Designercup cake

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As specialists in the food and drink industry we know the importance of keeping in

touch with emerging trends to help ensure success in the market. Gone are

the days when food was a necessity, increasingly we are ‘living to eat’ rather than ‘eating to live’. Here is our round

up of the top 10 most signi�cant food trends for 2013 - from the

practical to the outrageous.Presented by

Designercup cake

In 2013 we can expect a focus placed on food and drink as a full experience by both independent and chain

restaurants. In March this year Steam – a ‘calorie neutral’ restaurant where diners burn off the same number of

calories, throughout the course of the meal which they consume, was launched as a pop-up by Miele. This month Harrods created a luxurious pop-up Dior

theme café with ‘designer’ cupcakes and afternoon tea as part of their Dior exhibition. More mainstream examples of this trend include

McDonalds’ global restaurant refurbishments which has seen wireless

internet installed into all chains and even upgrades to china plates, real

cutlery and table services in some outlets.

Food and drink as an experience

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In 2013 we can expect a focus placed on food and drink as a full experience by both independent and chain

restaurants. In March this year Steam – a ‘calorie neutral’ restaurant where diners burn off the same number of

calories, throughout the course of the meal which they consume, was launched as a pop-up by Miele. This month Harrods created a luxurious pop-up Dior

theme café with ‘designer’ cupcakes and afternoon tea as part of their Dior exhibition. More mainstream examples of this trend include

McDonalds’ global restaurant refurbishments which has seen wireless

internet installed into all chains and even upgrades to china plates, real

cutlery and table services in some outlets.

The ‘vegetarian option’ no longer means a baked mushroom or a limp salad. Grounded in both health and environmental concerns more chefs than ever

before are embracing rather than frowning on vegetarian and vegan cuisine. Increasingly

restaurants are offering their customers exciting, �avoursome dishes using seasonal vegetables.

Vegetarian takes on traditional dishes are also gathering popularity, from the vegetarian pub -The Coach and Horse’s - battered ‘Tofu and Chips’, to meat-free Wellingtons and pies.

Vegetables as Mains

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The trend for a gourmet take on American diner-style food which emerged last year is set to

become a fully-�edged food revolution in 2013. Gone are the days when foodies would turn their noses up at a

hamburger and ‘shake’ instead they are frequenting emerging chains such as Hache who describes themselves as ‘burger connoisseurs’. Hawkesmoore and Bubbledog a

champagne bar in London have run with the trend – offering their customers hotdogs to go with their bubbly.

So for the rest of 2013 we can look forward to more lovingly-glazed, hand-made burger buns,

medium rare burger patties, skin-on fries and creamy chocolate milkshakes no

complaining there.

Gourmet Diner Food

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These days consumers know what they want and what they like which has given

rise to the trend for geographically speci�c �avours. Kit Kat have created a range of

�avours to suit their Japanese customer which include wasabi, green tea, purple sweet potato

and edamame soybean. So far this year McDonalds have also catered speci�cally to different markets -introducing baguettes in

their French outlets and Starbucks have developed green tea tiramisu and ginger

pork paninis for their coffee shops in China.

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Regional Flavours

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These days consumers know what they want and what they like which has given

rise to the trend for geographically speci�c �avours. Kit Kat have created a range of

�avours to suit their Japanese customer which include wasabi, green tea, purple sweet potato

and edamame soybean. So far this year McDonalds have also catered speci�cally to different markets -introducing baguettes in

their French outlets and Starbucks have developed green tea tiramisu and ginger

pork paninis for their coffee shops in China.

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Black tea, white tea, green tea, pink tea...Tea has become trendy, and, with more awareness than ever before about the health bene�ts of tea the nation has even more of an excuse to

drink its favourite beverage (just don’t mention the full fat milk and two teaspoons

of sugar). Other varieties of tea which have recently gained popularity in the western world include novelty �owering tea bulbs from China as well as traditional English afternoon tea

becoming the new catch-up coffee or lunch out.

