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The Modern Foodie and Authenticity

Instructor: Blaine Aberdeen
Emerging Food Trends
Download the Emerging Food Trends Trend Report
Whether it’s speakeasy bars, CBD snacks, or the globalization of exotic foods, consumers today believe food today should be experimental and many are looking to food as a means to discovery. Brands reacting to their consumers’ desire to explore through food are tapping into this by creating secret dining experiences rather than focusing on luxury.


In this module, you will explore the Modern Foodie through the lens of Trend Hunter’s Authenticity Megatrend and look into the consumers’ desire for an adventure through food. This megatrend is all about a deeper search for something that is real.
Related Trend Report: Emerging Food Trends
Workshop Questions:
1. Is your company seen as a food insider? Why or why not?
2. What new, edgy ingredient could you brand champion and how?
Get the 2024 Trend Report FREE

Featured Insights

Cannabis Dining
Curated cannabis dining events and workshops are informative and interactive
Trend - Cannabis-themed dining events and classes are on the rise as the recreational and medicinal plant is legalized across North America. These events are indicative of the continued normalization of cannabis into consumers' everyday lives, while also catering to their preference for interactive forms of education.
Workshop Question - Conceptualize an interactive workshop that your brand could use to inform its customers on its product/service.
4.2
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Megatrends
Immersive Cannabis Dining Events
Immersive Cannabis Dining Events
Dirt Hosts Micro-Dosed High Dining Experiences in Toronto
Dirt is a Toronto-based lifestyle brand specializing in micro-dosed, high dining events that fuse high-quality cannabis products with music and good friends. Each dinner event is hosted inside a... MORE
Curated Cannabis Dining Events
Curated Cannabis Dining Events
Herbal Notes Hosts a Culinary Cannabis Speakeasy Event Series
Herbal Notes hosts a series of Culinary Cannabis Speakeasy events that are centered around “helping people understand mental, physical and spiritual wellness through food and music.” The... MORE
Cannabis-Focused Cooking Classes
Cannabis-Focused Cooking Classes
The Cannabis Cooking Company Offers Educational Cooking Classes
Toronto’s Cannabis Cooking Company offers three-hour sessions that help to get adults familiar with cooking with cannabis. In the Cooking with Cannabis 101 certificate workshop, the company... MORE
Artisan CBD Dinner Parties
Artisan CBD Dinner Parties
Celebrity Chef Scotley Innis' Dinner Event Served Up Elevated Eats
Celebrity Chef and Hell’s Kitchen alumni Scotley Innis hosted an exclusive CBD dinner in Atlanta this past March in an effort to educate audiences about cooking with the emerging ingredient.... MORE
Snackable CBD
The traditional protein bar is enhanced with the incorporation of CBD
Trend - Protein bars are being enhanced with CBD in order to elevate the benefits of these traditional items. With the rise of CBD in performance-enhancement or post-workout recovery items, these products offer a portable, on-the-go form of consuming CBD in a way that speaks to the busy "wellness"-minded consumer.
Workshop Question - How could your brand better prioritize the wellness-minded consumer?
3.6
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Megatrends
CBD Sports Nutrition Bars
CBD Sports Nutrition Bars
SNAAC CBD is a First-of-Its-Kind Bar Formulated with Hemp Cannabidiol
In collaboration with CV Sciences Inc., SNAAK Bar is introducing SNAAC CBD as the first sports nutrition bar of its kind to be made with non-psychoactive hemp cannabidiol. This nutrition bar is... MORE
