Johnny Drain is the guru for helping chefs around the world innovate flavorful dishes. A chemist with a PhD from Oxford and a passion for cooking, Drain found fermentation was the optimal intersection of food and science. 

“Fermentation was this focus of this venn diagram that incorporated food with some necessity to understand biology but also chemistry,” Drain says. “Fermentation was this sweet spot where I could apply my background in science with this passion and knowledge and aptitude for cooking, flavor and taste. I realized if I wanted to apply this rich educational history that I was fortunate to have access to, fermentation was this ideal sphere where I could do that.”

This cross-section is where Drain finds his diverse career — as an in-demand food research and development consultant. He’s currently advising chefs in renowned restaurants all over the globe and serving as co-editor of MOLD magazine. 

The Fermentation Association spoke with Drain, who is based in London. Below is the first of our two-part Q&A with Drain. Part 1 focuses on his interest in fermentation, and how he sees fermentation transforming the culinary world. Part 2 features some of Drain’s recent fermentation consulting projects and his drive to use fermentation to create a sustainable global food system. 

The Fermentation Association (TFA): What got you first interested in fermentation.

Johnny Drain (JD): I am a scientist by background. I did chemistry as an undergraduate, then I worked for a company in finance, which I don’t really talk about. It was on the cusp of the financial crash, 2006-2008, so it was quite an interesting time to be working in that sector. During my lunch breaks, I was reading recipe books and reading restaurant reviews and looking at the world of science. I was thinking about doing a PhD, and I ended up quitting finance because I realized this was not how I wanted to spend my life, for 12 hours every day. I went back and did a PhD in something called material science, which is a cross between chemistry and physics. Still nothing actually to do with food, I was looking at how atoms interact in types of steel, and building computer models of how to understand that and how to apply that to making car chassis. So still, it was very far away from the world of making food, but always I had this dream of becoming a chef or maybe having a restaurant at one point in my life.

At the end of my PhD, I was fortunate to study in Oxford in this very beautiful place in the heart of England in this very rich academic history surrounded by all these very clever people and beautiful buildings. I realized, instead of becoming an Oxford don with maybe a tweed suit and patches on my elbows, I would sack that all in, having climbed up a few rungs of that ladder, and basically start staging (unpaid restaurant internship) and working in kitchens for free. I even worked as a pot washer in one kitchen in London. I really jumped back in at the deep end and pursued this dream of becoming a cook or a chef. 

I did that for a little while and realized first, becoming a chef is a young person’s game. And second, I’m 6’2’’ and have a bad back and, as a chef, you’re standing on your feet all day and that was not going to be a physically viable way for me to make a living. I had to combine my scientific nouse (intellect) with my passion for food. 

For me, the interesting thing is I never see these things as mutual exclusive, they’re all related and interconnected. I ended up doing what I do now, which is helping restaurants and bars and food brands, consulting and teaching restaurants and chefs how to understand these things. As I see it, I’m unlocking their artistry and storytelling ability through this understanding of science. All of these things are interconnected. And fermentation is this particularly excellent example. It has to do with flavor and food, but it also has to do with people and tradition and culture, it has to do with artistry and storytelling, you can’t really do one without the other. Science, that biology and chemistry, is really integral to unlocking the creative, artsy-fartsy elements to these types of food.

TFA: When you partner with these different chefs and kitchens, what expertise are they looking for from you?

JD: Especially these days, it’s different from five years ago when I first started doing this type of work. Five years ago when you’d go into a kitchen, people really wouldn’t know what fermentation was. And often they wouldn’t be interested in it, or they wouldn’t understand why might a scientist be able to help me make better, tastier food or drink. But now, most people I work with, they know that and they’ve already dibbled and dabbled a little bit with some of these ferments. Let’s say they’ve made some kimchi or sauerkraut or some kombucha. Really what they want now, especially the high end places, they’ve dibbled and dabbled and they want to make sure that, A, what they’re doing is safe and isn’t going to kill anyone, which is very sensible. But secondly, they want that kind of X factor, they want the ability to unlock that real deep magic. That’s when I go in. 

