This document provides a summary of food trends from April to June. It discusses trends around conscious eating, reducing food waste, educating consumers about food origins, and encouraging more mindful eating. Examples include an app that sells discounted soon-to-expire food to reduce waste, an "electronic nose" that detects food safety, and campaigns promoting home cooking.

1. 02/14
NEWS FROM APRIL – JUNE
Food Trends

2. GREY Food Trends
02/14
This quarter’s issue of the GREY Food Trends is dedicated to “Conscious Eating”. In times when eating
threatens to become a side issue because people have increasingly less time to eat properly, brands are
beginning to react.
We found examples of digging out and romanticising ancient recipes thus celebrating the preparation
of food. Other brands committed to reducing the waste of food and minimising packaging. Furthermo-
re we saw technical solutions to educate consumers about the provenance of food or handheld devices
that give confidence about food safety. All in all the trends encourage people to approach their food
with fresh eyes in order to enjoy it more consciously.
Enjoy your read!
Page 01

3. GREY Food Trends
02/14
Drop off your food waste, get a discount on fresh food 03
Mobile app tries to fight food waste 04
Electronic nose smells inedible food 05
Gym & health club photo-bombs food lovers 06
Food Porn Index uncovers unhealthy eating habits 07
Have a coffee, share a cup 08
The holy barbecue bible 09
Meat boxes conquer US neighbourhoods 10
Turn your kitchen into a farm 11
The cocktail against cocktails 12
Saving the world by eating insects 13
Tattoo for favourite recipe on your arm 14
Alpro brings people back to the stove 15
How to open your own restaurant at home 16
The reinvention of the ice lolly 17
The ingenious tea robot 18
Choose from a wide range of … water 19
Cheers to a glass of sunscreen 20
Cheat on beef with chicken 21
Wake up to the smell of bacon 22
Contents
Page 02

4. GREY Food Trends
02/14
During Vienna Design Week in October 2013 the Austrian desi-
gner Vera Wiedermann introduced the BIOMAT concept which
allows diners to exchange their biodegradable food waste for
discounted menu items at participating restaurants. Depending on
the weight and the energy value customers get discount vouchers
for the respective restaurant after bringing in their food waste.
For every donated kilogramme of waste, the customer receives
one euro off the original price. Once the waste has broken down
the restaurant recycles the biodegradable items into biogas that
can be used for cooking. If introduced in other countries and ci-
ties, the BIOMAT concept could be an incredible step forward for
conservationism.
Drop off your food waste, get a discount on
fresh food
RELEVANT TRENDS
Food Dialogue, Sustainable Food
Page 03
SOURCE: Trendhunter
http://www.trendhunter.com/trends/exchange-food-waste
BRAND: Moa Eating Products
http://www.moa-eatingproducts.com/pages/restaurant

5. GREY Food Trends
02/14
Every day, 6.5 million pounds of food are thrown away in New
York City and around 30 per cent of food is wasted in the United
States in total. The mobile app PareUp was designed and launched
in the US in May 2014 in order to cut down on food waste. The
free app allows New Yorkers to purchase food from restaurants,
coffee shops and grocery stores which is going to be thrown away
at the end of the day anyway. Participating traders can send an
alert to users, who can then pick up the discounted food, thus
reducing waste.
Mobile app tries to fight food waste
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/06/mobile-app-helps-eliminate-food-waste/
BRAND: Pareup
http://www.pareup.com/#pareup
RELEVANT TRENDS
Food Dialogue, Sustainable Food
Page 04

6. GREY Food Trends
02/14
In order to reduce cases of food poisoning and waste the Lithua-
nia-based startup Peres introduced a new system that checks if
food is still healthy to eat using a portable sensor and smartpho-
ne. The device acts as an electronic nose, using sensors that detect
temperature, humidity, ammonia levels and the presence of vola-
tile organic compounds released when food starts to decompose.
Users simply place the handheld device next to the food and press
a button. It then sends the results to a smartphone, using colour-
coded graphics to show how fresh the food is.
The device was available to pre-order via Indiegogo from USD
120 until 31st May. When it hits the market, its retail price will be
around USD 150.
Electronic nose smells inedible food
SOURCE: Springwise
http://www.springwise.com/sensor-food-safe-eat/
BRAND: Getperes
www.getperes.com
RELEVANT TRENDS
Food Dialogue, Transparent Food
Page 05

7. GREY Food Trends
02/14
In order to encourage food lovers to exercise more often, Fitness
First Hong Kong launched the social media campaign #BurnThis-
Meal in April 2014. Since posting food-related photos on Ins-
tagram has become a huge trend in the online world, the brand
tracked down users who regularly shared food photos on the
platform, and replied to posts with tailored workout vouchers
based on the food’s approximated calorie content. The vouchers
for workouts such as yoga and boxing classes could be converted
at any Fitness First health club in Hong Kong.
Gym & health club photo-bombs food
lovers
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/06/health-clubs-social-media-campaign-targets-foodies/
RELEVANT TRENDS
Food Dialogue, Transparent Food
Page 06

