The document summarizes food trends from April to June 2013 reported in the magazine "Grey Food Trends". Some key trends discussed include mobile and portable food options like egg skewers and mini refrigerators, fun and engaging marketing campaigns by brands like Applebee's and Coca-Cola, and sustainable and health-conscious innovations such as lactose-free cheese substitutes and slow-cooking bags. The trends reflect consumers' desire for excitement and convenience in addition to basic nutrition.

1. Food Trends
02 /13
NEWS FROM April – JUNe

2. Grey Food Trends
02/13
Page 01
Eggs on a skewer, rolling refrigerators, racy pizza delivery cars and blow-up dolls. Our current issue of
Grey Food Trends strikingly proves that Food doesn’t always have to be dead-serious to be successful.
Consumers seem to get tired of hearing about more healthy ingredients, another exotic recipe or the
next convenience offer. Modern food needs to be much more than just nutrition.
It is becoming increasingly important for brands to come up with imaginative and fun ways to reach
consumers and not only satisfy their rumbling stomach but also their hunger for excitement. The cases
we found show how “a touch of entertainment” has become a growing trend and can actually make a
difference in consumers’ purchase decisions. Emotional engagement is key and can spark conversation.
Who’s in?

3. Grey Food Trends
02/13
Contents
Page 02
Egg-on-a-spit 03
Don’t blow off lunch. Blow it up! 04
Rolling refrigerator for the summer 05
Let SoupCycle deliver to your door next 06
Rescue your taste buds with Joulies 07
Share a can of Coke 08
Kellogg’s new breakfast-to-go range 09
Heroic eggs for charity 10
Harris Farm takes farming to the next level 11
Remote control your beer to go anywhere you like 12
Robotic artists create absolutely unique vodka bottles 13
Sausages are no longer grilled, they’re toasted! 14
Deliver your pizza with style 15
Nostalgia meets Easter 16
Have a smell of Dunkin Donuts 17
Butcher’s Shop in Spain offers meat around-the-clock 18
Wonderbag relieves fear of high electricity bills 19
GoHealthy with GoVeggie! 20

4. Grey Food Trends
02/13
Egg-on-a-spit
What looks like ice cream is actually an egg on a skewer.
Everyone knows how messy it can get when eggs are made in
a pan. The “rollie Eggmaster” solves this in an ingenious way.
Page 03
The eggs are cooked in a device with a cylindrical shape. You
break the eggs and pour them into the Eggmaster, then add spices
and press start. In only a few minutes you can pull out your eggs
on a spit. The snack is ideal for home, the office or on the road
due to its size and practical form. The Eggmaster has been on the
market since early 2013 and is only available in the U.S.
Relevant Trends
Mobile Food
SOURCE: Trends der Zukunft
http://www.trendsderzukunft.de
BRAND: Rollie
http://www.getrollie.com

5. Grey Food Trends
02/13
Don’t blow off lunch. Blow it up!
The American restaurant chain Applebee’s created the insane idea
of offering “Lunch Decoys”. Their goal is to encourage office
workers to take a proper lunch break – preferably at their restaurants – instead of skipping lunch or eating at their desk.
Lunch Decoys are inflatable dolls which could be easily used
as stand-ins, whilst the employees enjoy a sit-down meal at
Applebee’s. A variety of models are available at a price of € 5.30
from Amazon.com.
Page 04
During the first month, all Lunch Decoys were sold out online.
Relevant Trends
Mobile Food
SOURCE: Springwise
http://www.contagiousmagazine.com
BRAND: Applebees‘s
http://www.applebees.com/lunch-decoy

