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Insights for Innovation and Inspiration from Thomas W. Griffiths, CMC Vice President, Campbell’s Culinary & Baking Institute (CCBI)

Tracking the ebb and flow of North American trends can be a daunting task, even for a seasoned culinary professional, which is why we take a team approach to monitoring food trends. We begin with our most valued resource—culinary intuition. We draw first on the expertise of our global team of chefs and bakers and the inspiration that they find in culinary tours, literature and many other sources including our trusted industry partners.

This year we have taken our collective ideas and compiled our first-ever CCBI Culinary TrendScape report, which highlights what we see as the trends to watch—the that excite our palettes and our imagination. Some of these trends may inspire future Campbell products, while some may not. Either way, we think it’s important to stay on the pulse of what people are eating and how their are evolving as a result of global influences. 2014 HOT TOPICS This 2014 Culinary TrendScape report offers our unique point of view on what we’ve These themes are identified as the ten most dynamic food trends to watch, from to the driving force behind Bolder Burgers. We also look at overarching themes—hot topics—that have risen this year’s top trends to the top in the marketplace. Authenticity • A Balanced Some themes, like authenticity and interest in a balanced lifestyle, have been hot Lifestyle • Distinctive Flavors • topics the past few years and remain influential in this year’s TrendScape. There’s Exploring South America • increased emphasis on and vegetables at the center of the plate this year, as Global Fusion • More Fruits & well. Our chefs are always eager to explore new cuisines and get creative in the Veggies • New American • kitchen, so emerging themes like global fusion and the cuisines of South America have New been especially exciting to follow.

We share these insights with you today because we see culinary innovation as an industry-wide goal and we hope you gain as much inspiration from the TrendScape as we do.

Campbell’s Culinary & Baking Institute | TrendScape 2014 1 An integrated approach to Culinary understanding TRENDSCAPE food trends

Fine dining , Quick service restaurants like Panera How do we choose which cultural hot spots or Wendy’s, mainstream media such as Homes & Gardens or trends to follow? “Today” show, retail innovations Our methodology taps a wealth TRENDDDTRENSCAPE THE EVEVOLUTION OF A CULINARY TREND of research from our chefs and Independent OLUTION OF A CULINAR other professional sources to restaurants, 1 DISCOVERYDISC Y TREND food magazines OOVVVERRYY help identify the most significant Emerges within 4 MAINSTREAMMAINSTREAM and dining a limited but Well-accepted emerging trends in food, as well sections such as influential group in many as those that inspire creative Saveur and New households York Times, thinking and new direction. Then specialty 2 INTRODUCTION we begin our mapping on the grocers like TrendScape, following each Bi-Rite Reaches a 5 ESTABLISHEDESTTAABLISHEDABL culinary-minded Grocery trend across distinct stages, as it audience Reaches retail evolves and expands its reach. mass products, audience packaged Monitoring and understanding foods trends is an important part of the 3 ADOPTION research we do at Campbell’s Culinary & Baking Institute. It’s Gains traction 6 EXPANDEDEXPPAANDEDAN with larger our way of anticipating what our audience Reaches global retail and foodservice customers audience will want as tastes shift and demographics change, so that Full service chain restaurants like we can deliver the next T.G.I. Friday’s, food television and Internationally generation of iconic foods and chefs, specialty chain stores available like Williams-Sonoma, menu innovations beverages that people love.

2 Campbell’s Culinary & Baking Institute | TrendScape 2014 S IN ACTION DDTRENPOINTSSPOINTS WHERE WE SEE TRENDTRENDS IN ACTION TOPTRENDS TREND aura est nt Vendor fession R ro al 2014 partners, P Media From fine dining market to quick service Here's a of the year's most dynamic research, trade dining trends. There's so much activity on the publications Culinary TrendScape, but these are the top trends that whet our appetite and ulture & ignite our passion for food. Enjoy! C sine ketplac Cui ar e Cultural M Specialty shops, influences grocery and past and BRAZILIAN CUISINE retail food present markets FOOD WASTE AWARENESS

Magazines, cookbooks, blogs, television, recipe websites FERMENTATION

Tuning in to TrendPoints NEW In our culinary research, we’re continually discovering something new. That’s what we love about food. We’re inspired not only by what we’re eating, but where we’re eating FRESH JUICES it; what we’re reading and what we see trending with the public at hotspots across the food landscape. We call these aspects TrendPoints. This is how we begin to tune SOPHISTICATED SWEETS in to the top trends that intrigue us and make us want to know more. Our philosophy is simple: it’s all about tracking ideas and connecting the dots—all while keeping our GOES SAVORY consumer top of mind. BEVERAGE-INSPIRED Our focus on Population Reach FLAVORS Food trends usually—but not always— begin in fine dining and eventually REGIONAL MEXICAN expand into groceries and quick service restaurants. Looking for distinct TrendPoints within the six stages helps BOLDER BURGERS us track each trend's evolution, from buzz to universal appeal.

