The EAT-Lancet 2025 report highlights that unhealthy diets now cause more deaths and illness than alcohol, tobacco, drugs, and unsafe sex combined. It emphasizes that improving diets, by eating more fruits, vegetables, nuts, legumes, and whole grains, and less meat, is crucial for both human and planetary health. A global shift toward this balanced diet could prevent 15 million premature deaths annually while ensuring food production remains sustainable within planetary limits.
Welcome to our Knowledge Hub
We love to share our knowledge on consumers and the future of food. This page offers a glimpse of the type of work we do and for whom.
Please contact us if you want to know more about any of these projects and tools.
Opinions
A lot is being said about the future of food and the paths that lead there. And we like to contribute by sharing our knowledge and views. Our blogs are often published on websites like Foodlog, Marketingfacts, Daily Data bites and Greenbook.
Explore our blogs
-
How to make fibre the new protein
Protein has achieved near-hero status in the food and beverage world. Whilst consumers flock to protein-enriched products in their search for strength, performance, and satiety, another important nutrient is being overlooked.
-
Pandora’s silent crisp box
Lay’s new crisp box aims to signal sustainability and premium quality, but experts and consumers are questioning the substance behind these claims.
-
Does having a purpose pay off?
Brand purpose was once the darling of marketing conferences, but the backlash is growing. More and more marketers are starting to question whether purpose really delivers what it promises, or whether it’s just a feel-good label that’s used as a business tool.
-
The Sustainability Paradox
Marketers are under increasing pressure to position their products as sustainable. Yet oddly enough, brands that emphasize sustainability too heavily often underperform commercially and in their actual impact. This is the Sustainability Paradox.
-
Marketing with Meaning: a practical guide to value-based marketing
The tough truth is: being sustainable usually isn’t enough to win over customers. So how do you stand out in a crowded food landscape without watering down your mission? By speaking to what really drives people: their values.
-
Why Low and No Alcohol Drinks Are Booming Right Now
Low and no alcohol drinks have been around for decades, so why are they suddenly everywhere? This shift didn’t happen overnight—it’s the result of several key factors coming together to create a cultural tipping point.
-
Sustainability That Sells: Why Consumers Hold the Key to Real Change
Unilever has scaled back its environmental and social commitments. Durk Bosma shares his thoughts on how consumer insights could have made the sustainability agenda a success.
-
Pathways to Healthier and more Sustainable Eating in 2025
In an interview with Eiwit Trends, Durk Bosma, founder of the Future of Food Institute, shares his view on the struggle of consumers to make healthier choices. In 2025, he anticipates a shift towards hybrid meat products.
-
The future of meat might be here, but are we ready to take a bite?
‘Lab grown meat’ might sound to some like something from a sci-fi movie, but biotechnology-produced meat is our new reality. The all important question is: will consumers actually eat these foods?
-
“Sometimes it’s better not to communicate about sustainability at all”
Seven years ago, Durk Bosma decided to work exclusively for brands and organizations that aim to leave a better world behind. Since 2019, he has been doing this through his agency, Future of Food Institute.
-
Let’s stop talking about ‘sustainability’
Sustainability has become a hollow, overused term. So overused that there had to be legislation on when companies can and cannot use the term. Let’s use the term ‘future-proof’ instead.
-
Five years later, is there evidence that the Nutri-score leads consumers to healthier food choices?
Five years after the Nutri-score was first introduced in Dutch supermarkets, the certification has made its mark on hundreds of products in supermarkets. The question remains: does it guide consumers toward choosing healthier foods?
-
Reverse engineering purpose onto your organisation, can it work?
‘Purpose’ is hot and so is purpose-marketing. Esther Overmars and Amber Kouwen have created a helpful framework for organisations to incorporate it in their business in a meaningful way.
-
Sweet like sugar: Dutch consumers are not alone in doubting the effectiveness of the sugar tax increase on soft drinks
A new flat-rate tax increase has been announced for sugary drinks in the Netherlands. Feedback from consumers and lessons in the UK indicate that this measure is a missed opportunity.
-
Why is it that many sustainable food brands are not so successful?