One of Drain’s fermentation experiments with vegetable charcuterie with koji (A. oryzae) grown on a courgette (he calls it a Kojiette).

I was just in Lithuania last week working with this really great restaurant called 1918. Michelin doesn’t cover Lithuania, give it two years I expect, and they’ll get at least 1 star, possibly 2. It’s really high end, great quality food. And they’re trying to play around with egg yolks and koji, which is basically this aspergillus, this war horse of Japanese food culture that’s also present in Chinese and Korean cultures as well. They want to be able to have that scientific rigor and have someone to come in “Pick that lock,” as I describe it, and be able to unleash their creativity so they can put this into action in their dishes. They’re wanting to tell these stories about Lithatian food culture and use this food they’re growing on this farm about 50 minutes outside the capital.

TFA: That sounds very rewarding, to help different restaurants create new dishes. 

JD: It is. My role is this enabler, picking that lock, unleashing people’s creativity and helping these chefs. Really, fermentation is just a tool. In many ways, the way we see knife or a chopping board, it’s a tool. If you try and cook without those tools, you’re doing yourself a great disservice. You’re limiting what you can do, you’re limiting your creativity. Fermentation really is just another example of a type of tool. In five or 20 years, people will just  see some of these fermentation techniques just as the way they see a knife. It’s just this tool. And by empowering these chefs with these tools, I’m helping to unleash that creativity. When you unleash people’s creativity they get very excited and very passionate.

TFA: Why do you think fermentation has become such a bigger interest among chefs?

JD: The funny thing about fermentation is we all eat fermented products, but we don’t realize it. You could read off a list that lasts five minutes. Bread, all booze, chocolate, coffee, vinegar, etc. It’s just that most of those products, we’ve become so used to them because there are these staples of everyday life that we don’t realize they’re fermented. Also partially because the way the food systems now work, that work of creating our own bread or beer or cider, it’s now been outsourced for most people in much of the world to some other party. So we’re not making these products at home where our grandmothers, our grandfathers, would have been. My grandmother would have understood that bread, wine, cider was a fermented product because she was making those or her grandmother was making those. Whereas I grew up in a household where we bought all of those things and somebody else made it. All those steps had already been performed. 

First, there’s this awakening of realizing much of the food we know and love is fermented. And second, from a chef, foodie world, there’s been a renaissance in fermented food because they offer this exciting flavor profile that chefs always want. Chefs are looking for the new. Especially in the last 20 years, with that modernist cuisine movement, people reached science to kind of process foods. That’s where the novelness came. In the sort of last 10-15 years, we saw this move towards what new ingredients do we have on our doorsteps, foraging, this local-vore movement of people rediscovering what incredible food products are on their doorstep. Now people are asking “Where can we discover new flavors that are on our doorstep that are new, now that everyone has foraged everything. Where is the newness? Where can I reach out to access this incredible, novel flavor profile?” Fermentation is this toolkit that gives you access to these incredible new flavors. It’s the other frontier.

When you talk about what’s on our doorstep, we get into this idea of microbial territory. 

What microbes are unique to Britain or unique to France or unique to Argentina? Actually, the microbes are as unique and defining of place and of the food culture in a place as the grapes that grow or the cheeses that we make or the strains of wheat varietals that might grow in a place. Microbes are sort of this hidden category of food that have shaped the food that we eat in the place that human beings live as much as any other kind of meat or dairy or fruit or vegetable.

TFA: What do you think is the future of fermentation in the culinary world?

JD: So the focus now is very much on people within the food industry looking for what produce they have in their backyard or in their country or their culture and how do they ferment those? I think, currently, the sort of toolkit of fermentation is dominated by a couple of prevailing techniques or cultures, microbiological cultures. 

