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Published: 24 Sep 2018

Vice Media Stretches Into the Food Hall Space

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Vice

In 2018, the popularity of Asian-style food halls is booming in the West. Far from the outdated mall food courts of the 90s, these hubs house independent vendors and communal eating spaces. Tapping into this trend, US digital media giant Vice is opening a food hall in New Jersey next year.

The Munchies will be one of two food halls in the new 3m sq ft American Dream shopping and entertainment complex. It will house space for 18 independent vendors, as well as a stage area for chef demos and video shoots.

This is the latest in a series of non-digital food ventures for the media brand, which have included a meal-kit partnership with US brand Chef'd and its first cookbook, which launched in July. For more on how digital brands are stretching their foodie remit, see BuzzFeed's Bluetooth Cooktop and Brand Stretch: Elastic Food & Drink Development.

Food halls are set to be the next move on from street-food concepts – giving the idea a more structured, luxe angle while retaining its independent edge. Other notable developments include London's Market Hall, located inside a disused tube station building (the first three are set to open in the next year), and the Big Apple's Fête New York, a 12,000 sq ft space dedicated to nine up-and-coming chefs, set to open in spring 2019.

See also our New York and London retail guides for more key openings in this space.

Published: 19 Sep 2018

Carry-Case Kitchen for Space-Poor Millennials

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Assembly by Yu Li

As urban dwellers become ever more space-deprived, kitchen brands and designers are finding creative ways to develop multifunctional and compact space-saving devices. The latest to adopt this thinking is London's Royal College of Art graduate Yu Li, with her portable kitchen.

The designer's seven-in-one Assembly set includes an induction hob, a chopping board, a pot, a pan, a wrap for utensils and cutlery and a dish rack – all of which fits neatly inside a compact box.

According to Li, it's designed for students and young people sharing limited kitchen space, and also offers an alternative to the standard kitchen set-up for nuclear families. "The idea is to trim the original kitchen space down to a few minimal elements so the space can be simpler, neater, and transformed [for] other purposes to increase the space utilisation," she explained.

The nifty, kitchenless kitchen has great potential beyond the student house share. It offers those in co-living spaces a personal option for when they want to cook alone, as well as flexibility for those living in larger abodes, where residents may want to play with space and have a convenient appliance to hand away from the kitchen. For more on this thinking, see New Food Roles & Rituals.

For more clever kitchen design tools for millennial at-home cooks, see Activating At-Home Foodies, as well as Compact Kitchen-Top Dishwasher and KitchenAid's Future Kitchen Concepts.

Speciality & Fine Food Fair 2018: Top 3 Luxury Trends

Luxury food and beverage brands at this year's Speciality & Fine Food Fair in London pushed the boat out in terms of flavour, format and health credentials. Carefully considered left-field thinking delivered creative and fully-rounded products – from tea-whisky to CBD-infused honey.

  • It's Tea's Time: Cold-brew tea stood out as a key product, with brands experimenting with flavour profiles and product formulations. British start-up Noveltea showcased a collection of three alcoholic cold-brew teas: gin with Earl Grey, rum with Moroccan mint tea, and whisky with Chinese Oolong. Business development director for the brand Caroline Conroy said: "We've seen a lot of development and experimentation with cold coffee; now it's time for tea to take the spotlight."

    Also playing with tea and alcohol at the show was London brewery Lowlander, which launched a beer made with tangy ingredients yuzu and grapefruit, balanced out with subtle cold-brewed Earl Grey.

    South African brand Uber Flavour launched its collection of cold-brew rooibos blended drinks made with fruit juice and natural spices. The beverages have a rich umami flavour and come in lemon & honey, berry & buchu, mango & vanilla and apple & cinnamon varieties.
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  • Everything is Enriched: Food brands are continuing to enrich their products with ever more creative health-boosting ingredients. As explored previously at Stylus (see Skin & Tonic: Anti-Ageing Gin and Bobbi Brown Launches Wellness Collection), collagen is becoming an increasingly popular ingredient in food development for its skin elasticity and anti-ageing properties.

    New UK brand Ancient + Brave launched a duo of hot beverage powders containing collagen, designed to be blended with its True MCT oil, water and butter to create an enriched skin, brain and performance-boosting beverage.