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Tea Party

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Black tea, white tea, green tea, pink tea...Tea has become trendy, and, with more awareness than ever before about the health bene�ts of tea the nation has even more of an excuse to

drink its favourite beverage (just don’t mention the full fat milk and two teaspoons

of sugar). Other varieties of tea which have recently gained popularity in the western world include novelty �owering tea bulbs from China as well as traditional English afternoon tea

becoming the new catch-up coffee or lunch out.

Consumers are increasingly searching for different �avour combinations and food experiences. Food

brands are meeting this need with ever more combinations and creations that combine or blur the

boundaries between sweet and savoury. Salted caramel, for example, has become an

incredibly popular latte, ice-cream, fudge - you name it - �avour. Other more unusual

examples of the shake-up between sweet and savoury include ox-tail

doughnuts from Duck and Waf�e of London and Vosges’ bacon �avour

chocolate.

Sweet and savoury shake up

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In tough �nancial times you are unlikely to spend thousands on a brand new car or designer handbag

but you might be willing to part with a few pounds for a little taste of luxury – or at least that is what food and

beverage brands are hoping. From Starbucks’ controversial $7 cup of coffee to Burger King’s £95, Kobi beef ‘bling’ burger food and drink outlets are banking on the mass-tige trend for publicity and sales. More recent examples of the trend include Harvey Nichols 24 karat

gold, champagne-�avour lollipop and Bourdain and Ripon’s ‘Good and Evil’ $18-a-bar chocolate.

Mass-tige

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A more unusual food and drink trend for 2013 is food and drink as a different sensory experience.

Food mists which can be inhaled rather than eaten are an emerging dining experience as well as an

alcoholic take on this called ‘Vaportini’. Vaportini gives the consumer the advantage of being able to control the effects of the alcohol

more easily because it wares off in a more predictable manner. Vaportini and food mists also mean no calories or carbs are

consumed – inevitably a good selling point among image and health

conscious consumers. Pizza Hut have also responded to demand from their

social network followers and their take on this trend is an unconventional, pizza

scented perfume.

Food that isn’t Food

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A more unusual food and drink trend for 2013 is food and drink as a different sensory experience.

Food mists which can be inhaled rather than eaten are an emerging dining experience as well as an

alcoholic take on this called ‘Vaportini’. Vaportini gives the consumer the advantage of being able to control the effects of the alcohol

more easily because it wares off in a more predictable manner. Vaportini and food mists also mean no calories or carbs are

consumed – inevitably a good selling point among image and health

conscious consumers. Pizza Hut have also responded to demand from their

social network followers and their take on this trend is an unconventional, pizza

scented perfume.

Recently cocktails have evolved into more than just a beverage – with creamy, sweet varieties taking on the role of dessert. From cocktails which are named

after popular pudding dishes such as Tulio Restaurante in Seattle’s ‘tiramisu cocktail’ to celebrity chef Kathy Casey’s ‘lemon puff meringue cocktail’. This trend has

also been seen in the form of sorbet-style frozen strawberry daiquiris at Vodka Revolution Bars and

tequila snow cones at Zengo and Biblioteca.

Drinks are Desserts

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The trend for ‘Functional Food’ describes food and drink products that may be natural or processed but

ultimately their appeal for consumers lies in their health bene�ts. In The United States consumers are

spending more than $10 billion every year on ‘Functional Food’. From natural so-called ‘Super Foods’ such as Blueberries, Quinoa and Goji Berries to foods with manufactured health bene�ts including lollies

and cereals forti�ed with vitamins or probiotic yoghurts this trend is set to

continue to grow driven by the time-poor consumer desire for

convenience and health bene�ts in one.

Functional Food

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Overall, it is clear to see that while a couple of

the key emerging food and drink trends are driven

by real consumer needs and true functional bene�ts

much of the evolution of the food and drink markets is a

result of food becoming more than just nutrition.

In times when there are more brands than ever before a

point of difference is a core selling point to consumers

and the food and drink industry has embraced this to

bring us exciting and innovative products

and experiences. Presented by

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