I think there is so much to learn from slightly undiscovered fermentation food cultures in the world. Ones that really haven’t had a bright light shone on them — like the Japanese, fermentation has had quite a bright light shone on them. And that’s amazing because Japanese fermentation culture is amazing and incredibly rich, so lots of people around the world have learned a lot from it. I think the next frontier for me is going to be people looking at fermentation in Sub-Saharan Africa, fermentation in the Indian sub continents. And those fermentation cultures are currently not that well understood, certainly by people outside those cultures, and they’re not documented in clear and concise ways in much of the way now that that Japanese food culture and Western European fermentation food culture has been documented. I think people are realizing there’s all these incredible, beautiful, rich ferments that we just don’t know about and don’t understand in Sub-Saharan african and the Indian subcontinents. I’m currently working on projects with people who are from those countries and cooking the food of those cultures. There’s just so much for us to learn. People like Sandor Katz, he grew up somewhere in Africa, he obviously documents some of those techniques and ferments, but there’s so much for all of us to learn from people cooking the food from those cultures and the people living in those places. 

TFA: What’s been the wackiest or funkiest food thing you’ve ever fermented?

JD: On the menu at one point at Cub (restaurant in London where Drain worked in research and development), we had a pest season where the head chef was trying to base the menu around things that are perceived as pests or invasive species.

In the UK we have this animal called the Reeves’s muntjac. It came originally from India. This guy called Reeves visited India as this colonizing force and came back and had, as a rich guy, a bunch of these species of flora and fauna as pets and novelties, one of which was this Reeves’s muntjac. It’s a very small, muscular deer. It’s bigger than a bulldog, but as muscular, then with a head of a deer and these horns. You see them driving along British country lanes at night and they look very scary, they basically look like devil dogs. They look like the harbingers of the apocalypse, sort of like something very bad is going to happen as you’re driving down the fog down this dark, British country lane. They’re very weird, scary and other worldly. They’re a pest and they outcompete the native species. So they are hunted to control their numbers.

Muntjac garum. Rich, gamey, and slightly stone fruity. Drain cooked up a whole deer muntjac as part of the “pest”-only series @lyan.cub and this garum was made from the trim. The muntjac came from @gamemeatmike #owlbarnlarder, a wild deer management company. All the deer they hunt are wild, decide their own diets in the woodlands, and all parts of the animals — hides, antlers, meat — are used.

So we made a muntjac garum. Using this technique of garum, which is a Roman word for fish sauce, we created this umami-rich, meaty garum. And that got used to dress these various,  wonderful, meaty dishes. We did deer faggots. A faggot in the culinary sense of a word is the the offal of meat wrapped in the coals, part of the intestines, and basically pan fried. It’s a very traditional British dish. We made these deer faggots and dressed it in this muntjac garum. 

That was quite a weird but delicious example of that whole 360 idea of sustainability in not just the techniques that we use but the produce we’re using. How do we use invasive species?

The conversation with Johnny Drain continues in our September 16 newsletter. To find out more information about Drain, visit his personal Instagram and the Instagram of MOLD magazine.

Sour Sells

American’s flavor choice of 2020: the funkier, the better. Fermentation reigns as sour becomes a selling point. A new article in Yahoo Life highlights fermented food and drink ancient roots and modern revival. A naturopathic doctor, kombucha brand leader, food influencer, wine shop owner and chef/owner of two Korean restaurants share their thoughts on why people love the “interesting and complicated” flavors of fermented food. Fermentation delivers on gut health benefits, is made with clean, unprocessed ingredients, preserves seasonal ingredients and “tells a story.”

The article continues: “They’re nuanced, many-layered. Kimchi and sourdough alike smack of acid and sour-sweet brine, even for those of us with less-than-refined palates. They taste like the process of aging. And while the wellness revolution would have us believe that fermented food’s uptick in popularity is merely a product of the fact that we’re eternally prepared to flirt with anything that just might make us feel better, the phenomenon cuts deeper than that. There’s something to be said for flavor that comes with a narrative — that tastes of its own timeline.”

Read more (Yahoo Life)

Consumer reports indicate a spike in interest from the general public in fermentation during the COVID-19 pandemic and quarantine. But we wanted the experts to weigh in on whether or not attendance is up at their fermentation classes. We spoke with three chefs dispersed around the globe. Kirsten Shockey (chef and author at Ferment Works and TFA Advisory Board member) in Oregon, Nena Foster (chef at Nena Foster Food) in London and Ken Fornataro (chef at Cultures Group) in New York.

