Preview: Milking It

We’re used to thinking of milk as something you add to a bowl of cereal, but a range of new products and experiences are elevating the simple foodstuff beyond its humble origins and rebranding it as something to be savoured.

In our latest microtrend we meet Dutch milk sommelier Bas de Groot, explore the Milk Factory, a culinary creative lab for research into dairy products, and introduce fairlife, a premium milk brand disrupting the health and wellness space.

The Big Picture: For more on how the search for organic optimisers is leading brands to rethink staple foodstuffs, read our Milking It microtrend.