Welcome to this summer issue of Rewir Trend Review where we will take you through the landscape of food – beyond taste, smell and consumer behavior. Yummy!

1. REWIR TREND
REVIEW #06
YOUR BRAND & BUSINESS UPDATE
JUNE/JULY ISSUE 2015
Food – getting more serious than ever

2. The concept of food, in its entirety - quality,
variety, distribution and availability – is quite
simply, exploding!
From miniscule food styling (with ingredients
handpicked from remote places around the globe)
to food trucks that literally are everywhere. It is all
about your craving, you know you can get what
your heart desires in just a few minutes.
This development changes the landscape.
Micro entrepreneurs build brands round the block
and start small businesses alongside the well
established large food corporations. Not only new
business models see the light of day but also new
ways of consuming food, snacks and beverages.
So welcome to this summer issue of Rewir
Trend Review where we will take you through
the landscape of food – beyond taste, smell
and consumer behavior. Yummy!
TRYING TO FIND OUT WHAT’S GOING
ON IN THE FOOD JUNGLE
THE SCENE
Photo credit: shutterstock

3. There are many drivers behind the mushrooming
food business. One of the main driver is the
surging appetite for a healthy lifestyle. Diets
come and go, and come back again – be it paleo,
kale, flexitarian, 5-2, detox, whatever.
New ingredients are trending... Bone broth any-
one? Proposed to be packed with minerals and
collagen, this fat is purported to be healthy and
help assimilate important fat-soluble vitamins.
Bone broth is just one example on how con-
sumers turn to alternative ingredients in order
to achieve the ultimate healthy lifestyle. Millet
(the new quinoa), matcha tea (Japanese tea with
built-in superpowers) and crickets (yes indeed, as
in insects) in chocolate bars will be the new ‘new’.
Yet other drivers are availability and convenience.
The foods we consume must be easy to find and
easily accessible for purchase (we are lazy, we
dislike going the distance and we avoid multiple
choice). Food trucks, order-in services and coffee
shops at every street corner have picked up on how
we like to eat in and out. Both analog and digital
solutions are booming to help consumers search,
find and purchase their favorite goodies.
CARE FOR A BITE OF THE FUTURE?
Photo credit: shutterstock
INTRODUCTION

4. Sage, a new nutrition information-based web and
phone app, allows users to have personalized
nutrition derived from their personal data. Say you
are in the mood for a nice bowl of seasoned
flavored yogurt, Sage visualizes the product’s
nutritional value and provides a breakdown of
each ingredient – fibre, vitamins and minerals are
highlighted as “Get enough”, while less nutritious
ingredients like saturated fat, sodium and sugar are
labeled “Avoid too much” or “Careful”. Trust us, this
is just the beginning – more apps are on the up-rise
so consumers can monitor every single bite.
DECODING THE GOOD STUFF!
Photo credit: sage.is
INTELLIGENCE

5. Who would have thought that you can enjoy
a four-course menu in fine-dining style in just
15 minutes? American chef Jonathan Kava
has introduced a pop-up restaurant that offers
small-sized dishes made from premium
ingredients. The difference? Food is served
minus the white linen and fancy lighting at
affordable prices. As a sample of how fantastic
the food really tastes, and in order to also change
mindsets around the perception of luxury,
Jonathan invites his guests to a meal at $15. A
fraction more than any fast food menu. Who says
luxury has to be expensive?
SPEEDY, TASTY FINE DINING
Photo credit: wikipedia.com
FAST FOOD

6. MY NAME IS LUKA
What if you could use artificial intelligence to
help find suggestions for nice restaurants? Well,
now you can. Meet Luka, a smartphone app that
uses a chat interface designed to answer any
questions in a personal and conversational
manner, as though speaking to a friend. And like
a friend, Luka will learn what you prefer and make
dinner reservations depending on the occasion for
you. Currently only available in San Francisco, but
there is a beta for New York that you should try out
next time you visit the Big Apple!
Photo credit: http://scottbriscoe.com
AI