Kirsten Shockey, Ferment Works: “This is an interesting question. I do know that interest in purchasing fermented products is way up, however interest in workshops is less clear to me. As a fermentation educator, I can tell you that my full schedule disappeared by the nature of in person classes being no longer possible. I think there has been a shift, which was especially true during spring when people were at home and had the time and were focused on sheltering in place. The place that I saw a lot of interest in the spring was online live fermentation festivals on Instagram. Thousands of people dropped in because it was something to do, free and people are more interested in their immune system than ever before. This past month a European study came out looking at the “Association between consumption of fermented vegetables and COVID-19 mortality at a country level in Europe.” I have seen this pop up on both honest and not-so-honest clickbait headlines. Yet, as I write this, and the COVID cases are climbing, and we have something more concrete to point to, I am, personally, seeing less interest in learning. I suspect this is because people are trying to claim some normalcy of their summer and don’t want to spend so much time online. I think that when fall approaches, learning to ferment will take off.”

Nena Foster, Nena Foster Food: “I can’t say for certain, but I do think more people are starting to take an interest in making their own fermented foods. Maybe it’s because Lockdown has given people more time in the kitchen and more time — more time to use up what’s knocking about in their fridges, time in the kitchen and time to plan meals and waste less of what comes in their weekly veg boxes. Or maybe it’s because, the fear of a virus that seems to prey on those with pre-existing health conditions as well as those who are seemingly healthy, means people are taking more notice of and interest in maintaining their health. I also think the links between the gut and mental well-being have sent a few people to my sessions, as emotionally and mentally this has been a tough time for most and even more so for those who already struggle with their mental health. I think fermenting also takes us back to a simpler, slower pace of life and reminds us to slow down, something we all desperately needed to do and was forced by the pandemic.  

Based on my own workshops, I seem to be getting a slightly younger, more kitchen-curious demographic than when I ran face-to-face sessions. I think the reasons they come to my sessions very much mirror the above. I was very conscious of being able to move my work online because I knew that the support in terms of health-focused cooking and fermented foods was needed more now than ever, and I am pleased that I have.”

Ken Fornataro, Cultures Group: “It’s been a long time coming. Are more people buying fermented foods because they want to believe they can prevent or even treat Covid-19? Maybe they are bored with the food they have BEEN eating, and have decided to try out that fermented food thing that keeps trending on social media.

A lot of it may be due to long term marketing efforts finally hitting home. In addition to fermented products, some just inferior products mixed with microbes, people are snapping us lots of things with perceived health benefits.

It’s impossible to avoid examination of one’s diet, and one’s health status during this international pandemic. People seem to get that processed foods typically are lacking if not harmful.

But do they like what they are trying? Or is this about the desire to establish a normalcy and feeling of safety that their grandma’s strange smelling foods, once considered embarrassingly ethnic, and to go to a time and place they call home? Tasting home, tasting freedom?

People are desperately looking for alternatives to the current reality.

Sales of raw ginger, turmeric, roots and wild forged plants to make teas and elixirs – almost anything that is believed to be acidic or cleansing to assuage the psychological anxiety that comes from feeling threatened but not knowing what to do about it – have also skyrocketed during this pandemic.

Do fermented foods actually contribute to someone’s health, especially their immune system health? Directly? Highly doubtful. Indirectly or holistically, without a doubt.  

If eaten in the context of healthy living patterns including getting adequate rest, access to a clean environment, not smoking, and eating moderate amounts of any fermented such as kimchi or sauerkraut or natto that replaces some processed, chemical and additive laden food you used to eat is of definite benefit. 

Fermented foods should be considered as the ultimate condiment or accompaniment to whatever ingredient you have. They can add intense flavor dimensions to otherwise plain tasting foods while adding prebiotics and probiotics and increased nutritional value and increased digestibility.  

A couple of tablespoons of sauerkraut or kimchi or natto or miso or shio-koji on top of a bowl of noodles or rice or beans or mixed into a salad is easy.

But fermented foods can also be served on the side, an extremely important consideration when eating with people with different tastes and different sensitivities.

Fermented foods are tasty, sometimes an acquired taste. And healthy, especially if it gives you time to do yoga or exercise. Which surely helps you sleep better. Which helps you maintain your health.”