Campbell’s Culinary & Baking Institute | TrendScape 2014 3 TRENDWATCH TRENDSCAPE • Datassential – Brazilian Cuisine 1 BRAZILIAN • Firmenich – Market Research • Giraffas, Miami – Stroganoff • Ipanema, NYC – Feijoada Completa • La Sirena Clandestina, Chicago – CuISINE Rioi Moqueca Seafood Stew ddee ananeiroi • Muqueca, Cambridge, MA – J Shrimp Bobó DISCOVERY • Ta Bom Food Truck, – 11 Stroganoff and • Alex Atala – D.O.M.: Rediscovering The flavorful seafood stews, grilling Brazilian Ingredients techniques and unusual ingredients of • Gourmet Live – The Issue Brazil will no doubt be thrust into the • Lucky – The World’s Most Dangerous Chicken culinary spotlight when Rio de Janeiro • No Reservations – Rio de Janeiro plays host to the upcoming 2014 World • Chima Brazilian Steakhouse, Cup and 2016 Summer Olympic Games. Philadelphia – Grilled Picanha Exploring South America is an emerging • FIFA World Cup – 2014, Rio de Janeiro culinary macro-trend, and Brazil’s • Summer Olympic Games – rainforests, coastline and lively urban 2016, Rio de Janeiro centers are poised to provide a veritable treasure trove of menu inspiration beyond the already familiar steakhouse and Chef David Landers took an intensive culture and Amazonian açaí berry. cuisine class in Brazil and was impressed by Bahian dishes like this Moqueca seafood stew On a recent visit our chefs were flavored with dendê (palm oil) and coconut . inspired by the blend of native, Portuguese and African culinary influences reflected in ingredients like manioc/yuca root—the country’s staple starch. Though Feijoada Completa reigns supreme as the , it is just one of the many great dishes of Brazilian cuisine. This rich stew of beans and smoked meats is served with rice and sautéed collard greens, and topped with toasted manioc flour known as farofa. Feijoada Completa, Caipirinha cocktail made with Brazil’s national dish cachaça sugarcane spirit 4 Campbell’s Culinary & Baking Institute | TrendScape 2014

TRENDWATCH TRENDSCAPE

• Food Waste Reduction Alliance – Industry Partner 1 FOOD WASTE • Mintel – Market Research • USDA – U.S. Food Waste Challenge

• Animal, Los Angeles – Pig Tails AWArENESS ‘Buffalo Style’ with Celery, Ranch • Moto, Chicago – Composting food DISCOVERY scraps to create organic fertilizer 11 • PBS NewsHour – San Fran on Track to Become Zero-Waste City Mintel reports that nearly 40 • Health – Simple Awareness percent of food produced Reduces College Food Waste in the U.S. goes uneaten • Momofuku MilkBar – and this unfortunate Compost Cookie Mix truth affects the • Sur La Table – OXO Compost Bin bottom line for both • NYC Dept. of Sanitation – businesses and “root to Stalk Cooking” Organics Collection Pilot Program households. People by Tara Duggan seeking a more Balanced Lifestyle are becoming aware of this global issue and are learning what they can do to cut down on unnecessary food waste.

Practical suggestions like learning to shop wisely and understanding expiration dates are becoming a regular The Food Bank of South Jersey’s Kitchen compost bucket part of the foodie dialogue. Related topics we see emerging on Just Peachy was created by the TrendScape at Stage 1 include buying imperfect produce, serving smaller portions, Campbell to raise repurposing leftovers and cooking from root-to-stalk and nose-to-tail. funds for the community and A growing number of households are composting through sanitation programs in diverts imperfect local progressive cities like Seattle and , where zero-waste policies reduce the from landfills. amount of food sent to landfills. For mindful people and independent owners, embracing this “final frontier” of recycling is becoming just as important as making ethically responsible food purchases.

Campbell’s Culinary & Baking Institute | TrendScape 2014 5 TRENDSCAPE

• Firmenich – Market Research FERMENTATION • Mintel – Market Research 1

• Bar Tartine, San Francisco – Beef 22 INTRODUCTION Tartare on Koji Toast with Bottarga • Casa Mono, NYC – Cod Cheeks Pil Pil We identified this trend last year and it continues to excite our team. with Pickled Chillies and Black Garlic The appeal of enzyme-enhanced foods, a growing appetite for tart • Eleven Madison Park, NYC – Tasting Menu with Dry Aged Beef and intense flavors, and chefs’ interest in the chemistry behind • The Publican, Chicago – 2001 Vintage umami flavors all converge in this powerful culinary movement. Oak Barrel Aged Pu-erh Tea

There are many Distinctive Flavors to explore when it comes to this • Momofuku, NYC – Culinary Lab ancient method of . We’re seeing everything on • Nordic Food Lab, Denmark – With Noma Restaurant the TrendScape from fermented beverages like kombucha tea and sour beer to craft , to Korean kimchi and , to • Baco Mercat, Los Angeles – Japanese salt koji, to foods with ”funky” fermentation flavors like Sodas 2 super dry-aged steaks. • State Bird Provisions, San Francisco – Sourdough, , Pecorino &

• Bon Appétit – The Dry-Aged Beef Renaissance • The New Yorker – The Umami Project • NPR – Why You Shouldn’t Wrinkle Your Nose at Fermentation • Slate – More Sour to You

• Frieda’s – Black Garlic • Tavern Vinegar Co. – Craft Beer Vinegar • Vinki – Juice Korean kimchi is traditionally made by fermenting cabbage with seasonings such as scallions, ginger and spices.

