2. Grey Food Trends
03/13
Page 01
High tech food meets low tech food. This seems to be the credo of our current issue of Grey Food
Trends. On the one hand modern technology and digitalisation shape today’s food landscape and constantly give rise to new consumer experiences – be they related to ultrasonic beer foamers, laser engraved tomatoes or intelligent high-tech knives.
On the other hand brands return to the very primal and analog facettes of food. New restaurants pop
up to follow the ongoing “paleo” movement and offer only unprocessed foods as they existed 10,000
years ago. Other brands celebrate the bliss of a multisensory taste experience or recruit 80,000 bees to
build natural wax sculptures. Analog or digital? Which side do you choose?
3. Grey Food Trends
03/13
Contents
Page 02
If you love fruits, give them a hug 03
The 3-B printing project 04
Good vibrations for flat beer 05
A truly festive meal in a tin 06
A gourmet palate’s flavour ID 07
Shared food is shared happiness 08
Romantic dinner in the Stone Age 09
What you see is what you drink 10
When room service does your groceries 11
An electric nose smells foul food 12
When the knife becomes smarter than the chef 13
My personal piece of meat 14
Find your inner abs by eating yoghurt 15
London shoppers feed pigs with apples 16
Personalised coffee via smartphone 17
Heineken turns home kitchens into bars 18
Seattle authority plants self-sustaining “Food Forest” 19
Laser tattooed fruits and vegetables 20
Wrapping is the new way of frying 21
4. Grey Food Trends
03/13
If you love fruits, give them a hug
US start-up “Food Huggers” invented an ingenious product that
helps to keep half-eaten fruits and vegetables fresh for longer.
They came up with a flexible rubber seal that can be applied to
any fruit that has been cut in half. The caps not only protect the
exposed flesh from drying out but also reduce unpleasant odours
and food wastage. The product will be launched by the end of
2013 for around EUR 15 for a set of four.
Page 03
Relevant Trends
Sustainable Food, Fresh Food
SOURCE: Kickstarter
http://www.kickstarter.com/projects/1055691335/food-huggers
BRAND: Foodhuggers
http://www.foodhuggers.com/
5. Grey Food Trends
03/13
The 3-B printing project
To promote their new Highlander Honey whisky, Bacardi-owned
whisky brand Dewar’s collaborated with a master beekeeper to
create a 3-dimensional model of their bottle entirely made from
honeycomb. 80,000 assiduous bees helped to build the wax sculpture into a plastic frame. Fans could watch the live construction
on Facebook. The project was realised by US agencies Sid Lee and
The Ebeling Group in early 2013.
Page 04
Relevant Trends
Food Aesthetic
SOURCE: Contagious
http://www.contagiousmagazine.com/2013/08/news_87.php
BRAND: Dewar’s
http://livetrue.dewars.com/gl/lda
6. grey Food trends
03/13
Good vibrations for flat beer
US developer California Creations promises to revive any flat beer
with their “Sonic Foamer”. The stove-like device sends ultrasonic
vibrations through the beverage to recreate the typical froth on
top of the beer in only a few seconds. The newly gained head
supposedly improves the aroma and taste. Having already proved
a hit in Japan the product is going to be launched in the US in the
coming months.
page 05
RElEvaNt tRENdS
Food Aesthetic, Fresh Food
SOuRCE: Springwise
http://www.springwise.com/device-beer-head-taste/
bRaNd: Sonic Foamer
http://sonicfoamer.com/
7. Grey Food Trends
03/13
A truly festive meal in a tin
Page 06
The “Heinz Beanz Flavour Experience” is the brainchild of British
food virtuosos Bompas & Parr. For a new product range they
aimed at exploding the taste out of the can by creating customised
bowls to match each flavour, as well as a musical spoon that
transmits the sound via the eater’s jawbone. This way they achieve
a multisensory taste experience. A set including tin, bowl and
spoon costs a cool EUR 70 at Fortnum & Mason’s luxury stores.
Relevant Trends
Food Aesthetic, Food Dialogue, Superfood
SOURCE: Contagious
http://www.contagiousmagazine.com/2013/06/heinz_beanz.php
BRAND: Heinz
http://www.heinz.com/our-food/products/bakedbeans.aspx
8. grey Food trends
03/13
A gourmet palate’s flavour ID
US spice maker McCormick invented a tool to identify personal
flavour preferences. Based on a series of questions regarding food
taste and cooking techniques, an algorithm determines the individual “Flavour Print”. In order to encourage everyday cooks to
explore new flavours the programme then suggests related recipes.
