGE : CHERdak baR bY inblUM aRCHiTECTS, MinSk

FUTURES 100

Our Futures 100 panel of food and drink insiders and experts includes Adam Brett-Smith, managing director of wine merchant Corney & Barrow, Axel Weber of the Foodservice-Forum, Alex Wolpert, founder of the East London Liquor Company, Mark Price, managing director of Waitrose, Andy Gaunt, director of Source Consulting Solutions and former head of reserve marketing and sales at Diageo Asia Pacific, Claire Smith-Warner, head of spirit creation at Belvedere Vodka, Åsa Caap, CEO and founder of Our/Vodka, Bruce Langlands, director of foods at Harrods, and Steve Wilson, managing director of global drinks consultancy Invigor8tion and former global innovation director at Diageo. They explore and unpack the key global trends that will spell growth and inspiration for the sector in this decade and beyond.

Face the challenges and discover the opportunities on offer to your brand from Provenance Passports, Majors Meltdown, Affordable Artisanal, Self-quant Supermarkets, Two-speed Cocktails, Anti-sugar Rush, Sharded Brands, Optimised Junk, and Convergence Beers.


‘Big brands like McDonald’s will have to cede a certain part of their market to small, young entrepreneurs who are able to make a bespoke, high-quality product knowing their customers are willing to pay a premium for it.’

Axel Weber, Foodservice-Forum


‘Ultimately we will see the emergence of a wine passport –perhaps a microchip embedded in the bottle or seal, containing some kind of virtual stamp to guarantee provenance.’

Brett-Smith believes that Whole-system supply chains with wine merchants linked directly – and exclusively – to vineyards will explode too.

‘We will move to a situation where all the vintage stock comes via one merchant with an exclusive and direct relationship with a vineyard. To their astonishment, those merchants will see themselves elevated to the very pinnacle of provenance.’

Provenance Passports

A consumer backlash against counterfeit fine wines will drive producers and traders to introduce Provenance Passports to prove the authenticity of their product.

‘A growing realisation and cynicism amongst the wine-buying public about great icebergs of fake wines out there will drive a rush by traders toward an apparently profitless belief in integrity,’ says Adam Brett-Smith, managing director of wine merchant Corney & Barrow.

Majors Meltdown

Global fast-food brands such as McDonald’s will have to stage a managed retreat on market share as they are outsmarted by hordes of agile, artisanal rivals.

Axel Weber of the Foodservice-Forum predicts major fast-food chains will lose their David and Goliath battle because once-dominant standardised business models cannot adapt to the bespoke, craft demands of a Millennial audience.

‘It’s incredibly difficult for them to shift away from the industrial production and supply chain of the past 50 years and suddenly become artisan and crafted,’ says Weber.

‘So big brands like McDonald’s will have to cede a certain part of their market to these small, young entrepreneurs who are able to make a bespoke, high-quality product knowing their customers are willing to pay a premium for it.

‘We saw it with craft beer in the UK, where the big brewers initially laughed at the micros, who are now seeing double-digit growth each year, and taking a bigger and bigger market share.

‘The fast food giants face the same fate. They have to accept that they will lose sales and that they will be smaller businesses in the future.’

THiS PaGE :GERMina bY SaVVY STUdiO, MEXiCO

THiS PaGE :CHaMPaGnE and MUSiC PaiRinG bY kRUG CHaMPaGnE


THiS PaGE : ROaST PORk FROM THE SUndaY SPECialS SERiES

bY andREw STElliTanO FOR THE GOURMand iSSUE 3.

PHOTOGRaPHY bY dOMiniC daViES


THiS PaGE : HandPiCk aPP

THiS PaGE :EaST lOndOn liQUOR COMPanY

FUTURES 100

‘I think there needs to be an honesty in how we price. Our bottle shop is always full of locals snapping up their drink allocation for the week because they can find gin or vodka for just £18 a bottle and know we’re not taking the mickey.

‘I’ve had industry people say to me that our low profit margins will mean we’ll go bust in six months. But actually, from a long-term brand-building point of view, this is the slow, healthy way to build a business.

‘People can see that we’ve got principles, that we’ve got the balls not to charge £40 a bottle, and they buy into that. I think more and more craft distilleries will take that route.’

Affordable Artisanal

Small-batch craft spirits have long been the domain of the connoisseur, prepared to pay luxury prices for their tipple of choice.