6 Campbell’s Culinary & Baking Institute | TrendScape 2014 FERMENTATION Traditional Appeal of Cultured,Cured Fermented& Foods

Craveable like that are at the heart of many come to mind when thinking of Fermentation” has sparked artisan pickles and Korean cuisines. trendy fermented beverages, dialogue in forward-thinking kimchi have gone mainstream but elixirs made from and restaurant kitchens such as Brought on by the interest in in their own right over recent vinegar are also making their Momofuku and Noma, where reviving Old World traditions years, and way to the drink menu. Pok Pok umami-driven flavors are being and do-it-yourself ethics, bold it seems restaurant in , studied in their respective flavors are the essence of people has popularized tart drinks with culinary research labs. We’re this overall Stage 2 trend. have gone its bottled Som Tamarind simultaneously seeing fine Fermented foods are found in crazy for Drinking Vinegar. dining chefs resurrect dry-aging nearly all food cultures, and all things methods for meats as a European classics like Shrubs, the 18th century pickled and Charcuterie 2.0 trend that sauerkraut are being equivalent to soda , are jarred, from explores an earthier, “funkier” rediscovered. Authentic Asian hitting the bar scene in cocktails okra to element of fermentation. traditions have bubbled to the like the rosé blueberries. Traditional foods top of this year’s trend list, as Vinegar Shrub at Shed in What many like these have well. These include Korean . Fine dining are been enjoying gochujang chili sauce, Japanese chefs are pushing the beginning the spotlight, but salt koji (a starter of grains tart spectrum in the to understand is that foods we there is still so cultured with koji mold) and kitchen as well, by know and love in North much to explore fermented black garlic. featuring house-made America—like bread, , within this far- and craft vinegars on wine, beer, coffee and We’re seeing that pickle-like, reaching trend. their menus. chocolate—are fermented mouth-puckering bite arise in products, and the microbial the most unexpected of places. Sandor Katz’s tome “The Art of Fermentation” transformation of ingredients Fizzy kombucha tea and kefir “The Art of by Sandor Katz contributes to the unique flavors

Campbell’s Culinary & Baking Institute | TrendScape 2014 7 TRENDSCAPE • Datassential – 1 NEW JEWISH • Technomic – Market Research • DGS , DC – -Stuffed Cabbage DELI • General Muir, – Smoked Trout 22 INTRODUCTION , • Mile End Deli, Brooklyn – Smoked Meat In the current Culinary TrendScape, there’s no doubt that what’s old is new again. • Rye Deli, Minneapolis – Fried We’re seeing this theme in action at Kosher-style delis like Mile End in Brooklyn • Wise Sons, San Francisco – and Wise Sons in San Francisco, where diner-inspired traditions of yesteryear Smoked Trumpet Mushroom Reuben are being honored with a heightened attention to detail and craftsmanship. • Katz’s Deli, NYC – These next generation delis aim to preserve Authentic Montreal- and New York- • Schwartz’s, Montreal – Smoked Meat Sandwich style Jewish comfort foods like sliced pastrami on seeded , ball

soup, half-sour pickles and smoked • Mission Chinese, San Francisco – fish platters. While their Kung Pao Pastrami 2 menus are firmly rooted • Neal’s Deli, Carrboro, NC – with in tradition, modern twists like vegetarian • Bon Appétit – Best New Jewish Delis in America options, sustainably- • Saveur – Roots of the Deli sourced ingredients and even Jewish-Asian Global Fusion are the freshest ideas to hit this revived deli scene. Sliced pastrami on seeded rye

8 Campbell’s Culinary & Baking Institute | TrendScape 2014 NEW JEWISH New DELI JEWISHRevive DELISTRADITIONAL FARE

A new wave of Jewish specialties of Jewish-American may have never experienced in is saving this once immigrants. Traditional dishes traditional form. flourishing cultural institution like romanian beef pastramă At contemporary delis like Rye from near extinction. Like the and Polish bajgiel evolved over in Minneapolis and Kenny & revival of artisanal butcher the years into some of the city’s Zuke in Portland, Oregon, it’s shops, this trend is all about most iconic foods, like the all about capturing the essence preserving the past, celebrating pastrami-on-rye sandwich of the cuisine through fresh, North American heritage and and . handcrafted foods. The classic making it relevant to today’s Though over 1,500 delis existed deli menu is recreated with consumer by infusing it with during their golden age, just a house-made pickles, smoked a modern sensibility. few dozen exist now, as David meats, hearty , cured Our chefs love the fusion-style brisket soup with matzo balls and kimchi at These New Jewish Delis, Sax has chronicled in his book fish, grainy mustards, artisan Cheu Bar in Philadelphia. as coined by Bon Appétit “Save the Deli.” It’s a layered breads and authentic touches magazine, are reviving diner history of culture and cuisine like (rendered chicken favorites like that is being resurrected—and ). Portion sizes are average Mash-ups of Jewish classics and (pancakes) and matzo ball soup, literally reimagined—by New (with options to upsize) in Chinese takeout are becoming which were introduced in the Jewish Deli chefs who comparison to the sky-high trendy as well, and offer a u.S. in the early 1900’s when meticulously recreate authentic, sandwiches you’ll find at the refresh on the fusion concept. saw a boom in stick-to-your-ribs comfort foods legendary Katz’s Deli in New Even with the modern twists, family-centric that their York City. this tasty trend is rooted in eateries that grandparents tradition and the end result is While the focus is on featured the yearned for good quality that authenticity, menus are revisited varied and that they would make any grandmother seasonally and vegetarian regional themselves proud. options stay true to the cuisine.

