Steve Statler. In kitchens around the world, the simple act of checking a date label has become a surprisingly high-stakes decision — one that shapes household habits, retail operations and even global sustainability. Most consumers don’t trust expiration dates, yet they continue to follow them, discarding billions of pounds of perfectly edible food each year. This tension between perception and reality isn’t just a quirk of home life; it exposes a systemic flaw in the way we evaluate freshness and safety. As new technologies begin to illuminate the true condition of our food from farm to fridge, the industry stands at a turning point: we can continue relying on outdated labels, or we can transform how consumers, retailers, and regulators understand and preserve the food we depend on. Steve Statler, CEO of AmbAI, explains how AI, smart sensors and real‑time freshness data are reshaping food safety, sustainability and the global supply chain. At home, my wife and I live on opposite ends of the food‑safety spectrum. I’ll sniff yogurt weeks past its sell-by date and confidently declare it “perfectly fine,” while she promptly discards anything that crosses the printed threshold. Just yesterday, she tossed an unopened package of chicken into the trash. When I asked why, her answer was familiar: "The date says it's expired." Yet it looked perfectly fine and had been properly refrigerated the entire time. Where do you fall on that scale? Are you a cautious date‑follower or a rebellious smell‑tester? In a recent AmbAI‑YouGov survey, 66% of respondents identified as cautious, 23% as relaxed and 11% as extremely strict, which means tossing food even before the printed date. This small domestic debate reflects a staggering global paradox. While millions face hunger worldwide, Americans throw away 120 billion pounds of food each year, about 40% of the US food supply. Despite the fact that more than three‑quarters of consumers distrust expiration dates, 56% still discard food the moment it “expires,” even if it looks and smells perfectly edible. An outdated system we still trust Our current food‑date labelling system is outdated and inherently flawed. “Best before” labels were introduced nearly a century ago, with a surprisingly colourful backstory: legend has it that Al Capone pushed for expiration dates on milk after a relative got sick from spoiled dairy. Conveniently, he also happened to control the bottle printing business. Since then, the system has evolved to be built for consistency, not accuracy. Static estimates assume perfect handling conditions for food products, when the reality can be dramatically different. A carton of eggs refrigerated during its entire journey from farm to your kitchen might remain safe weeks beyond its printed date. However, that harmless-looking chicken left in a hot delivery truck for hours could be dangerous long before its "use by" date, with no visible signs of contamination. The economic and environmental impact Annually, this disconnect costs the average American family between $1,600 and $1,800 in wasted groceries. Globally, the numbers are staggering: food waste causes 8-10% of greenhouse gas emissions and consumes precious water, land, and energy resources. Recent events have only raised the stakes. Amid inflation that's driven up grocery prices since 2019, families throwing away perfectly good food feels increasingly indefensible. And as extreme weather events continue disrupting agriculture with growing frequency, protecting the existing food supply becomes even more critical. According to RTS research, food is the single largest component taking up space in US landfills, making up 22% of municipal solid waste. Smarter sensors: AI becomes ambient intelligence Early tools like temperature loggers and colour‑changing freshness indicators have appeared on food packaging, but they provide only momentary snapshots, not full farm‑to‑fridge monitoring. What’s now transforming operations for two of the world’s largest retailers is what Gartner analysts call “ambient intelligence.” This approach combines ultra‑low‑cost, battery‑free Bluetooth sensors that continuously track a product’s temperature from farm to refrigerator. In the near future, these smart stickers will communicate directly with AI‑powered apps on phones and smart speakers, offering real‑time freshness insights instead of relying on static printed dates. This approach is an example of what NVIDIA CEO Jensen Huang has described as the rise of "physical AI" – intelligent systems embedded in the physical world that interpret context and respond in real time. Picture milk cartons that alert you when they’ve been left out too long, or meat packaging that tells your phone exactly how many fresh days remain based on its real handling history — not just a conservative date printed weeks earlier. Our AmbAI‑YouGov research shows 88% of consumers would rather rely on freshness data tied to actual storage conditions than static labels. Early pilots of ambient intelligence systems in retail settings have already cut waste while improving food safety compliance. One grocery chain testing smart monitoring in its dairy department could save hundreds of thousands of dollars per store each year, all while reducing customer complaints about spoilage. The takeaway is clear: consumers don’t want to guess, they want information they can trust. Industry and policy momentum The regulatory landscape is also rapidly evolving. The FDA's Food Safety Modernisation Act Rule 204, with compliance expected by mid-2028, mandates enhanced traceability for high-risk foods. And while Digital Product Passports aren't yet required for food in Europe, the precedent is clear – accountability and transparency are becoming regulatory priorities. Major retailers are also responding. Walmart, Kroger and Tesco have all launched pilot programmes exploring dynamic pricing and smart labelling to reduce waste. Meanwhile, technology providers, including Microsoft, Google and Amazon, have announced initiatives to incorporate food freshness data into their consumer platforms. The path forward Transitioning from static expiration dates to dynamic freshness tracking won’t happen overnight. But the convergence of advanced technology, consumer demand and regulatory momentum is driving change faster than ever. Our AmbAI‑YouGov survey found that 72% of consumers feel guilty throwing out food that might still be safe, yet uncertainty forces them to discard it anyway. The benefits go far beyond waste reduction. Verified handling data across the supply chain allows retailers to protect margins, farmers to be rewarded for quality and consumers to make confident, informed choices. For the food industry, the message is clear: those who embrace this shift will gain a competitive advantage while building a more sustainable system. For consumers, the reward is equally compelling — less waste, lower costs and greater trust in food safety. The technology is ready, consumers are ready, and the planet can’t wait.