But that is about to change, as craft distilleries adopt Long-Near thinking by accepting cuts in their profit margins to achieve long-term reputation and brand building.

‘I’m promoting fair opportunity, pricing our bottles so that we can get them drunk by as many people as possible, and to make taking a bottle of gin home for dinner as affordable as a decent bottle of wine,’ says Alex Wolpert, founder of the East London Liquor Company.

Self-quant Supermarkets

A holistic digital supermarket ecosystem will emerge over the next decade, linking brands, consumers and medical experts through wearable devices to empower healthy food and drink choices.

‘Consumers are becoming increasingly interested in self-regulating and self-monitoring their health and over the next 10 years I see them using wearable technology to let supermarkets help them do that,’ says Mark Price, managing director of Waitrose.

‘We have just launched a health club for customers that allows us to work with their GP and a nutritionist to construct balanced diets that allow for any intolerances or health needs.

‘We’re also devising a device called Hiku, a little round disc that attaches to the front of your fridge, continually scans the contents, and reorders what you’re running out of.

‘Soon, wearable devices will make this a holistic system connecting supermarkets, medical experts and consumers to automatically construct healthy diets and lifestyles.’


THiS PaGE :blUE Hill SaVOURY YOGHURTS

THiS PaGE : HEalTHY MEaSURES VS GUilTY PlEaSURES COCkTail FOR

FaRFETCH CURaTES: FOOd wRiTTEn bY TiM blankS and

PUbliSHEd bY aSSOUlinE, lOndOn

FUTURES 100

‘Brands realise they can sell three low-alcohol drinks instead of three full-strength, which means more spend per head.

‘That will mean lots of innovation around low-alcohol cocktails, and things like Pimm’s cups coming back into vogue, and spritz-style drinks like the Aperol going mainstream.

‘It will also add further momentum to the resurrection of vermouth, because the new varieties are so complex and interesting, but half the alcohol content of other spirits.

‘At the same time, the trend in the emerging markets such as Taiwan and China is very much in the opposite direction – hardcore, dark spirit cocktails based around whisky, cognac and rum. That is big, and is going to get even bigger over the next two or three years.’

Two-speed Cocktails

Global drinks brands and top mixologists will soon be juggling a two-speed cocktail landscape, as mature-market Millennials seek out low-alcohol alternatives while their peers in emerging markets demand high-strength drinks.

‘Low-alcohol cocktails are going mainstream in developed markets as Millennial drinkers seek out complexity and flavour rather than a tool for getting drunk, and brands begin to see the commercial possibilities,’ says Andy Gaunt, director of Source Consulting Solutions and former head of reserve marketing and sales at Diageo Asia-Pacific.

Anti-sugar Rush

A seismic palate shift is taking place around the world, as consumers rush away from sugar, and bitter replaces sweet as the dominant drink taste in developed and emerging economies.

‘The balance between bitter and sweet is leaning further away than ever before from sweet, especially in London and New York, where craft gins mixed with premium tonics are very cool,’ says Andy Gaunt of Source Consulting Solutions.

But he argues that this taste shift will have a truly revolutionary effect in Asia and Latin America. ‘It’s always been accepted wisdom that emerging markets demand sweet drinks, but that’s about to change,’ Gaunt says.

‘In bars in São Paulo, Shanghai and Taipei, people are starting to ask for craft gins made using aromatics and botanicals by name. That will go mainstream fast, and, I think, become dominant as major brands realise that G&Ts are cool in emerging markets.’

Drink brands are busy riding the anti-sugar wave, exploring intriguing new ways to impart sweetness. ‘We’ll see bars using different flavour carriers like citrics and vinegars to compensate for the loss of balance caused by removing sugar,’ says Claire Smith-Warner, head of spirit creation at Belvedere Vodka.

‘Spices like cinnamon, vanilla and nutmeg will rise to the fore too, because they increase the perception of sweetness in a drink.


Sharded Brands

Over the next decade, the concept of a uniform brand identity will fade as food and drink companies seek to create sub-culture offshoots that blend into their geographical surroundings.

‘We think of our distilleries in different cities as children who share the same DNA but who need to grow up as natives of their local surroundings,’ says Åsa Caap, CEO and founder of Our/Vodka.