recently published cookbooks Campbell’s Culinary & Baking Institute | TrendScape 2014 9 TRENDSCAPE Health-conscious individuals are embracing • Firmenich – Market Research juicing as a stylish way to refresh and • Mintel – Market Research 1 FRESH recharge at all times of day. The resolute “green juice” is gaining in popularity as a • Juice Press, NYC – Dr. Green Juice trendy morning pick-me-up, and premium • Organic Avenue, NYC – Aloe & Turmeric Boosters JuICES juices of all colors are being adopted as an • Pressed Juicery, Los Angeles – upscale snack between meals. Detox 5-Day Juice Cleanse • Jay Kordich – ADOPTION Added ingredients like turmeric, cayenne, 3 The Juiceman’s Power of Juicing Book aloe vera, Peruvian maca root and cacao • Tom Woloshyn – nib are just a few of the culinary touches The Complete Master Cleanse Book

consumers are drawn to for both their • Barron’s – flavor and suggested wellness claims in Big Business in Fresh Green Juices 2 juices that tout “raw” (non-heated) • Meredith Corporation – properties. It’s all part of the More All Recipes.com Survey Fruits & Veggies theme we’re seeing • Goop.com – Organic Avenue Interview this year, driven by rising consumer • LA Times – interest in farm-fresh produce, Cold-Pressed Juice Hot in LA savory flavor profiles and enticing, • Sur La Table – better-for-you beverages. Vitamix Pro 200 Blender • Williams-Sonoma – Breville Juice Fountain

• Booster Juice – Green Hornet • – 3 Crisp Apple Energy Drink

• Gwyneth Paltrow – It’s All Good Cookbook • – Martha’s Green Juice • Wall Street Journal – Juicers Invade Kitchen Counters

• BluePrintJuice – Kale Juice • Evolution Fresh – Essential Greens • Suja – Master Cleanse Lemon Juice

10 Campbell’s Culinary & Baking Institute | TrendScape 2014 FRESHJuICES the FreshFaceofJUICE upscale, urban juice bars elements like and garlic, The “raw” (non-heated) and BluePrint Juice bring including Organic Avenue in green juices are being adopted natural positioning of fresh juice the luxe juice craze New York City and Pressed as the latest attracts those who are looking to the masses Juicery in Los Angeles have fashionable health for more than just through a no-heat, gained a cult following amongst tonic. Chef-owned basic nutrition. cold-pressed and star athletes, juice bars Creative Health-conscious technology called such as Gwyneth Paltrow Juice in New York people of all ages high-pressure and Mark Teixeira, who are City and Harvest are drawn to the processing (HPP). recommending premium, fresh Juicery in Chicago supposed wellness Like , juices an essential part of health also play with claims that surround this method conscious people’s diets. gourmet touches juicing, which include supposedly treats the product such as fennel, weight loss, detox, for harmful bacteria that can What’s new about juices other jicama, fig, juniper and boosted immunity lurk in unprocessed juices. than the celebrity hype? For berry and and energy. Based one, green juice is on the rise. We anticipate the fresh juice tarragon, which on these claims, Packed with nutrient-dense trend will continue as mass may be added for function and celebrities like Martha veggies like kale and appeal and access grows. flavor. Bottled booster Stewart recommend fresh unexpected From energy shots, to diet shots featuring spirulina juices—whether bottled or regimens, to artisanal (blue-green algae), homemade with a juicer cocktail mixers, to green Peruvian maca root and or blender—as part of a juice popsicles, you can sea buckthorn berries are healthful morning routine. expect to find more than the newest ingredient Expect to see this trend just refreshment in this innovations to hit the hit the mainstream this new wave of fresh juice scene, and are poised to year as bigger players products. build on the healthy halo like ’s that already surrounds Bolthouse Farms® Daily Greens Evolution Fresh and juice beverage was inspired by juicing. Hain Celestial’s the one-a-day juice trend.

