Reinventing Food … 10 transformational trends, and the world’s most inspiring food innovators … from Coccola and Lolipop, to NotCo and TruFru

October 29, 2025

Food is no longer a slow-moving sector defined by incremental change. It has become one of the most dynamic arenas of reinvention in the global economy — shaped by economic pressure, scientific breakthroughs, cultural shifts and radically changing consumer expectations.

Across markets, consumers are rewriting the rules. They are trading down ruthlessly on staples while paying more for products that feel healthier, more ethical or more meaningful. They are sceptical of marketing claims yet hungry for innovation. They demand transparency, functionality and flavour — simultaneously. And they expect brands to evolve as quickly as the rest of their lives.

For food businesses, this creates tension — but also extraordinary opportunity. The winners of the next decade will not be those that merely defend market share, but those that reimagine value, redefine premium, and turn food into an experience, not just a product.

10 trends reinventing food

1. Value sensitive with premium splurges

Consumers everywhere are more price-conscious than they have been in decades. Staples are scrutinised, brands are swapped without hesitation, and private label continues to gain ground. Yet this is not a race to the bottom.

Instead, consumers practise strategic frugality. They save aggressively on basics in order to splurge on one or two items that matter — a healthier oil, a premium snack, a product with meaning or indulgence attached.

The new rule: Value and premium now coexist in the same basket.

2. Premium redefined as “better-for-you”

Luxury cues alone no longer justify higher prices. Today’s premium is increasingly nutritional, functional and preventative: more protein, more fibre, less sugar, cleaner labels, functional ingredients.

Health is no longer a niche — it is a decision filter. Consumers may still buy indulgence, but they increasingly want reassurance that it fits a healthier lifestyle.

The new rule: Premium equals credibility, not decoration.

3. Plant-based goes mainstream

The plant-based movement has moved beyond early adopters. The future is not strict veganism, but flexitarianism — consumers blending plant and animal proteins based on taste, health, cost and occasion.

Innovation is shifting from ideology to sensory performance: better texture, better taste, simpler ingredients and hybrid solutions.

The new rule: Plant-based wins when it feels normal, not worthy.

4. Technology enters the kitchen

AI, fermentation, precision processing and even 3D printing are reshaping food formulation. These technologies are closing the taste and texture gaps that once limited healthier or sustainable alternatives.

What was once R&D-led experimentation is now commercially viable at scale.

The new rule: Food innovation is becoming computational.

5. Private label becomes premium

Retailer brands are no longer generic substitutes. They are curated, premiumised and often more innovative than national brands — offering exclusivity, storytelling and price advantage simultaneously.

This shifts power in the value chain and forces brands to rethink their role.

The new rule: Retailers are no longer just distributors — they are brand builders.

6. Sustainability moves from ethics to economics

Sustainability has crossed a crucial threshold. It is no longer just a moral argument; it is a growth strategy. Brands that reduce waste, upcycle ingredients, shorten supply chains or improve transparency increasingly win loyalty and justify premium pricing.

Consumers reward brands that prove — not proclaim — their impact.

The new rule: Sustainability must pay its way.

7. Food as functional medicine

Consumers increasingly view food as a tool for long-term wellbeing — supporting gut health, energy, immunity and metabolic balance.

This blurs the boundary between food, beverage and wellness, opening new premium categories and consumption moments.

The new rule: Food is preventative care.

8. Convenience gets premiumised

Busy, urban lifestyles drive demand for convenience — but not at the cost of quality. Premium ready meals, meal kits and prepared foods are thriving by combining time-saving with restaurant-level expectations.

The new rule: Convenience is no longer cheap — it is curated.

9. Digital discovery reshapes brand building

Social platforms, influencers and DTC channels increasingly define what gets noticed, trialled and shared. Brands can scale faster than ever — but also lose relevance just as quickly.

Marketing is no longer about campaigns; it is about continuous participation in culture.

The new rule: Visibility beats shelf space.

10. Trust, provenance and local relevance

In many regions — particularly MENA — consumers place growing emphasis on halal integrity, traceability, local sourcing and family trust.

Global brands must feel local, authentic and accountable.

The new rule: Trust is the ultimate differentiator.

10 innovators reinventing food

These companies are not just innovative — they are commercially successful, reshaping categories and expectations.