‘I cannot raise a Seattleite or a Londoner because I’m a Stockholmer, so we look for adoptive parents who will raise our offspring in the ways of their home city.’

‘In a world where people want to buy food and drink from people who truly share their unique local values and culture, I think this is the way of the future for brands.’

‘Another psychological trick we’ll see deployed to imply sweetness is modifying the colour of drinks – research shows that turning a clear drink red or brown means it will be perceived as sweeter.’

Food brands will go one step further by turning former sweet treats into savoury snacks. ‘Savoury is beginning to dominate sweet even in sectors such as yoghurts, ice creams and drinks,’ says Bruce Langlands, director of foods at Harrods.

‘We’re seeing lots of drinks with ingredients such as beetroot and turmeric. Savoury yoghurt is a big thing in the Middle East and in New York we are getting yoghurts flavoured with tomato, hummus and kale.’

Optimised Junk

Retro comfort foods and guilty treats will be re-evaluated by brands and reconfigured as optimised alternatives for consumers seeking self-improvement through what they eat and drink.

‘We’re stocking a beauty-enhancing chocolate called Esthe which creates ingredients designed to make you look younger from the inside out,’ says Bruce Langlands of Harrods.

‘It’s the beginning of a major trend for foods formerly seen as bad for us to be revamped as part of a healthy diet that actually optimises our health and performances.

‘I think will see stodgy old 70s staples like baked Alaska, prawn cocktail and beef Bourguignon redesigned as healthy options too, with lighter sauces and stocks, and very little sugar.’

Convergence Beers

Beer will stage a spirited comeback over the next two years as innovative brands use convergence strategies to turn it into a premium nightclub tipple, and even a cocktail.

‘We are already seeing Desperado, a beer and tequila convergence, Cubano, beer with rum, and Dead Crow, beer with bourbon – and that’s only the beginning,’ says Steve Wilson, managing director of global drinks consultancy Invigor8tion and former global innovation director at Diageo.

‘We’ll see beer crossing further into the spirit space, incorporating the premium credentials of spirits to finally become more of a drink of choice for the nightclub, for a big night out.

‘Beer-based cocktails will become a major player too. We’re already seeing a margarita made using beer called Lime-A-Rita from Budweiser; Red Eye, beer mixed with tomato juice; and cerveza preparada, which is beer, tomato juice and hot sauce, in Mexico.’

THiS PaGE : alkalinE ClEanSE bY TanYa’S CaFE, lOndOn

THiS PaGE : OUR/bERlin diSTillERY


Issue Provenance PassportsA consumer backlash against counterfeit fine wines will drive producers and traders to develop embedded digital passports to prove provenance, according to Adam Brett-Smith of Corney & Barrow.

Prepare for a Majors MeltdownGlobal fast-food brands will lose major market share to their agile, artisanal rivals, says Axel Weber of the Foodservice-Forum.

Serve Affordable ArtisanalCraft distilleries will cut profit margins in a Long-Near strategy to build long-term brand reputation, predicts Alex Wolpert of the East London Liquor Company.

Build Self-quant SupermarketsA holistic ecosystem of brands, consumers and medical experts, linked by wearable digital devices, will empower healthy food and drink choices, according to Mark Price of Waitrose.

Mix Two-speed CocktailsGlobal drinks brands and mixologists will juggle mature-market Millennials demanding low-alcohol alternatives and their emerging-market peers who crave high-strength drinks, says Andy Gaunt of Source Consulting Solutions.

1

2

3

4

5

Harness the Anti-sugar RushA seismic shift in global tastes from sweet to savoury will reshape food and drink desires in the developed and emerging worlds, says Claire Smith-Warner of Belvedere Vodka.

Create Sharded BrandsThe concept of uniform brand identity will fade as food and drink companies create offshoots that blend into their unique geographical surroundings, according to Åsa Caap of Our/Vodka.

Offer Optimised Junk Retro comfort foods and guilty treats will be reconfigured as optimised healthy options, predicts Bruce Langlands of Harrods.

Brew Convergence BeersBeer will stage a comeback, teaming up with spirits to become a premium nightclub tipple and even a cocktail, says Steve Wilson of Invigor8tion.

6

7

8

9

Futures 100 Toolkit

Documents

REPORT : : FOOd and dRink : : 2016 - The Future Laboratory