Plant-based meat alternative brand Juicy Marbles has launched Umami Burger in the UK, a new high-protein patty made with a ‘whole-food-forward’ ingredients list. The brand describes its latest offering as the ‘ultimate veggie patty,’ aiming to provide the same versatility, appealing texture and nutrition as Juicy Marbles’ more meat-like whole cut range. It is made with ‘wholesome’ ingredients including quinoa, flax, miso, fermented Koji barley and seitan. A single 100g patty delivers 22g of plant protein, 5g of fat and 179 kcal. Designed for convenience and flexibility, the patty can be fried in five minutes, suitable for serving as a traditional burger as well as slicing into sandwiches, salads, wraps and bowls. According to Juicy Marbles, the product is rich in umami flavour but not overpowering and offers a ‘naturally tender yet springy’ bite. The team’s goal was to develop a product that ‘hit the sweet spot between classic veggie burgers and hyper-realistic cuts’. Luka Sinček, co-founder of Juicy Marbles, commented: “The problem comes when classic options like tofu, tempeh and bean burgers require a lot of prep to taste good or miss the mark on texture”. “What’s great about Umami Burger is it delivers a satisfying bite, lends itself to a huge variety of dishes with basically no prep, and sports a nutrient profile you can feel good about eating every day.” The plant-based meat alternatives industry has seen a surge in veg-forward innovation in the last year, with other ‘hyper-realistic’ alt-meat brands such as This, Beyond Meat and Moving Mountains diversifying their portfolios in 2025 to include more whole food-based and cleaner label options. This reflects the growing awareness of ultra-processed foods and consumer preferences for more ‘natural’ options. Despite this, appetite for the ‘ultra-meaty’ versions remains. Juicy Marbles’ Thick-Cut Filet steak alternative product exceeded sales expectations, selling out 86% of initial stock at Waitrose within four days of its launch in 2023 and later becoming Tesco’s fastest-selling plant-based meat in Tesco’s history. Launched just in time for Veganuary, Umami Burger – priced at £4.95 per two-pack of patties – can now be found in 225 Tesco stores across the UK, as well as via Tesco’s website.

Better-for-you snacking brand Junkless is expanding its protein bar portfolio with the introduction of a new flavour, Peanut Butter Chocolate Brownie. The new SKU joins the Junkless Protein Bar range, which the company describes as protein-forward bars designed to deliver “candy-bar-level” taste without artificial ingredients. Each 55g bar contains 15g of protein, 6–8g of fibre and between 2–5g of sugar, with 5–9g of net carbs depending on flavour. The Peanut Butter Chocolate Brownie variant combines a chocolate brownie-style base with crunchy peanuts, coated in a peanut butter-flavoured shell. Junkless says the product is free from artificial colours, flavours, preservatives and sugar alcohols, aligning with growing consumer demand for cleaner ingredient decks in functional snacks. The launch comes as protein and fibre continue to gain prominence in everyday snacking, driven by increased health awareness and, more recently, the influence of GLP-1 medications on eating habits. As consumers look for smaller, more functional eating occasions, brands are responding with products that balance satiety, nutrition and indulgence. Junkless reports strong momentum across its core granola bar business, citing year-on-year household growth of 51% and its position as the number one granola bar brand by dollar growth across measured channels. The Peanut Butter Chocolate Brownie flavour will be available from January 2026, via junklessfoods.com, priced at $29.99 per 12-bar box, with wider availability on Amazon expected shortly thereafter. The full Junkless Protein Bar lineup now includes five flavours: Peanut Butter Chocolate Brownie, Chocolate Peanut Butter, Chocolate Chip Cookie Dough, Birthday Cake and Cookies & Cream.

China has announced that it will impose provisional anti-subsidy duties of up to 42.7% on dairy products imported from the European Union, intensifying trade tensions widely viewed as retaliation for the EU’s tariffs on Chinese-made electric vehicles. The duties, which took effect from Tuesday, 23 December 2025, range from 21.9% to 42.7%, with most affected exporters facing rates just under 30%. Products targeted include unsweetened milk and cream, as well as fresh and processed cheeses such as French Roquefort and Camembert. Notably, the product list does not include infant formula, one of the EU dairy sector’s highest-margin export categories to China. China’s Ministry of Commerce said its investigation found evidence that EU dairy exports were subsidised and had caused material injury to domestic producers. The European Commission rejected China’s findings, describing the investigation as being based on "questionable allegations" and "insufficient evidence" and calling the provisional duties "unjustified and unwarranted". The Commission, which oversees EU trade policy, confirmed it had already lodged a complaint with the World Trade Organization more than a year ago. A further investigation is due to conclude on Saturday, 21 February 2026. The current decision is provisional and could still be revised in the final ruling. Trade tensions between Brussels and Beijing escalated in 2023 when the European Commission launched an anti-subsidy investigation into Chinese electric vehicles. Tariffs were imposed in October 2024, triggering what many observers see as retaliatory measures by China against EU exports, including brandy, pork and now dairy. China’s Ministry of Commerce said negotiations over the EU’s EV tariffs resumed in last month. The European Commission said it continues to explore replacing EV tariffs with minimum price commitments, provided they effectively address subsidy-related harm and are workable. China imported dairy products worth $589 million that fall under the scope of the investigation in 2024, broadly unchanged from 2023 levels. Around 60 European companies will be subject to tariffs between 28.6% and 29.7%, including Arla Foods, owner of brands such as Lurpak and Castello. Italy’s Sterilgarda Alimenti will pay the lowest rate of 21.9%. FrieslandCampina faces the highest duty at 42.7% and said it remains committed to “constructive dialogue” with China’s Ministry of Commerce as the investigation continues.

