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The popularity of social media networks like Facebook, Instagram and Pinterest continues to skyrocket, and so does the concept that everything online users do – including eating – needs to be documented and shared with friends and followers.

In foodservice, food and drink that is designed to be documented has long become an important marketing tactic. Following the lead of foodservice, packaged food and drink has an opportunity to create products that engage more senses than just taste, such as products that are brightly coloured, innovatively shaped or artistically presented.

Here, Julia Büch, Food & Drink Analyst at Mintel, explores how food and drink brands can innovate around more eye-catching, disruptive and memorable food and drink products.


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Lindt Hello “speaks” to the consumer, aiming to create a connection in an unusual way and to develop a product “with personality”.


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Nature-inspired packaging shapes create attention in an increasingly crowded “natural” innovation field, such as N.A Nature Addicts’ Mon Fruit Apple Fruit Puree.


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Products such as Voelkel’s BioZisch Tonic catch the consumer’s eye with an artistic design.




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Establishing a strong brand identity and emotive positioning is a vital element to connecting with young consumers in growing trend areas such as (flexi-)veganism, as shown by the Delysoy brand.



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In foodservice, the use of herbs “fresh from the garden” expresses quality and freshness. Such “visual” herbs are also emerging in retail, as demonstrated by Hoogesteger Water with Mint & Lemon Balm.


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A growing number of new launches are positioned in the field of “fun” sensory indulgence, as shown by Café Royal’s Extra Strong coffee drink with focus on a rich, creamy texture.


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Trumpf’s Boah chocolate range changes up the norm with casual language.


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Some brands intend to capture consumers’ attention by choosing colloquial, humanized product names such as Toni’s Smoothei “Kraftkerl” (mucle man) vitality drink.


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New shapes such as Hans Freitag Anita’s Own Likies Sweet Cookies reflect the growing social media influence.


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Finally, visual relaxation gives consumers’ screen-stressed and over-stimulated eyes a break and lets other senses come to the fore, as shown by Lovechock Blueberry & Hempseed Organic Raw Chocolate in its plain yet premium packaging.



Julia Büch is a Food and Drink Analyst at Mintel. She specialises in delivering insights on issues affecting the German food and drink market, providing analysis across a range of food and drink categories. Previously Trend & Innovation Consultant at Mintel, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.