Better to have a brand that fits perfectly with a small target group than one that fits a little bit with everyone. Choosing the right target audience is critical for sustainable food brands.
-
How are supermarkets doing on sustainability?
Supermarkets are increasingly concerned with sustainability. These are the places consumers are confronted with sustainability choices every day.
-
When a chip brand advertises its sustainability
Should a potato crisps brand advertise its efforts to be more sustainable? We share lessons from Lay’s latest advertisement campaign in the Netherlands.
-
Who’s going to buy this? And why?
Ignoring consumers is one of the main reasons why start-ups fail or don’t even make it out of the founder’s garage. Our founder, Durk Bosma, has spent the past five years specialising in consumer behaviour, specifically in the field of sustainable food.
-
Consumers want to bin the plastic packaging surcharge
To stop the ‘plastic soup’ from expanding at the rate it has been, the Dutch government has imposed a mandatory surcharge for disposable plastic packaging. We asked consumers what they thought of this new measure.
-
The greatest value marketers can add is societal value
Recently neuroscientist Martin de Munnik published an article questioning brands that use ‘purpose’ in their marketing but have not rooted their purpose in the organisation. They are (quite rightly) condemned for that.
-
Deposit fee on drink cans: A simple expansion from plastic bottles or a messy hassle for consumers?
The Dutch government imposed a deposit fee of € 0,15 on drink cans. The goal of this measure is to collect and recycle the approximately 2 billion cans that are sold every year. How do consumers feel about this change?
-
Innovating for food transition: ‘We could step it up a notch’
Our food production is connected to almost all major challenges of our time. Addressing these challenges requires innovation. Three experts in food product innovation shed light on the opportunities and challenges the food sector faces.
-
Why Albert Heijn wasn’t the most sustainable Dutch supermarket after all
Soon it will be that time again. The Sustainable Brand Index (SBI) will present the results of its annual survey of how sustainable consumers think European brands are. Beware of ‘winners’ elected in consumers research.
-
Competing successfully in the sustainability arena
Every food company is working hard on making their impact smaller or even net-positive. But not all of them succeed. Simply making products that are better for the planet or society isn’t enough. To be successful you need to dig a little deeper. Consumer insights can help successfully position sustainable brands and innovations.
-
A concept test for your food start-up
A concept test will give you a good idea of the potential of your food start-up. You will learn who would want to buy your product and why. By listening to your future target audience you can innovate faster and with less risk.
-
Diversity on our plates helps biodiversity on the planet. But does it matter to consumers?
Just 15 plants and eight animal species make up 90% of the world’s food, even though there is an estimate of over 30,000 edible plants. What can consumers do to prevent biodiversity loss?
-
Why market research firms should care about sustainability
The number of publications by market research agencies on the topic of sustainability spiked during the Glasgow COP26 Climate Change summit. Why does the market research world suddenly seem preoccupied with making the world a better place?
-
Future of Food Institute. Who are they?
An interview by Peter van Woensel Kooy, senior editor, branding-expert MarketingTribune.
-
What is sustainable food? Our definition
We have dedicated our time to researching sustainable consumption behavior. Until recently, we have never been asked the question: what is sustainable food? It’s not an easy question to answer. And if even experts can’t answer it, how can consumers?
Research Findings
Discover some of the projects we are very proud of.
Take a look at our case studies
-
The meaning of meat
Two new studies from the EIT Food Consumer Observatory uncovers that the success of plant-based and cultivated meat alternatives in Europe depends on cultural relevance, trust, and emotionally resonant storytelling, not just innovation.
-
Policy Acceptance: A Ban on Meat Advertising
A new study by EIT Food’s Consumer Observatory explores the public perception of policy roll-outs. Using a policy acceptance framework, the findings reflect on three main predictors of policy acceptance; the perception of the problem, the perception of the political institution creating the policy, and the perception of the policy itself.
-
Securing the future of farming
To secure Europe’s food future, we must attract young talent to farming. Our new study reveals what motivates young people towards agricultural careers and the barriers they face, offering recommendations for policymakers and educators to address the “young farmer problem.”