CBD-Packed Protein Bars
CBD-Packed Protein Bars
Beam's Plant-Powered Protein Bar Shares 20 Milligrams of CBD
Beam’s plant-powered protein bar is packed with nourishing natural ingredients like seeds, dates, pea protein powder and sacha inchi protein powder, as well as organic pharmaceutical grade full-... MORE
CBD-Powered Workout Snacks
CBD-Powered Workout Snacks
The Floyd's of Leadville CBD Recovery Bar is THC-Free
The Floyd’s of Leadville CBD Recovery Bar is a post-workout snack that will aid athletes who are looking to stave off hunger, replenish their system and start the relaxation process. Crafted... MORE
CBD Protein Bars
CBD Protein Bars
Pura Vida Makes Cannabis-Infused Superfoods Packed with Plant-Based Protein
Pura Vida Health recently had its line of cannabis-infused superfoods redesigned by Brewing Creativity to better reflect its mission to serve the modern, health-conscious consumer. Some of the... MORE
CBD-Infused Recovery Bars
CBD-Infused Recovery Bars
These BRIO CBD Bites Help Alleviate Pain, Axiety, and Stress
These BRIO CBD recovery bars are both a naturally sourced and gluten-free snack option, Featuring ingredients like raw coconut oil, himalayan salt, and organic flax seeds, the bites are also infused... MORE
Insider Eating
Exclusivity and culture-savvy now trumps highbrow eating
Implications - As social media continues to fuel the consumer desire for authenticity, the foodie world turns toward cultural capital and insider knowledge as the true marker of the elite. This is in direct opposition to the idea of fine dining as the pinnacle of eating well. Essentially, Michelin star-studded gourmet restaurants are being replaced by dive bars that only those in the know are aware of. This is a result of the cash-strapped Millennial foodie, whose values are more aligned with culinary resourcefulness than expensive ingredients.
Workshop Question - How can you add an element of exclusivity to your products or services?
5.2
Score
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Megatrends
Secret Dining Events
Secret Dining Events
Patrón Secret Dining Created a Special Cocktail-Paired Menu in London
The Patrón Secret Dining Society is a global program that recently made its first-ever stop in London to offer an exclusive cocktail-paired menu to a small group of diners. For this event in... MORE
Clandestine Retro Speakeasies
Clandestine Retro Speakeasies
This Hong Kong Speakeasy is Hidden Behind a Stamp Shop
Inspired by the local legend of two star-crossed lovers who secretly reunite in the middle of their lives, this Hong Kong speakeasy will appear to most passersby as a quaint little stamp shop.... MORE
Photo-Friendly Dining Tables
Photo-Friendly Dining Tables
Boston Chops' 'Instagram Table' Guarantees Good Food Pictures
It’s no secret that Instagram is a hugely important marketing tool for the restaurant industry in particular, and Boston Chops has taken that fact to heart with its ‘Instagram Table’... MORE
Millennial-Only Food Trucks
Millennial-Only Food Trucks
'Drop' Will Give Millennials the Chance to Eat Avocado Toast for Free
Loyalty app Drop is set to send a food truck downtown Toronto and give people the chance to eat free avocado toast—but with a catch. Drop’s food truck will exclusively serve Millennials who... MORE
Cavernous Underground Bars
Cavernous Underground Bars
'Alux Restaurant and Lounge' is in a Naturally Extant Cavern
Alux Restaurant and Lounge is newly open to tourists in Playa del Carmen, Mexico, but the space has been open for over 10,000 years. That’s because the restaurant, bar, and lounge is located... MORE

