Signals

UK – The brainchild of distiller Foxhole Spirits and fruit supplier Richard Hochfeld, Hyke gin has been developed to prevent 166m grapes from going to waste each year.

The spirit makes use of grapes that have been grown to be eaten but have failed to meet supermarket specifications because they are the wrong shape or size and so would otherwise be discarded. Richard Hochfeld loses the equivalent of 1.4m punnets every year either in this way or because the grapes have become detached during the packing and transportation process.

Each grape is pressed and distilled to create a grape spirit. This is then blended with a neutral grain spirit and botanicals including juniper, myrrh, coriander and rooibos, which are inspired by the grapes’ African and South American origins. Hyke Gin will be stocked at low cost supermarket chain Tesco.

As threatened supply chains and shortened food miles become more prominent, supermarkets must find ways to repurpose their products and eliminate food waste. For more, read our macrotrend Uprooted Diets.

US – Pocket invites viewers to experience a year in the life of its 15-year-old protagonist Jake – told entirely through content on his smartphone.

Directed by filmmakers Mishka Kornai and Zach Wechter, the 17-minute film is the first project to come out of the duo’s new smartphone filmmaking collective Pickpocket. During the course of the film, Jake, who is only seen through his front camera, explores Instagram stories, DMs friends and even browses pornography.

Pocket is shot vertically, meaning it’s designed to be watched on an iPhone with headphones, replicating the way that teenagers consume media. ‘We’re spending so much time in this digital space, but not enough people are telling stories that are set in that digital world and use the language and the methodology that we’re all immersed in,’ Kornai tells The Atlantic.

Entertainment brands must not ignore the iPhone but use it as inspiration for new formats of storytelling. Read our microtrend to learn about the rise of Chat Fiction among teenagers.

Two of the world’s largest meat producers are the most open to lab-grown meat or meat alternatives, according to a new study by Frontiers. The research found that 59.3% of consumers in China, and 48.7% in India, would be very likely to buy ‘clean’ meat which has been grown in a lab.

Meanwhile, in the US this number stands at just 29.8%. American consumers were also the most likely to say they would not purchase plant-based ‘meat’, despite many of the big brands like Impossible being based there. These figures suggest that alternative meat producers should perhaps be refocusing their efforts on markets such as China and India.

To see how consumers around the world are changing their eating habits in order to minimise their carbon footprint, meet our Low-impact Eaters tribe.