4th July | Sally Haywood back

From sexy beans to OTT condiments: hot takes from PR and social media agency on the current trends in the food and beverage industry

With social media users being served with delicious food and drink content 24/7, it’s no surprise that new trends are coming in thick and fast. From nostalgia to epic sarnies and things getting extra saucy, here’s some of the hottest trends in the food and drink industry that we’ve been obsessing over recently…

Craving comfort: a trip down memory lane

We can’t help but love the good old days, so, it’s no surprise that throwback nostalgia is well and truly taking over: from retro gaming to ‘90s fashion and now food and drink. Nostalgia is big right now, and it’s coming through in both foodservice and retail in the food and drink industry. Hashbrowns have gone haute, beans are made sexy (oh hey, Bold Bean Co) and classic sweet shop flavours are the Pick (n Mix) of the bunch. We’re also bringing back retro bevvies in a big way. We’re seeing popular sweet shop retro flavours like Blue Raspberry appear as both alcoholic and soft drinks from the likes of FUNKIN, Lucozade and Prime. Whilst Fosters has reintroduced their shandy, which hadn’t been on supermarket shelves for years and Sunny D is back in our lives (though with a lot less of the sugar and e-numbers!)

Serious about sarnies

There’s been a serious sandwich surge across social media, from the viral folded sandwich to chopped sandwiches, everyone’s gone mad for souped-up sarnies. Sandwich videos on TikTok and Instagram are racking up hundreds of millions of views, so how has the once humble lunchbox staple become a viral sensation? It’s all about the aesthetics. Sandwiches have become so much more elevated than just a bog-standard ham and cheese, whether that’s through using premium ingredients or packing your sarnie out to the MAX to create a highly visual eating occasion.

Feeling fruity

Confused as to why the (now mysteriously deleted) video of chocolate covered strawberries was on its way to knocking Bella Poarch off her spot as most liked TikTok video? You’re not alone! The video racked up over 454M views and 50.6M likes and no one really knows why… However, here’s our hot take on why DIY simple snacks is a current food trend that’s here to stay: The Ultra Processed Foods (UPF) conversation is driving consumers to really take a moment to think about exactly what they’re eating and with SO many mixed messages about what’s best for our health, it’s no surprise we’re going back to basics by using real, whole foods. We’re seeing some of our fave treats recreated as healthier alternatives, like this DIY Snickers Bar using dates, peanut butter and melted chocolate. We’re also seeing this with the likes of Tanghulu, which is another popular food trend on social media. This method of using real, whole fruits with a crystallised sugar coating is actually a traditional Chinese snack dating back to the Song Dynasty (960 to 1279) but thanks to our love for ASMR content, Tanghulu has risen in popularity on TikTok due to its *very* satisfying CRUNCH.

With-OAT a doubt, it’s a dairy renaissance

In a similar vein of being more mindful about what’s actually in our food and drink, oat milk came under the spotlight and recently fell from grace as the trendiest dairy alternative, after criticism came from nutritionists who were breaking down the makeup of oat milk and its impact on our bodies. This particularly influential high-profile interview with the “Glucose Goddess” Jessie Inchauspé played a big role in us falling out of love with oat milk, in which Jessie dubbed it “starch juice”. This damning description and the explanation that oat milk will give us all a big glucose spike led to a frenzied sidestep away from the trendy plant-based alternative and threw us back into the path of dairy milk, which seems to have ridden its wave of ridicule and come out the other side. It’s worth keeping in mind that trends are cyclical and things come in and out of vogue and it seems cow’s milk knew we’d all be back in the end, even if she is a just a *little* bitter about our hiatus, as this Eastenders-worthy skit from Andrea Valls so brilliantly encapsulates.