Both online and mobile versions of the tool are available.
page 07
RElEvaNt tRENdS
My Food, Food Dialogue
SOuRCE: Contagious
http://www.contagiousmagazine.com/2013/08/mccormick_co.php
bRaNd: McCormick
http://www.mccormick.com/FlavorPrint
9. grey Food trends
03/13
Shared food is shared happiness
Brazilian NGO “Casa do Zezinho” which raises money for people
suffering from malnutrition launched a smart campaign called
“Half for Happiness”. In partnership with two major supermarket chains they offered half-size fresh food products at full price
with one half of the price going back to Casa do Zezinho.
The foods were processed and packaged with the help of children.
During the successful campaign almost 100 items were sold
every day.
page 08
RElEvaNt tRENdS
Food Dialogue, Transparent Food
SOuRCE: the inspiration Room
http://theinspirationroom.com/daily/2011/casa-do-zezinho-half-for-happiness/
bRaNd: Casa do Zezinho
http://www.casadozezinho.org.br/
10. Grey Food Trends
03/13
Romantic dinner in the Stone Age
The “Sauvage” Restaurant in Berlin is far from ordinary as it offers you a real prehistoric food experience. The cuisine is based on
nutrition habits and products of our prehistoric ancestors. Therefore you have the choice between wild fish or animals which had
been fed on pasture, fermented food and organically-grown vegetables, herbs etc. As more and more Paleo restaurants are popping
up we assume old is gold.
Page 09
Relevant Trends
Authentic Food, Transparent Food
SOURCE: Morgenpost
http://www.morgenpost.de/kolumne/horrmann/article121046840/Vorzueglich-essen-wie-die-Neandertaler-Paleo-Restaurant-Sauvage.html
BRAND: Sauvage Berlin
http://sauvageberlin.com/de/
11. Grey Food Trends
03/13
What you see is what you drink
Taylor Goad, the creative mind behind Northcoast Beer
packaging, wanted to show the purity of the beverage’s recipe.
Different kind of beers like “Red Seal” (Ale) or “Old No 38”
(Java stout) are visualised in bright colours and simple shapes
which indicate the style of the stout. No disruptive factors are
added, every visual is directly applied to the glass.
Job done.
Page 10
Relevant Trends
Transparent Food, Food Aesthetic
SOURCE: Trendhunter
http://www.trendhunter.com/trends/northcoast-beer-packaging
BRAND: Northcoast Brewing
http://www.northcoastbrewing.com/
12. Grey Food Trends
03/13
When room service does your groceries
What can a hotel do to make you feel at home?
Affinia Hotels introduced a new service at their NY Hotels which
allows their guests to order groceries directly to their room. Now
you have the choice between two different kits: “Work Smart” or
“Healthy Spin” for about EUR 55 each.
They include a variety of healthy quality food and snacks.
With increasing interest Affinia hopes to offer more options in the
near future.
Page 11
Relevant Trends
Fresh Food, Mobile Food
SOURCE: Springwise
http://www.springwise.com/ny-hotels-room-service-includes-groceries/
BRAND: Affinia Hotels
http://www.affinia.com/
13. Grey Food Trends
03/13
An electric nose smells foul food
Sometimes you can’t see or smell if your food is still fit to eat.
That’s when “The Smeller” can help. The techy gadget works like
an electric nose. When you hold it close to your product it takes
in the smell and analyses it with the help of a connected database.
After a few seconds it indicates if your product is still fresh.
Page 12
Relevant Trends
Fresh Food, Transparent Food
SOURCE: Trends der Zukunft
http://www.trendsderzukunft.de/the-smeller-elektronische-nase-riecht-verdorbene-lebensmittel/2013/08/09/
Designer: Hee Tae Yang
14. Grey Food Trends
03/13
When the knife becomes smarter
than the chef
This intelligent knife not only evaluates the freshness of your
product but also gives information on the nutrient content, contaminant content and possible bacteria. The ingenious product is
able to release negative ions into the groceries in order to keep
them fresh for longer. The safety block also functions as a wireless
charger. The futuristic tool has been designed as a prototype for
the Electrolux Design Lab by industrial designer Jeon Chang dae
from South Korea.
Page 13
Relevant Trends
Fresh Food, Transparent Food
SOURCE: Trendhunter
http://www.trendhunter.com/trends/smart-knife
BRAND: Electrolux Design Lab
http://electroluxdesignlab.com/en/
15. Grey Food Trends
03/13
My personal piece of meat
Grocery chain Lidl in Bucharest had a special idea to launch their
summer range grill products.
Together with “MRM Worldwide” they created a real-time Facebook app where Romanians could claim their free food as it was
grilled on the barbecue. If they lived in Bucharest that same cut of
meat was delivered to their home address, if not they received a
voucher.
Page 14
Relevant Trends
Fresh Food, My Food
Source: Contagious
http://www.contagiousmagazine.com/2013/07/lidl.php
Brand: Lidl Romania
http://www.lidl.ro/cps/rde/www_lidl_ro
16. Grey Food Trends
03/13
Find your inner abs by eating yoghurt
How do you create a Greek yoghurt especially for men? In a
humorous video NY entrepreneur Carlos Ramirez explains the
benefits of having a six-pack. To help real guys achieve their
dream body as fast as possible his yoghurt creation contains an
extra amount of protein which makes it the perfect after-workout
snack. Even the plastic cup had a small six-pack embossed on the
back.