-
Same product, two entirely different campaigns: how our Food Profiles can shape marketing strategies
A hands-on activity with Food and Nutrition students shows how easy and effective our Food Profiles can be for guiding marketing campaigns.
-
Mystery shopping by our Food Forum members
Oogst is a partially unmanned farm store operating in four locations in the Netherlands (Leiden, Haarlem, Woerden and Montfoort). Their challenge is to increase the number of returning customers after the first few visits. In order to achieve that goal, the shopping experience must be optimised.
-
Measuring consumer trust in our food system
Each year we collaborate with EIT Food to check-in on the state of consumers’ trust in the food system. We also investigate how consumers perceive their diet in terms of other important metrics including health, sustainability and affordability.
-
Understanding the future of (no) alcohol consumption
Lowlander wanted to better understand the changing alcohol drinking and moderation habits of Dutch consumers. These insights were needed to develop a future-proof strategy for their company.
-
Discovering the world of mushrooms
SCELTA Mushrooms is one of the biggest mushrooms processing companies worldwide. Their goal? To explore mushrooms’ potential in plant-based diets and develop innovative strategies to drive future growth.
-
Concept testing for a soda brand that uses a novel ingredient: cocoa juice
Kumasi is a soda drink made from the fruit pulp around the cocoa bean. This brand wanted to find out which of their strengths they need to focus on in their brand positioning. So we conducted a concept test to find out.
-
Consumers are concerned about health risks of ultra-processed foods
The latest findings from the EIT Food Consumer Observatory shed light on the complexity of consumers’ food choices and the controvery surrounding ultra-processed foods.
-
Is fish replacing meat as a (perceived) sustainable alternative?
In a study for the Marine Stewardship Council and Aquaculture Stewardship Council we found that one third of Dutch consumers say they choose fish over meat due to sustainability concerns.
-
Fight food waste or buy a treat: what do consumers want?
SUNT rescues perfectly good bananas that don’t meet our society’s beauty standards, and turns them into delicious baked-goods, such as banana bread and oven-baked banana donuts.
-
Consumer Observatory: ahead in consumer insights on agrifood topics
Future of Food Institute is a leading partner in the new EIT Food Consumer Observatory. This European hub for consumer insights on sustainable food topics makes understanding sustainable consumer behavior accessible throughout the food system.
-
Majority of Europeans support international eco-labelling system
Our most recent study for the Consumer Observatory, just under 10,000 consumers across 18 European countries, shows that more than two-thirds would welcome a universal label signalling the environment impact of food products.
-
How do consumers view different farming systems?
There is an increasing urgency to improve our global food system, in the face of climate change, water scarcity, biodiversity loss and more. However, in order for sustainable farming systems to be successful, they need to be preferred by consumers.
-
Packaging test for a sustainable wine brand
THE WINE PACK is a high quality, organic Dutch wine brand. Rather than selling its wine in standard glass bottles, THE WINE PACK reduces its carbon emissions by 80% by selling wine in boxes. We tested 2 new designs to find out which one works best.
-
A Plant-Based Revolution: The State of Affairs
How can consumers be pursued to make more plant-based food choices? We sought to understand Dutch consumers’ attitude to transition to a more plant-based diet.
-
Concept testing for a soda brand that uses a novel ingredient: cocoa juice
Kumasi is a soda drink made from the fruit pulp around the cocoa bean. Kumasi helps farmers earn 30% additional income by selling their cocoa pulp, which would otherwise be wasted. But to what extent does this story resonate with consumers?
-
Inspiration in sustainable packaging
A team of master’s students from Wageningen University and Research, went on a journey of inspiration seeking for Future of Food Institute. They worked full-time on a project finding and analyzing appealing and sustainable packaging solutions.
-
The “Eco-score” gets a meagre C from Dutch consumers
The Eco-score is a sustainability logo developed in France that shows the combined environmental score of a food product. It’s meant to help consumers identify products with a less harmful impact on the environment.
-
How sweet do you want it?
There has long been a debate among consumers about sugar. How much sugar is healthy? What kinds of sugars taste the best? We addressed these questions from the perspective of the consumer, to understand their opinions surrounding the topic of all things sweet.