A new report from The Vegan Society, unveiled today (2 January 2026) for Veganuary, offers insights into how vegan diets are shaping global culture and F&B industry innovation. Titled Veganism Around the World, the report combines international research to build a comprehensive database offering insights into where veganism is gaining ground – and how this is impacting the food and beverage industry. The report is based on original polling across ten countries, and detailed profiles for 21 countries around the globe. Consumer behaviour Polling showed that while veganism remains uncommon, ‘flexitarianism’ – whereby consumers intentionally reduce their consumption of meat and seafood, but do not eliminate completely – is now mainstream. 16-30% of consumers polled identified with this way of eating, indicating a shift toward more environmentally friendly diets. India was highlighted as a global leader, with 14% of people identifying as vegan and 26% as vegetarian. Overall sentiment toward veganism worldwide was found to be ‘neutral to positive,’ suggesting favourable conditions for category growth, with India the most favourable and Japan the least. Google Trends data showed that searches for ‘veganism,’ which peaked around 2020, have stabilised. However, they continue to outpace ‘vegetarianism’ and, aside from brief surges, even ‘climate change’. Leaders in foodservice Across 21 countries, New Zealand was identified as the most vegan-friendly travel destination, topping vegan-friendly dining per capita (approx. 345 per million) due to many mainstream restaurants offering vegan options. Taiwan leads on fully vegan restaurants per capita (14.8 per million), while Iceland was the stand-out country within Europe, with 43% of restaurants offering at least one vegan dish. Portugal followed Taiwan as the second leader globally for fully vegan restaurants per capita, despite ranking third for seafood consumption. Vietnam, Malaysia and Singapore also stood out on totals and per capita availability, with many Buddhist-influenced countries offering rich vegan and vegetarian foodservice options due to cultural norms. The US had the most vegan restaurants in absolute terms (1,717) and now hosts the largest plant-based ecosystem overall by total company count. Business and innovation insights The US is home to 615 businesses producing plant-based, cultivated or blended protein products, cementing its place as leader by total business count. However, it ranked much lower per capita, with the report noting cooler domestic demand in the country, pushing producers toward exported growth. When measured per capita, Singapore leads with 7.44 companies per million people, followed by Israel at 6.66 and the Netherlands at 5.03, all supported by robust science and food-tech industries. The Netherlands also leads Europe on per capita spend for plant-based meat, and alongside the UK and Germany, combines deep company bases with strong retail sales. Asia is also seeing surging demand, with consumers in India and China nearly twice as likely as those in the US to say they are ‘very or extremely likely’ to buy plant-based meat. This suggests major growth potential for exporters and local innovators. However, The Vegan Society acknowledges that innovation density does not automatically reduce animal product consumption. Israel, despite being a leader in the alt-protein industry, still ranks among the highest per capita consumers of poultry and beef. Veganism: Moving into the mainstream? The Vegan Society, a UK charity founded in 1944, said its findings show veganism is ‘increasingly understood and adopted worldwide’. The report will inform the organisation’s Vegan Trademark programme, which is now carried by over 70,000 products globally, helping consumers to identify products that have been certified as free from animal-derived ingredients. Claire Ogley, head of campaigns, policy and research at The Vegan Society, said: “This report is the first comprehensive investigation into the growth of veganism around the world. The data shows that veganism is no longer a niche movement but is gaining traction cross-culturally with restaurants, businesses and consumers driving its growth globally.” She noted that though the word ‘vegan’ was only coined 80 years ago, it is “widely understood” and used globally. “It’s also promising to see that despite stereotypes, people’s feelings towards veganism are mostly neutral, and actually lean positive in many cases,” she added. “This surge in interest is reflected in search trends and the rapid expansion of vegan dining options and product innovation worldwide – signs of veganism moving into the mainstream.”

Ready-to-drink brand Nolo has launched what it claims is the UK’s first decaf cold brew oat latte, combining speciality-grade taste with functional prebiotic benefits. The launch marks two category firsts for the brand: a ready-to-drink decaf cold brew designed to match the flavour profile of caffeinated speciality coffee, and a coffee product delivering 6.75g of plant fibre per can, around 20% of an adult’s recommended daily intake. The functional element comes from Nolo’s proprietary prebiotic blend of Jerusalem artichoke and citrus fibre. The brand says the formulation delivers more fibre than many functional sodas currently on the market, while also contributing to the drink’s creamy mouthfeel. Nolo’s Decaf Cold Brew Oat Latte contains no added sugar or sweeteners, with less than a teaspoon of naturally occurring sugars from oat milk. The drink is plant-based, dairy-free and contains 65 calories per can. “We wanted a decaf that was both an upgrade in taste and a functional boost,” said co-founder Binky Felstead. “Nothing like that existed, so we made it.” The product launches in two flavours, Classic and Caramel Swirl, and is currently available direct-to-consumer via wearenolo.com. An introductory bundle is priced at £39.99 for two 12-packs, one of each flavour. Nolo is now seeking premium retail, grocery and speciality coffee listings, positioning the product for consumers looking for convenience, functional benefits and high-quality flavour without the caffeine hit. Founded by brothers Max and Pierre Darnton alongside Felstead, Martin Franklin and Tanner Johnston, Nolo is targeting coffee drinkers who enjoy the ritual and taste of coffee but want greater control over their caffeine intake.

