Dive Brief:
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Adventurous fine dining chefs are experimenting with ingredients like kelp, dulse, and spirulina in response to consumer demand for seaweed crisps and other marine superfoods in supermarkets, according to Campbell’s "Culinary Trendscape 2017" report examining the latest culinary trends among consumers, chefs and others food industry players.
- Campbell also identified "Great Grains" and "Southern Comfort" flavor trends, detailing consumer interest in ancient grains, quinoa, savory porridges and classics like biscuits and gravy as purchasing behavior to watch.
- Curry and coconut flavors were also predicted to be "crave-worthy" among consumers.
Dive Insight:
Campbell’s latest TrendPoints report reveals the company's readiness to innovate, whether by reformulating classic soups to feature trending ingredients or creating new soup applications. This forward-facing research has made the company a leader in its food categories for decades. But this report also could serve as a roadmap to the new Campbell products we are likely to see in 2017.
Experimenting with better-for-you ingredients like coconut and marine greens could be a winning strategy for the company. Consumers perceive both as wellness ingredients and have begun to look for products that substitute coconut oil and green superfoods in their products. This purchasing behavior also reflects the larger trend of food as medicine which Campbell identifies as shoppers' belief in "traditional wisdom, unique diets and food prized for their therapeutic qualities."
The company began 2017 by rolling out nine varieties of its new Well Yes! soup line. These new soups fit into the better-for-you trend with clean, simple and nutritious ingredients that showcase the company’s dedication to a healthier lifestyle. The soups are also free-from artificial colors, flavors, ingredients, modified starches, and are in non-BPA lined cans.