1. NotCo … Reinventing food with AI

Origin and evolution
NotCo was founded in Santiago, Chile, in 2015 by a technologist, a food scientist and a brand builder who shared a provocative idea: food formulation could be radically improved if humans stopped relying solely on intuition and tradition. Instead of starting with ingredients, NotCo started with data. They built an AI platform — nicknamed “Giuseppe” — capable of analysing molecular structures, flavour compounds and consumer preferences to design plant-based foods that mimic animal products.

What they do differently
Rather than marketing plant-based food as an ethical compromise, NotCo focuses obsessively on taste, texture and familiarity. Their products — such as NotMilk, NotMayo and NotBurger — are designed to be direct replacements for everyday staples. AI allows the company to test thousands of ingredient combinations rapidly, dramatically shortening development cycles and improving sensory performance.

Commercial success and scaling
NotCo has raised hundreds of millions of dollars and expanded far beyond Latin America into North America and Europe. Crucially, it has partnered with major global food companies, using its AI engine to reformulate existing products — including dairy and ice cream — rather than positioning itself purely as a challenger brand.

Why it matters
NotCo demonstrates that the future of food innovation may be computational. It shows how AI can unlock scale, speed and consistency — turning plant-based from a niche ideology into a mainstream solution. For large food groups, it offers a blueprint for how technology can augment, rather than replace, industrial food systems.

2. Meati … Whole-food protein without compromise

Origin and evolution
Meati was founded in Colorado, drawing inspiration from traditional fermentation and the natural structure of fungi. Instead of isolating proteins and rebuilding them through heavy processing, Meati grows mycelium — the root structure of mushrooms — in controlled environments to create whole-food protein.

What they do differently
The company’s approach stands in contrast to earlier generations of alternative proteins. Meati products are minimally processed, naturally fibrous and nutritionally dense, containing complete protein, fibre and micronutrients. They are positioned not as substitutes, but as a new category of protein altogether.

Commercial success and scaling
Meati has attracted significant investment and experienced rapid growth in consumer awareness and retail distribution. Its products appeal not only to vegans but to mainstream consumers seeking healthier, less processed foods. The brand has gained traction in both retail and foodservice, accelerating trial.

Why it matters
Meati signals a shift away from ultra-processed alternatives towards biologically inspired food. It suggests that the future of protein innovation may lie in working with nature more intelligently, rather than engineering around it — a powerful idea for both consumers and regulators.

3. Tru Fru … Making health indulgent again

Origin and evolution
Tru Fru was founded in the USA to address a gap in the snacking landscape: the binary choice between indulgent treats and purely healthy options. The founders’ idea was deceptively simple — real fruit, lightly processed, coated in chocolate, yoghurt or freeze-dried for freshness. By bridging this divide, Tru Fru created a category of “health-forward indulgence” that appealed to children, adults, and health-conscious consumers alike. The brand emerged at a moment when consumers were increasingly seeking snacks that delivered both pleasure and nutritional reassurance.

What they do differently
Tru Fru distinguishes itself through a combination of clean ingredients and playful indulgence. Its products are visually appealing, portion-controlled, and approachable, making them feel like everyday treats rather than niche health foods. Branding is bold, modern and inclusive, emphasising fun and quality without moralising. The company also invests in flexible formats — from single-serve options to family packs — to meet multiple consumption occasions.

Commercial success and scaling
Revenue growth has been extraordinary, with repeat purchase rates demonstrating strong consumer loyalty. Distribution spans grocery chains, specialty retailers, and online channels, allowing the brand to scale nationally while maintaining a premium feel. Tru Fru’s success demonstrates that simplicity, when combined with strong branding and clear value, can outperform more complex product innovations in crowded snack categories.

Why it matters
Tru Fru shows that “better-for-you” doesn’t need scientific jargon or functional claims to resonate. It highlights the enduring power of intuitive value propositions, particularly when health and indulgence are combined seamlessly. For brands, it underscores the importance of making nutritious options emotionally and culturally compelling.

4. FieldGoods … Elevating ready meals to restaurant quality

Origin and evolution
FieldGoods, from Australia, was launched with the mission of challenging the perception that convenience food must compromise on quality. Drawing inspiration from fine-dining kitchens, the founders focused on seasonal ingredients, chef-driven recipes, and sustainable sourcing practices. The brand aimed to transform ready meals from mundane pantry staples into premium, restaurant-quality experiences that could fit into busy modern lifestyles.