8. GREY Food Trends
02/14
People tend not to think about the food they eat, especially when
they’re stressed, so grabbing a quick, unhealthy snack between
meetings or even skipping a meal are common occurrences. In or-
der to draw people’s attention to their dietary habits, the Califor-
nian health food group Bolthouse Farms launched the Food Porn
Index, an interactive platform, in February 2014. The site tracks
down food mentions on Twitter and Instagram. Its grid format
splits the most popular items into healthy and unhealthy foods.
The exact number of mentions for each food type is recorded via
hashtag.
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/05/interactive-site-tracks-foodporn-mentions-in-real-time/
BRAND: Food Porn Index
http://www.joulies.com
RELEVANT TRENDS
Food Dialogue
Food Porn Index uncovers unhealthy eating
habits
Page 07

9. GREY Food Trends
02/14
Approximately 7 million paper coffee cups are thrown away every
day by New Yorkers. As a result there have been plenty of efforts
to get coffee lovers to either recycle or avoid using them. Lately
a new scheme called Good To Go aims to introduce a cup rental
system for New York’s cafés and bistros. The project works by
storing a number of reusable, durable coffee cups at coffee ven-
dors around the city, so that customers can take the cup to their
offices, but are able to drop it off again afterwards. After use the
cups are sanitised and redistributed around the city again. At the
moment, Brooklyn Roasting Company customers get a discount if
they hand in a Good To Go cup. If successful the project could be
rolled out to the whole city.
Have a coffee, share a cup.
SOURCE: Springwise
http://www.springwise.com/coffee-cup-sharing-ny-aims-cut-paper-waste/
BRAND:Good to Go Cup
http://www.goodtogocup.com/
RELEVANT TRENDS
Sustainable Food
Page 08

10. GREY Food Trends
02/14
In order to demonstrate that the kitchen supply brand Tramonti-
na sells all tools required for a barbecue, the Brazil-based creati-
ve agency JWT designed The Barbecue Bible. The book includes
pages that provide everything needed to host a successful barbe-
cue. It is subdivided into chapters that guide readers through the
process of preparing, cooking and serving the barbecue. Chapter
I, for example, includes a sheet of coal that can be smashed up
and used as fuel, as well as a page of tinderpaper to get the fire
going. Originally designed as a marketing piece for Tramontina,
the company is planning to sell a simplified version of the book in
Brazilian bookstores.
The holy barbecue bible
SOURCE: Springwise, Isnglobal
http://www.springwise.com/books-pages-create-perfect-barbecue/
https://www.lsnglobal.com/seed/article/15699/by-the-book-an-innovative-recipe-for-brazilian-cooking
BRAND: JWT
www.jwt.com
RELEVANT TRENDS
Food Dialogue, Competence Food
Page 09

11. GREY Food Trends
02/14
The San Francisco-based company AgLocal wants to give consu-
mers the chance to support sustainable, local farming. Therefore
AgLocal delivers meat packages from customers’ local farms
and also provides them with further information about the meat
they eat. Since AgLocal only works with family farms that raise
animals more naturally and sustainably than corporate ones, the
enterprise curates its boxes depending on the stock available from
local ranches. Moreover the boxes also contain different recipe
ideas. Members can choose from four different types of boxes,
and prices vary between USD 85 and USD 150.
SOURCE: Springwise
http://www.springwise.com/locally-farmed-meat-boxes-helps-consumers-connect-food-eat/
BRAND: Noble Foods
www.aglocal.com
RELEVANT TRENDS
Transparent Food
Meat boxes conquer US neighbourhoods
Page 10

12. GREY Food Trends
02/14
Who doesn’t wish for freshly harvested vegetables to prepare
salad or meals? US-based Grove Labs developed the Grove Home
Farming Appliance which enables homeowners to grow fresh,
organic food right in their kitchen. The modular appliance is a
kitchen cabinet which features an integrated aquaponics system
which can easily be controlled by smartphone. Via an app, gro-
wers can adjust variables including temperature, moisture and
pH levels, and order additional plants. Each cabinet can be custo-
mised to suit individual kitchens, with prices starting at USD 500.
Turn your kitchen into a farm
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/05/aquaponic-cabinet-allows-people-to-grow-fresh-food-from-their-kitchen/
BRAND: Grovelabs
http://grovelabs.io/
RELEVANT TRENDS
Fresh Food, My Food
Page 11

