Sophie Maxwell: 3 Ingredients Brands Need For The Future Of Food

Sophie Maxwell: 3 Ingredients Brands Need For The Future Of Food

Consumers are increasingly seeking food brands that are tailored to their individual needs.

Sophie Maxwell, Pearlfisher
  • 25 june 2014


Today we are looking at how we live and eat under a new lens. A big cultural shift is happening as we have new obligations and aspirations for our health, fitness and wellbeing stemming from a new desire to thrive. In this context, food and drink – and what we want from it – has become an increasingly complex issue. The evolution of new food offers, services and brands in just the past ten years has radically altered consumer eating patterns and behavior with a landscape spanning everything from organic and artisan, convenience to eclectic, allergen free to curated.

In the last few years, food brands in particular have become more emotional and direct, both in service and expression and our demands have increased in parallel as we have sought their back-stories and differentiating benefits. So whether we want biodynamic, cold-pressed or PH-neutral we are now living in a new republic of dynamic, purposeful products, able to rebuild ourselves with the help of brands that are increasingly tailored to our individual needs. And now, we are seeking out the brands that push our bodies’ capabilities further while continuing to complement and manage the effects of our changing lifestyles.

We have identified three essential “ingredients” for food brands to support this growing consumer desire to achieve our ultimate potential and truly ‘thrive’:

Information –Consumers are looking for direct and effective communication from brands (take the cult-like following of green juice as proof of the visual power of a wellbeing indicator) and new ways of connecting knowledge and behavior.

Food delivery service, Blue Apron is shaking up dinnertime by dropping off pre-proportioned ingredients and tasty recipes at your doorstep. Unlike most meal services, you get a real handle on health by cooking this food yourself. The recipes are inspired enough to be acceptable to the adventurous foodie and their step-by-step directions are accessible even to those who usually only cook by speed-dialing delivery.


Inspiration – Consumers want brands to create new and better ways to live through connected, inspirational solutions signaled by vibrant, positive and uplifting expressions.

Organic chocolate brand NibMor is expressing a healthy point of difference by positioning chocolate as both accessible and indulgent for a new generation of conscience-driven consumers. A hand as the primary design element playfully cues the correct portion size for each product in the range. On the back of pack these hands evolve to evoke the personality and vibrancy behind the brand.


Enrichment – Brands need to support and nurture their consumers, allowing us to refuel and rejuvenate with the best combination and balance of nature’s goodness.

As the food movement continues, brands must continue to evolve to continually enrich consumers’ growing appetites. Epic Bars turned both the protein bar and beef jerky categories on their heads, packing a new kind of nutritional punch by creating whole-food filled protein bars that are Paleo, gluten free, made from grass-fed meat and beautifully packaged to boot.


Brands are now expected to fulfill so many lifestyle requirements, delivering ultimate enjoyment and pleasure while still delivering function, purpose and goodness. Here lies the opportunity for brands to react and adapt, using the three key “ingredients” outlined above to better connect with consumers and help them thrive for the long term. By doing so they have the potential to deliver multiple emotional and physical benefits to their consumers, better marrying product and purpose to create a positive brand landscape and a new function for food.

Sophie Maxwell, Futures Director Pearlfisher


How Indiegogo Is Becoming An Adult Product Destination

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling


Get PSFK's Related Report: Innovation Debrief: Boston

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Gadi Amit

Electronics & Gadgets, Entertainment, Media & Publishing, Technology, Design

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation


Future Of Work
Cultivating The Next Generation Of Leaders

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

Retail september 23, 2016

Live Beacon Simplifies Cloud Sharing For Businesses

The battery-powered device and smartphone app allow anyone to send location-specific content without the hassle of code or hardware

No search results found.