Food & Drink in 2021

Weighing up both consumer impacts and that of brands' supply chains, in February we examined how the sector is Decarbonising Diets.

Indeed, consumers are increasingly aware of the impact their food and drink consumption can have on the environment, while brands are using this rising wave of consciousness to tap into innovations in low-carbon and climate-positive products.

One such shift is the introduction of carbon labelling onto packaging and store pricing, allowing consumers to understand the carbon emissions of their shopping basket, thus helping to shape purchasing decisions and inspire offsetting.

Plant-based brand Quorn, for example, became the first major food marque in the UK to commit to adding carbon footprint information to its full range. Certified by the Carbon Trust, the labels are designed to support consumers ‘whom we know are actively trying to find ways to reduce their impact on the planet,' says Peter Harrison, Quorn's chief commercial officer.

Brands will need to move beyond carbon awareness and neutrality, however, by committing to carbon negativity. In the drinks category, BrewDog, Diageo and Air Co are already achieving this status by improving the eco-friendliness of their supply chain.

In October we spoke to Adam Maxwell, CEO of Voyage Foods, a food tech start-up exploring how reverse engineering can future-proof the world’s most popular foods.

The interview delved into the opportunities that scientifically engineered products can offer FMCG companies, such as easing supply chain strain and reliance on threatened crops.

By decoupling food from its source seeds, plants or animals, Voyage Foods is starting with popular categories such as chocolate, coffee and peanut butter. The company identifies the chemical elements in each and how the functionality of those specific molecules work, and then tries to find equivalents in more reliable and efficient sources. The resulting food alternatives are thus free from negative environmental and social implications.

'Our chocolate, for example, is made from grape seeds, sunflower seed meal and standard sugar. These alternative ingredients are some of the most widely produced in the world – meaning we're not contributing to the current issue of food instability,' explainsMaxwell.

While some consumers might be apprehensive about trying scientifically modified foods, brands can harness emotive communications when providing sustainable alternatives. 'We’re maintaining the connection to treat foods by combining novelty, nostalgia and technology,' adds Maxwell.