It’s getting to be that time of the year, everyone. You know what I mean – no, not holiday time. I mean, it IS holiday time and that’s grand and we can talk about all the food related to that if you like. But what I meant is, it’s almost the end of the year so we are starting to see the trend lists for next year appearing!
And like clockwork, Whole Foods Market has released its top 10 anticipated food trends for 2024. And my reactions, off the top of my head:
🌿 Simple Ingredient Plant Products: you mean, like plants? I mean, the most simple plant ingredient would be a plant, right? Stop paying these consultants so much money to complicate things and bring on the mushrooms!
🥔 Whole Cacao: apparently we are going to be shown lots of ways to use the pulp left over from cacao production. Jellies and jams, that sort of thing. (and yes, I know that it is the potato emoji but it was the closest I could get to a cacao pod.)
🌾 Buckwheat: OK. I mean, it always seems to be lurking around anyway. Might as well give it’s time in the spotlight.
🐟 Fancy Faux Fish: plant-based faux fish to be precise. ‘Carrots masquerading as lox, trumpet mushrooms subbing in for scallops …’ And by the way, happy to try it but I’ll be able to tell the difference between a carrot and lox no matter what you, so don’t get cute with the labelling. Just tell me what it is and I shall judge it on its own merits.
🌊 Water Stewardship: not sure this is a food trend but they needed 10 so a bit of padding now and then can be forgiven.
🌶️ Complex Heat: they say complex heat but the details reveal what they are talking about is cross breeding peppers to be even hotter. Which isn’t, in my mind, about complexity. Just more heat.
🍜 Ramen is All the Rage: ramen has been all the rage for ages, hasn’t it?
🍬 Little Treat Culture – used to be called ‘grab and go.’
⚕️ Women’s Health – apparently people reformulating protein bars to help manage pregnancy, menopause, etc. I gather this is how brands feel they can be part of the public conversation. Colour me slightly cynical.
☕ Caffeine With Purpose – caffeine doesn’t need any more purpose. We know what it does. I don’t need ‘new coffee and energy drinks enhanced with functional ingredients such as mushrooms, adaptogens, probiotics, and more.’ Just give me my damned coffee.
So those are my takes – but you can see what Whole Food has to say for themselves over at the Food Institute.