NewPrinces, the parent group of food and beverage group Princes, has acquired 100% of the corporate capital of Italian baby food specialist Plasmon from The Kraft Heinz Company for €124.3 million. Plasmon’s business includes the manufacturing, packaging, marketing and distribution of baby food and speciality nutrition products, including popular Italian baby food brand Plasmon, alongside other brands such as Nipiol, BiAglut, Aproten and Dieterba. Under the deal, Princes Italia has entered into an operating lease agreement with Plasmon, effective from 1 January 2026. Princes Italia is required to make annual rent payments of €3 million, as well as 1.5% of revenues derived from the operation of the business as valuable consideration. All operations relating to the Plasmon business will now be carried out by Princes Italia. The parties may, at a later stage, assess the potential transfer of Plasmon’s assets directly to Princes Group. The lease has an initial duration of three years and can be renewed at Princes Italia’s sole discretion by giving six months’ notice to Plasmon. Founded in Milan in 1902, Plasmon is among the top early childhood nutrition brands in Italy, producing a range of biscuits, purees, cereals and snacks in the country. In the fiscal year ended 31 December 2024, it generated revenues of €170 million. Plasmon’s high-volume Latina site produces approximately 1.8 billion Plasmon biscuits annually for the Italian market, and employs around 300 people. The plant’s employees will continue to operate as usual, with the facility also to continue producing Heinz Baby Food for the UK market under a co-packing agreement. The deal reunites Plasmon’s current business perimeter with Princes Group’s Ozzano Taro production facility, acquired from The Kraft Heinz Company in 2015. The plant was historically a Plasmon factory and continued to manufacture Plasmon infant formula until recently. Plasmon’s Latina site, which specialises in biscuits, jars and pouches, is complementary to the Ozzano Taro plant, which focuses on liquid milk and infant powdered formula. The transaction will enable Princes Group to leverage the newly integrated manufacturing and R&D footprint to accelerate the development of new formulations, and expand its offering in the premium and organic segments. It will also allow for increased production capacity overall, alongside operational flexibility through maximising utilisation across both sites. Leveraging Princes’ established presence in over 60 countries and its distribution network in key European markets, the Plasmon brand will benefit from further growth and internationalisation. Angelo Mastrolia, chairman of Princes Group, said: “The integration of the Plasmon Business represents a strategically important step for Princes Group. It reinforces our leadership in baby food and specialised nutrition, builds on long-standing industrial expertise and reunites highly complementary assets within the group.” “We believe this transaction strengthens our European industrial platform and supports the continued development of our core categories over the long term.” Top image: © Plasmon

Tony Guilfoyle The energy drink industry is undergoing a dramatic shift as consumers increasingly prioritise health and wellness beverages, fuelling the rapid surge of sugar-free options. With younger generations leading the charge, this shift is continuing to reshape the entire category at dramatic speed. Tony Guilfoyle, CCO at Celsius Energy Drinks, explains how sugar-free products are not only driving market growth and innovation but also signalling a broader movement towards healthier functional beverages that meet the evolving needs of today’s health-conscious consumers. As competition grows more fierce, brands that capitalise on this growing trend will emerge as the true winners in capturing long-term loyalty, especially from critical Gen Z and Millennial consumers. Health and wellness as the drivers of consumer decisions and market opportunities As consumer behaviours continue evolving post-pandemic, they are gravitating toward fitness and wellness and choosing functional food and beverage products that support their health goals. This is helping fuel the robust popularity of ready-to-drink energy products, which are the leading drivers of growth in the overall ready-to-drink beverage market. And there are no signs this consumer trend is losing momentum. The global wellness economy has reached an impressive $6.3 trillion and is projected to grow approximately 7.3% annually, potentially reaching nearly $9 trillion by 2028. In the US alone, 84% of consumers now consider wellness a top priority in their daily lives and seek products that align with their lifestyle needs – and 47% of consumers aim to reduce their sugar intake in the coming year. Younger generations are the primary catalyst behind this impressive growth. Consider that Gen Z and Millennials constitute just over 36% of the adult US population, but account for more than 41% of annual wellness spending, and Gen Z consumes less alcohol compared to other generations, or avoids it completely. Strong indicators that younger demographics are redefining what health and wellness truly mean. Beyond consumer choices, brands must also consider actions from governments and public health organisations that are also instigating change. In the UK, the Soft Drinks Industry Levy, implemented in 2018, is credited with removing over 45,000 tonnes of sugar from beverages through reformulation efforts. Restrictions under the Health and Care Act of 2022 could limit HFSS (High in Fat, Sugar, and Salt) food and beverage advertising on TV before 9 p.m. and ban it entirely in digital spaces starting October 2025. France is also in the process of increasing sugar taxes, which would also include artificial sweeteners. Globally, the World Health Organization has launched a bold "3 by 35" initiative, aiming to halve the consumption of sugary drinks, alcohol and tobacco by the end of 2025. This convergence of consumer demand and regulatory pressure underscores the urgency of sugar-free innovation. Sugar-free now outselling traditional varieties – proof of a changing market The meteoric rise in the popularity of sugar-free energy drinks is responsible for more than 70% of the market’s growth since 2022, now constituting almost half of all energy drinks sold in stores. According to Jefferies, sugar-free energy has blurred the lines between energy and functional beverages, expanding the energy opportunity for brands and driving significant growth. Dollar sales for sugar-free energy drinks surpassed full-sugar varieties for the first time last year, and the momentum of these better-for-you functional beverages drove 87% of category growth in Q2 2025. A significant share of innovation happening in the US is emerging from sugar-free formulations. Notably, Alani Nu’s recent Cotton Candy LTO (Limited Time Offer), a sugar-free variety, became among the best-selling energy drinks. Cotton Candy set records across multiple retailers in regard to launch performance, both from a dollar sales, velocity and share perspective. In many cases, it was a top performer by orders of magnitude and led to national share gains of over 1.2 points sequentially week-over-week, and the brand has maintained the majority of those gains, sitting at .7 points above where it was pre-launch. This is on the tail of multiple other successful launches in Sherbert Swirl and Watermelon Wave, which both set records and saw monumental share gains during their launches. Image: Alani Nu The rise of sugar-free energy drinks represents a monumental, generational opportunity for brands. Younger consumers, particularly Millennials and Gen Z, are actively factoring in health and wellness in every purchasing decision, driving the intense demand for beverages that offer energy and functional benefits without the negative health impacts of sugar – and aligning with broader trends of reduced sugar consumption and healthier lifestyles. As the wellness economy continues its impressive expansion, agile brands making smart investments in sugar-free innovations are strategically positioned to capture long-term loyalty from these influential health-conscious consumers, making sugar-free not just a trend but an engine of growth for the entire industry.

