Healthy Hedonism,
Fibermold & Gen Z
Our Future Products think ahead – what will actually be
“the next big thing”? Here we test it out for you!
The “Future Products” magazine series follows the approach of our
Instead of looking into the worn-out glass ball, we use our process to find new combinations and visualize the taste of the future.
Today in Blender: a blend of hedonism and sustainability for a target group that everyone wants to crack right now…
The concept – Butter Poppies
We start by selecting the “ingredients” from the four quadrants of our
Trend Radar
and decide on the two megatrends “Healthy Hedonism” and“Fiberization“.
Hedonism is booming in times of crisis. Or has anyone not heard of the return of the “lipstick effect” these days? During the economic crisis of the 1930s, people bought significantly more lipstick. The reason for this is that in times of crisis, people tend to focus on the little things in life and prefer to treat themselves to something small instead of making large purchases. The effect is not just on cosmetics, however, but also on food.
However, this new way of indulging has a twist – because it combines pleasure with values and goals. With Healthy Hedonism, the pleasure of eating is paramount, but health and sustainability always resonate. A trend made for our chosen target group, the GenZ. According to a study by Pronova BKK, this generation attaches great importance to sleep, nutrition, sport and mental health.
Avoiding alcohol and eating a functional, plant-based and protein-rich diet are central themes. However, Healthy Hedonism is not about restriction, but about a smart approach to pleasure and well-being. A product has to be fun, fit in with a flexible lifestyle and – last but not least – look good on social media.
However, GenZ not only has special expectations of the product, but also of the packaging. As the latest study by management consultants Simon-Kucher shows, younger, urban households in particular are willing to pay more for sustainable packaging – while the trend has generally been on the decline since 2021.
The Butter Poppies address precisely these aspects. Delicious-tasting, colorful hemispheres made from plant-based ingredients that bring pleasure, but not a guilty conscience. The
branding
and
packaging design
is loud and catchy, with large fonts and bold colors. The product offers exciting flavors and room for individuality. And the
choice of materials
of the packaging reflects the desire for sustainability.
The product
The recipe and presentation of the Butter Poppies is based on the familiar format of portioned herb butter. Who doesn’t get excited when they think of a blob of butter on grilled food?
However, in the spirit of healthy hedonism, “normal” herb butter is out of the question. Vegan butter based on vegetable oil instead of cow’s milk, berries and spices instead of classic herbs, unusual creations instead of down-to-earth flavors. It should taste – and look – like fun.
“Blue Me Away” is a poem of wild blueberries, smoked rosemary and a hint of salt. Sweet, smoky and aromatic – perfect with fresh sweet potato wedges from the Airfyrer or grilled vegetables.
“Berry Hot Stuff” contains spicy chipotle chilli, raspberry pieces and crunchy cocoa nibs as a superfood. Hot and spicy on a vegan burger patty, grilled pumpkin or fancy sauces.
“Espresso Uh-Mami” is an extraordinary flavor bomb with black garlic, sour cherries and espresso powder. Adds a pop to the
boring vegetable dish and crashes the party in mom’s mushroom pan.
The packaging
The final step is packaging, where the fun factor has to be combined with sustainability. Here we are supported by the rapid developments in fiber casting technologies. Not only can complex shapes now be produced from paper, but even very sophisticated products such as butter or fats can be packaged thanks to the smart integration of barriers. We therefore put our butter poppies in a molded fiber tray with a barrier and also seal the whole thing with a semi-transparent functional paper. The folding box provides additional protection for the product and offers plenty of space for a trendy design.
Got hungry?
Then let’s conceptualize, taste, visualize, test, taste, iterate, design your product together…We are future-ready!