Craft Brewing Volume

Craft brewing volume has declined 10% in the first half of 2020 versus last year.

Brewers Association

Organic Food Sales

Organic food sales reached $50.1 billion in 2019, while organic nonfood — including dietary supplements, personal care items, textiles, household cleaning products, pet food and flowers — hit $5 billion in sales. – Organic Trade Association (OTA)

In an effort to help struggling farms during the coronavirus pandemic, Blue Hill at Stone Barns is expanding their fermentation program. 

The upscale restaurants (Blue Hill in Manhattan and Blue Hill at Stone Barns in Westchester County) have long been at the forefront of farm-to-table dining. But, like all restaurants in New York, Blue Hill closed in March when the coronavirus pandemic broke out. Though co-owners Dan and David Barber are confident the traditional restaurant model will once again return, the brothers are troubled by the catastrophic impact on farms.

Blue Hill Farm and Stone Barns Center (a non-profit farm and educational center) have partnered to form a new entity resourcED, which surveyed over 500 farmers. A key conclusion — over a third of farms will not survive the pandemic. August sales at farms are expected to be down by 50% due to the COVID-19 pandemic, and over 30% of farmers say they are struggling to cover expenses. 

“The excess product is a huge concern. That’s shaped our box program, our fermentation program,” says Andrew Luzmore, Blue Hill’s market forager. 

The resourcED survey was the impetus at Blue Hill to launch their picnic dining and box program. Diners can buy a picnic dinner and eat a farm-to-table meal on the farm’s patio or lawn (physically distanced from others), still allowing Blue Hill to purchase food from local farmers. This program allows consumers to pick-up a box full of produce, dairy products, seafood or meat, all sourced from local farms.

Blue Hill’s mainstay fermentation and preservation programs, used for over 15 years to maintain food flavor and nutrients through long Northeastern winters, have also been expanded, to absorb more of excess farm production.

“The focus on preservation program is bred out of necessity, and necessity breeds creativity,” says Cortney Burns, chef, fermentation consultant for Blue Hill and author of “Bar Tartine, Techniques & Recipes” and the forthcoming “Nourish Me Home.” “What we’re doing now with fermentation at Blue Hill rides on the coattails of what has been part of the backbone of Blue Hill for years. Working here has me looking at fermentation through a different lens these days. How can we be completely in service to good agriculture? How can we create a greater economy for farms?”

Adds Luzmore: “The fermentation program has definitely expanded a lot. We’re shifting more to helping farmers with excess product.”

For example, Blue Hill recently purchased  napa cabbage that would have been wasted from a Hudson Valley farmer. They are fermenting the cabbage, “making a delicious, nutritious  probiotic-rich food for our diners, whilst  buying up overabundant harvests,” Burns notes.

It’s conscious cooking, Burns says “We’re not just buying for the sake of preservation. We want to create variety.” Another example is how the Stone Barns Center is trialing preserving different beet varieties.

Fermented grapes and capers, buckwheat vinaigrette, peach umeboshi and whey tonic are among the creations Blue Hill has served picnic-style and in boxes. Some of the fermented food being offered is purchased from local farmers. Local cultured dairy — such as farm fresh cheese and yogurt — makes up a large percentage of their dairy box, for example.

“There are all these different ways we’re harnessing the power of fermentation,” Burns says. “We’ve had to shift our expectation of a restaurant kitchen. We need to make sure that first, the food doesn’t spoil, and second, that we have lots of probiotic rich food loaded with flavor to serve people.”

A picnic meal at Blue Hill is $195 per person and the boxes range from $45 to $170. Blue Hill is also donating boxes to families with food insecurities. 

Luzmore hopes other restaurants will innovate ways they can support local farms during the pandemic. “It’s almost impossible to buy exactly the amount a restaurant needs, especially now when there’s a greater need to support farms. Considering the constant and changing flux of product coming into the restaurant for the boxes and donations, fermentation allows for a more holistic approach of using excess product.”

“Chef Dan [Barber] has said many times throughout the launch of resourcED: we’ve kind of gone from being a restaurant to a food processing facility. Blue Hill is a fine dining restaurant. We still maintain that mentality and quality, but it’s at a different level. The scale, we’re now thinking of purchasing pallets instead of pounds.”