As we welcome the New Year, we’d like to thank you for your continued trust and support. We wish you a happy, healthy and successful year ahead, and look forward to working together in the months to come. Warmest wishes, The FoodBev team

Cannabis-infused beverages are moving from novelty to legitimate category contender across many US states. Once limited by grassy flavours, inconsistent dosing and sluggish onset times, the segment is now benefiting from significant formulation breakthroughs, shifting consumer preferences and new distribution pathways. Tetrahydrocannabinol (THC)-infused beverages currently represent a slim share of total cannabis sales in the US, yet they are among the fastest-growing product groups in adult-use markets. Analysts project sustained double-digit growth through the next decade, fuelled by better product quality, expanding regulated retail channels and rising demand for alcohol alternatives. This growth aligns with broader beverage trends as moderate drinkers and 'sober-curious' younger adults are seeking functional social beverages without the drawbacks of alcohol. But as THC beverages' global growth trajectory collides with a fragmented policy landscape, the space remains a study in high potential and high risk. Formulation changes unlocking the category The biggest shift has occurred at the formulation level. Nano-emulsion and water-soluble cannabinoid technologies have fundamentally changed how THC interacts with liquid. By breaking cannabinoids into microscopic particles, manufacturers can create beverages that are stable, clear, consistent in dose and fast-acting. The result is drinks that more closely resemble RTD cocktails, seltzers and flavoured sparkling waters than the bitter, oily cannabis beverages of years past. Typical onset times now fall between 10–20 minutes, a major improvement in consumer predictability. This technological leap has opened the door to rapid SKU expansion, from sparkling waters and ‘cannabis cocktails’ to teas, wellness shots and powdered drink mixes, with precise milligram dosing and improved sensory performance. A rapidly growing market A report from Whitney Economics underscores the scale of the opportunity this category offers. The firm estimates the total potential US THC beverage market to be around $9.9 billion to $14.9 billion, with current legal sales between $1.0 billion and $1.3 billion, signalling enormous headroom for growth. The report also found that there are an estimated 500-plus brands active across the US, 100 of which are currently selling through marijuana dispensaries, and that most of these are bringing in an average $2 million in annual revenue. “The emergence of THC beverage products has provided a solution that helps backfill declining revenues across multiple industries, including beer, wine and distilled spirits,” said Beau Whitney, chief economist at Whitney Economics. Considering THC beverages are legal in just 28 US states, permitted with restrictions in nine and completely illegal in six, the growth of the category in recent years is unprecedented. So, what's driving the market? Changing attitudes to alcohol Sober-curious lifestyles, health-conscious behaviours and younger adult drinking declines are reshaping beverage consumption. THC drinks are marketed as providing a sociable option without hangover of alcohol, often also containing less calories than alcoholic options. Improved taste and sensory quality Modern emulsions, flavour systems and sweeteners have erased many of the sensory issues that once hindered the category – today’s THC beverages taste more like popular mainstream products than medicinal tinctures. Investment and strategic partnerships Major beverage companies are entering through white-label deals, equity investments and formulation partnerships. Their involvement is raising expectations around quality control, branding and supply chain standards. Confusing legal status and a looming crackdown The category’s highest risk is its regulatory volatility. Hemp-derived beverages, in particular, exploded due to a loophole in the US’s 2018 Farm Bill. These products, often sold in states where recreational cannabis remains illegal, leveraged hemp-derived delta 9 THC and entered mainstream retail channels with fewer restrictions than alcohol. However, in November 2026, US lawmakers capped THC levels in hemp-derived beverages at 0.4mg per container, effectively eliminating most products currently on the market. The measure, championed by Senator Mitch McConnell, was included in a federal funding bill signed by President Trump and responds to concerns over intoxicating hemp products reaching general retail. The bill also bans synthetic cannabinoids, and provides a one-year grace period for compliance. Larger alcohol producers, facing pressure from declining consumption, have also been pushing for tighter oversight to level the playing field. Theo Terris, CEO of hemp-derived THC-infused beverage brand Uncle Arnie’s, told FoodBev: "Manufacturers are in a bit of limbo. Current and planned harvests could be illegal in a year, so they’re closely monitoring the situation while figuring out next steps, including reformulation, testing and compliance planning." Besides manufacturers and brands, Terris said the tighter regulations will impact hemp farmers, retailers, distributors, consumers, testing labs, industry associations and regulators. With the one-year grace period in effect, he added that for now, it is "business as usual" for the brand. "Distribution partners continue selling our products, and we’re actively engaging with associations to promote sensible regulations around age gating, testing and THC limits," he continued. "We will adjust the strategy as we gather more info in the coming weeks and months." Across the globe, regulations are often in contradiction. It is particularly fragmented in the US. While they are legal in some states, state-licensed THC beverages cannot cross state lines, while hemp-derived beverages face impending federal restrictions and inconsistent state interpretations. Elsewhere in North America, THC beverages are federally legal in Canada, but highly regulated with strict potency limits and packaging rules. In Europe, it is another story of inconsistency. Most countries permit only low-THC hemp products, a few are piloting regulated cannabis programmes. For companies wanting to sell and distribute THC beverages, regulatory literacy is crucial, with laws across different nations and states dictating everything from processing and packaging to distribution and pricing. International expansion efforts Despite regulatory pressures, there are two commercial models emerging: licensed THC beverages sold through regulated cannabis retailers with a restricted distribution but more regulatory clarity, and hemp-derived THC beverages sold through grocery, convenience, e-commerce, bars and restaurants in some jurisdictions. These have wider access but much higher legal risk. Most major brands are expanding internationally under carefully regulated pilot programmes. US-based Wana Brand’s announcement that its cannabis gummies will launch through Zurich, Switzerland's cannabis pilot programme at the end of 2025 highlights the growing international appetite for controlled, research-driven cannabis consumption models. These early-stage frameworks are laying the foundations for beverages. When it comes to expansion, there are several risks companies need to monitor. Rapid, unpredictable shifts in rules and legislation is the biggest challenge, with dosing and safety issues being another. High formulation costs also make beverages inaccessible to lower-income consumers. In order to tackle these challenges, beverage companies should build a strong regulatory plan to avoid constant reformulations and partner with advanced formulation labs for nano emulsion stability, shelf life validation and consistent dosing. THC beverages sit at the intersection of three powerful trends: alcohol moderation, functional beverage innovation and cannabis legislation. Unlike traditional beverage categories, success here requires navigating complex legal frameworks and consumer education. Companies that can stay ahead of regulatory pressures and have the time and finances to invest in this ever-changing landscape could be set to change the future of social drinking.

