More than ever, consumers want to live a healthy life. And while consumers' expectations around health keep evolving, food continues to play an important role in a healthy lifestyle. Our latest survey showed that health is no longer just about removing ingredients perceived as ‘bad’ – it’s also about adding ingredients that support health and well-being. The eight innovative concepts described below align perfectly with the consumers' quest for healthier options.
Nowadays consumers no longer care about just calorie intake and removing ‘bad’ ingredients such as fat, sugar or salt. They also look for added ingredients with health benefits, like fibre, wholegrains and proteins, and ingredients they recognise as coming from nature – such as grains and seeds, cocoa, nuts, vegetables, floral extracts and superfruits.
The following eight innovative concepts respond to the consumer demand for healthy food very well:
1. Kapiva: rediscovery of Ayurvedic knowledge (India)
Indian food and wellness brand Kapiva is bringing the centuries-old knowledge of Ayurveda back to the mainstream. Their 200 products – ranging from ghee and juices to supplements and teas – use herbs and spices with Ayurvedic health benefits. Their gummies with alma berries, for instance, help reduce cholesterol levels, restore gut bacteria, and strengthen the immune system. Kapiva products are for sale at 6,000+ trade outlets in large Indian cities, but in each of Kapiva’s own stores, customers can make use of an in-house Ayurvedic doctor who can advise them on which ingredients to choose.
2. KOR Shots: daily health boost (USA)
KOR Shots aspire to make staying healthy much easier. Their organic and raw nutrient-filled shots help to keep your body healthy and functioning optimally. KOR want their 50ml bottles to become part of their customers’ daily wellness routine. There are multiple shots for improving immune function, promoting sleepiness or detoxifying the body. All ingredients are sourced locally from small farms in Malibu and Hawaii.
3. Brightseed: finding powerful and nutritional plants (USA)
Brightseed is convinced that it’s possible to transform the modern diet from a cause of chronic illness to a source of health. How? By finding plant-based nutritional compounds that promote health and wellness and incorporating them in everyday food products. To discover and restore these bioactive compounds, Brightseed has developed a special technology called Forager. Brightseed’s first discovery is a powerful plant compound that helps balance our metabolism. This bioactive compound shields against the harmful effects of toxic fats that accumulate in the body as a result of a poor diet.
4. SNCKBR: guilt free snack foods (The Netherlands)
SNCKBR understands that there’s a difference between what people want to eat from a rational perspective and the foods they are actually craving. The restaurant caters to people who are longing for high-calorie, fried comfort foods, but also want to stick to their healthy diet. The trendy snackbar describes its meals as ‘healthy cheating’. On the menu guests find classic options such as burgers, pizza and spaghetti & meatballs, but with a twist: everything is plant-based. So the pizza has a cauliflower crust and instead of cocktails they serve ‘teatails’.
5. Thryve: personalised gut health (USA)
You won’t come across Thryve products in drugstores or supermarkets, because all their probiotics are tailormade. Customers first order a test kit, which is then delivered at home. After careful analysis of their gut bacteria, Thryve then come up with a customized probiotics supplement and personalised food recommendations through their app. The combination of these supports the immune system and improves health in multiple areas, from brain health to weight and inflammation.
6. Miyoko’s: tasty, vegan dairy products (USA)
Miyoko’s is on a mission to protect our planet by encouraging consumers to convert to vegan dairy products without having to sacrifice taste. They make 100% non-dairy cheese, butter, and other goodies from organic, real foods like nuts, legumes, and other plant-based ingredients. Using traditional creamery cultures, age-old cheesemaking techniques, and modern technology, Miyoko’s products lead the way into the future of food innovation where real food is reinvented into new and exciting forms.
7. Seaweed & Co: brain food from the sea (UK)
Marine biologist Craig Rose, aka Doctor Seaweed, wants to bring the benefits of seaweed to the masses. Seaweed & Co educates manufacturers on the use of seaweeds, and their consumer brand Weed & Wonderful uses organic and sustainably grown Scottish seaweed for culinary oils. The smoked seaweed is infused into rapeseed oil so it’s easy to use every day. The health benefits of seaweed come from the high iodine levels, which are good for cognitive functions, thyroid health and the nervous system.
8. Foodmaestro: finding the right food for you (UK)
Foodmaestro was founded to help consumers answer one simple question: “Can I eat this?” This award-winning platform combines label information with clinical health and wellness data to give info that can be read and understood by everyone. People who have allergies or intolerances, or who follow a specific diet, can use the Foodmaestro app on their mobile phone to instantly check if a product is safe for them to eat. They can scan the barcode or search in the app for a certain product. The founder developed this app after his son suffered a severe anaphylactic shock from something he ate.
Taste Tomorrow is the world’s largest bakery, patisserie and chocolate consumer survey. It gathers data from over 17,000 consumers in 40 countries, giving important insights into consumer needs and expectations.
The Taste Tomorrow results are clear: consumers increasingly want their food to be healthy. Do you want to be on top of the Health trend as well? Get inspired by these five vegan food concepts, or try this Bite Root recipe that’s both healthy and tasty.