6. Grey Food Trends
02/13
Rolling refrigerator for the summer
The Japanese company Joybond introduced a new accessory for
the summer. Tama-chan is not only a mini-refrigerator but a
heater as well. It can keep drinks and foods cool or warm while
you take a stroll in the park or the city.
Page 05
The designer created the container large enough to fit anything
you want but small enough to travel with it everywhere. Even
a watermelon can be kept cool on a hot summer day. It might
have the function of an ordinary icebox or a microwave but the
Tama-chan combines both in one device.
Relevant Trends
Mobile Food
SOURCE: Trnd
http://www.trendhunter.com
BRAND: Joybond
http://www.joybond.co.jp

7. Grey Food Trends
02/13
Let SoupCycle deliver to your door next
Those with little time on their hands to make healthy and
delicious meals for the day can easily turn to SoupCycle.
Page 06
SoupCycle is not an ordinary food delivery service. It offers
different organic soups which are delivered by bicycle each week
to their subscribers. The meals can be completed with fresh bread
and a salad. The types of soup vary weekly and can be enjoyed
by buyers who live or work within the company’s delivery area.
SoupCycle delivers to two cities in the state of Oregon (U.S.):
Portland and Corvallis.
Relevant Trends
Mobile Food, Fresh Food
SOURCE: Trendwatching
http://www.trendwatching.com
BRAND: SoupCycle
http://www.soupcycle.com

8. Grey Food Trends
02/13
Rescue your taste buds with Joulies
It’s a familiar problem: Often coffee is too hot to drink, or
you have to wait too long for it to cool down. In the end, it’s
too cold to enjoy.
Page 07
With the help of Coffee Joulies you can cool your coffee to the
optimum drinking temperature and keep it warm for hours.
The stainless steel beans contain material that melts at 60° Celsius when coffee is poured into the cup. In the process the beans
absorb a lot of heat while cooling the coffee down. As the coffee
reaches the right temperature the material starts to solidify again
and discharges all the energy back into the coffee keeping it at an
adequate drinking temperature. These shiny beans are suitable
for other hot beverages as well.
Relevant Trends
Mobile Food
SOURCE: Trends der Zukunft
http://www.trendsderzukunft.de
BRAND: Joulies
http://www.joulies.com

9. Grey Food Trends
02/13
Share a can of Coke
Coca-Cola constantly tries to develop new ways to spread its
message of happiness and engage consumers around the world. As
part of its global “Share a Coke” campaign, Coke created a regular-size can that twists apart into two small cans so you
can share with a friend.
Page 08
The new can was introduced in Singapore and has become a
successful project, which fuelled a lot of enthusiasm. The video
promoting the sharing can received more than 1.31 million
views in less than a month.
Relevant Trends
My Food, Food Dialogue
SOURCE: Beverage daily
http://www.beveragedaily.com
BRAND: Coca Cola
http://www.coca-cola.com.sg

10. Grey Food Trends
02/13
Kellogg’s new breakfast-to-go range
Kellogg’s has introduced new solutions for busy adults who have
no time to eat a proper breakfast before going to work.
Kellogg’s new dunkable cereal contains all the goodness of a real
bowl of cereal has. It’s easy to carry and can be dunked into
milk or any other type of hot beverage.
Page 09
Besides the dunkable cereal slices, the new breakfast product
range includes toastable pockets and breakfast biscuits. These are
available in France, Spain, Italy and the UK.
Relevant Trends
Super Food, Mobile Food
SOURCE: Food&Drink europe
http://www.foodanddrinkeurope.com
BRAND: Kellogg‘s
http://www.nutrigrain.com

11. Grey Food Trends
02/13
Heroic eggs for charity
Eggs are eggs! That’s what consumers think when buying them.
A major UK egg supplier named Noble Foods designed the
“Eggs For Soldiers” concept to stand out at the point of sale.
The green camouflage colour and the implied shape of a service
medal are meant to catch consumers’ attention. As an additional
purchase incentive a fraction of the price is donated to Help
For Heroes, an armed forces charity. In its first year, the brand
raised almost € 470,500 for the charity.
Page 10
Relevant Trends
Sustainable Food
SOURCE: Warc
http://www.warc.com
BRAND: Noble Foods
http://www.noblefoods.co.uk