    English company Infused Nature launched its new Art of CBD honey. Made from raw canola honey and premium full spectrum CBD, it contains natural enzymes, vitamins and the full scope of cannabinoids. Zamil Mohammed, export manager for Infused Nature, told Stylus: "The flavour profile of CBD oil can be a little jarring, so by combining it with honey, we have created a product that is pleasant to taste and can be used on toast, in cakes or in tea without losing the vital benefits."

    See our Spotlight Trend Commercialising Cannabis for a deep dive into its most potent opportunities.
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  • Alcohol's Long Tail: Innovation in the alcohol space was strong again at this year's show – with its influence reaching beyond beverages. UK start-up The Drinks Bakery launched a range of savoury biscuits, formulated to be paired with specific types of alcohol. Founder Andy Murray said: "Looking at the tradition for cheese and wine pairing, we realised that there was an opportunity to create a unique, cheese-based range of biscuits that played with flavours found in alcohol in the same, yet unique way." Options include parmesan, toasted pine nuts and basil (for prosecco, fruity wines and blonde beers), and Lancashire cheese and spring onion (to pair with dry wines, lager, bitter beers and stout). See our report Luxury Food Trends 2017 for a similar take on this thinking.

    Dutch company Vinoos introduced its product range The Real Wine Gum to the UK market at the show. Playing on the traditional British gummy sweets, the wine gums seek to give the flavour profile of different wines, including Chardonnay, rosé, Riesling and Merlot, without the alcohol content.

    Thirdly, London DIY bubble tea company Bobalife launched a collection of flavour pearls to add to spirit drinks and cocktails that burst in the mouth. According to Brett Merchant, national account manager for the brand, the pearls offer a new type of flavour experience – offering bursts of fruitiness without flavouring the whole drink.
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Published: 3 Sep 2018

Fighting the Rising Tide of Food Waste

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Lidl

Each year, one third of all food produced globally for human consumption is wasted, according to the Food and Agriculture Organisation of the United Nations. As consumers wake up to this problem, businesses are finding ever more inventive ways to harness the rising tide of waste created by supermarkets, restaurants and the food supply chain.

  • Box It Up: Launching as a trial in the UK, German discount supermarket giant Lidl's Too Good To Waste boxes contain 5kg of fruit and vegetables deemed edible, but no longer in perfect condition. The boxes will retail at £1.50 ($1.93) and will be available for the first two hours of each day. After that, the produce will be donated to local charitable causes as part of the chain's Feed It Back campaign.

    See also Tesco Ramps Up Anti-Waste Stance and Future Supermarket Strategies.
  • Hotels to the Rescue: Colorado hotel The Broadmoor is repurposing wasted food originally prepared for buffets and events at its on-site restaurants by sending it to a local homeless shelter in Colorado Springs, with 3,500 tonnes of food donated so far. The hotel also harvests its own honey and raises its own cattle on-site – partnering with local businesses to reduce wastage and food miles. 
  • One Block at a Time: Estonian start-up Delicia is set to launch a beta version of its decentralised waste-reducing food and drink trading platform, powered by blockchain and artificial intelligence (AI). The system allows grocery and convenience retailers to sell food that is nearing expiration to local restaurants, or straight to consumers via a blockchain-powered app. The company will also use AI to analyse historical buying and selling patterns – creating a more efficient, transparent food chain.

    See Coffee's Next Chapter to find out how this technology is impacting the coffee supply chain.
Published: 21 Aug 2018

The Active Cruise Line Where Fitness Never Takes a Vacation

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Blue World Voyages

Launching in May 2019, new US cruise line Blue World Voyages is changing the vacation game. Targeting a more active clientele, the 350-guest luxury vessel is designed for people who don't necessarily want to spend their vacations lazing around – namely, millennials.

Onboard, guests will find yoga, spinning and TRX studios, golf simulators and batting cages – but it doesn't end there. At each paradise-like destination, cruisers can participate in runs, hikes, bike rides, surfing and diving expeditions, as well as other exciting adventures around the Mediterranean.

It's not the first cruise line to have attempted to reach the active consumer. Cruise Critic – which reports on the best ships for fitness amenities – cites MSC Cruises as having the best gym, while Norwegian Cruise Line features ropes courses, and Seabourn is the place to go for yoga. However, Blue World Voyages doesn't just specialise in one area: it aims to offer the best of all fitness activities, setting it apart from this group.

Today's consumers are driven by the desire for extreme experiences and urban adventures, according to Stylus experts. Blue World Voyages is seizing on this trend by tapping into the active lifestyle market – a savvy way to keep up with changing consumer demands.