As 2026 approaches, innovation in the food and beverage sector shows no signs of slowing. From tantalising ‘swicy’ flavour combinations and stress-supporting beverages to lab-grown proteins and cutting-edge smart packaging, the year ahead promises to redefine what it means for food to be both indulgent and intelligent. Here, the FoodBev Media team highlights the trends set to shape the industry in the coming year. Evolving flavour innovation 2025 was the year of pistachio, with Dubai-style chocolate capturing imaginations around the world. Pistachios appeared in everything from beverages to sweet baked goods, while their distinctive light green hue made a splash in both packaging and product design. The Dubai chocolate trend marked a turning point, transforming a single colour and flavour from a social media sensation into a worldwide movement. “Now, manufacturers are exploring pistachio-inspired coffees, ice creams and spirits,” said FoodBev designer Megan Smethurst. “The appeal goes beyond taste; pistachio green has become a symbol of luxury and sophistication.” She continued: “At the same time, consumers are craving more natural complexity – botanical notes are stepping into the spotlight, bringing floral freshness and wellness cues to both sweet and savoury creations. Expect to see unexpected mashups take centre stage, alongside a revival of natural, garden-inspired profiles – think lavender, rosemary, thyme and hibiscus. Each brings not only depth and aroma but also visual storytelling potential”. “Much like pistachio and matcha before it, lavender offers a particularly distinct, mood-enhancing hue that’s set to colour the next wave of food and beverage innovation – soothing, sophisticated and unmistakably of the moment.” Editorial assistant Leah Smith predicts a continued surge in ‘swicy’ – sweet meets savoury – flavour combinations. “What began with hot honey and chilli-infused chocolate has evolved into more sophisticated mashups that balance comfort with surprise,” she pointed out. “Expect to see flavours like mango-chilli, pineapple-tamarind and honey-sriracha move from limited editions to year-round staples.” For many manufacturers, flavour is no longer just about taste – it is about purpose. In 2026, functionality is stepping into the flavour spotlight. “Consumers increasingly want products that taste great and deliver tangible benefits for mind and body,” said Smith. “From nootropic-infused chocolates to mushroom-powered lattes and botanical-based snacks, wellness is becoming the new dimension of indulgence. Brands are learning that flavour can do more than delight the palate – it can calm, energise or even focus the mind.” Speaking of wellness... Health consciousness and regulatory pressures are driving reformulation across the industry. Senior account manager Roberto Donati highlights the rising demand for natural sweeteners such as stevia, monk fruit and date syrup. “Consumers are cautious about artificial additives,” he said. “Brands are responding with clean, plant-based alternatives that deliver on both taste and transparency.” The next step, Donati predicts, is the union of natural sweeteners with functional ingredients. “We’ll see products that not only cut sugar but also support gut health or cognitive wellbeing – think snacks with sweet proteins or prebiotic fibres, or chocolates infused with monk fruit and nootropics. It’s the perfect blend of indulgence and nutrition.” Functional ingredients are also breaking out of the performance space and making their mark across the broader active nutrition category. “Consumers are increasingly swapping traditional products for high-protein, low-sugar alternatives that also offer cognitive or recovery benefits,” said awards executive Samien Abdul. “Collaborations between household names and performance-focused brands, combined with minerals, adaptogens and nootropics, are shaping a new era of accessible, everyday health and active nutrition.” Wellness trends are also evolving beyond stress management. While 2025 was dominated by products aimed at keeping anxiety at bay, 2026 is set to focus on better sleep. “Consumers want drinks that help them unwind and improve rest – magnesium, adaptogens and CBD (and even THC) are leading the charge,” noted marketing executive Louis Porcelli. “We’re seeing the line between functional wellness and indulgence blur, with beverages that relax, restore and taste great all at once.” The rise of low- and no-alcohol drinks also shows no signs of slowing, as consumers seek sophisticated options that fit their wellness-focused lifestyles. “Complex functional adult softs are on the rise – premium, alcohol-free drinks infused with nootropics or adaptogens, delivering both sophisticated flavour and tangible wellness benefits,” added awards executive James Taylor. Move over, protein While protein was everywhere in 2025, 2026 is poised for a creatine takeover. No longer confined to fitness aisles, creatine is branching out into everyday treats. Gummies remain popular, with brands like TopGum and MyProtein innovating in this space, while Warrior has launched a creatine protein bar range in indulgent flavours such as chocolate orange, chocolate peanut and salted caramel. “Brands are now blending creatine with nostalgic flavours and new formats,” Melissa Bradshaw, deputy editor of FoodBev and editor of The Plant Base, pointed out. “Partnerships between sports nutrition companies and confectionery brands – like Cellucor’s Jolly Rancher range – are driving this evolution, and