13. GREY Food Trends
02/14
The innovative Canadian beverage company Ficks & Co invented
a range of natural cocktail fortifiers that contain nutrients which
help to prevent the negative effects of drinking alcohol. Ficks
comes in three different flavours - lemon, lime and ginger - and
contains its own cocktail of milk thistle, amino acids, vitamins,
electrolytes and antioxidants. In order to benefit from its han-
gover-beating effects users only need to add a half ounce of the
fortifier to their drink. On their website the company also provi-
des cocktail recipes that go along well with the fortifier. Each 8oz
bottle of Ficks costs USD 14.99.
The cocktail against cocktails
RELEVANT TRENDS
Super Food
SOURCE: Springwise
http://www.springwise.com/cocktail-ingredient-prevent-hangover/
BRAND: Ficksdrink
www.ficksdrink.com
Page 12

14. GREY Food Trends
02/14
Due to increasing meat consumption, almost one-fifth of all
greenhouse gases is caused by the global meat industry. In or-
der to wean consumers off farmed animal produce the US-based
startup Six Foods has created a brand of chips made from cric-
kets. The name of the gluten-free, natural, low fat crisps is Chirps
and they are created from a mix of ground beans, rice and cricket
powder. Compared to 22g in beef, 200 calories of cricket meat
provide 31g of protein. Moreover, 100 times less greenhouse gas
is emitted and it only requires 1/2000th of the amount of water to
farm. Six Foods is currently taking pre-orders for its first batch,
priced at USD 15.99 for three 5oz bags.
SOURCE: Springwise
http://www.springwise.com/healthy-mass-market-chips-insects-solve-world-food-crisis/
BRAND: Six Foods
http://www.sixfoods.com/#product
Saving the world by eating insects
RELEVANT TRENDS
Sustainable Food, Super Food
Page 13

15. GREY Food Trends
02/14
Since traditional cookbooks are increasingly being replaced by
tablets and smartphones, the Italian designer duo I Tradizionali
has invented handy temporary tattoos featuring a variety of Itali-
an recipes like Grandmother’s Artichokes and Sundried Tomatoes
and anchovy spaghetti. If applied on the arm the tattoo allows
the chef to keep his eyes on the food without having to consult a
book or tablet. A shopping list of all necessary ingredients for the
meal can also be found on the back of each tattoo. After cooking,
the tattoo can easily be washed of. A set of I Tradizionali tattoos
in English or Italian can be purchased for EUR 10.
SOURCE: Springwise
http://www.springwise.com/temporary-recipe-tattoos-cooking-instructions-handy-chefs/
BRAND: Itradizionali
http://www.itradizionali.com/
Tattoo for favourite recipe on your arm
RELEVANT TRENDS
Food Dialogue, Competence Food
Page 14

16. GREY Food Trends
02/14
We’ve all been there: grabbing a fast snack on the street or mee-
ting friends in a restaurant for dinner often appears to be a simple
and relaxed solution.
In order to encourage people to cook at home more frequently
the Dutch food brand Alpro launched the #alpronista campaign
in March 2014. After registering online to join the Alpro commu-
nity, customers were sent a free food package by mail. The pack-
ages contained all necessary ingredients for a three-course meal
for around three friends. By using the hashtag #alpronista people
could share photos of their meals across Alpro’s social media plat-
forms.
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/06/food-brands-social-media-campaign-encourages-people-to-cook-more/
BRAND: Alpro
http://www.alpro.com/alpronista
Alpro brings people back to the stove
RELEVANT TRENDS
Food Dialogue
Page 15

17. GREY Food Trends
02/14
Originally founded in Argentina and now taking New York by
storm, the Cookapp gives amateur chefs the chance to flaunt their
culinary skills in a more professional capacity. After signing up
via Facebook, filling out an application and undergoing extensive
safety checks, amateur chefs are able to create a pop-up restau-
rant right in their front room. Anyone can sign up on Facebook
to become a diner. In order to cover the host’s costs, participants
are encouraged to offer a donation for the meal and are also able
to rate the diner experience. At the moment 95 percent of reviews
give four to five stars.
SOURCE: Springwise
http://www.springwise.com/app-enables-amateur-chefs-turn-apartment-restaurant-night/
BRAND: Cookapp
www.cookapp.com
How to open your own restaurant at home
RELEVANT TRENDS
Food Dialogue
Page 16

18. GREY Food Trends
02/14
The German product designer David Marx has reinvented the
familiar ice lolly. Even though the project “Kyl21” was a time-
and cost-consuming process, the healthier and better-looking ice
cream is now going to be mass-produced. It’s healthier because
it contains no cream and better-looking thanks to its geometric,
futuristic shape. Employing molecular cuisine, Marx produces the
ice cream by using liquid nitrogen at minus 200°C. Contrary to
traditional and slower procedures, this process only takes a coup-
le of seconds so that the ice does not need any additional stabili-
sers such as fat, sugar or air to become creamy. The ice cream can
be purchased in selected outlets.
BRAND: KyL21
http://www.kyl21.com/
The reinvention of the ice lolly
RELEVANT TRENDS
Aesthetic Food, Competence Food
Page 17