-
How expiry labels accelerate food waste
Many of us bin expired food even when there is a chance that it may still be good. Perfectly good food is often wasted because we would rather trust a printed date than our own sense of taste and smell. Could expiry dates do more harm than good?
-
Are Dutch eating patterns altered by increasing supermarket prices?
The recent inflation has caused a surge in food prices in supermarkets and other food distribution points. We studied how inflation has affected Dutch consumption behaviour.
-
Is funny packaging compatible with high-quality beer?
Uiltje asked to gain insight on how Dutch beer drinkers view ‘fresh’ beers. Uiltje also wanted to understand if their products are perceived as a high-quality beer, and whether its comic packaging gets in the way of that.
-
Testing a new concept: Plenty! the artisanal, plant-based specialty shop
We worked with Plenty! in the early stages of concept development. By testing the concept we enabled Plant! to validate and improve their concept based on consumer feedback.
-
More power to the Pieper!
81% of Dutch consumers eat potatoes at least twice a week. Yet one third are unaware of where they come from and only 15% of consumers describe them as ‘sustainable’.
-
What’s going on in ambient foods?
Canned foods need to innovate to determine their position in the future of food. Products and brands seek to fit with modern societal trends, such as sustainability and healthiness. But … canned goods are often considered less tasty and healthy.
-
How to make algae a dietary staple
To what extend are European consumers familiar with algae as a food, and do they consider it to be tasty, healthy, and sustainable? We discovered what messaging about algea-based food would be most persuasive.
-
Fewer than half of European consumers trust the food system
Since 2018, EIT Food has been studying consumer trust in the food system. How motivated are Europeans to make healthy and sustainable food choices? To what extent are they open to food innovation and technology?
-
The Plant-Bsed Revolution
An increasing number of meat products have plant-based counterparts. The demand for plant-based products continues to expand, but how do we know which animal-based counterpart will be developed next?
-
How can we increase trust in the food chain?
Future of Food Institute and EIT Food have a mission in common: empower the consumer to be actively involved in improving the food chain. We uncovered the themes that influence consumers to eat more healthily, sustainably, and with openness to innovation.
-
How can we boost demand for organic foods?
How do Dutch consumers percieve organics foods? And what messaging could persuade them to purchase more organic food?
-
Future of Food Report 2023
It is time for the second edition of our Future of Food Report. We found that the knowledge and perception of the importance of sustainability have increased. Yet sustainability remains low on consumers’ list of priorities.
-
Nudging for more fruits and vegetables
NAGF wanted to experiment with nudges in a Dutch supermarket. The project studied the effectiveness of applying nudges to stimulate the sale of fruits and vegetables.
-
Designing a new dish for Amsterdam
What do the residents of Amsterdam eat? Based on our findings, popular chef Vanja van der Leeden designed a sustainable, delicious meal, to represent the ‘Flavour of Amsterdam’.
-
Assessing the impact of FoodUnfolded
FoodUnfolded® is a global digital platform designed to reconnect people with their food and empower them to change our food system for the better. They wanted to know how to optimize the relevance and impact of their communication.
-
Testing out a new, sustainable food box
The ReduceBox is a food box delivered to your doorstep that helps you to eat in a more sustainable way. It poses two challenges each week: Wasting less food and eating less meat. Product owner Thomas wanted to know: what is the potential of this concept?
-
Measuring the potential for a new app
Meal Matchers supports its users with healthy and sustainable meal suggestions that match their preferences while broadening their palate. Product owner Pascalle wanted to know: what is the potential of this concept?
-
Do consumers pay attention to quality labelling?
Consumer spending on food with a sustainable quality mark in the Netherlands increased by 18% in 2019 compared to 2018. Is this is because consumers consciously opt for quality marks or because the number of products with a quality mark has simply increased.
-
Are Dutch consumers willing to pay for the more sustainable option of tap water?
Tap water causes a dilemma. It’s way more sustainable than bottled water and of high quality, but restaurants will lose profits when the serve it instead of bottled and branded water. Is there a solution?