For more on catering to active consumers, see our Macro Trend Active Lives. See also Hospitality's Heightened Fitness Focus for more on how the travel industry is targeting the hardcore fitness consumer.

Published: 10 Aug 2018

Biodegradable Coffee Cups Grown from Fruit

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HyO Cups by Crème Studio

As big brands and retailers pledge against plastic, designers and researchers are persisting with sustainable and plant-based alternatives for single-use items. Brooklyn design studio Crème has turned to gourds (fleshy fruits with hard skin) to create an environmentally friendly solution to disposable coffee cups.

While existing paper versions are typically lined with polyethylene and cannot be recycled or composted, meaning excessive numbers end up in landfill, the HyO-Cups are 100% organic and biodegradable.

The studio looked to gourd containers for inspiration, which can be found all over the world. Traditionally used in many cultures as containers for liquids or medicines, they are often grown in earthen moulds to create different shapes and sizes. Once dried out, the fruit’s strong outer skin and fibrous inner flesh become watertight. 

To make a standardised vessel in the same vein, Crème developed custom 3D-printed moulds. The fruit is then grown inside, taking on the shape of a stackable, faceted cup or flask.

The production process currently takes around six months – from planting the fruit to drying out the shells; but the team claims the cups can be manufactured on a mass scale. It hopes that scaling up production and growing the gourds in a controlled, indoor environment will produce a more efficient and plentiful crop.

Laboratory-grown materials and solutions to our depleting sources is an important theme in our S/S 20 Materials Focus story Augmented Space. See Edible Kombucha Packaging and Crab Shells & Cellulose Offer Promising Plastic Alternative for further sustainable alternatives.

Published: 7 Aug 2018

Top 3 Beauty Brands Breaking into the Food Space

Luxury beauty brands are dipping a toe into the food and beverage space, flexing their deep knowledge of ingredients to offer innovative and engaging products and experiences.

This cross-pollination offers exciting opportunities for beauty brands seeking to extend their traditional remit, and also reflects the thinking presented in our Industry Trend report Trans-Industry Ingredients.

  • Cleaner Veg: US luxury and ethical haircare brand Oway has launched a new product called Plantae – a liquid purifier for fruit and veg made from mint, organic pink grapefruit and ethically produced guava. When applied to edible produce, the biodynamic formula removes chemical residue and dirt, without the need for water. It's being touted as the perfect product for camping and on-the-go cleaning. For more on product development in this space, look out for our upcoming report on off-grid dining.
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  • Beauty In the Dining Room: Australian organic beauty brand Aesop recently collaborated with London dining studio Plates on a series of plant-based pop-up dinners. Meals are made from seasonal, organic fruits, vegetables and wild herbs. Taking place upstairs in one of its London stores, the brand is holding dinners throughout the year, with tickets costing £70 ($92) per person. 
  • Edible Wellness: As previously covered here, US beauty oracle Bobbi Brown recently launched a range of dietary drinks and supplement powders under the brand name Evolution_18. The collection includes a collagen powder for skin elasticity, keratin dietary capsules for stronger hair and nails, probiotic quick-melt powder for gut-health, and cacao protein powder for increased brain function.
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Published: 3 Aug 2018

Top 3 Interactive Food Experiences This Summer

Food is being celebrated in increasingly immersive ways, with educational foodie museums popping up across the UK and US. From the history of Bangladeshi-American cuisine to an indulgent 'cheat day' exhibition, consumers are being plunged into playful foodie experiences.

  • Enter Cheat Day: In September 2018, Cheat Day Land will open in LA's Art District, encouraging health-conscious consumers to play at 'indulging' via Instagram-friendly installations that offer photo opportunities without the calories. The 12-room journey will include a doughnut gym with pastry dumbbells, a cereal bowl swimming pool and a space to try on a hamburger dress. Guests will also be able to purchase a line of merchandise branded with "Cheater", including T-shirts, shoes and hats. Adult tickets will cost $38.
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  • The Making of Bangladeshi-American Food: In July 2018, New York's Museum of Food and Drink opened an interactive exhibition called Knights of the Raj celebrating Bangladeshi-American cuisine. Curated by British artist Mohammed Ali, the exhibition explores how Bangladeshi food has found its place in the New York restaurant scene via a documentary and a walk-in diorama installation featuring objects and photographs lent by Bangladeshi migrants working in the restaurant space. It will also include a 10-person dining room serving British/American curry-house classics during the day and a traditional three-course Bangladeshi feast in the evenings.

