Insights for Innovation and Inspiration from Thomas W. Griffiths, CMC Vice President, Campbell’s Culinary & Baking Institute (CCBI) At Campbell we know that staying on the pulse of what people are eating and how their tastes are evolving requires more than a look at data points. That’s where our Culinary TrendScape program and our global team of chefs and bakers come into play. In a market where trends are turning up and gaining momentum at an increasing rate, our company looks to CCBI to identify growth opportunities that are rooted in culinary insight. Our integrated approach to tracking food trends relies on the expertise and intuition of our highly trained team, along with other sources including insights from our trusted industry partners. CS Throughout the year, our chefs and bakers draw inspiration from the people and places they TOPI encounter on the job and bring those ideas back to the kitchen. We kick off a dialogue OT H These themes are that’s rooted in our established methodology, take close look at the cultural shifts that 16 the driving force 0 behind this year’s drive trends—“hot topics” shaping the marketplace—and then hone in on the top trends 2 top trends that excite our palates most. This 2016 Culinary TrendScape report is the third we’ve published, and offers our Authenticity unique point of view on the year’s top ten North American trends, from Cooking with Back to Basics Fire to Caramel. Some of these trends may even inspire future Campbell products, as Conscious Connections they serve as a springboard for inspiration that drives creative product development Discovery & Adventure across our business platforms. Distinctive Flavors Elevated Simplicity Our team is pleased to share these top insights with you today because we know true Global Palate innovation doesn’t happen in a bubble. Plus, we simply can’t stop talking about food and Tasty Traditions look forward to “talking trends” with you soon. Campbell’s Culinary & Baking Institute | Culinary TrendScape 2016 1 An integrated approach to understanding food trends Fine dining restaurants, trendsetting Fast-casual restaurants like Panera How do we choose which chefs, cultural hotspots and Starbucks, mainstream media such as Better Homes & Gardens or trends to follow? “Today” show, retail innovations Our methodology taps a wealth TRENDSCAPE THE EV of research from our chefs and Independent OLUTION OF A C CULINAR other professional sources to restaurants, food 1 DISC Y TREND magazines and OOVVERRYY help identify the most significant Emerges within 4 MAINS dining sections TRREAM a limited but Well-accepted emerging trends in food, as well such as Saveur influential group in many as those that inspire creative and New York households Times, upscale thinking and new direction. specialty grocers Then we begin our mapping like Bi-Rite 2 INTRODUCTION on the Culinary TrendScape, Reaches a 5 ESTTAABLISHED culinary-minded following each trend across audience Reaches mass Quick service distinct stages, as it evolves audience restaurants and expands its reach. like Wendy’s, grocery retail Monitoring and understanding products, trends is an important part of the 3 ADOPTIONA packaged research we do at Campbell’s Gains traction 6 EXPPAANDED foods with larger Culinary & Baking Institute. It’s audience Reaches global our way of anticipating what our audience retail and foodservice customers will want as tastes shift and Full service chain restaurants like demographics change, so T.G.I. Friday’s, food TV and celebrity Internationally that we can deliver the next chefs, specialty chain stores like available Williams-Sonoma, upscale grocers, generation of iconic foods and limited service menu innovations beverages that people love. 2 Campbell’s Culinary & Baking Institute | Culinary TrendScape 2016 TOPTRENDS Vendor partners, From fine dining market to quick service 2016 research, trade restaurants publications Here's a taste of the year's most dynamic trends. There's so much activity on the Culinary TrendScape, but these are the top trends that whet our appetite and Cultural Specialty shops, influences ignite our passion for food. Enjoy! grocery and past and retail food present markets COOKING WITH FIRE Magazines, cookbooks, blogs, AUTHENTIC THAI television, recipe websites Tuning in to TrendPoints FRENCH REVIVAL 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 INSPIRED ICE CREAM 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 TRADITIONAL FATS 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 VEG 2.0 consumer top of mind. REACH ASIAN NOODLE SOUPS Our focus on population reach Understanding the size of the HAUTE DOGS audience exposed to a food trend helps us determine its TrendReach. SIMPLE & REAL Looking at TrendPoints within the six stages helps us track the trend's CARAMEL evolution and influence, from buzz to universal appeal. Campbell’s Culinary & Baking Institute | Culinary TrendScape 2016 3 