-
Understanding the adoption of sustainable innovation
EIT Food is Europe’s leading food innovation initiative, working to make the food system more sustainable, healthy and trusted. What influences consumers to eat more healthily, more sustainably, and be open towards food innovation?
-
What do kids think of the World Food Center Experience?
The World Food Center Experience is a food-themed attraction where children learn about the various aspects of our food system through seeing, listening, interacting and playing. WFCE wanted know how children think about these plans!
-
Co-Creating a European Food Sustainability Institution
The aim of this study with EIT Food was to understand what influences consumers to eat more healthily, more sustainably, and to be more open towards food innovation.
Stuff We Love
Every week we post a surprising, uplifting, heart warming and spectacular initiative or product from around the world. Below you can scroll through oour archive.
If you want be inspired on a weekly basis, follow us on LinkedIn.
Browse through the Stuff We Love
-
The rise of local food powerhouses
Europe’s short-chain food movement is scaling fast, connecting over 10,000 farmers with 1.5 million consumers through fair, transparent, and sustainable models. The merger of Boeren & Buren (known as La Ruche qui dit Oui ! in France) and CrowdFarming is reshaping Europe’s food landscape, empowering farmers and bringing communities closer to their food. A powerful reminder that scaling up doesn’t mean losing sight of local values.
-
-
Veggie adventures with SoeperChefs!
Healthy habits start young! In the Netherlands, many children eat fewer vegetables than recommended, which can impact lifelong health. That’s why SoeperChefs by TommyTomato brings fun, hands-on cooking workshops to primary schools across the Netherlands. Kids learn to chop, cook, and taste their way through veggie-rich recipes while discovering the joy of healthy eating.
-
Drinking to regenerate
Raise a glass to better farming. Carlsberg has launched Grobund, Denmark’s first beer from regeneratively grown grain—part of its goal for 100% regenerative brewing by 2040. Other brands like Waitrose and Jumbo are following, but EIT Food’s ConsumerObservatory shows consumers remain unclear on what regenerative agriculture really means or its product benefits.
-
Future-proof farming
What if we could test tomorrow’s harvest today? With record heat and the driest spring in 50 years, UK crop yields are falling. At the University of Essex’s “drought room,” researchers simulate future climates to identify resilient crops and techniques—from aeroponics to rice, chickpea, and okra trials—helping future-proof our food systems in a warming world.
-
Labels to live by: Lidl launches ‘ live well’
Big news from Lidl GB! Lidl GB has announced the launch of its own ‘Live Well’ label. The label will be applied to products that fall under the ‘Planetary Health Diet’, accounting for both environmental and health concerns. Rolling out across 100+ products in the coming months, Live Well makes healthy, sustainable shopping simpler and more accessible for millions of customers.
-
From first taste to healthy plate
Want to raise a little veggie lover? The ‘Baby Groente Tas’ is a non-profit that helps parents start healthy eating early with veggies, simple recipes, and starter tools. It’s all about getting babies to love veggies from the start for a lifetime of good eating. What are your go-to tips for feeding picky eaters?
-
Turning sugars into fibers through enzymes
Sugar and fibre are two major nutritional challenges, and Zya is tackling both at once. Their enzyme innovation, Convero, reprograms digestion by converting some of the sugar in foods into healthy prebiotic fibre. Beyond reducing sugar impact, boosting fibre intake is essential in our diets.
-
Growing fruits without leaves, stems, roots, or light
Fruit of Knowledge is a project by Wageningen and Utrecht University that grows fruit directly from plant stem cells, without roots, leaves, or soil.
Researchers Lucas van der Zee and Niels Peeters use a five-step system in which meristem tissue is induced to form flowers that develop into fruit in a sugar-based medium. This bypasses the vegetative phase, reducing the need for light, land, and water.
-
From ultra-processed to ultra-simple
According to ProVeg International, Beyond Meat is leaving “meat” behind and adopting a new ultra-simple repositioning. This is expected to come with the launch of a new product with only four simple ingredients. Their rebranding tackles the growing scepticism around ultra-processed plant-based foods.
