Out dietary habits have changed dramatically. Groceries are now increasingly devoting their aisles to organic merchandise, farmers’ market is expanding remarkably, and the restaurants have started to list the name of the producers who supply the menus. People from around the world have become more suspicious about ‘Big Food’, a universal term used to indicate processed food.
Additionally, consumers have also started to demand more transparency about the food sold to them. People now want to know about the nutritional value of the food that they consume on a day-to-day basis. Such new trends are driving health and fitness entrepreneurs such as Melissa Fox to launch their personal bands. According to latest reports, meal replacement products launched in market by Fox are essentially plant based and contains only non-GMO and vegan ingredients. Products similar to what Melissa Fox’s new brand offers to the market have become a part of a new generation food start-ups that has elevated recipes to highest order of nutrition, or as Melissa Fox would call it ‘ingredient curation’.
Growing inclination of consumers towards healthier food alternatives however, has not yet dampened the spirits of Big Food companies. In fact the chain of popular food product is now focused to eliminate the use of artificial sweeteners, flavors, and colors to keep pace with the changing times. Recently, General Mills has pledged that it is going to get rid of the artificial colors, flavors, and sweeteners in its products by 2017. McDonald’s have been selling fewer sodas with its offering as Happy Meals. Moreover, an increasing number of prominent brands in the food product market are taking steps to ensure that the food products they manufacture fulfil the nutrition and health quotient demanded in the market. There are reports about General Mills already spending US$820 million to takeover Annie’s. Similarly Campbell has also invested US$1.56 billion on Bolthouse.