TRENDWATCH TRENDSCAPE • Datassential – Report: Inception Stage, Smoked 2.0 (TIPS, 2015) 1 • National Restaurant Association – Culinary Forecast: Fire Roasting and Smoking COOKING Techniques (2015) • Technomic – 2016 Food Trends, Burned (2016) • Camino Restaurant, Oakland, CA – Upscale WITH FIRE restaurant serving Paella Cooked in the Fireplace • Heritage, Las Vegas – Upscale restaurant 1 DISCOVERY serving Ash-Roasted Bone Marrow • High Street on Market, Philadelphia – Upscale While humans have been cooking restaurant serving Vegetable Ash Levain with fire for centuries, top chefs are • L’Espalier, Boston – Fine dining restaurant offering Cuba Libre cocktail with charred lime rekindling their interest in this primal • Saison, San Francisco – Fine dining restaurant pastime. They are embracing the kitchen centered around eight-foot wide, open flame, rediscovering the range wood-fueled hearth • Sqirl, Los Angeles – Independent restaurant of flavors that can come from live fire serving Burnt Brioche Toast with House cooking and building them into Ricotta and Seasonal Jam menus. It’s a return to the simplest • Bon Appétit Magazine – Article: Live Fire form of grilling, taken to the culinary Cooking is the Technique of the Year (2015) extreme. And it’s all about mastering • Gather Journal – Recipe: Charred Steak and Black Olive Sandwiches (2015) that irresistible Back to Basics • Nation’s Restaurant News – Article: Chefs aesthetic. Rekindle Interest in Charring Vegetables (2015) Live-fire hearths are the new restaurant centerpiece at hotspots like Saison in San Francisco, where wood-fired grills are being utilized in cocktails, appetizers and even desserts. A variety of elegant dishes are being kissed by fire these days, from charred seafood, to blackened veggies, to deeply browned pastries and even intentionally burnt toast. 4 Campbell’s Culinary & Baking Institute | Culinary TrendScape 2016 GRILLWORkS RURAL SOCIETY PHOTO: COOKING WITH FIRE Barbecued meats and smoke character to the most incendiary take on the infusions have hit Stage 5 in grilled and trend, and even burnt cinnamon, recent years, but chefs have smoked vanilla beans and honey are been taking those crowd- foods. But showing up on dessert menus, pleasing trends a step further we’re not putting an edgy spin on the most as of late, making fire—the just talking comforting of flavor profiles. The most elemental culinary about beef, striking contrast of the black- medium—the center of pork and brown color that burnt and attention. chicken. charred foods lend to a plate is a A Grillworks triple grill at Chef Jose Garces’ Rural Society, Chicago This trend big part of the visual appeal, while Cooking with fire is nothing reality fireside cooking requires is just as much about intensifying papery charred bits and powdery new, and yet it’s sparking fine-tuned mastery—not to the flavors of fruits, ashes provide obsession in chefs drawn to the mention a touch of fearlessness. veggies, baked goods unique texture. seductive theatrics of a burning And it feels revolutionary in the and even spices. hearth. Open kitchens featuring hands of a chef who can Cooking with custom hearths from companies manipulate a wide range of We’re seeing grilled fire offers an like Grillworks, built with a variety straight-from-the-fire flavors limes, blackened undeniable of cooking surfaces that while closely monitoring an 800+ avocado, broths made blast of flavor accommodate direct and indirect degree pit of flames. from wood-roasted that our chefs contact with the flame, are a focal onions, leeks love, and we point at spots like Danny Meyer’s Specialty woods smoldered right in the embers anticipate this trend will continue Marta in New York and Petruce et and charcoals are and fruit pies baked in cast iron to gain traction this year as more al in Philadelphia. the latest call- over open flames. Deliberately menus are influenced by the out on trendy burnt foods, from bread, to nuts, familiar yet sophisticated allure of Though it appears to require menus, adding to béchamel sauce, are perhaps fire and smoke. merely a caveman sensibility, in provenance and Campbell’s Culinary & Baking Institute | Culinary TrendScape 2016 5 TRENDSCAPE • Datassential – Report: Inception Stage, Thai AUTHENTIC Iced Tea (On the Menu, 2015) 1 • Sterling Rice Group – Report: Top Trends, Advanced Asian (2015) • Lotus of Siam, Las Vegas – Upscale restaurant serving Crispy Duck Khao Soi THAI • Pok Pok, Portland, OR – Independent restaurant offering Papaya Pok Pok (spicy green papaya INTRODUCTION salad served Central or Isaan style) 2 • Sripraphai, Queens, NY – Independent restaurant offering Gai Yang (grilled chicken) While Thai-American cuisine is experiencing mainstream buzz in its own right, we’re tracking a second Thai trend on the Culinary Trendscape, led • Thai Street Food – Cookbook by David Thompson (2010) by a millennial crowd hungry for Discovery & Adventure.