-
The power of peas
Our EIT Food Consumer Observatory research shows that many consumers view plant-based meat alternatives as artificial and overly processed. Peas Maker offers a fresh take with a simple, three-ingredient vegan option—yellow peas, broad beans, and salt, free from soy, gluten, and additives. Curious how consumers engage with plant-based and other meat alternatives?
-
The bananas built to beat browning
Bananas are big business, but and also a big source of waste, emissions, and an economic risk for farmers. However, Tropic’s gene-edited banana is an innovation that could reshape the global banana supply chain. From an extended shelf-life to disease resistance, its benefits are a powerful example of how biotech can drive real, system-wide impact in our food system.
-
The rise of the bean
Bold Bean Co | B Corp™ is championing beans as a delicious, plant-based protein while supporting soil regeneration, protein diversification, and UK farming. With products like Queen Carlin Peas, they’re reviving a centuries-old British pulse. From cookbooks to giveaways and even a bean-mobile, Bold Bean Co is reshaping the future of food—one bean at a time.
-
Fruit meets future
Dyson Farming is reimagining fruit production with a 26-acre glasshouse in the UK, growing 1.25 million strawberries out of season. Using vertical systems, smart sensors, and green energy, the project cuts food miles, boosts local supply, and showcases sustainable farming. Our EIT Food Consumer Observatory research shows that such tech-driven innovations can inspire more young people to pursue careers in agriculture.
-
Good news for a change
In a time where fear-driven headlines are dominating, Emma Kloppert, founder of The Green Times, along with over 30 partners, has launched the ‘Het Geluid van Vooruit’ campaign that wants to focus on the progress being made towards a more sustainable future. This is a great initiative that encourages people to stay hopeful and to keep contributing to change!
-
Giving orange peels a second life
PeelPioneers upcycles orange peels into ingredients for cosmetics, food, drinks, and cleaning products. Through the EIT Food Consumer Observatory, we explored what drives consumer acceptance of such innovations. PeelPioneers showcases how upcycling can contribute to a more sustainable food system.
-
Lidl Says: Eat Your Supplements!
Lidl has launched a fun and insightful campaign taking a bold approach- repackaging everyday vegetables as “premium supplements”. This initiative is designed to cut through the supplement hype and reminds us that essential nutrients are already available in fresh and affordable produce.
-
What Keeps Farmers Awake at Night?
At the Future Countryside Event in May 2025, Grounded Research launched their report: What Keeps Farmers Awake at Night?
Based on over 1000 responses from farmers across the UK, the report can inform policymakers to make better decisions that consider the needs of those at the foundation of the food system.
-
Farming in the sky? In Rotterdam, it’s reality.
High above the streets, on the roof of the Schieblock in Rotterdam, the DakAkker proves that rooftops can be so much more than just concrete! It grows fresh vegetables, fruits, and flowers — all while supporting thriving bee populations!
-
The Food Tastes Like Fura
Ever wondered what we might eat in the future?
Enter: Fura, a Singaporean bar and restaurant that shows what the future of dining might look like. -
Scan. Know. Eat.
BlakBear is a digital sensor that tracks spoilage inside food packages in real time. It replaces static expiry dates with smart, transparent shelf-life management. It detects actual spoilage, eliminating guesswork, reducing food waste, enhancing safety, and improving transparency in the food system.
-
Eggs, But Better
From scrambles to omelettes and everything in between, these toast-toppers are made with Plant B Egg —a clean-label, plant-based egg alternative made from sweet lupin flour. Easy to pour, simple to cook, and shelf-stable without preservatives—making it perfect for home kitchens and foodservice alike. Curious what plants can do? Let’s just say… this isn’t your average egg.
-
Swapping plastic bottles for seaweed bubbles
Notpla has developed Ooho — an edible water bubble that you can drink and eat! Inspired by and made from seaweed, they’ve found a way to keep you hydrated without the need for plastic bottles. This innovative technology not only reduces waste at marathons but also helps runners stay hydrated. Win-win, right?
-
Gases to Goodness
Savor, a California-based startup, has developed an innovative butter made entirely from carbon dioxide and hydrogen. Using a specialized microbial fermentation process, they convert these gases into structured fats that mimic the taste and function of traditional dairy butter—without using animals, plants, or farmland.
