
Published 09 October 2023
Foods of the future are already here. Thanks to leaps in science and tech, food and drink brands, product developers and researchers will shatter the status quo in 2024. From next-gen edibles to obesity-obliterating medicines, expect the dietary rulebook to be rewritten in the name of wellness, consumer empowerment and sustainability.



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Gen Z’s food and drink habits are a dynamic blend of values, curiosity and convenience. Gen Z toggle between cooking and clicking, crave bold flavours and viral formats, and want sustainability without sacrifice. For brands, the opportunity lies in making better choices more affordable – and irresistible – to this...