The Future Market envisages the future of grocery shopping

Founded by Mike Lee, The Future Market introduces members of the public to complex future food innovations by designing packaging for conceptual products that helps them to resemble everyday food items.

‘What we’re doing with these packaging illustrations is to make the products feel a little bit more real,’ Lee told JWT Intelligence. ‘That way, people can assess them as if they were an actual product they would want to buy rather than just thinking about it in the abstract.’

The conceptual products on display included Puree, a range of soups, broths and juices made from scraps and trimmings that taps into the growing awareness around food waste, and Custom Culture, a line of synthesised yoghurts that are tailored to work with a customer’s unique microbiome.