-
An Algal B(l)oom?
Researchers have found a way to stimulate the growth of algae that produces spirulina, in turn creating a more available and plant-based form of vitamin B12. In a feat of engineering, the research team found that exposing this algae to light and by tweaking other variables in what is called a ‘photobioreactor’, they could produce a carbon neutral, nutrient-rich product.
-
Protein from thin air?
Solar Foods offers an innovative contribution to protein diversification. Solein is a protein that can be produced regardless of weather conditions with minimal resources. Using a natural microbe and fermentation, Solar Foods combines carbon dioxide from the atmosphere with renewable energy, resulting in a versatile powder that’s 78% protein.
-
On the way to a Wilder Land
Wilder Land is on a mission to bring biodiversity back to the Netherlands. They are restoring Dutch nature by rewilding in the kitchen. Their Caesar (Un)tamed salad dressing is one example from their range of products made with native ingredients grown in the Netherlands.
-
Finding joy in simple living
Just Enough offers a product guide that makes choosing honest, sustainable and healthy products easy. Their approach also reframes simpler living as a path to saving money, connecting with others and enjoying more freedom.
-
Smarter tax for a healthier future
The idea of a tax on meat sparks contentious debate around dinner tables, but a recent study by University of Oxford finally provides a clear answer. Researchers modeled a scenario where the tax on fruit and vegetables is eliminated, and meat and dairy are taxed at full rate.
-
Sugarfree rebellious lollypops
Suckers are disco ball-shaped lollies fortified with amino acids and vitamins C and B5. Even the stick is edible, making Suckers the ultimate guilt-free treat. Keep an eye out for Suckers at festivals this summer!
-
Quantifying the social impact of business
Until recently there was no universal way to measure societal impact and determine its financial value. How can we hold compnaies accountable for something that can’t be measured?
-
Frozen fine food
Have you ever hear of a ‘fine dine in’ experience? Farmyard Frozen delivers upmarket frozen meals cooked with local, seasonal ingredients to your doorstep.
-
Nutrition in the hypocratic oath
Nutrition was once central to the Hippocratic Oath, emphasizing food as medicine. Yet today, it’s barely mentioned. A petition is calling to bring nutrition back, ensuring doctors prioritise dietary health as an essential part of medical care.
-
Honest food sustainability claims
This month The Netherlands Authority for Consumers and Markets announced their 2025 priorities. They will concentrate on promoting clear and honest food sustainability claims.
-
Water lentils
Water lentils, also known as duckweed, have been approved for consumption in Europe. Water lentils are packed with protein, has a nutty taste and a satisfying bite. Plus, they’re one of the fastest growing plants in the world.
-
Rethinking cocoa
Celleste Bio is reimagining cocoa production with cell culture technology, creating high-quality cocoa ingredients from natural cocoa cells. This innovative approach paves the way for a more sustainable, eco-friendly future for chocolate lovers everywhere.
-
Guacamole without the avocado
Introducing Favamole: a new product with the ambition to provide a low-impact way to satisfy our guacamole craving. This guacamole alternative is made with fava beans and peas grown organically in the Netherlands.
-
Broodje Nijmegen
Broodje Nijmegen is a new sandwich featuring local farmers from the Nijmegen region. Sandwiches are a regular part of lunch in the Netherlands and with this familiar product the agricultural sustainability transition is made tangible and scalable.
-
Potato Cheezz
Cheese without salt or fat, but packed with fiber. Potato Cheezz is the new plant-based alternative to traditional dairy cheese. This innovative product mimics the texture and taste of cheese – you’d never guess it’s made of potatoes!
-
Shelfy
Have you ever thrown away fresh produce that became mouldy before you had the chance to cook with it? Wasting food never feels good. Shelfy is a small, rechargable, smart device sits in your fridge and slows the ripening and rotting of your food. Shelfy can give you more time to figure out a new recipe for those leftover vegetables.
-
The Disappointed Golden Egg awards
Have you also noticed shrinkflation? Maybe you feel like you get less product for the same price? What about the skimpflation? Maybe you get a lesser quality product for the same price? Foodwatch Nederland held an awards cermony calling out this year’s most misleading food products.