Campbell’s Culinary & Baking Institute | TrendScape 2014 11 TREN DSCAPE • Datassential – Retro Desserts 1 SOPHISTICATED • Fancy Food Show – 2013 Sofi Awards

• CraftBar, NYC – Sundae with Roasted Corn Ice Cream, SWEETS Blueberry Compote, Caramel Corn ADOPTION • 2 Sparrows, Chicago – 3 Strawberry & Balsamic Pop Tarts 2 • Gourdough’s, Austin – Slow Burn Doughnut with Habanero and Dressed-up comfort desserts are • Humphry Slocombe, San Francisco – Szechuan gaining in popularity with adults Strawberry Sorbet because they are simultaneously • Lil’ Pop Shop, Philadelphia – Pineapple Basil Ice Pop familiar and unique. Distinctive • Voodoo Doughnut, Portland – Bacon Maple Bar Doughnut Flavors from savory spices, • Food & Wine – Recipe: Goat Cheese Cakes with elegant botanicals and fresh Rosemary, Lavender fruits give doughnuts, chocolate • Joy the Baker Blog – Ritz Cracker Ice Cream Sandwiches truffles, popcorn and other • 479° Popcorn – Caramel & Pumpkin Seeds treats the chance to stand out • Dancing Deer Baking Co. – above their classic counterparts. Kalamata and Fig Shortbread Cookies • Liddabit Sweets – Barley-Honey Lollipops This trend is about much more • Raaka Chocolate – Black Coffee Bar than just a fix and it’s reaching • The Tea Room – a frenzied pace in the frozen dessert Chamomile & Honey White Chocolate Fusion Bar • Valerie Confections – category. Beet-pistachio and Smoke & Spice Truffles with Chiles and Paprika ice creams, corn and bay leaf sherbets, • The Factory – Twisted Salted Caramel and pickled fruit sorbets are with Vodka 3 unmistakably intended for a • T.G.I. Friday’s – Tennessee Whiskey Cake grown up palate. • Magazine – We’ve noticed that fine dining and Recipe: Strawberry Pretzel Trifles upscale chefs are having fun with this trend, too, at restaurants like Joël Robuchon in Las Vegas (banana cotton candy) and The Dutch • Ben & Jerry’s – Late Night Snack with Salty Caramel Swirl, Fudge-Covered Potato Chips in New York City (layer cake with black pepper icing). • H-E-B Central Market – Sea Salted Truffle Brownie Mix • Williams-Sonoma – Spiced Pumpkin Seed Brittle with Ale 12 Campbell’s Culinary & Baking Institute | TrendScape 2014 SOPHISTICATED SWEETS etro weets R find tSheir edge

Classic desserts like pies and flavor combinations in iterations to artisan pops, to spiked More extreme dessert flavorings doughnuts hit the TrendScape like ’s bacon- versions served at the bar. like habanero offset bitter last year, offering a dose of topped ice cream sundae. The chocolate or burnt caramel; Our favorite example of this nostalgic, satisfying flavors that Sophisticated Sweets trend botanical notes round out overly trend can be found at specialty appeal to both kids and adults. takes this idea a step further— sweet elements like white doughnut shops across the This established retro desserts leveraging ingredients unfamiliar chocolate; fragrant herbs like country. The Doughnut Plant trend is merging with another to the pastry kitchen to create basil and rosemary replace mint; in New York City, Voodoo food trend we’re following— untapped flavor combos and trendy spirits like absinthe Doughnut in Portland, Dynamo offbeat combinations and designed to turn adult heads. and mezcal add a unique, Donut in San Francisco and intense flavors. The delicious complex profile all their own. To see this trend in action, Gourdough’s in Austin are results of this intersection are look to artisan, handcrafted topping their signature sophisticated sweets that ice cream. It has become with amazingly-sophisticated borrow from the savory pantry the preferred base for in gredients like grilled and spice cabinet for shockingly-fun , candied hibiscus inspiration. combinations, like the and jalapeño jelly. As surprising as it is to see -kumquat- Out-of-the-box flavor savory or tart flavors on a ice combinations are attractive to dessert menu, there is cream at OddFellows savvy foodies looking for new culinary logic at play. in Brooklyn, and the taste experiences that speak Savory ingredients can beer and rosemary to their own creative impulses. complement and balance nuts ice cream at Seeing fruits used in an sweet elements, in the Jeni’s Splendid in unusual way, like in Tumbador way that a pinch of salt Columbus. Ice pops are Chocolate’s Lime-Sesame brightens a cookie recipe. growing up, too, having Bonbons, can be refreshing Our team can’t get enough of the In fact, we’ve witnessed the progressed quickly on the ‘fancy’ doughnuts at Federal Donuts without appearing too unusual. in P mainstreaming of salty-sweet TrendScape from twin-pops, hiladelphia.

Campbell’s Culinary & Baking Institute | TrendScape 2014 13 TRENDSCAPE • Center for Culinary Development – Market Research 1 YOGURT • Symrise – Market Research • DGS Delicatessen, DC – Pea Soup with Tartare, Black Sesame Yogurt GOES SAVOrY • Local Mission Eatery, San Francisco – Greens, Herbs with Our Yogurt, Blackberries, Cheese • Michael’s Genuine, Miami – Grilled Lamb with Peach, 3 ADOPTION Cucumber, Chocolate Mint, Greek Yogurt • Food Business News – Tangy, Greek Yogurt Inspires New Products 2 is no longer just for • Nation’s Restaurant News – Top Ten at 2013 NRA breakfast or dessert. Show: Greek Yogurt 2.0 It’s showing up as an • Chobani Soho, NYC – Mango & Avocado Yogurt Bowl ingredient in savory, with Jalapeño, Cilantro, Lime non-spoonable applications like • Bon Appétit – 2013 Top Trends: The Next DIY Staple—Yogurt condiments, sauces, dips, • Food & Wine Recipe – Carrots with Caraway Yogurt snacks and baked goods. and Wheat Berries Expect to see more • Food & Wine Recipe – Perfectly Flaky Butter-Yogurt Mediterranean and Pie Dough Indian influences at fast • The Counter – Angus Burger with Sauce casual restaurants with • SweetGreen – Santorini Salad with Cucumber Basil 3 this Stage 3 trend—like Yogurt Dressing