What they do differently
FieldGoods pays meticulous attention to every touchpoint — from recipe development to packaging design. Meals are crafted to feel freshly prepared rather than mass-produced, with premium ingredients and authentic flavours. The brand also emphasises sustainability and transparency, ensuring sourcing practices and ingredient quality align with the values of its target consumers.

Commercial success and scaling
FieldGoods has consistently delivered strong year-on-year growth and secured listings with high-end retailers. Its products command a price premium justified by quality, convenience and ethical sourcing. The success of the brand demonstrates that consumers are willing to pay more for convenience when it is paired with a sense of craftsmanship and trust.

Why it matters
FieldGoods represents the premiumisation of time. In an era of increasingly busy lifestyles, convenience itself has become a luxury. The brand highlights how ready meals can be repositioned from utilitarian solutions to aspirational, value-driven offerings.

5. DASH Water … Turning waste into brand equity

Origin and evolution
DASH Water was founded in the United Kingdom to tackle two challenges simultaneously: reducing sugary drink consumption and addressing food waste. The brand uses surplus and “wonky” fruit — often rejected by conventional retail — to flavour sparkling water, turning ingredients that would otherwise be discarded into a central product proposition.

What they do differently
Sustainability is embedded into the product and brand DNA rather than being an afterthought. DASH positions upcycled ingredients as aspirational, playful, and desirable, making environmental responsibility both accessible and culturally appealing. Its branding combines transparency, humour, and clarity to create a compelling narrative that resonates with environmentally conscious consumers.

Commercial success and scaling
DASH has experienced rapid growth and wide distribution in the UK and beyond, becoming a recognised name in a competitive beverage market. Its B Corp certification reinforces credibility, building trust among premium-conscious consumers who care about ethical and sustainable consumption.

Why it matters
DASH proves that sustainability can drive commercial performance. By reframing food waste as an opportunity for innovation and differentiation, the brand illustrates that environmental responsibility can become a strategic growth lever rather than a compliance exercise.

6. Olipop ... Reinventing soft drinks for the gut-health age

Origin and evolution
Olipop was founded out of frustration with traditional soft drinks and early functional beverages that lacked mainstream appeal. The founders sought to reimagine soda as a functional, gut-friendly option by combining prebiotics, botanical extracts, and nostalgic flavours. The idea was to deliver both health benefits and the familiar sensory pleasures of classic sodas.

What they do differently
Olipop maintains the emotional and taste cues of traditional soda while providing tangible nutritional benefits. Its product positioning bridges wellness and enjoyment, making functional beverages appealing to consumers who might otherwise avoid health-forward drinks. Packaging, messaging, and product innovation all emphasise modern, approachable health without alienating mainstream audiences.

Commercial success and scaling
The brand is among the fastest-growing beverages globally, with strong retail presence in North America and e-commerce channels. It has achieved near-unicorn valuation territory, reflecting strong investor confidence and market traction.

Why it matters
Olipop illustrates how legacy categories can be revitalised by integrating science with emotional resonance. It demonstrates that even well-established markets like soda can be disrupted when health and nostalgia converge.

7. Banza … Disrupting the middle of the aisle

Origin and evolution
Founded by young entrepreneurs in the United States, Banza was created to address the nutritional shortcomings of staple foods like pasta. The founders sought to deliver a product that improved health without asking consumers to change familiar cooking or eating habits, using chickpeas as the primary ingredient.

What they do differently
Banza combines higher protein and fibre content with the taste, texture, and cooking experience of traditional pasta. The brand positions itself as approachable and fun rather than preachy, making nutritional enhancement feel natural rather than forced. Packaging, marketing, and messaging reinforce accessibility and everyday use.

Commercial success and scaling
Banza has become one of the largest pasta brands in the United States, with national retail presence and strong consumer loyalty. Its success demonstrates that health-focused innovation can thrive in conventional categories without requiring significant behavioural shifts.

Why it matters
Banza shows that transformation does not always require dramatic lifestyle changes. Instead, incremental improvements, smart ingredient choices, and relatable branding can shift the market from within.

8. Infinite Roots … Scaling through foodservice first

Origin and evolution
Germany’s Infinite Roots originated in Europe’s alternative protein ecosystem with a deliberate focus on foodservice rather than retail. The founders recognised that chefs could act as early adopters and taste influencers, accelerating the acceptance of plant-based protein formats that were unfamiliar to everyday consumers.

What they do differently
By targeting professional kitchens first, Infinite Roots ensured high-quality execution and rapid feedback loops. Foodservice acted as a credibility engine, allowing the brand to perfect formulations and build trust before entering mass retail channels.

