Taste Mode, the latest insight report from Pearlfisher Futures, explores the key cultural, category and consumer shifts defining the food and drink agenda for the next decade, and the brands – both challenger and iconic – that are transforming the insights at the heart of this change into a reality.
To launch the report, a global series of events – ‘How to Create the Food and Drink Brand of the Future’ – kicked off in New York on October 27th.
Following an opening address by Managing Director at Pearlfisher New York, Angela Hariche, the morning’s event unfolded in four sections, mirroring the four major areas of change identified in the Taste Mode report. The insight at the heart of each shift was introduced by Futures Director Sophie Maxwell and illustrated through a conceptual innovation developed by each of Pearlfisher’s four studios. Finally, a stellar lineup of speakers brought the strategic implications of the insights to life with their stories of branding, bravery and innovation.
SHIFT 1: Sensorial to Transformative
Citing cultural tastemakers and game-changers such as Noma, Atelier Crenn, David Chang and Bompas & Parr, Sophie outlined an increasingly visceral consumer appetite for experiences, tastes and flavours that is reframing our understanding of what food is, and can be.
Director of Communications and Social Impact at Absolut Elyx, Tom Roberts, brought the shift around experiential branding to life with insights into how Absolut Elyx extends its brand beyond the bottle.
SHIFT 2: Processed to Connected
The second shift – an overview of the emerging direction for health – explored how consumer concerns around food’s processing and complexity is giving rise to a more global awareness of nourishment, a reappraisal of ‘naturalness’ and an increasingly connected relationship between food, mood and wellness.
Farryn Weiner, VP of Brand and Innovation at Sweetgreen, the salad bar chain that has taken New York’s health scene by storm, framed the shift in the context of the modern consumer.
Breakfast is served!
SHIFT 3: Fast to Flexible
Drawing on the changing nature of eating occasions, the escalation of snacking culture and the increasing importance of food and drink choices to our every day routines, Shift 3 explored a future meaning for ‘convenience,’ and the ways in which brands are creating a culture of ‘faster’ food.
Greg Hathaway, Creative Director at meal delivery service Maple, illustrated the insights by shedding light on how Maple harnesses the disruptive power of technology and emotional leverage of branding to bring the city’s best culinary talent to thousands of hungry New Yorkers.
SHIFT 4: Resources to Reinvention
As populations grow, demand threatens to outweigh resource and alternative food sources become a reality, Shift 4 showcased how brands can innovate to create new products that will appeal to consumers.
Rob Laing, founder of indoor farm Farm.One, brought the insights around alternative resources to life by explaining how Farm.One provides New York’s chefs with herbs and microgreens grown right in the centre of Manhattan’s financial district.
The event wrapped up with a delicious lunch of Sweetgreen salads and coconut sugar cookies from Maple.
If you couldn’t attend Taste Mode New York but are interested in either purchasing a copy of the full report or having us bring the insights to you, please get in touch with [email protected]