Insights by Trend Hunter AI

Texture Mimicry
Sports nutrition borrows creamy, gooey and bakery-like formats for snacking

What's Happening - Protein-led products are adopting sensory cues more often associated with sweets, including soft centers, marshmallow-style textures and spreadable formats. Bakery-inspired textures and tastes further extend this trend to help make functional eating feel closer to a treat occasion. The protein component is positioned as utility, while the taste and texture focus on enjoyment.

Workshop Question - How could your brand use familiar flavor or texture cues to lower the barrier to trying a utility-led offering?
8.8
Score
Popularity
Activity
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Megatrends
Swedish Saffron Bars
Swedish Saffron Bars
Barebells Turns the Swedish Lussebulle Into a 16g Protein Bar
Barebells is expanding its 'Soft Protein Bar' range with 'Lussebulle,' a holiday flavor inspired by the classic Swedish saffron bun. It extends the bakery thread behind the brand's 'Cinnamon Bun'... MORE
Doughnut-Flavored Protein Powders
Doughnut-Flavored Protein Powders
Myprotein and Krispy Kreme Launch Original Glazed Whey Protein
Myprotein is introducing doughnut-flavored protein powders through a collaboration with Krispy Kreme, bringing the taste of its Original Glazed Doughnut into sports nutrition. The collection... MORE
Texture-Driven Trail Mixes
Texture-Driven Trail Mixes
FitCrunch Takes Its Protein Approach Beyond Bars with Snack Mix
FitCrunch is expanding beyond bars with 'Protein Snack Mix,' a trail-mix-style pouch that brings the brand's texture-heavy approach to a handful snack. The four-flavor line mixes puffs, clusters... MORE
Soft-Center Protein Bars
Soft-Center Protein Bars
Yubi Gives Its 99-Calorie Bar a Gooey Center in Soft Protein Bars
Yubi is expanding beyond its regular protein bar with 'Soft Protein Bars,' a spin on its compact 99-calorie format that swaps in a softer chew and a gooey center. The separate line gives UK fans a... MORE
Marshmallow Protein Bars
Marshmallow Protein Bars
Genius Gourmet Teams Up with Jet-Puffed for a 20g Protein Bar
Genius Gourmet is expanding its protein snacks with the 'Jet-Puffed Protein Bar,' a collaboration that brings a marshmallow-like center to functional food fans. The bar uses a crumbly base and a... MORE
Stealth Satiety
Snacks are being reformulated to deliver functional, low-friction nourishment

What's Happening - Performance ingredients once tied closely to gym culture are appearing in mainstream grab-and-go foods to help consumers manage hunger and nutrition. The products are increasingly framed around sensory appeal as much as nutrition with varied textures and indulgence cues used to counter the chalky, heavy consistency that has long limited broader appeal.

Workshop Question - How could your brand redesign product development around texture, portability, and routine fit rather than around claims alone?
8.4
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Megatrends
Performance Protein Creatine Snacks
Performance Protein Creatine Snacks
The Sugar’d Out Protein + Creatine Bar is Dual-Purpose
The Sugar’d Out Protein + Creatine Bar is a functional, dual-purpose snack product developed with the increasing number of consumers seeking out protein and creatine to optimize their everyday... MORE
Dessert-Inspired Protein Bars
Dessert-Inspired Protein Bars
Good Warrior Introduces Three Sweet Protein Snacks
Good Warrior is expanding dessert-inspired protein bars with three varieties that combine familiar sweet flavors with everyday nutritional benefits. Following its earlier beef stick launch, the... MORE
High-Protein Granola
High-Protein Granola
NuTrail Launches No-Sugar-Added Protein Granola Nationwide
High-protein granola is reshaping the breakfast aisle by combining high protein with no added sugar in a format that appeals to both health-conscious shoppers and mainstream consumers. NuTrail's... MORE
Cocoa-Fruit Protein Cereals
Cocoa-Fruit Protein Cereals
Gains Therapy Berry Cocoa Protein Cereal is Vegan-Friendly
The Gains Therapy Berry Cocoa Protein Cereal is the brand's newest addition to the functional breakfast cereal category that aims to accelerate adoption within the Polish market. The vegan-friendly... MORE
Multi-Texture Protein Bars
Multi-Texture Protein Bars
FITCRUNCH's Puff N' Crunchy Protein Bars are Marshmallowy and Crunchy
Snackers want bites that engage every sense at once, and with multisensorial snacking on the rise, FITCRUNCH's Puff N' Crunchy Protein Bars deliver a nourishing, multi-texture experience. In the... MORE
Functional Indulgence
Supplements are moving into snackable, flavored everyday formats

What's Happening - Protein is moving beyond powders and into everyday formats such as bars, shakes, and snacks, helping functional nutrition reach a broader audience. Brands are combining sports nutrition cues with convenient formats, indulgent flavors, and complementary ingredients like creatine or coffee to fit more routine consumption occasions.