Page 15
Relevant Trends
Competence Food, Super Food
SOURCE: Contagious
http://www.contagiousmagazine.com/2013/05/powerful_yogurt.php
BRAND: Powerful Yoghurt
http://powerful.yt/
17. Grey Food Trends
03/13
London shoppers feed pigs with apples
The farm animal welfare charity “Compassion in World Farming”
wanted to motivate Londoners to donate and support free-range
farming. In a West London shopping centre people could see live
pictures of pigs on a farm in Buckinghamshire via a huge screen.
Everybody who was willing to donate one Pound could “throw”
a real apple with the help of a feeding machine that had been
installed at the farm. This was made possible as the smartphone
accelerometer had been connected to the machine with an app.
Good throw!
Page 16
Relevant Trends
Transparent Food, Regional Food
SOURCE: Contagious
http://www.contagiousmagazine.com/2013/08/compassion_in_world_farming.php
BRAND: Compassion in World Farming
http://www.ciwf.org.uk/
18. grey Food trends
03/13
Personalised coffee via smartphone
The Briggo vending machine is far from normal. It can take offers
from smartphones – if you don’t want to use the huge touchscreen
– and is able to create individualised products.
How much milk do you want? Is there any other ingredient you’d
like to add?
With an additional app you can save your orders and pay with a
digital wallet or credit card.
page 17
RElEvaNt tRENdS
My Food, Mobile Food
SOuRCE: Springwise
http://www.springwise.com/personalized-barista-style-coffee-robot/
bRaNd: briggo
https://briggo.com/web/
19. Grey Food Trends
03/13
Heineken turns home kitchens into bars
Inspired by Nespresso coffee machines, Heineken launched a
beer appliance in order to revolutionise the home beer drinking
experience.
Replaceable two-litre kegs of beer (EUR 8) can be put into the
device (EUR 249) or stored in the fridge for up to 15 days. The
“Sub” machine will be on sale in Italy and France next year.
Page 18
Relevant Trends
Food Aesthetic, Fresh Food
Source: Contagious
http://www.contagiousmagazine.com/2013/10/heineken_21.php
brand: Heineken
http://www.heineken.com/
20. Grey Food Trends
03/13
Seattle authority plants self-sustaining
“Food Forest”
The self-sustaining forest of fruit and nut trees was initially funded by the city of Seattle and the Department of Neighborhoods
but is built and maintained by volunteer members of the local
community. The project aims to improve public health by regenerating the public land into an edible forest ecosystem. Anyone can
harvest the Food Forest’s fruits and vegetables for free.
Page 19
Relevant Trends
Fresh Food, Regional Food, Sustainable Food
Source: Trendhunter
http://www.trendhunter.com/trends/beacon-food-forest
brand: Beacon Food forest
http://www.beaconfoodforest.org/
21. Grey Food Trends
03/13
Laser tattooed fruits and vegetables
The Spanish company “Laser Food” is aiming to replace the conventional stickers on fruits and vegetables with laser engravings.
They should provide the same information but are cheaper and
easier than printing and pasting stickers.
Critics are afraid of possible health issues. Therefore a long term
study is going to investigate these concerns before the process is
allowed to become common practice.
Page 20
Relevant Trends
Transparent Food
Source: Trendhunter
http://www.trendhunter.com/trends/laser-food
brand: Laser Food
http://www.laserfood.es/index.php/de/
22. Grey Food Trends
03/13
Wrapping is the new way of frying
German food company Maggi invented an innovative and
foolproof way to season and fry meat all in one go. Simply wrap
any piece of meat in their “Papyrus” seasoning paper and instantly fry in a pan without adding fat or oil. The meat stays juicy and
tender while the pan remains clean as if never used. “Papyrus”
is available in shops as of July 2013 and might encourage new
cooking habits. Four sheets cost EUR 1 and come in 3 different
flavours.
Page 21
Relevant Trends
Competence Food
Source: German TV
brand: Maggi
http://www.maggi.de/produkte/Produkt-des-Monats/TV-Produkt-Papyrus.htm
23. Grey Food Trends
03/13
If you would like to know more about our further consumer and trend studies
from our Planning department, contact:
Page 22
Grey Worldwide GmbH
Platz der Ideen 1
40476 Düsseldorf
www.grey.de
Contacts:
Alessandro Panella
Chief Strategy Officer
Phone +49.211.38 07-444
alessandro.panella@grey.de
Christoph Pietsch
Manager New Business Development
Phone + 49.172.663.4927
christoph.pietsch@grey.de
Design:
KW43 Branddesign
www.kw43.de