more are expected to follow.” Creatine is moving beyond supplements into lifestyle territory. “We’re seeing gummies, protein bars, and even potential for cookies and cakes,” Bradshaw added. “In 2026, creatine will become a fixture in everyday indulgences, seamlessly combining performance and pleasure.” Science and tech take the lead 2026 is shaping up to be a year of real shake-ups, as science takes centre stage in product innovation. Lab-grown meat, dairy and seafood could hit a real turning point next year, according to digital news editor Rafaela Sousa. Sousa highlights key developments in cellular agriculture: “This year, the UK’s Food Standards Agency has launched a regulatory ‘sandbox’ to accelerate approval of cultivated meat, with companies like Hoxton Farms and Mosa Meat taking part”. Sustainability is a core selling point. Brown Foods’ UnReal Milk, for example, replicates the taste and nutrition of cow’s milk while using up to 95% less land and 90% less water. “If cost and consumer perception align,” Sousa enthused, “2026 could be the year lab-grown foods move beyond novelty and into the commercial space.” Consumers are increasingly seeking sustainable and ethical alternatives to traditional meat. Lab-grown proteins offer a smaller carbon footprint and meet ethical demands, and brands are beginning to highlight these benefits to appeal to eco-conscious buyers. Brown Foods’ UnReal Milk, launched earlier this year, uses around 82% less carbon, 90% less water and 95% less land than conventional dairy production – showing that sustainability can be engineered without compromising taste or nutrition. Challenges remain – cost, perception and taste – but 2026 could be the year cellular agriculture moves past early adopters. With continued progress, lab-grown foods may soon become a regular supermarket option, marking a new era in protein production and consumption. Personalisation is also set to become a defining trend. Marketing director Dan Bunt calls 2026 the year of ‘predictive personalisation’. “Brands won’t just know your favourite flavour,” he explained. “They’ll understand your lifestyle, wellness goals, and even external factors like weather or fitness data.” Meal-kit companies are leading the way, using AI to anticipate consumer choices rather than react to them. “Imagine a system analysing past meal ratings, ingredient preferences, nutritional goals and seasonal habits,” Bunt highlighted. “It could automatically curate the next week’s meal kit with the recipes it ‘knows’ you’ll enjoy most. The process shifts from reactive to predictive, turning convenience into intelligent service. Brands that succeed will be those that use data ethically – enhancing, not exploiting, the customer experience.” Science is not just changing what is inside the product – packaging is getting smarter, too. “Packaging is no longer just a shell – it’s interactive,” said editorial director Siân Yates. QR codes, NFC tags and freshness sensors are transforming labels into communication tools. Sustainability is central here as well. Biodegradable films and temperature-sensitive inks reduce waste, while augmented reality and NFC tags turn ordinary cartons and bottles into engaging, informative experiences. “Imagine scanning a milk box to see its farm origin or playing a mini-game on a cereal box,” Yates said. “Smart packaging now blends convenience, transparency and entertainment.” For brands, these innovations aren’t just gimmicks – they’re storytelling tools and trust builders, a trend that will only accelerate as we move into 2026. Back to basics While science continues to shape how food and drinks are made and packaged, there is a clear countertrend emerging: consumers are craving a return to basics, seeking natural ingredients and brands with genuine clean label ambitions. Sales director Jesus Luna-Lopez highlights how natural ingredients are driving the next wave of reformulation, particularly as organisations such as the US FDA move to ban most synthetic colours. “Companies are now exploring natural pigments like carotenoids and anthocyanins,” he noted. “These ingredients enhance both nutrition and visual appeal, making ‘natural’ a scientific pursuit as much as an ethical one. In 2026, food and beverage manufacturers will be racing to update formulations.” In baking, simplicity and authenticity are back in vogue. “Consumers want craft products with heritage and honesty,” said Baking Europe commissioning editor Claire de la Porte. Fibre and gut health are increasingly important, often delivered through heritage grains and natural fermentation. “Sustainability has matured beyond labels,” she added. “Regenerative agriculture, local sourcing and waste reduction now set brands apart.” Yet affordability still matters – consumers may tighten daily spending, but they will splurge on a premium pastry for a weekend treat. Protein remains relevant, but new consumer needs are reshaping product development. “GLP-1 medications are changing appetites and portion expectations, keto followers are seeking low-carb alternatives and sugar and salt reduction face both regulatory pressure and consumer demand,” de la Porte explained. As we look to 2026, the food and beverage industry is set to blur the lines between science, sustainability and pure enjoyment. The next wave of innovation is not just about what we eat or drink – it is about how it makes us feel. The year ahead promises products that delight the senses, nourish the body and reflect a deeper commitment to people and the planet.