19. GREY Food Trends
02/14
Craft Brewer is the name of the device which brings infusion
machines to the next level. Invented by the US-based company
BKON, the machine offers the choice of over 200 recipes for
automatically-created flavoured coffees, teas and cocktails. By
using the company’s patented “Reverse Atmospheric Infusion”,
the system creates a pressurised vacuum environment that ex-
tracts the optimal flavour from tea leaves, ground coffee, and any
other ingredient. Each brew only takes one minute to create, and
the chamber self-cleans after each creation. At the moment the
machine is in use at selected bars and cafés in New York, Seattle,
Los Angeles and Chicago.
SOURCE: Springwise
http://www.springwise.com/robot-perfect-infused-coffee-tea-cocktail/
BRAND: Bkonbew
www.bkonbrew.com
The ingenious tea robot
RELEVANT TRENDS
Super Food, Competence Food
Page 18

20. GREY Food Trends
02/14
According to latest research findings the water consumption of
Chileans has increased during the last decade. In 2013 people
drank approximately 22 litres per week; ten years ago it was only
7 litres. In April 2014 Chile’s first ever water bar named 8 Ver-
tientes opened its doors in Santiago. The bar stocks a range of
premium mineral waters from over 20 different countries. Moreo-
ver, specialised sommeliers are available to give tasting and food-
pairing advice to customers.
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/06/premium-water-bar-opens-in-chile/
BRAND: 8Vertientes
https://www.facebook.com/8vertientes
Choose from a wide range of … water
RELEVANT TRENDS
Food Dialogue
Page 19

21. GREY Food Trends
02/14
US-based company Osmosis Skincare has now created Harmoni-
zed H2O that is supposed to provide the same level of protection
as regular sunscreen in one mouthful. By mixing 2ml of the drink
with around 60ml of water, the product offers protection equiva-
lent to factor 30 sunblock. The liquid is excreted by the skin, and
its molecules vibrate to reflect up to 97 per cent of UVA and UVB
rays. In order to work properly the solution needs to be taken at
regular intervals. If approved by the US Food and Drug Admini-
stration (FDA) Harmonized H2O could replace traditional suns-
creen. At the moment 100ml bottles of the product are available
for USD 30.
SOURCE: Springwise
http://www.springwise.com/drinkable-sunscreen-protects-skin-swallowing/
BRAND: Osmosis Skin Care
www.osmosisskincare.com
Cheers to a glass of sunscreen
RELEVANT TRENDS
Super Food
Page 20

22. GREY Food Trends
02/14
In order to create an outstanding experience for their customers,
Burger King New Zealand thought up something special when
they introduced their new Tendercrisp Chicken burger in April
2014. The fast food chain took over an existing motel in Auck-
land and outfitted the rooms with Burger King booths. Afterwards
people were encouraged to book a room for themselves and their
friends and ‘cheat’ on the Whopper with the new burger. Once
they’d checked in, guests were able to share photos of their expe-
rience on social network sites using the hashtag #MotelBK.
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/05/fast-food-chain-opens-motel-to-promote-new-burger/
BRAND:Burgerking
http://www.burgerking.co.nz/
Cheat on beef with chicken
RELEVANT TRENDS
Food Dialogue
Page 21

23. GREY Food Trends
02/14
For all those who love to eat, think and dream about crispy ba-
con, US-based food brand Oscar Mayer developed the Wake Up
and Smell the Bacon mobile app and dongle in March 2014. Once
plugged into a cellphone’s headphone jack, the dongle emits the
scent of bacon every time the alarm goes off. Unfortunately only
a limited number of the promotional items were produced and
all people could do was try to win one by entering a quiz on the
Oscar Mayer website.
SOURCE: Trendwatching
http://trendwatchingpremium.com/2014/05/mobile-alarm-emits-the-scent-of-bacon/
BRAND: Unsungbacon
http://www.unsungbacon.com/
Wake up to the smell of bacon
RELEVANT TRENDS
Food Dialogue
Page 22

24. GREY Food Trends
02/14
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GREY Worldwide GmbH
Platz der Ideen 1
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www.grey.de
Contacts:
Alessandro Panella
Chief Strategy Officer
Phone +49.211.38 07-444
alessandro.panella@grey.de
Christoph Pietsch
Director Business Development
Phone + 49.211.38 07-7615
christoph.pietsch@grey.de
Design:
KW43 Branddesign
www.kw43.de
If you would like to know more about our further consumer and trend studies
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