Commercial success and scaling
The company’s products have been rapidly adopted across hospitality networks, creating momentum for broader retail expansion. Partnerships with premium restaurants and institutional buyers have established a strong foundation for growth.

Why it matters
Infinite Roots illustrates how channel strategy can accelerate adoption of innovative products. Targeting chefs and foodservice operators first can reduce consumer risk perception, build trust, and validate premium positioning.

9. Revo Foods and Juicy Marbles … Reinventing seafood alternatives

Origin and evolution
Revo Foods and Juicy Marbles joined forces in Germany to tackle one of the most challenging protein categories: seafood. The collaboration combined advanced plant-protein structuring, flavour science, and 3D technology to recreate fish fillets with realistic texture, taste, and nutritional profiles.

What they do differently
Unlike most plant-based brands focused on burgers or mince, this partnership prioritises whole-cut experiences. The products are positioned as premium, sustainable alternatives suitable for restaurants and retail consumers who value authenticity and culinary performance.

Commercial success and scaling
Early adoption in European markets has highlighted strong demand for sophisticated, category-expanding alternatives. The collaboration has generated investor interest and has set the stage for future expansion into new markets and species.

Why it matters
Revo Foods and Juicy Marbles push the boundaries of plant-based innovation, demonstrating that alternative proteins can move beyond simple meat replacements into complex, premium dining experiences.

10. Coccola … Transforming a beverage idea

Origin and evolution
Coccola emerged in 2025 as part of the next wave of food and beverage startups recognised at the World Food Innovation Awards. Founded by a team of Italian entrepreneurs with backgrounds in food science, branding, and sustainability, Coccola was conceived to address three simultaneous market gaps: the need for distinctive functional beverages, the growing consumer demand for sustainability, and the desire for playful, experiential brands.

The company started small, experimenting with unique flavour combinations and functional ingredients that could be positioned as both health-forward and indulgent. Coccola combined innovation in formulation with bold visual branding, creating products that stood out on crowded shelves and social media feeds.

What they do differently
Coccola’s innovation is multifaceted. First, it uses functional ingredients — such as botanicals, prebiotics, and adaptogens — but integrates them into beverages that feel fun and indulgent rather than clinical or medicinal. Second, it focuses heavily on brand experience: colourful, distinctive packaging, interactive marketing campaigns, and social-first storytelling. Third, sustainability is embedded into operations: ingredients are sourced responsibly, packaging is recyclable or plant-based, and supply chains are designed for transparency and minimal environmental impact.

The company also experiments with limited editions and collaborations, creating scarcity and excitement while testing new flavours or formats. This approach leverages both FOMO and social media-driven discovery, appealing to younger, digitally native consumers.

Commercial success and scaling
Although still early-stage, Coccola has achieved rapid growth and recognition. Its products are now stocked in select premium retailers and online platforms across Europe, generating significant consumer buzz and media attention. Winning the World Food Innovation Award has amplified its profile, opening doors for distribution partnerships and investor interest. The brand demonstrates how a small, agile company can punch above its weight by combining taste innovation, strong storytelling, and sustainability.

Why it matters
Coccola exemplifies the modern principles of food and beverage innovation: functional benefits, emotional engagement, and purpose-driven operations. It shows that new entrants can compete with established brands by creating differentiated experiences that resonate with both health-conscious and trend-sensitive consumers. For the industry, Coccola highlights that innovation is now as much about narrative and design as it is about formulation — and that small brands can scale rapidly by aligning product, brand, and social purpose.

What it means for food companies

Across these trends and innovators, five lessons stand out:

• Premium must be justified — continuously

• Technology is becoming a core food capability

• Health and sustainability drive growth, not trade-offs

• Speed and experimentation beat perfection

• Trust and relevance are deeply local

For diversified food groups, the opportunity lies not in choosing one path, but in orchestrating a portfolio — value where it matters, premium where it pays, innovation where it differentiates.

From products to possibility

The next chapter of food will not be written by those who defend yesterday’s categories, but by those who reimagine what food is for — nourishment, prevention, pleasure, identity and impact.

The most successful food companies will behave less like manufacturers and more like curators of value — balancing price and purpose, scale and specificity, tradition and transformation.

Food has always fed the world. Now it must also earn trust, inspire choice and justify its place in a rapidly changing life.

That is the real reinvention underway, and it is only just beginning.

---

More from the blog