Priscillia Moulin As supply chain transparency tools grow more advanced, expectations of what technology can deliver are rising fast. Priscillia Moulin of MosaiX examines how traceability tech can help tackle deforestation and exploitation – while warning of blind spots, overreliance and the gap between digital insight and on-the-ground reality. Over the past decade, there has been a huge amount of progress in supply chain traceability and sustainability across the food industry and before I get to my reservations with technology, it’s important to recognise just how useful satellite monitoring platforms are, and the positive forces that are driving adoption. Tech has proven to be an invaluable tool for delivering positive change and supporting organisations, with dozens of sustainability tech platforms launching every year – driven largely by increasing demand from food businesses. The industry is focusing more on sustainability and making No Deforestation, No Peat and No Exploitation (NDPE) commitments, because of ever-increasing consumer demand for transparent supply chains and sustainable food. At the same time, the introduction of government legislation, like the upcoming European Union Deforestation Legislation (EUDR), is ensuring that organisations across the supply chain take their impact seriously. Satellite data platforms are enabling businesses to track deforestation in near real-time. Land ownership mapping combined with AI tools can immediately spot patterns and trends that can help us stop deforestation and prevent land conversion, while protecting the rights of people, and holding those responsible to account. Used in the right way, technology platforms can be incredibly powerful ways to help food and drink businesses improve traceability and sustainability. But technology is only one part of the solution, and we’re increasingly seeing platforms being oversold as a silver bullet for all things sustainability. However, the idea that you can track and prevent forest loss and protect smallholders, while monitoring forest loss, carbon emissions, biodiversity and wildfires, all without ever setting foot in the country affected, is a pipe dream. Rubbish in and rubbish out – Data Quality Issues Tech platforms are only as good as the data they depend on – and getting high-quality, accurate data related to deforestation and social sustainability is very hard! Deforestation is a great example of this. Every satellite monitoring and deforestation tracking platform out there can tell you where and when deforestation is happening. The issue is that they cannot tell you why it’s happening, who is doing the deforestation, or who owns the land, let alone how this deforestation relates to relevant buyers. This is because many platforms depend entirely on open-source data, which is often of poor quality. Data quality in high-risk areas of the world for deforestation is notoriously low, especially for important information like land ownership, supply chain relationships and corporate ownership. This data is often out of date, inaccurate, and disconnected. To get hold of all the information needed to paint an accurate picture, you need to get data from multiple systems, in multiple formats. There will inevitably be significant gaps as well. All this undermines the ability of tech platforms to provide an accurate, easy-to-understand picture of what is happening on the ground. What most customers get from these platforms is only an illusion of supply chain visibility and control. To get an accurate picture, you need local knowledge and experts on the ground who can verify and contextualise the data. Relying entirely on tech platforms like this can do more harm than good. Technology misses deforestation that’s happening in their supply chain and provides false alerts that aren’t relevant to their operations. For food businesses (or their investors), depending on poor outputs like this is a risk, in terms of both non-compliance with legislation and potentially, reputational damage when the reality of deforestation and exploitation in the supply chains is exposed. Interpreting deforestation data and what to do with it Technology like AI is amazing at spotting patterns, but it cannot tell you the real story. For example, your tech platform might provide a deforestation alert – but it can’t tell you whether it’s intentionally conducted by your suppliers, or illegal encroachment by a third party. To draw conclusions and take action, you need to understand the local context and how the individual commodity supply chain works. This means filtering the raw data through a complex web of social dynamics, cultural norms, customary land rights, specific legal frameworks and laws and regional regulations. No tech platform can do this. To complete the picture, you need an expert to interpret the data, understand its nuances, and verify the findings locally with a team on the ground. Another huge gap is what to do with the data you get from a platform. Tech platforms aren’t going to call the right decision maker at the palm oil or soya plantation to help stop deforestation! Resources, expertise and relationships are essential here. Companies don’t just need to know who they need to speak to at their suppliers when they get a deforestation alert. They also need to know how to engage with companies constructively. Staying compliant In Europe, we’re seeing lots of sustainability legislation come into force, including EUDR, the Corporate Sustainability Due Diligence Directive (CSDDD), and the Corporate Sustainability Reporting Directive (CSRD). The introduction of similar legislation in the UK looks inevitable. All these pieces of legislation underline the importance of accurate data and due diligence for food businesses. To comply with EUDR, for example, food businesses need to prove that 7 forest risk commodities (palm oil, soya, cocoa, coffee, rubber, cattle, timber) are deforestation-free. This includes providing precise geolocation data for plots of land in their supply chain. Companies also need to have a due diligence process in place, backed up by traceable, defensible data and auditable processes. Fail to comply with EUDR, and they will face a range of consequences, including fines of up to 4% of EU turnover, to expulsion from the entire market! Tech platforms can be extremely beneficial in meeting these compliance requirements, but there are real risks to overreliance. The dreaded greenwashing Across the food industry, we’re seeing an ever-growing number of businesses making claims about the quality of their sustainability and traceability programmes based on their use of technology. Website sustainability pages and policies are becoming peppered with buzzword phrases like “AI-powered”, “satellite monitored” and “blockchain enabled”. When companies hide behind their use of tech, without the right experts, proper processes and any genuine accountability or verification systems in place, it’s a form of greenwashing. These claims aren’t just disingenuous; they can be risky for businesses as well. It creates a false sense of security. On the surface, these businesses may be able to show an illusion of sustainability and compliance – but if anyone looks closely, they will be quickly exposed. Apart from the potential fines, the reputational damage can be significant, as food businesses need to face up to consumer backlash, and investors steer well clear! The message for food businesses that are looking at traceability tech platforms is simple – ensure you have the right support, from the right people, both inside your business, and at your technology provider. Identify the key commodities your business uses and choose a tech platform provider that has real expertise in the specific sector, backed up by accurate land plotting information, and with local teams on the ground. Technology can help us to create truly sustainable supply chains in the food industry, but we need to use it responsibly. This requires accepting its limitations, mitigating associated risks, and integrating it thoughtfully with human expertise.