Hard kombucha is the drink trend of 2020, declares lifestyle and news publication Well + Good. Calling hard kombucha “your new summer drink of choice,” the publication points out that the fermented tea has less sugar and fewer carbs than traditional beer, wine and cocktails. Hard kombucha is made by adding more sugar and more yeast to the SCOBY than traditional kombucha, yielding a drink with a higher alcohol content.

Read more (Well + Good)

From the New York Times: “Outside Korea, it took at least 100 more years for kimchi to go from so-called spoiled stink to it-girl pantry staple and poster child for gut health. Today, some would say that it’s not just a cornerstone of Korean cuisine; it is Korea itself.” Kimchi, the article declares, is a verb. Kimchi is a traditional fermented cabbage dish, but encompasses “a much larger world of dishes you can find on any given Korean table.”

Read more (The New York Times)

When consumers buy beverages today, they want drinks that go beyond simply quenching thirst. Drinks today need to meet consumer’s health needs, too — improving sleep habits, aiding gut health, lowering stress levels and boosting energy.

 “There’s this real explosion of outcome-based beverages in the industry at the moment,” says Howard Telford, head of soft drinks for Euromonitor International. “Ten years ago, it was easy to identify what was an energy drink. That’s no longer the case, clearly. Because every category now has some form of products on the shelf with a functional proposition. These ingredients-based category lines are blurring. Consumers are rethinking what’s our morning option, what’s our late afternoon option, what’s our evening beverage.”

Clean ingredient lists with functional appeal will differentiate brands. In a beverage trends webinar hosted by FoodNavigator, brand leaders in the beverage industry shared their insight. Here are six beverage trends for 2020:

1. More Consumer Need States for Different Ingredients

Modern beverages straddle between food and dietary supplements.

“Every time (consumers) spend a dollar on a drink or a food item, they want that food or drink item to do more for them,” says Chris Fanucchi, co-founder of drink brands Limitless and Koia. “Brands are starting to put more marketing on the front of their labels, that say ‘Hey, we help you with calming you or with inflammation or with pain or anxiety.’ As consumers start to see that more and more, they’re going to start to expect that. And the second they start to expect that is when the consumers are going to be demanding that their beverages have more and more function to them. So a functional beverage right now I think is definitely about identifying those need states that are more relevant to consumers today.”

2. Mindfully Purchasing Natural Health Products

Consumers are looking for ingredient lists without artificial ingredients (33%) and with limited or no sugar (35%), according to research by Euromonitor International. Sixty percent are following diets – lowering carbs and saturated fat, monitoring weight and tracking calories.

Holly McHugh, marketing associate with Imbide, thinks consumers will seek out healthier products at the end of the coronavirus pandemic. “Like a detox that you see in January because people have overindulgences over the holidays…I do think there will be a bump when people go back to their normal lives.”

“There’s absolutely a stigma against sugary products for your overall health. And people are really concerned about their health right now,” McHugh says.

However, McHugh doesn’t think brands will completely abandon sugar. Instead she hypothesizes brands will provide more options. Like a full-sugar, low-sugar and no-sugar drink, then drinks with alternative sweetener like stevia and natural sweetener like honey.

3. Rise of Cannabis/Hemp in Beverages

Consumers are experiencing mounting stress due to the pandemic and are seeking drinks with stress-reducing ingredients.

Estimates show legal cannabis sales will rise to $150-170 billion by 2023 according to Euromonitor International, mostly from North America. Huge innovations in CBD industry as proving hemp-derived drinks is a growing market. CBD-infused beverages grew by 500% last year.

“I think CBD is going to be a very big category,” adds Thomas Hicks, chief growth officer for Ojai Energetics, which produces various CBD products, including a CBD drink. “The consumer demand is phenomenal and you can see that online. About 90% of our business is direct to consumers.”

Ojai Energetics has seen sales increase 20% during the pandemic.

CBD is poised to become as big of a category as energy drinks. However, more clarity around CBD needs to be provided by the Food & Drug Administration. Thomas notes the FDA has not yet defined the different elements of CBD.