OTT condiments

What was previously just “a bit on the side” is edging its way to star of the show on our plates. Condiments are having a real moment, with our palates more adventurous than ever, the usual suspects for dipping chippies aren’t going to cut the mustard anymore. Brands are launching far out flavours to engage and excite, and brand collabs are adding another layer of intrigue, like the Heinz Barbiecue Sauce, a hot pink collab with Mattel to celebrate the 65th Anniversary of the Barbie brand. The latest saucy innovation from Heinz is reserved for those who are “officially obsauced” and for good reason… The Every Sauce combines 14 Heinz sauces, from Garlic Sauce to Burger Sauce to Mayoracha, Heinz claims this is the “holy grail” of sauces. The colour and grainy-looking texture leave A LOT to be desired, but did that stop the whole agency from entering the giveaway for the chance to win one of the 100 limited-edition bottles on offer? Absolutely not. Talk to us to find out how we’re using these trends within our press office pitching and client social media content.   Sally HaywoodInfluencer marketing specialist? Content shoot pro? Copywriting connoisseur? Consumer PR strategist? Sal is your gal – bringing creative visions to life and balancing style with substance to create stand-out results. Oh, and if you want to learn how to macrame, you know who to call.

8th January | Sally Haywood back

Influencers: Like a pair of jeans, it’s all about the perfect fit

As a Business Management and Marketing
graduate, my studies provided a vast array of insights into the world of
business. A topic that piqued my interest in particular was digital
communications and marketing. As a result of this, I decided to write my final
year dissertation on the rise of Instagram influencers and whether their
perceived ‘influence’ actually impacts consumer purchasing decisions and
engagement with a brand.

My desk research revealed that Instagram users
perceive influencers as more stimulating and engaging than celebrities or
actors as they feel they can relate to them more[1]. As consumers, we’re increasingly using social media as a primary
source of information when researching a brand, therefore it’s essential for
brands to be able to connect with consumers through influencers they find the
most appealing and relatable.

And the interviews I conducted myself as part
of my research revealed three stand out themes regarding Instagram influencers:

Firstly, it’s vital for a brand to select an influencer who is relevant to and aligns with the brand. Choosing an influencer simply because they have a large following won’t cut it. If the influencer doesn’t align with the brand’s ethos and values, it’s more than likely just going to confuse consumers rather than interest them. Secondly, I examined the
credibility of influencers, and the factors that increase this in the eyes of
consumers. Previous research suggested there were three factors which affected
credibility – trustworthiness, attractiveness and expertise. I asked participants
to rate which factor they perceived to impact the influencers credibility the
most. Expertise came out on top, followed by the attractiveness of the individual
and finally their trustworthiness. Participants also revealed that the factors affecting their views
were also topic sensitive. For example, expertise tended to be the most
important factor that alluded to the influencer’s credibility among
participants who used Instagram for cooking, travelling or skin care, whilst
those who used Instagram for fashion, hair, and makeup inspiration (products
affecting physical appearance) were more likely to choose attractiveness as the
factor that equated to credibility.

Finally, I explored the “impact
on brand perception”, and what might happen if a brand works with an influencer
that isn’t “right” for them. My research revealed that most participants felt that
the use of an influencer they don’t like could deter them from shopping with
the brand, or at least tarnish their opinion of the brand. This demonstrates
the importance of creating a solid and well-thought out influencer campaign. My role at Richmond & Towers now allows me
to put these findings into practice, and I’m delighted that I’ve joined a team
that listens and uses the latest insights like these to recommend the right
strategy for clients. We also use our keen understanding of our clients’ brand
values and goals to select influencers who perfectly align with individual campaigns.

For example, for our skincare client Cetaphil
we’ve been working with dermatologists and keen skincare advocates to land the
message that it should be the brand of choice for Millennials. Likewise, for
our client Beyond the Box, we’ve worked with some of the UK’s highest profile
and most credible sustainability and lifestyle influencers to successfully promote
the benefits of cardboard to a mainstream audience, with some staggering
results and engagement rates well above industry norms.

If you’d like to learn more about how our
social and digital know how can help your brand, then drop us a line (a digital
one of course).

[1] Danesi,
M. (2015) Popular culture: Introductory perspectives. Rowman & Littlefield.