Workshop Question - How could your brand turn a functional benefit into a format people already enjoy using every day?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Doughnut-Flavored Protein Powders
Doughnut-Flavored Protein Powders
Myprotein and Krispy Kreme Launch Original Glazed Whey Protein
Myprotein is introducing doughnut-flavored protein powders through a collaboration with Krispy Kreme, bringing the taste of its Original Glazed Doughnut into sports nutrition. The collection... MORE
Macro-Friendly Protein Milkshakes
Macro-Friendly Protein Milkshakes
David Delivers 30 Grams of Protein With Minimal Sugar
David Protein is expanding macro-friendly protein milkshakes with a ready-to-drink format designed to combine an indulgent texture with performance-focused nutrition. Available in Vanilla and... MORE
Dessert-Inspired Protein Bars
Dessert-Inspired Protein Bars
Good Warrior Introduces Three Sweet Protein Snacks
Good Warrior is expanding dessert-inspired protein bars with three varieties that combine familiar sweet flavors with everyday nutritional benefits. Following its earlier beef stick launch, the... MORE
High-Protein Minimalist Snack Bars
High-Protein Minimalist Snack Bars
Bodybuilding Depot Introduced Its P40pure Protein Bar
Bodybuilding Depot introduced its 'P40pure Protein Bar,' a no-frills Strawberry Yogurt snack with 40% protein, delivering 20g of protein per bar. The bar emphasized a stripped-back profile,... MORE
Creatine-Enhanced Protein Bars
Creatine-Enhanced Protein Bars
MaxiNutrition Combines Protein and Creatine in Snack Bars
MaxiNutrition is expanding creatine-enhanced protein bars with a U.S. launch that combines sports nutrition ingredients with a portable snack format. Its Creatine Bars provide 14 to 15 grams of... MORE
Protein Treats
Indulgent snack formats are being reformulated to deliver utility and nutrition

What's Happening - Brands are adding higher-protein claims to formats that traditionally compete on craving appeal, including chocolate snacks, brownie bites, granola, and filled bars. This shifts better-for-you positioning from niche wellness products into familiar grab-and-go eating occasions. The use of dessert-like textures, richer flavor cues, and more layered formats make added nutrition feel less clinical and move protein beyond the gym to the general public.

Workshop Question - How could your brand build meaningful function into products or services people already use for comfort or reward?
8.9
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Megatrends
Savory Protein Snack Sticks
Savory Protein Snack Sticks
Takeaways Snack Bars Embrace Salty Flavors Over Sweet
Protein bars and snacks are often associated with a sweet flavor profile, so the Takeaways snack bars are a new series of snacks that tap into growing consumer demand for salty alternatives. The... MORE
Texture-Driven Trail Mixes
Texture-Driven Trail Mixes
FitCrunch Takes Its Protein Approach Beyond Bars with Snack Mix
FitCrunch is expanding beyond bars with 'Protein Snack Mix,' a trail-mix-style pouch that brings the brand's texture-heavy approach to a handful snack. The four-flavor line mixes puffs, clusters... MORE
Asian-Inspired Protein Bars
Asian-Inspired Protein Bars
Posana's Clean, Plant-Powered Protein Bars Nourish Without Seed Oils
Posana makes nutritious, plant-based protein bars infused with bold Asian flavors, delivering uncompromising experiences without seed oils, questionable ingredients, dairy, or sugar crashes. Packed... MORE
Parmesan Cheese Protein Bars
Parmesan Cheese Protein Bars
The Body by Cheese Campaign Spotlights the Parm Bar
The Body by Cheese campaign has been launched by Dairy Management Inc. (DMI) in celebration of National Cheese Day (June 4) to take a lighthearted approach to nutrition, wellness and snacking.... MORE
Indulgent Stuffed Protein Bars
Indulgent Stuffed Protein Bars
Misfits Stuffed Makes Whey and Collagen as Enjoyable as a Candy Bar
Misfits introduced itself with sweet, gooey, candy-bar-like bars fueled by plant-based protein, and the all-new Misfits Stuffed delivers the same kind of indulgence to a different kind of consumer... MORE
Earned Indulgence
Everyday treats are being reformulated to deliver satiety-oriented nutrition

What's Happening - Brands are adding muscle-support positioning to foods that traditionally sit closer to indulgence or convenience. Prevalent in breakfast, dessert, and grab-and-go snacking categories, protein is bringing added nutritional value to cereals, cookies-and-cream-style dairy drinks, ice creams, granolas, and snack bars.

