30
FOOD
Food and drink trends
in 2024
Based in the county long referred to as the 'garden
of England', Produced in Kent's CEO Floortje Hoette
shares insights and trend predictions for 2024. This is
a view from a particular region, but the themes will
work mostly anywhere.
Fewer UPFs
In recent times, we have seen a
backlash against ultra-processed
foods (UPFs), with leading specialists
highlighting the fact that they are
damaging our physical and mental
health. Floortje says, "Consumers
want convenience but also
transparency, we want to know
what goes in our food and where it
comes from. Most of us don't have
the time to cook everything from
scratch, so I think we will see more
products that fit in that middle
zone. They will be processed, to an
extent, in order to be convenient,
but not ultra-processed; no long
lists of unrecognisable ingredients.
There are some really innovative
independent businesses using
ingredients where quality takes
precedence to ensure maximum taste
and minimum additives. For example,
Freddies Farm is making tasty kids
snacks with British fresh fruit and
veg with no added sugar and minimal
processing. Parents can appreciate
the convenience without worrying
about nasty additives."
Small treats
While the cost of living is still at
the forefront of minds, restricting
the purse strings altogether is too
much for most of us to maintain, so
small treats are just what we need to
boost morale and feel good in 2024.
This year will be about the perfect
balance of cost and enjoyment.
Food and drink sits at the centre of
self-care. Treats can include 'guilt
free' pleasures, like fresh local fruit,
or more indulgent moments like
a shared bottle of wine between
friends. Floortje explains, "Artisan
brands are perfectly positioned to
be able to offer people those small
moments of joy; a box of chocolates,
a local jar of honey or a hand
decorated cake from a bakery are
affordable treats that can brighten a
day."
Functional foods
In recent times, we have seen how
technology can improve our food,
either by saving us time in preparing
meals or by improving the nutrition
of our usual favourites. Consumers
are demanding more from their
food - now it must be functional
as well as tasty. The recent rise in
the availability of protein-packed
products and gut-friendly foods
has demonstrated how we are
looking for specific functions and
benefits. Floortje predicts that we
Produced in Kent's CEO Floortje Hoette.