“It’s a race to the bottom if you don’t have really good branding and, quite honestly, a patented process,” says Hicks, who has formerly worked with big drink giants like Hansens and Coca-Cola.  

4. Cost Major Factor During Health, Economic Crisis

Brands looking to add more premium ingredients to their drinks need to note consumer’s pocketbooks. Howard Telford, head of soft drinks for Euromonitor International, said he predicts certain drink categories will decline because of cost in a COVID-19 era.

“This event (coronavirus pandemic) is translating to an economic crisis more than a public health crisis, I think we have to be very cognizant of price,” he says.

Comparing sales during the 2008 Great Recession, Telford says consumers will trade down premium products. “Affordable luxury” needs to be the focus of new drink launches, adds McHugh.

“I think cost will be a really important consideration given the uncertainty of the economy right now,” McHugh says. “Brands will need to introduce products that are affordable and meet those clean, quality, functional qualities during this time.”

5. Brands Need to Better Educate Consumers

As more consumers routines are impacting during the outbreak and they turn to healthy eating during, will they turn to kombucha over Coke? Telford believes so. Long-term, consumer’s beverage choices will change because of COVID-19. They’re reducing sugar, trusting health ingredients.

“When we decide to indulge, we’re conscious of the ingredients in those products,” he adds.

Especially CBD.

“There’s still so much education around CBD with the general public,” Hicks adds.

Research provides CBD helps regulate the immune system, and consumers are becoming savvier and seeking out that research, Thomas says. Key, he adds, is researching the specifics behind CBD brands. Brands should publish their lot number certification online. Consumers should easily be able to research CBD batches should go through two different labels to make sure they are acceptable and organic, he advises.

6. Shelf Brand Launch Until Post Pandemic

Faccuchi, who sold Limitless to Pepsi/Keurig last year, said smaller companies are struggling securing capital to launch. An entrepreneur, Faccuchi invests in beverage companies.

“Lots of clients, especially in the energy category, are having zero luck with retail meetings, confirmation of placement on shelves,” Faccuchi says. “They’re seeing around waiting for those opportunities. It makes it all the more difficult when there’s really no light at the end of the tunnel. These brands could lose a lot of cash over the next several months, they could go belly up.”

His advice to people wanting to launch a new beverage company: “Make sure the category you’re jumping into actually has a need. I run into a lot of entrepreneurs who build this awesome product out of different ingredients that you’d never hear of, and the unfortunate truth is some of those ingredients are just not supply chain ready. So you can’t get the price point necessary for consumer to actually try the brand, which is the No. 1 thing when you’re launching a new company. So make sure you’re identifying a need space that people actually have. Your best way to test that is online marketing.”

Find people in food and beverage industry that are looking to champion brands, he advices. “Those people do exist.”

Future Trends in Yogurt

Yogurt’s evolution in America mirrors the country’s food culture. From the sugar-filled yogurt of the 80’s to the fruit-on-the-bottom cups of the 90’s to protein-heavy Greek yogurt of the 2000’s to artisanal styles (Icelandic, French, Australian) of the early 2010’s to the non-dairy varieties of the late 2010’s and to the current trend of low-carb, high-fat, keto-friendly yogurt. Americans used to scoff at tart-tasting yogurt — now it’s embraced and sugar-filled yogurt is shunned.

“With yogurt occupying more and more shelf space in grocery stores — and tracking so closely with American diet habits — companies are constantly trying to figure out what’s going to be big in yogurt,” reads the article. Experts are betting on yogurt made with cold-brew concentrate and protein-rich, dairy-free yogurt made with with synthetic proteins. 


Continues the article: “(Frank Palantoni, former vice president of marketing for Dannon) compares what has happened with American consumers and yogurt to what happened with wine. ‘Americans have a very limited receptivity of their palate to new flavors,’ he says. But once given options, with different tastes and textures, ‘you will eventually develop your palate and it will get more sophisticated.’ The variety in yogurt has made many people more adventurous eaters. As packed as the yogurt aisle seems, expect even more wide-ranging offerings in coming years. And that, he adds, is a good thing. 

Read more (Vox)