creamy Greek tzatziki • Bolthouse Farms – Classic Ranch Yogurt Dressing and Indian sauces— • Dannon – Oikos Dips French Greek Yogurt Dip as well as unique fine dining • Organics – Mighty 4 Sweet Potato Blueberry Millet Greek Yogurt Essential Nutrition Blend interpretations featuring house-made yogurt in entrées. Greek tzatziki dip and • Powerful Yogurt – Blueberry & Açaí flatbread Yogurt’s wholesome image is broadening in appeal, too. • Sof'ella – Greek Yogurt & Honey Pound Cake Mix Granola-lovers seeking a Balanced Lifestyle continue to drive • Walgreen’s – Good & Delish Probiotic Greek Yogurt Covered Pretzel Bites sales, though its newest fans include young men and parents exploring savory New options. • Crate & Barrel – Cuisinart Yogurt Maker • Urban Cheesecraft – D.I.Y. Probiotic Kit

14 Campbell’s Culinary & Baking Institute | TrendScape 2014 YOGURT GOES SAVOrY ogurt Y Moves Out of the Cup, Into Recipes

Greek-style yogurt’s astronomical than Europeans per capita, nutritional cachet and we’re growth in the u.S. is a trend indicating real potential for seeing it on retail product labels we’ve been following since it first continued growth. With a host for , French onion dip, took hold five years ago. With of commercial and small-batch nutrition bars and more. Packaged Facts estimating that companies racing to market, At fine dining restaurants like u.S. retail sales of all yogurt will there’s a push toward giving Local Mission Eatery in San increase from $7.3 billion in 2012 yogurt its due in the kitchen. Homemade yogurt Francisco, house-made yogurt is with vegetables to $9.3 billion by 2017, there’s no using it with a culinary the latest indicator of a farm-to- doubt that yogurt has been mindset—as Chefs table ethos. Elegant takes such contribute to increased adopted into our food culture. and Michael Symon endorse as as mint, black sesame and brown energy and satiety for weight industry spokespeople—can Despite the increase, Americans butter yogurt are trending in management. Specialized transform it from an on-the-go still consume far less yogurt everything from salad dressing yogurt products are hitting snack into a kitchen staple that to béchamel sauce. In Bon the market and provide an essentially takes the place of Appétit and Food & Wine appealing option for men or . magazines, we’ve also spotted seeking to boost their protein While yogurt has been sweet recipes including yogurt intake and for parents seeking a mainstay of ethnic cheesecake and pie dough. healthy options for children. independents serving Greek, Greek-style yogurt can provide Greek-style yogurt started the Middle Eastern and Indian foods, a substantial protein boost with trend, and with this widening tangy sauces for sandwiches most varieties providing 10-20 audience now onboard, we are and are appearing at grams per six-ounce serving, looking forward to seeing more fast-casual restaurants, like in making it an attractive cultured dairy products emerge, The Counter’s tzatziki sauce for ingredient beyond the great including Icelandic styles, burgers. In particular, Greek- taste. Many people perceive that drinking , (fresh style (strained) yogurt is protein-rich foods like yogurt cheese) and artisan . We like how GrK Fresh Greek in New an ingredient that carries York City serves thick, strained yogurt offer healthful benefits that can as a snack, topped with basil, apples, wholesome, authentic and lentils and extra virgin olive oil. Campbell’s Culinary & Baking Institute | TrendScape 2014 15 TRENDSCAPE

BEVERAGE- • Datassential – Barrel-Aged Foods and Sauces 1

• Manresa, Los Gatos, CA – Verbena & Chamomile-Poached Sea Bream Collar INSPIRED • Saxon & Parole, NYC – S’mores with Whiskey Barrel Smoke

• Smith & Wollensky, Boston – FLAVOrS Coffee & Cocoa-Rubbed Filet 2

MAINSTREAM • Food & Wine – Recipe: Pork Tenderloin 44 Marinated in Amber Ale • Tasting Table – Barrel-Aged Tea

Mixologists have been borrowing • Tavern Vinegar Co. – Craft Beer and ingredients from the kitchen the Japanese Sake Vinegars past few years to create elaborate,

hand-crafted cocktails, and now • – we’re seeing chefs flip that trend Lemoncello Cream Torte 3 on its side. It’s the kitchen’s turn • T.G.I. Friday’s – Jack Daniel’s Grill to borrow inspiration from the bar, • – Whiskey River BBQ Chicken Burger and chefs are looking for much • Cooking Channel – Dave Lieberman's Chocolate more than just a shot of flavor Stout Cupcakes • GQ Recipe – Sazerac Cured Salmon from a bottle.