Workshop Question - How could your brand turn an existing comfort-driven product into something consumers feel better about choosing regularly?
8.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Portable Protein Gels
Portable Protein Gels
NEAP Shares 20 Grams of Protein in a Mess-Free, On-the-Go Format
Protein is one of the most sought-after nutrients across every food and beverage category, and NEAP cuts through the noise with a first-of-its-kind protein gel that sidesteps textural challenges,... MORE
Strawberry-Basil Protein Powders
Strawberry-Basil Protein Powders
ESN Isoclear Whey Protein Isolate Comes in Less Sweet Varieties
Protein products tend to lean heavily on sweet flavor profiles, from chocolate fudge to vanilla cream and fruity blends, leaving consumers who prefer savory, neutral or complex flavors with few... MORE
Real-Food Protein Bars
Real-Food Protein Bars
Prima Expands Its Ancestral Protein Bars to 500 Kroger Stores
Real-food protein bars reflect the growing consumer preference for functional snacks made with recognizable, minimally processed ingredients. Prima's expansion into nearly 500 Kroger stores brings... MORE
Clean-Label Protein Ice Creams
Clean-Label Protein Ice Creams
Recrea8's Ice Cream Packs 40 Grams of Protein Per Pint
Protein has become a key focus for health-conscious eaters, and that priority extends even to dessert, and Recrea8's line of protein ice cream packs a hefty 40 grams of protein per pint. This... MORE
Protein-Rich Roasted Honey Cereals
Protein-Rich Roasted Honey Cereals
Honey Bunches of Oats Protein Cereal Debuted in a New Flavor
The Honey Bunches of Oats Protein cereal range was launched earlier this year as a way to help the Post-owned brand tap into protein demand and is now being expanded to further help accommodate... MORE
Protein-Fiber Convergence
GLP-1 lifestyles spark demand for dual-benefit functional foods
Trend - As GLP-1 medications become mainstream for weight management and metabolic health, brands are realizing that protein alone isn't cutting it anymore. Now, functional snacks are being engineered with serious fiber content alongside high protein, creating products that actually work with how people using these medications need to eat.
Workshop Question - As medications like GLP-1 reshape how consumers eat and think about nutrition, what new market opportunities exist for your brand outside of traditional snacking?
7.5
Score
Popularity
Activity
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Megatrends
GLP-1-Friendly Protein Bars
GLP-1-Friendly Protein Bars
TRUBAR Supports Digestion & Satiety Between Meals
TRUBAR has dubbed its plant-based protein bars with dessert-inspired flavors "the perfect GLP-1-friendly protein bars," thanks to their nourishing, satiating formulas to support digestion and... MORE
Balanced Dairy Snacks
Balanced Dairy Snacks
:ratio Pro-Fiber Supports GLP-1 Lifestyles with 20g Protein & 10g Fiber
:ratio Pro-Fiber brings a first-of-its-kind, GLP-1-friendly functional snack to the dairy aisle, delivering 20 grams of protein, 10 grams of fiber and zero grams of added sugar. This innovation... MORE
Functional Flavor-Driven Smoothie Ranges
Functional Flavor-Driven Smoothie Ranges
Naked Smoothies Introduced Three Updated Recipes
Flavor and functional nutrition are colliding with these new Naked Smoothies products that come in a variety of fan-favorite options to help consumers conveniently access premium smoothies. The... MORE
Ready-to-Drink Breakfast Shakes
Ready-to-Drink Breakfast Shakes
The UFIT Brekkie Shake Has 28-Grams of Protein
The UFIT Brekkie Shake is the brand's latest addition to its product portfolio that puts easy breakfast nutrition in focus to accommodate the shift towards protein-packed foods. The ready-to-drink... MORE
Craveable Protein Bars
Craveable Protein Bars
Linear Bar Rivals the Taste and Texture of a Candy Bar
A major complaint people have about protein bars is their unpleasant texture—they're often described as chalky—and Linear Bar is a new organic protein bar that "blurs the line between... MORE
GLP Protein
