Organised by The Future Laboratory
As we move past the ‘free from’ era, consumers are moving towards products that do more with less, bringing flavour and fun back into functional nutrition.
The food and drink sector faces mounting challenges: inflation, environmental considerations, health fads and misinformation. These are all combining to cause people to re-evaluate their day-to-day food decisions. Consumers will increasingly refocus on what they can add to their diets rather than what they can remove. It is less about ‘free from’ than about ‘supplemented with’, a shift that will pave the way for a new generation of scientifically enhanced fortified foods and functional drinks.