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Food for thought

Virgile Brodziak


JWT Paris


"Health and wellness is the new premium," according to Valérie Toothman, Innovation Vice-President at AB Inbev. And if the alcohol market says so, then the trend for healthy consumption must truly have arrived. Fog Point released gluten-free vodka and was quickly out of stock. Nootrobox has us eating cubes of coffee, Go Cubes, which include ingredients designed to improve concentration. And Samsung is releasing smart “Family Hub” fridges that allow the entire family to shop online directly from a touch screen on the fridge itself.

JWT Intelligence's "The Future 100" study shows the widespread growth of veganism is evolving, too. Today, the "new vegan" goes further than avoiding animal products and seeks products such as hazelnut milk and white cabbage. Ayurvedic and Paleo lifestyles are also growing. Now is the time for food and technology brands to prepare for the new consumption habits of current and future generations. We believe that 2017 will a turning point for the rise of functional, conscious and responsible nutrition.