7. We’ve all been there... just had a cup of coffee
and then not finding anywhere to dispose
the cup. Now we can thank global fast food
chain, Kentucky Fried Chicken and British food
scientists, The Robin Collective for a smart,
‘good-to-the-last-bit’ solution. An edible cup!
Made from biscuit and heat-resistant white
chocolate. Consumers are served a two-in-one
solution with this delicious innovation. Be sure to
finish your latte before you enjoy the chocolate!
NEXT-GEN COFFEE TO GO
photo credit: http://qsrmedia.co.uk
WASTE

8. Photo credit: http://www.gasholder.london/2015/04/30/rosewood-slow-food-market/
Marketing and serving exquisite, organic and
original food has long been exclusive to high-end
restaurants. The luxury hotel Rosewood London
has a vision of redistributing that opportunity
to small producers and has therefore a farmers’
market in their own courtyard. 30 local producers
offer Londoners food, drinks and supplementary
dishes with an traditional British touch. All kinds of
consumers now have the possibility to enjoy
premium quality at affordable prices.
HIGH END FARMERS’ MARKET AVAILABILITY

9. Leading champagne makers Mumm, have
developed and launched the world’s first
interactive champagne bottle. When the cork
pops, an integrated RFID chip connects to the
club’s sound system. A beautiful set of LED
lamps in the bottle will then react to the beat,
creating a visual experience at your table. This
was of course launched at the Monaco Grand
Prix and can only be found at a few prestigious
clubs. Next step for the connected bottle is Ibiza.
MESSAGE IN A BOTTLE
Photo credit: http://digitalpressroom.ghmumm.com/mumm-connected-bottle/
CLUBBING

10. The American food chain giant, Whole Foods,
are joining the race for the Millennials, setting up
micro shops in order to attract these very picky
individuals. The new shops are complements to
the regular stores, selling a more limited range
of products at value prices. These micro shops
will tap into the everyday urban patterns of Mil-
lennials and be located close to subway stations,
gyms and clubs/bars.
BIG GOES SMALL
Photo credit: shutterstock
CONVENIENCE

11. March 2015 Amazon launched KiranaNow in
Bangalore. Through this service customers can
order products from neighborhood stores –
called “kirana” – delivery within two to four hours.
The hyper local service is available on mobile
only, and allows shoppers to find local stores
that have uploaded their product inventory on
Amazon. Groceries are then delivered via the
e-tailer’s logistics network or the store’s own staff.
This is the first (of many to come) initiative from
Amazon to get small businesses to meet and
serve their customers.
HYPER LOCAL LOVE!
Photo credit: shutterstock
BANANAZ

12. Exclusive members-only coffee shops are
opening up in London (actually there is one in
Stockholm), combining coffee and food with
co-working space. Membership is currently
available at a monthly fee of £10, entitling
members to privileged access to a trendy,
comfortable workspace and four complimentary
cups of coffee. Responding to the growing need
for more co-working spaces, the food chain SL28
aims to provide a relaxed and friendly atmosphere
for freelancers and entrepreneurs to work and
network. Yet another perk? Free WiFi of course!
MEET AND GREET!
Photo credit: http://www.thedrum.com
OUT OF OFFICE

13. Food, eating habits and the social aspect of dining
are altering from everything we used to know into
something completely new.
Now, more than ever, it is extremely important to
observe the shifting patterns of food consumers,
gather insights and utilize the learnings to find
fresh innovative ways to keep consumers engag-
ing with brands, as they eat into the future.
WE KNOW NOTHING
Photo credit: shutterstock
CONCLUSION

14. David Lillewarg
Editor-in-Chief
david.lillewarg@rewir.com
Ruby Windrup
Editorial content
ruby.windrup@rewir.com
Angela Blumen
Content design + distrubution
angela.blumen@rewir.com
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