Barrel-aged hot sauces, like the one served at Imperial • The Spice & Tea Exchange, Portland, OR – Chardonnay Oak-Smoked Sea Salts in Portland, Oregon, are the best example of this trend, though it’s just one of many examples inspired by the Distinctive Flavor profiles of trendy beverages such as • CampbellsKitchen.com – Recipe: Slow Cooker Melt-in-your-Mouth with Dark Ale 4 craft beers and spirits. Our team loves that people are • The Chew – Carla Hall’s Coffee Rub being introduced to a new flavor vocabulary borrowed • Cooking Light – Food Trend: Boozy Desserts from the bar, including terms like smoke, oak, char, • California Kitchen – wood, toast, hops and malt. Frozen Pizza Chicken with Cabernet • Häagen Daaz – Limited Edition Bourbon Pecan Praline Ice Cream • Kettle Brand – Cheddar Beer Potato Chips 16 Campbell’s Culinary & Baking Institute | TrendScape 2014 BEVERAGE-INSPIRED FLAVOrS Brews Barrels ADD CHARACTER&

The entire Whiskey and bourbon barrels from bourbon to rum to rubs and seasonings made with beverage are being repurposed as a flavor Zinfandel barrels. ground coffee beans, spurred by category is agent that offers tannins and barbeque joints like Smoke in Craft brewing is a Stage 6 trend lighting up the sweet, smoky flavors from the Dallas. As high-end teas gain in our chefs have been following TrendScape, charred oak. We’ve spotted popularity, we’re also keeping closely, and beer-flavored foods and the barrel-aged cocktails before, an eye on the rise of tea- are just beginning to appear at popularity in at Clyde Common in Portland, smoked fish and foods touched Stage 4 in sauces at casual craft beers and Oregon, but this year the trend with just a hint of masala chai or dining restaurants, like in small-batch has really taken off with food. chamomile. Applebee’s Brew Pub spirits—whiskey upscale restaurants including and Beer-Cheese Dip, and at and bourbon in Vesta Dipping Grill in bakery-cafes like Panera, particular—have are making their own barrel- where you can find a sun- ignited interest aged . Bluegrass dried and ale in the art and science of beer brand , Noble Tonic 01 mustard. and liquor production. Savvy maple and BLiS fish sauce people are beginning to are just a few examples of While beer flavors understand that these barrel-aged products that have are enjoying the beverages offer an endless array hit the specialty food markets. mainstream spotlight, of layered and complex flavors, Barrel-aged beers are gaining we’re also seeing and keywords like oak, aged, favor for the nuances they add coffee and even tea floral, malt, mash, hops, rye, ale to the brew, as well, and it’s flavors being used and stout are creeping into the exciting to see Avery Brewing in new ways. There’s food vernacular. experimenting with everything renewed interest in Barrel-aged food products and cocktail kit

Campbell’s Culinary & Baking Institute | TrendScape 2014 17 POWERTREND TRENDSCAPE • Casa Rayna, Pittsburgh – Elote Corn on the Cob • Empellón Cocina, NYC – Squid with Black Mole, 1 Potatoes, Chorizo Mayo REGIONAL • Fonda, NYC – Enchiladas de Mole Negro Oaxaqueño MEXICAN • Diana Kennedy – Oaxaca al Gusto • Maricel Presilla – Gran Cocina Latina

4 MAINSTREAM • NY Times – Mexico City for , , Tacos • Saveur – The Mexico Issue 2

There’s growing interest in exploring all things local • Nopalito, San Francisco – Panucho de Pollo al Pibil and regional, both at home and abroad, and • Malo Cantina, Los Angeles – Echo Park Corn on Mexico’s regional culinary traditions continue to inspire. Fast-casual the Cob with Cotija, Mayo, Chili Lime Salt concepts have hit their stride on the TrendScape and many diners are now • Culinary Institute of America – interested in exploring what lies beyond (and inside) the beloved burrito. San Antonio Campus • Rick Bayless – Mexico One Plate at a Time (PBS) Mexican and sandwiches have stayed under the radar for far too long, though we’ve spotted them recently at Rick Bayless’s Torta Frontera in • The Cheesecake Factory – Baja Chicken Tacos Chicago’s O’Hare airport. We are also excited to see second-generation • T.G.I. Friday’s – Chipotle Yucatán 3 Mexican-American chefs like Aarón Sánchez from Mestizo in Kansas City • Seasons 52 – Red Mole Braised Beef Tacos

preserving regional Authenticity at casual • Epicurious.com – Recipe: independents. • LA Times – Taste of Mexico Restaurants Tout Authentic Flavors Our chefs are eager to learn even more about the culinary legacy of each region in Mexico, • Bunches & Bunches – Smoked Oaxacan Mole Sauce to understand the cultural heritage behind • Frontera – Oaxacan Red Chile Mole Oaxacan mole sauces, tomatillo-pumpkin Simmer Sauce seed sauces from Puebla, Guadalajaran • Così – Chicken Mole Sandwich pozole stews and crispy tortilla panuchos • Chipotle – Barbacoa Beef and Pork 4 from the Yucatán. Of course, there’s also Carnitas Fillings the endless varieties of chile peppers worth • – Smothered Burrito Our chefs love using Mexican chile peppers to balance flavor. exploring, which offer both flavor and heat • Pace – Barbacoa Smoked Beef Brisket in the kitchen. • World Market – Yucatán Nut Mix

