Lockdown is awful. We make the best of it, but being caged and limited in what we can do is stressful. Restrictions fuel innovation though and many households are exploring the kitchen in new ways. This means there is a goldmine of food and beverage innovation being posted on the main social media channels every day. Should brands be tapping into this? Yes definitely. It might ultimately (and hopefully) be a blip, but once you delve into the reasons why things are being made then it becomes very interesting.
Here are some observations on what’s been cooking and why…
- People are craving what they can’t get and re-creating iconic products such as the Sausage & Egg McMuffin and Steak Bakes. Some of this has been prompted by brands.
- People are trying new recipes and experimenting in the kitchen. Usually this is some form of treat for themselves or others and can be a bonding activity.
- Nothing is being wasted with more focus on batch cooking & freezing, creative use of leftovers and making the most of the store cupboard.
- Bread is more important than ever, covering all the functional and emotional bases – with the right ingredients or without.
- All of the above are interesting innovation/communication areas for brands as they look to stay relevant both now and in the future.
In summary…