12. Grey Food Trends
02/13
Harris Farm takes farming to the next level
Harris Farm Markets is a fruit and vegetable store that has recently introduced a social media campaign, allowing people to
virtually grow crop until it is ready for harvesting. The consumers
can independently decide via Facebook on the type and size of the
crop and how Harris Farms should farm it. The freshly harvested
crops are delivered to the local store where consumers can buy
them.The goal of the campaign was to acquire new customers,
gain media attention and grow Harris Farms’ social media following.
Page 11
Relevant Trends
Fresh Food, Transparent Food
SOURCE: Contagious
http://www.contagiousmagazine.com
BRAND: Harris Farm Markets
http://www.harrisfarm.com.au

13. Grey Food Trends
02/13
Remote control your beer
to go anywhere you like
An everyman’s dream has come true. Gadget King introduced
a remote-controlled beverage cooler that can move up to 60 m
around the house. It is made out of special materials that keep
beer chilled for up to 12 hours and holds up to 12 bottles.
Page 12
It is a typical toy for adult men. Ideal for football nights or for
having friends over without the hassle of getting beers for everyone throughout the evening.
Relevant Trends
Mobile Food
SOURCE: Trends der Zukunft
http://www.trendsderzukunft.de
BRAND: Gadget King
http://www.gadgetking.com.au

14. Grey Food Trends
02/13
Robotic artists create absolutely
unique vodka bottles
Absolut Vodka in Sweden developed a visionary idea to engage
consumers. The brand re-engineered its production process on the
bottling line to design a limited edition of four million uniquely
designed bottles. The machines themselves are the artists behind
each bottle as they create colour and pattern variations, even with
the use of splash guns. The deliberate randomness turns each
bottle into a unique collector’s item.
Page 13
Relevant Trends
Aesthetic Food
SOURCE: Contagious
http://www.contagiousmagazine.com
BRAND: Absolut Vodka
http://www.absolut.com/Unique

15. Grey Food Trends
02/13
Sausages are no longer grilled,
they’re toasted!
The Smart Wurst Toaster roasts sausages within just a few
minutes. Compared to a grill or pan, the sausage toaster creates
less fatty odours as the sausages are heated without added fat.
Also, the fat of the sausage itself drips into the integrated tray
of the toaster.
Page 14
So far this gadget is intended for commercial use but the designers
of the Smart Wurst Toaster are planning to introduce it for the
domestic kitchen as well. People had the opportunity to vote how
their ideal sausage toaster should look during a survey on Facebook that ran until mid-May 2013.
Relevant Trends
Super Food
Source: Trnd
http://www.top.trnd.com
Brand: smartwurst
http://www.wursttoaster.com/de/

16. Grey Food Trends
02/13
Deliver your pizza with style
Pizza delivery vehicles usually resemble shabby compact cars.
Domino’s Pizza aims to design a completely unique vehicle
concept for fast, easy pizza delivery to customers. The brand
partners with Local Motors and crowdsourced ideas from an
online community of car designers for the ultimate pizza delivery
car. Those who submitted ideas could enter a competition, where
Domino’s awarded prizes worth over € 38,600 for the best
concepts. Over 1,500 concepts were submitted. One was chosen
as the best and building a prototype is the next step.
Page 15
Relevant Trends
Mobile Food
SOURCE: Contagious
http://www.contagiousmagazine.com
BRAND: Local Motors
http://www.localmotors.com/dominos

17. Grey Food Trends
02/13
Nostalgia meets Easter
A Brazilian confectionery brand named Brigaderia used vintage
advertisements from the ’50s and ’60s to develop a one-of-a-kind
packaging design for the Easter chocolate collection in Brazil.
The chocolate egg of the special Easter edition was filled with
brigadeiro chocolates. These were accompanied by gift boxes and
squeezable tubes. As a result, a unique visual identity linking
Brigaderia to more nostalgic times was facilitated. Sales rose by
70% during the Easter season compared to the previous months.
Page 16
Relevant Trends
Food Aesthetic
SOURCE: Warc
http://www.warc.com
BRAND: Brigaderia
http://www.brigaderia.com.br