18 Campbell’s Culinary & Baking Institute | TrendScape 2014 POWERTREND TRENDSCAPE • QSR Magazine – The Beef Goes On • Technomic – Market Research 1

BOLDER • Burger Bar, Montreal – Poutine Burger • Holsteins, Las Vegas – Big Fat Greek Burger with Lamb, , Tzatziki BurGErS • Namu Gaji, San Francisco – Korean Burger • Bareburger – Maui Wowie Wild Boar Burger on Tapioca ESTABLISHED Rice Bun 2 5 • Umami Burger – Pork Carnitas Burger with Guajillo Sauce, Tortilla Strips

As the “Better Burger” category continues • Bon Appétit – Recipe: Burger to thrive, it’s evolving into6 a bigger, bolder • Food 52 – Recipe: Grilled Pork Burgers with Romesco Sauce trend than we ever imagined. Casual dining newcomers such as Bareburger in New York • Keizo Shimamoto – Ramen Burger and Farm Burger in Atlanta capture the • Sutter Home – Build a Better Burger Recipe Contest spirit of the New American burger joint by • Applebee’s – Burger with Tortilla Bun differentiating menus with an array of new Fried chicken burger options including chicken, lamb, elk, brisket on hashbrown bun • Red Robin – Kuzuri Style Burger with Strips 3 and freshly-made quinoa and bean patties. • Ruby Tuesday’s – Spicy Jalapeño Pretzel

Globally- influenced sauces, farm-fresh vegetable toppings and • – Jack’s Big Stack on Toasted Sourdough artisan buns are the newest signifier of quality and value, nearly • – Spicy Baja Burger on Chipotle Bun, Smashfries 4 • Wendy’s – Pretzel Bacon Cheeseburger tipping the category into sandwich territory. • – Avocado-Bacon Burger on Toast A side of specialty fries—make that Parmesan-dusted zucchini fries or panko- • All Recipes.com – Black Bean Quinoa Burger fried pickles—is what’s keeping the iconic • Rachel Ray Show – Báhn Mi Burger category in check. What’s more, fast- growing chains like Fatburger and • Burger King – French Fry Burger, Loaded Tater Tots Smashburger are opening internationally, • McDonald’s – Bacon Habanero Ranch Quarter Pounder 5 expanding the reach of this trend • Campbell’s SpaghettiOs – CheeseburgerOs toward Stage 6. It seems there’s • Doritos – Late Night Cheeseburger Stacked onion ring universal appeal to building a fabulous • Pringles – Cheeseburger and roasted vegetable burger one layer at a time. burger Campbell’s Culinary & Baking Institute | TrendScape 2014 19 ABOUT US

Campbell’s Culinary & Baking Institute (CCBI) is a global network of highly trained chefs, bakers and culinary professionals who drive a passion for food within Campbell Soup Company. We share this love of the culinary arts with our colleagues, consumers, customers, the industry and the community. Our team’s vast expertise and multifaceted knowledge make us the culinary authority here at Campbell.

CONTACT US

Contact us to learn more about this year’s top trends and our Culinary TrendScape program.

Contact: Thomas Hushen Campbell Soup Company Manager, External Communications Tel: (856) 342-5227 E-mail: [email protected]

20 Campbell’s Culinary & Baking Institute | TrendScape 2014 Last Year’s Top Trends... TOPTRENDS 2013

VEGETABLES CRAFT BREWING This trend continues to impact the TrendScape in 2014. Craft brews have moved beyond the bottle this year, Vegetables are getting star treatment at restaurants like and into restaurants called gastropubs. Menus are being Vedge in Philadelphia, and produce is getting as much designed to complement the beer list and brews are also center-of-plate attention as meat protein has traditionally inspiring flavor twists, like beer-cheese sauces and ale- received. flavored condiments, as noted on page 16.

COFFEE CULTURE NEW Coffee trends continually evolve, and right now it’s all ramen and joints, pork buns and bánh mi sandwiches about the four main factors: bean origin, roasting continue to hit the spot. Despite the casual vibe of this techniques and temperatures, brewing style and the flavor trend, regional authenticity of countries like Japan and of the finished cup. Brewing methods including drip, Myanmar remains a driving factor in New Asian’s siphon, press and pour-over each have a loyal following popularity with diners. and provide character in their own way. HAUTE DOUGHNUTS Korean flavors are proving that they have staying power. Last year we reported on the new breed of doughnut Kimchi, and bibimbap have been embraced by shops, including Dynamo in San Francisco, where apricot- chefs, and casual dining restaurants are now introducing and lemon-Sichuan doughnuts are available. Korean tacos and Korean barbecue-themed dishes to a The trend toward grown-up flavor combinations has widening audience. manifested itself in all forms of retro desserts, as noted on page 12. 1 Campbell PlacPlace,e, Camden, NJ 081008103-179999173- 99 campbellsoupccampbellsoupcompany.comomc.yompan

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