    This exhibition falls alongside the museum's Chow exhibition, which has been on show since last year and celebrates America's relationship with Chinese food.
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  • Ice Cream Dream: Also launched in July, renowned UK food experience innovators Bompas & Parr's immersive London exhibition Scoop: A Wonderful Ice Cream World delves into all aspects of the sweet treat. It tracks the history of ice cream, from sorbet moulds in 1714 Rome through to 1980s Glasgow, where criminals operated from ice-cream vans, and all the way into the future. The showcase includes the world's first 'hundreds and thousands' fountain, glow-in-the-dark ice cream and a futuristic pastel-coloured parlour. See Ice Cream's Chameleonic Update for more on ice cream's fantastical future.
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Scoop: A Wonderful Ice Cream World
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See also Alcohol's New Retail Frontiers and The Future of Flavour for more on immersive brand experiences.

Published: 25 Jul 2018

No More Mushy Avocados: Edible Coating Doubles Shelf Life

Californian company Apeel Sciences has developed an edible coating that can extend the shelf life of this millennial favourite. The invisible barrier, made entirely from plant materials, delays mushiness – an innovation that could spark a food retail revolution.

The coating is made from naturally occurring lipids extracted from discarded fruit and vegetable waste, which are made into a dip or spray. This sustainable solution is set to reduce the amount of produce thrown away by retailers and consumers due to spoilage.

On average, Americans throw away 400lb of food per person each year (NRDC, 2017). Apeel aims to prevent this wastage by naturally preserving the ripeness of produce. The coating also offers a sustainable replacement for packaging, potentially reducing food retail's reliance on plastics.

Although the company is focusing on avocados due to their notoriously fleeting window of perfect ripeness, Apeel's formula can be modified for strawberries, mangoes, apples, bananas, kumquats and asparagus. The coating can also be used in regions where refrigeration is not widely available – in pilot projects in Nigeria and Kenya, it was applied to cassava root and mangoes.

Apeel Sciences is not the first to tackle the avocado conundrum. Californian avocado distributor Calavo uses ProRipe VIP, which evaluates how ripe the fruits are by measuring their acoustic response. And an Australian company has created an "avocado time machine" that slows down the browning process.

For more on sustainability in this industry, see Sustainable Restaurants and Feeding Tomorrow's Consumers.

Published: 24 Jul 2018

New Smart Skill Helps Parents at Mealtimes

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Sprout

It's no secret that kids don't like eating their vegetables – but organic baby-food maker Sprout Foods is using smart skill technology to provide a solution to mealtime battles.

The new Sophie Sprout voice skill for Amazon Alexa aims to eliminate the hassle of mealtimes by playing catchy, food-themed songs to encourage toddlers to eat their fruit and veg. In addition, the Mealtime Adventure feature guides parents and kids through the 'here comes the airplane'-style spoon-feeding game – as well as other tactics for getting them to eat more.

Audio skills for kids are a rapidly growing category of apps for voice assistants that run on smart speakers. The Amazon Echo currently has many child-targeted voice skills in the US, reaching a new demographic of smart-speaker users. The technology is gaining mainstream popularity – particularly among young millennial mothers.

Sprout Foods is a great example of how cross-industry collaboration can lead to innovative solutions for day-to-day problems. By blending tech with food and beverage, the New Jersey company is successfully tapping into the health-conscious mentality of today's consumer.

For more on this, see Natal Nutrition: From Fertility To First Foods and Gen Alpha: Raising the Superkids

Published: 16 Jul 2018

Brooklyn Eats 2018: Three Trends to Watch

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Clockwise L-R: Mama O's, Yolélé, Pierless Fish

At Brooklyn Eats 2018 (June 28), local companies demonstrated mass-market appeal with product launches that echoed themes spotted at New York’s Summer Fancy Food Show (June 30 to July 3). These are our top picks for products that capture the culinary innovation brewing in the borough.

  • Internationally Inspired Condiments: As seen at the Summer Fancy Food Show, companies are giving formerly niche sauces mass-market makeovers. Brooklyn kimchi producer Mama O’s presented Spicy Kimchili sauce, which combines the sweet tang of sriracha with the heat and fermented flavour of the brand’s spicy kimchi.

    Condiment brand Brooklyn Delhi presented its curry ketchup and curry mustard, which launched at Whole Foods supermarkets nationwide early this year. They serve as a mainstream companion to the brand’s tomato and roast garlic achaars (Indian relishes).