Protein bar brands are releasing formulas that fit in accordance with GLP-1 diets
Trend - Brands launch bars with tailored fiber blends and moderate protein levels designed specifically to appeal to consumers taking GLP-1 supplements. They reduce sugar and soften textures. Packaging emphasizes portion control and clinician-friendly positioning.
Workshop Question - How can we innovate our product offerings to align with niche dietary regimens of modern weight loss trends?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
GLP-1-Friendly Protein Bars
GLP-1-Friendly Protein Bars
TRUBAR Supports Digestion & Satiety Between Meals
TRUBAR has dubbed its plant-based protein bars with dessert-inspired flavors "the perfect GLP-1-friendly protein bars," thanks to their nourishing, satiating formulas to support digestion and... MORE
Health-Conscious Probiotic Protein Bars
Health-Conscious Probiotic Protein Bars
Munk Pack Debuts PROBIOTIC PROTEIN™ Bars & Breakfast Bars
Munk Pack aims to merge nutrition and taste in a single snack with its newly launched PROBIOTIC PROTEIN Bars and Breakfast Bars. These products target health-conscious consumers with benefits like... MORE
Science-Backed Mini Meals
Science-Backed Mini Meals
OPTAVIA ASCEND Focuses on Protein & Fiber for GLP-1 Users
OPTAVIA ASCEND is a new product line with a focus on high-protein, fiber-rich mini meals to support weight maintenance. The products in this lineup are featured in two new science-backed nutrition... MORE
Protein-Forward Energy Balls
Protein-Forward Energy Balls
The Protein Ball Co.'s Clean Energy Bites Support Protein Grazing
People want convenient, protein-packed snacks that energize and satisfy with simple ingredients that still taste great, and The Protein Ball Co. delivers with bites that are free from added sugar... MORE
Protein Mania
Protein enters premium category amid wellness trends and drug-influenced eating
Trend - The protein revolution is sweeping through consumer markets as diverse demographic groups embrace high-protein, low-sugar lifestyles. This trend is manifesting across categories, with protein now added to virtually everything from candy bars to coffee, creating a spectrum from "protein traditionalists" who focus on whole food sources to "protein opportunists" who prioritize efficiency and convenience.
Workshop Question - Where does your brand fit in the performance nutrition spectrum—traditionalist or opportunist?
5.5
Score
Popularity
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Megatrends
Fruity Protein Drinks
Fruity Protein Drinks
Bucked Up Drops its 'Lightly Carbonated Protein Drink' in Four Flavors
Bucked Up has introduced its 'Lightly Carbonated Protein Drink,' a refreshing alternative to traditional protein shakes. Available in 'Banana Pineapple,' 'Orange Cream,' 'Peach Mango,' and 'Rainbow... MORE
Zesty Dessert Protein Shakes
Zesty Dessert Protein Shakes
The Premier Protein Lemon Bar Protein Shake Has a Citrusy Flavor
Many protein supplements on the market are characterized by their rich flavor, so the Premier Protein Lemon Bar protein shake has been launched to provide consumers with an alternative option. The... MORE
Fermented Protein Supplements
Fermented Protein Supplements
Vivici Vivitein™ BLG is Arriving in the US for B2B Customers
Vivici Vivitein™ BLG is headed to the US market to provide B2B customers with a way to elevate their products with protein that's crafted without the use of any animal-derived ingredients. The... MORE
Weight Support Supplements
Weight Support Supplements
youtheory Launched GLP-1 Support with Dr. Louis Aronne
GLP-1 Support is a new line of doctor-formulated multivitamins, probiotics and protein powder from youtheory, and it specifically addresses consumers using GLP-1 medications—or those who are... MORE
Convenient Cottage Cheese Cups
Convenient Cottage Cheese Cups
The Prairie Farms ProPack Snack Was Created with Hiland Dairy
The Prairie Farms ProPack Snack has been created in partnership with Hiland Dairy as a low fat cottage cheese snack perfect for time-poor consumers to choose as a high-protein way to stay... MORE