-
Fruitleather Rotterdam
Every year, millions of mangos go to waste due to overproduction or cosmetic imperfections. Instead of letting all that goodness rot, Fruitleather Rotterdam is transforming discarded mangos into vegan leather! The result? A cruelty-free, eco-friendly alternative that’s stylish, and sustainable!
-
Buy Now: The Shopping Consipiracy
Have you ever made an impulse purchase you regretted? Or wondered what happens to your things at the end of their life? Netflix‘s new documentary, ‘Buy Now: The Shopping Conspiracy’, explores this and more. Hear from industry insiders how fast fashion, big tech brands and online retailers use clever techniques to keep you buying more.
-
Sweet enough
A new study shows that babies born in the UK during sugar rationing in Word War Two faced less risk of chronic disease in later life. Thanks to the ‘natural experiment’ created by rationing, this study provides powerful evidence for minimising sugar consumption before birth and in infancy.
-
EcoBean
EcoBean is transforming the coffee industry by creating sustainable, circular solutions for coffee waste. They collect spent coffee grounds and give them new life through various applications, from producing natural fertilizers to creating bioplastics and biomaterials – breathing new life into what would otherwise be discarded.
-
Juntos Farm
Juntos Farm is a regenerative project that puts people at its core. Not only is community one of the key principles of their work, they also make sure to engage consumers on two aspects that really make a difference in food choice: taste and healthiness.
-
Healthy school lunches
While we may intuitively know that healthier food benefits children, now, for the first time, there’s data to prove it. Deloitte’s research reveals that a €1 billion investment could generate €5 billion in reduced health care costs and increased productivity.
-
Leftover Legends
Ever wonder how to make the most out of your leftovers instead of letting them go to waste? Leftover Legends is an exciting new game by Fork Ranger that comes in to tackle food waste in a fun way!
-
Egg rescue
As California’s wetlands disappear, ducks are losing vital nesting grounds. Fortunately, Lundberg Family Farms‘s organic rice fields provide perfect temporary homes for the nesting season. Before any harvesting begins, they safely rescue the duck eggs and raise the ducklings before releasing them into the wild.
-
Plant-based bites that don’t imitate meat
Recent research from Wageningen University & Research reveals that new flexitarians prefer legumes, nuts, and seeds over meat substitutes. In response to this trend Vivera has launched a new series of plant-based bites that feature vegetables, legumes and grains without attempting to imitate meat.
-
Tackling food deserts
Food deserts leave communities without access to fresh, healthy food, often relying on convenience stores or fast food chains. Nilus is changing this. They connect directly to producers and rescue surplus food which they deliver affordably, ensuring families have healthy options while reducing waste.
-
Fuel us, don’t fool us
Bite Back youth activists took over Westfield London unveiling a powerful billboard with a bold message: “Young activists bought this space so junk food giants couldn’t.” They’re challenging junk food marketing aimed at kids and demanding higher standards from food companies.
-
Salad fully loaded
Urban Ponics produce super greens: they’re not your typical salad leaves and they contain 90+ types of minerals and trace elements, making them much more nutritious. By making these crops super nutritious, indoor agriculture can definitely catch consumers’ attention!
-
Harvesting gormet ingredients indoors
Indoor agriculture struggles with high production costs, especially when they grow herbs, leafy greens, and other vegetables that are much cheaper to produce on land. High production costs can be worth it when indoor farmers focus on high-end ingredients like sea asparagus.
-
Hybrid meat is here
How can food producers help consumers change their diet when they are not motivated by sustainability? The answer may be simpler than you think; give them other reasons to change and keep the effort required minimal. That is exactly what hybrid meat products are doing.
-
Schiphol Airport food goes green
Schiphol Airport had raised the bar with their ambitious target: 60% of food in the airport will be plant-based by 2030. This initiative not only reduces emissions but hopefully also inspires other sectors to prioritise sustainability and ethical sourcing too.
-
The ABC of added sugars
Dutch sugar-free (and sugar-alternative-free!) cereal brand Holie’s launched a new campaign to increase consumer awareness of all the different ways added sugar can creep into our food.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