  • Africa’s Super Grain: Local start-up Yolélé partnered with Senegalese chef Pierre Thiam on a line of fonio – a West African grain that looks like quinoa, but cooks quickly like couscous. While the company aspires to make fonio an American pantry staple, launching in Brooklyn taps a cohort willing to spend on products sourced directly from farmers.

    Fonio is also popular elsewhere. Illinois-based Manitou Trading launched two fonio mixes at Summer Fancy Food Show 2018.

  • Gill-to-Scale Pet Food: As noted at Global Pet Expo, forward-thinking pet brands are following broader trends by investing in sustainably sourced food. Seafood wholesaler Pierless Fish has developed dog treats that repurpose fish scraps left over after butchering. The product cleverly reduces food waste – a theme explored in-depth in Sustainable Restaurants.
Published: 9 Jul 2018

Is Smell-O-Vision the Next VR Frontier?

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Virtual reality (VR) is plunging consumers into multisensory environments, impacting industries from product development to entertainment. Now, Swiss scent and flavour house Givaudan has added scent to the equation with its new 'Smell-In-A-Box' technology.

Launching at San Francisco conference Food IT in June 2018, Givaudan has created a smell emitter that releases fragrances that align with visuals projected through a VR headset. The version showcased at the event placed wearers in a virtual kitchen, with the scent emitter releasing the smells of different ingredients as they appeared within the space. These included bananas, strawberries, onions and garlic.

This technology, which has scope for cross-industry impact, is exciting for several reasons. In terms of food and drink, it further validates thinking around VR-enhanced dining experiences and product development first put forward in our report Sensory Edibles. It could also be used in the entertainment space – allowing gamers and film viewers to become even more fully immersed in virtual worlds via the addition of olfactory stimulation.

For further examples of how product developers are using scent to enhance the consumer experience, see New Fragrance Worlds and Scented Cup Simulates Flavour. See also Tribeca Immersive 2018: The Art of AR/VR and CES 2018 x Retail: Emotion-Tracking VR Headset to discover more on the rapid and evolving growth of VR products across the industry spectrum.

Published: 3 Jul 2018

The Beverage Buzz: Alcohol-Style THC Drinks

Legal cannabis poses a clear threat to alcohol brands. Now, several companies are developing THC-powered, alcohol-free beverages that look and taste like beer, wine or spirits – positioning cannabis as a direct replacement.

Brands are vying to leverage the newly legal status of recreational cannabis in nine US states and Canada (Canadian legalisation begins in October, but edibles/drinkables will be barred for the first year). They're promoting alcohol-inspired beverages infused with THC (the psychoactive compound in cannabis) as hangover-free booze alternatives and an easy format for social cannabis consumption. Because the effects of conventional edibles are normally slow to kick in but can last for hours, some producers are also designing their products to mimic the response curve of alcohol.

As explained in A Budding Opportunity: Commercialising Cannabis, different strains of the plant naturally serve as alcohol alternatives for both thrill-seekers and their opposing counterparts, moderate millennials. In Canada, 41% of current/likely recreational cannabis consumers regard it as an alternative to alcohol, according to a new study from Deloitte Canada, which concludes that "all alcohol categories could be affected". A 2017 survey of Californian millennials by local cannabis producer OutCo found 34% would choose cannabis over beer, while 18% would favour it over wine.

We initially discussed this concept in Fluid Flavours, part of our Future of Flavour Industry Trend, pointing to drinks like the alcohol-free sauvignon blanc produced by Rebel Coast Winery in California. Here are five 2018 launches worth tracking:

  • Lagunitas, the California brewery owned by Heineken, has announced an "IPA-inspired" sparkling THC drink called Hi-Fi Hops, described as "bubbly, aromatic, bitter, fruity and herbaceous". Unlike beer, the drink is zero-calorie and carb-free – key selling points. Lagunitas is partnering with cannabis-oil producer ABX, whose infusion method is designed to ensure even dispersion of THC. Packaged in childproof cans, Hi-Fi Hops will come in a 10mg THC version and another containing 5mg of THC and 5mg of CBD (the non-psychoactive component). It's set to launch in California this summer.
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  • Colorado-based Ceria was launched this year by Keith Villa, former longtime head brewmaster at US brewery Molson Coors' Blue Moon Brewing brand. Villa plans a line of THC drinks that will be brewed like beer and then de-alcoholised. He's working with Colorado cannabinoid research company Ebbu, which has developed formulations intended to produce specific results (from energising to chilling out). The water-soluble formats have the same onset time as alcohol. Villa says the products will be available by year-end. 
  • Toronto start-up Province Brands of Canada plans to launch a line of beers brewed from the cannabis plant itself, plus a non-alcoholic barley-based beer infused with cannabis oil. The drinks will incorporate an accelerant to speed up the onset of intoxicating effects, as well as a proprietary decelerant.
  • Two Roots Brewing, from San Diego-based company Cannabiniers, is preparing a beer that will be de-alcoholised and then infused with micro-doses of THC – enabling consumption of several bottles without overdoing it. The company says the electrolyte-filled non-alcoholic beer is healthy – akin to a sports drink – and that such products will help negate any fears still associated with cannabis edibles. The five varieties (a lager, stout, IPA, blonde ale and wheat beer) will launch initially in Nevada.
  • Toronto-based Tinley Beverage Company is producing alcohol-free, THC-infused coconut rum, amaretto extract and cinnamon whiskey extract, as well as a ready-to-drink “margarita” designed to deliver a level of psychoactive intensity comparable to a traditional cocktail. The drinks are currently sold in California.
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Corporate-backed products will be joining these brands on the shelf. After taking a 10% stake in Canadian cannabis producer Canopy Growth in 2017, Fortune 500 alcohol company Constellation Brands is now developing cannabis-based beverages. Molson Coors is reportedly exploring similar plans in Canada.

Expect more alcohol brands to follow. Americans already believe regular marijuana use is less risky health-wise than regular alcohol consumption (Marist College, 2017). In the recreationally legal era, as cannabis comes to be perceived as a natural wellness product, products like these are likely to supplement or replace their alcoholic counterparts.

Published: 27 Jun 2018

New Eco-Material Made from Coconut Waste

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Coconut bio waste is made into sustainable material

Addressing the increasingly voracious consumer demand for ethical and sustainable material production, Aussie start-up Nanollose has developed the world's first rayon fabric made of biowaste from the food industry.

The material, called Nullarbor, is made by adding microbes to coconut biomass. This naturally ferments the otherwise wasted industry byproduct to create microbial cellulose, which can be used to create a rayon-based material.

This process uses very little land, water or energy, as well as none of the pesticides and fertilisers used to create conventional rayon, which is sourced from wood pulp. According to the brand, this process can also be used to convert wasted biomass from the beer and wine industries, demonstrating the broader potential for this process.

Nanollose chief executive Alfie Germano said: "My vision is for Nanollose to be at the forefront of offering fashion and textile groups a viable alternative, and decreasing the industry's reliance on environmentally burdensome, raw materials."

This process further shows how ingredients and waste products traditionally found in the food industry can have myriad cross-industry applications, as discussed in our report Trans-Industry Ingredients. It also speaks to growing consumer expectations for sustainable textiles in fashion and interiors, as recently covered in our report A Sustainable Journey.

Published: 18 Jun 2018

Ben & Jerry’s Tax Empowers Shoppers to Offset Carbon Impact

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Consumers are becoming increasingly conscious about their social and environmental impact, and are on the lookout for brands that are active in those areas. To support its sustainability credentials, US ice-cream brand Ben & Jerry’s uses blockchain to enable fans to offset their carbon impact by paying an extra penny at the till.

Ben & Jerry’s has collaborated with Maltese non-profit organisation Poseidon Foundation on an ice-cream parlour spot in London. Using blockchain tech, the brand is able to calculate the environmental impact of producing and purchasing a cone of ice cream, and gives consumers the opportunity to rebalance their footprint and actively support action on climate change by buying carbon credits. Ben & Jerry’s has pledged to buy credits for each cone and invites consumers to do so too – when paying at the checkout, the cashier asks consumers if they’d like to add an extra penny to their balance.

Carbon credits are tradable tokens linked to projects which offset the greenhouse gases created by organisations and are usually only sold in massive quantities to corporations. Poseidon splits them up into micro transactions, making them accessible to consumers. Ben & Jerry’s credits are used to support a forestry conservation project at the Cordillera Azul National Park in Peru. Since opening in May, the ice-cream parlour initiative has been able to protect more than 1,000 trees – equivalent to an area the size of 77 tennis courts.

Our reports Retail's Activist Brands and Reframing Sustainability discuss how other brands are supporting action on climate change or educating consumers on conscious consumption.

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