In the Mood for Smarter Food

In the Mood for Smarter Food

In the Mood for Smarter Food 1440 428 Chute Gerdeman

As the projected population is expected to reach 10 billion by 2050, food production, consumption, transparency, and access have become hot topics. Through science, technology, and the development of innovative business models, the industry is making massive strides though in helping consumers make smarter food choices. Here’s a closer look at some of the initiatives creating buzz as they transition from idea to implementation in today’s market.

Savory Science

Rooftop Garden
Rooftop Garden Vegetables

With an increase in the demand for local products and the rapid rise in urban living, retailers are looking for new, creative ways to play a more direct role in the world of farming. Last year Target’s Food + Future CoLab, a collaboration with the MIT Media Lab and Ideo, began testing vertical gardens for growing plants and vegetable in an indoor climatized condition. The movement not only gives the brand a competitive advantage in terms of capturing share of the natural food consumer, but also creates an environment for growing that is more resistant to climate changes, and allows for the development of healthy foods without the use of pesticides.

Meanwhile in Brussels, food retailer Delhaize has launched a rooftop garden and greenhouse for produce to be sold in-store. While the main benefit is providing fresh food year round even in dense urban populations, the retailer sees this as a future opportunity for education by offering workshops to schools.

Tasty Tech-niques

Wellio Website
Wellio App

Technology is quickly bridging the gap between food and wellness, and enabling consumers to determine what nutritional value lies beneath the surface of any dish. Corporations like Wellio, Ziplingo, and Habit have been working with artificial intelligence to design recommendations tailored to consumer’s DNA, biometrics, and food preferences. While we may have a general sense of standard nutritional recommendations, an added layer of AI can help consumers make more conscious decisions relative to them and improve physical well-being.

A Dash of Transparency


The distrust for manufactured nutritional labels and corporations as a whole has hit an all-time high, creating a need for more transparent communication. Mintel reports, “thorough and honest disclosures of what and how something is made” has become a number one valued tactic on Mintel’s Global Food and Drink Trends in 2018. Hoping to increase brand position and consumer loyalty, some brands have even taken this as an opportunity to strip away the fine print and be upfront and honest from the inside out. With four basic ingredients and no B.S., RXbars keep things simple at the core only providing you only the ingredients you need. In a rapidly growing health food market their unique and innovative proposition helps them stand out with health conscious consumers.

Educating the Future of Food Consumers

Artificial Intelligence

While transparency is a prominent consumer demand, the element education is an eminent societal need. Taking a proactive approach, Christina Holzapfel, a nutritional scientist at the Technical University of Munich, is developing a mobile application called APPetite to improve knowledge and eating behavior at an early age, which could ultimately help decrease obesity amongst teens and adults. Providing consumers with not only the education, but also the tools to access this information can help eliminate making harmful dietary decisions on their own, and have an overall positive social impact.

A Personalized Food Assistant

Amazon Echo
Amazon Echo

Voice activated devices, Google Home and Amazon’s Alexa have created a revolutionary way to seek, save, and structure food recommendations related to the consumer. Not only do the home assistants tailor the most appropriate solution to their needs, but they’re also prepared to cook alongside. Beyond the basics of a recipe, users can ask questions about measurements, have it repeat a step or move on, for a truly hands free cooking experience. Even a kitchen novice can’t help but feel like a culinary chef.

Healthy Food Made Accessible


Personalization has gone beyond food preparation. Sam Polk and David Foster, the founders behind the Los Angeles based grab-and-go café Everytable, have designed a store experience with a locally driven mission. Instead of charging the same price for its healthy salads and bowls, this restaurant charges a different price per area, based on median salaries. This kind of personalization allows consumers of any economic background to continue eating well at an affordable budget.

A Smart Use of Meal Time

Blue Apron
Blue Apron

A customizable option with a time-saving twist, meal kits are all the rage when it comes to healthy, affordable, and pre-made savory-ness. According to The Business Journals, the 5 billion dollar meal kit market is taking the industry by storm; 75% of US adults have heard of the delivery services and 25% have undertaken a free trial. Green Chef, HelloFresh, and Blue Apron are just a few of the dozens of home delivery brands aiming to make cooking easy again. With all the essential ingredients to make a meal, consumers spend less time shopping and more time enjoying the experience of cooking.

Photo Credit: Inhabitat | Wellio | FoodTank | TheDailyMeal | Digital Trends | Everytable | LA Times

Want to hear more about the future of food? Check out our insights article “Food & Restaurant Trends Hot From Technomic.”

Marketing Coordinator

post by:

Dylan Rea

A true believer in the power of combining exceptional copy and impactful design, Dylan strives to uncover what CG’s services truly mean to our present and future clients. You can read more posts from Dylan here >


A collection of insights research and observations across retail, restaurant, c-store and grocery. Helping brands provide a better experience for their customers. Enjoy.

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