Preview: Milking It

06 : 07 : 2015 Milk : Optimisers : Fitness Supplement

Amsterdam – Milk is going premium in our latest microtrend, Milking It.

  • The MelkSalon pop-up brought consumers, farmers, processors, designers and scientists together to consider the value of milk
  • A joint venture between Coca-Cola and the Select Milk Producers is reframing milk as a product for active lifestyles with new brand fairlife
Hot Milk by Sebastian Bergne at the Milk Factory exhibition, Paris Hot Milk by Sebastian Bergne at the Milk Factory exhibition, Paris
MelkSalon desigined by Sietske Monastery, Amsterdam MelkSalon desigined by Sietske Monastery, Amsterdam
MelkSalon desigined by Sietske Monastery, Amsterdam MelkSalon desigined by Sietske Monastery, Amsterdam
MelkSalon desigined by Sietske Monastery, Amsterdam MelkSalon desigined by Sietske Monastery, Amsterdam

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.

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