The Future Market at the Fancy Food Show, New York The Future Market at the Fancy Food Show, New York
The Future Market at the Fancy Food Show, New York The Future Market at the Fancy Food Show, New York
The Future Market at the Fancy Food Show, New York The Future Market at the Fancy Food Show, New York
The Future Market at the Fancy Food Show, New York The Future Market at the Fancy Food Show, New York

The Future Market envisages the future of grocery shopping

11 : 07 : 2017 Food : Retail : Drinks

New York – Presented at this year’s Summer Fancy Food Show, the installation transformed future food concepts into tangible items.

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.

The Big Picture

  • As LS:N Global examined in our Upstream Eating microtrend, consumers are turning to science for advice on how to tailor their diet to meet their specific nutritional needs
  • Restaurants such as Trawler Trash are demonstrating how food products that are often disregarded in favour of more popular choices can be used to create an exciting business offer that reduces food waste