18. Grey Food Trends
02/13
Have a smell of Dunkin Donuts
Dunkin Donuts in Seoul has the issue that consumers perceive the
shop merely as a place to buy donuts and not one to buy a good
cup of coffee. Thus, Dunkin Donuts aspires to encourage people
to buy coffee at Dunkin Donuts rather than at other coffee shops.
Due to the large number of people commuting in Korea, an
effective time to grab their attention is when they’re on their
way to work by bus or tram. Dunkin Donuts introduced small
machines that released coffee aroma every time the radio in the
bus played the Dunkin Donut ad. The results showed success, as
350,000 people were reached and customers increased by 16%
in shops located near the bus stops, generating a 29% growth
in sales.
Page 17
Relevant Trends
Mobile Food, Food Dialogue
SOURCE: Contagious
http://www.contagiousmagazine.com
BRAND: Dunkin Donuts
http://www.dunkindonuts.co.kr

19. Grey Food Trends
02/13
Butcher’s shop in Spain offers
meat around-the-clock
The Butcher’s shop Izarzugaza, in business for over 100 years,
makes efforts to adopt modern technology. In 2011, it installed a
vending machine in front of one of its shops in Mundaka, Northern Spain. The vending machines operate on a 24/7 concept and
offer a range of meats, sausages, sandwiches and other goods.
Products are seasonal: in summer they include pasta salads, while
in winter the focus is more on meatballs and sausages.
Page 18
Relevant Trends
Mobile Food, Authentic Food
Source: Trnd
http://www.trendwatching.com
brand: Izarzugaza
http://www.izarzugaza.com

20. Grey Food Trends
02/13
Wonderbag relieves fear
of high electricity bills
The problem with making the perfect roast is the amount of
energy and time used up in the process. The Wonderbag is a great
heat-retention cooking bag. After the pot of food is heated on the
stove, you can remove it and simply place it into the Wonderbag.
The bag preserves the heat and guarantees the perfect cooking
temperature without further use of electricity.
Page 19
The idea behind the Wonderbag is based on an old technique
whereby earlier generations dug a hole in the ground and put
their pots there to retain the heat longer. They are available in
South Africa, Turkey and the U.K. for around € 93 each.
Relevant Trends
Sustainable Food
Source: Trends der Zukunft
http://www.trendsderzukunft.de
brand: Wonderbag
http://www.nb-wonderbag.com/

21. Grey Food Trends
02/13
GoHealthy with GoVeggie!
10-15% of the US population is lactose intolerant, indicating a
potential group of people to target with lactose free products.
Go Veggie is an American brand which sought the opportunity to
sell lactose free products as well as dairy free alternatives to cheese.
These dairy free cheese substitutes are suitable not only for people
with dairy allergies, but also for those who choose a vegan diet.
Ultimately, it isn’t only allergy-sufferers who benefit from GoVeggie,
but also those pursuing a healthy lifestyle, aiming to reduce the
risk of diseases.
Page 20
Relevant Trends
Super Food, Competence Food
Source: Foodnavigator
http://www.foodnavigator-usa.com
brand: Go Veggie
http://http://www.goveggiefoods.com/

22. Grey Food Trends
02/13
If you would like to know more about our further consumer and trend studies
from our Planning department, contact:
Page 21
Grey Worldwide GmbH
Platz der Ideen 1
40476 Düsseldorf
www.grey.de
Contacts:
Alessandro Panella
Chief Strategy Officer
Phone +49.211.38 07-444
alessandro.panella@grey.de
Christoph Pietsch
Manager New Business Development
Phone + 49.172.663.4927
christoph.pietsch@grey.de
Design:
KW43 Branddesign
www.kw43.de