Insights for Innovation and Inspiration from Thomas W. Griffiths, CMC Vice President, Campbell’s Culinary & Baking Institute (CCBI) Last year we published our first-ever Culinary TrendScape report, highlighting what Campbell’s global team of chefs and bakers see as the most dynamic food trends to watch. The response has been exceptional. The conversations that have taken place over the past year amongst our food industry friends and colleagues have been extremely rewarding. It has also been quite a thrill to see this trend-monitoring program take on a life of its own here at Campbell. Staying on the pulse of evolving tastes is inspiring our culinary team’s day-to- day work, driving us to lead innovation across company-wide business platforms. Most importantly, it is helping us translate trends into mealtime solutions that are meaningful for life’s real PICS moments. It’s livening up our lunch break conversations, too! TO OT H These themes are This 2015 Culinary TrendScape report offers a look at the year’s ten most exciting North 15 the driving force 0 American trends we’ve identified, from Filipino Flavors to Chile Peppers. Once again, 2 behind this year’s top trends we’ve developed a report that reflects our unique point of view, drawing on the expertise of our team, engaging culinary influencers and learning from trusted Authenticity industry partners. Changing Marketplace Just like last year, we took a look at overarching themes—hot topics—that are shaping Conscious Connections the ever-changing culinary landscape. The continued cultural transformation of retail Distinctive Flavors markets and restaurants catering to changing consumer tastes is clearly evident Elevated Simplicity throughout this year’s report. A deep desire for holistic wellness is bringing increased Global Fusion emphasis on foods that are good for the body and the planet. As expected, bold flavors, Powerhouse Plates global influences and authenticity remain influential. Satisfying Snacks We’re excited to share our top insights—which just might inspire future Campbell products— because we believe today’s food landscape is truly extraordinary. We look forward to “talking trends” with you soon. Campbell’s Culinary & Baking Institute | Culinary TrendScape 2015 1 An integrated approach to understanding food trends service restaurants like Fine dining restaurants, trendsetting Limited How do we choose which chefs, cultural hotspots Panera or Wendy’s, mainstream media such as Better Homes & Gardens or trends to follow? “Today” show, retail innovations TRENDSCAPE Our methodology taps a wealth THE EVOLUTION OF A CULINARY TREND of research from our chefs and Independent other professional sources to restaurants, 1 DISC food magazines OVERY help identify the most significant Emerges within 4 MAINSTREAM 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. specialty 2 INTRODUCTION Then we begin our mapping grocers like on the Culinary TrendScape, Bi-Rite Reaches a 5 ESTABLISHED culinary-minded Grocery following each trend across audience Reaches retail mass distinct stages, as it evolves audience products, packaged and expands its reach. foods Monitoring and understanding 3 ADOPTION trends is an important part of the Gains traction 6 EXPANDED research we do at Campbell’s 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 television and Internationally that we can deliver the next celebrity chefs, specialty chain stores available like Williams-Sonoma, menu innovations generation of iconic foods and beverages that people love. 2 Campbell’s Culinary & Baking Institute | Culinary TrendScape 2015 S IN ACTION TOPTRENDS DPOINTS WHERE WE TREND SEE T TREN aura est nt Vendor fession R ro al partners, P Media From fine dining market to quick service 2015 research, trade restaurants publications Here's a taste of the year's most dynamic trends. There's so much activity on the ulture & Culinary TrendScape, but these are the C sine ketplac ui top trends that whet our appetite and ar e C Cultural M Specialty shops, influences ignite our passion for food. Enjoy! grocery and past and retail food present markets FILIPINO FLAVORS Magazines, cookbooks, blogs, BREAD REVIVAL television, recipe websites Tuning in to TrendPoints SEAFOOD AWARENESS 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 EATING WITH PURPOSE 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 FOOD IS FUN 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 MIDWESTERN ROOTS consumer top of mind. REACH FAST-CASUAL EFFECT Our focus on population reach Understanding the size of the TEA TIME audience exposed to a food trend helps us determine its TrendReach. REGIONAL BARBECUE Looking at TrendPoints within the six stages helps us track the trend's CHILE PEPPERS evolution and influence, from buzz to universal appeal. Campbell’s Culinary & Baking Institute | Culinary TrendScape 2015 3 TRENDWATCH TRENDSCAPE • Datassential – Report: Inception Stage, Filipino Cuisine (TIPS, 2014) 1 FILIPINO • Kuma Inn, NYC – Modern Filipino restaurant serving Tita Em's Chicken Wing Adobo • Milkfish, New Orleans – Modern Filipino FLAVOrS restaurant serving Pancit Malaban Noodles • Qui, Austin – Globally-influenced fine dining restaurant serving Lechon in Dinugan Sauce DISCOVERY with Coconut Vinegar Jam 1 • The Adobo Road Cookbook – By Marvin Gapultos (2013) • Flavor & The Menu Magazine – Article: The cuisine hailing from this Southeast Filipino Phenomenon (2014) Asian archipelago of over 7,000 • 7,000 Islands: A Food Portrait of the islands has gone from a blip on our Philippines – Cookbook by Yasmin Newman (2014) gastronomic radar to a fast-track trend. Filipino-American chefs like • Jeepney, NYC – Modern Filipino restaurant King Phojanakong, a member of offering traditional Kamayan feast our Chefs' Council, are fueling our • Max’s Restaurant, Glendale, CA – Filipino restaurant chain with locations in N. America growing infatuation with Southeast • Phil Am Food, Jersey City, NJ – Asian food by introducing us to the Grocery serving Filipino-American community bold flavors of home-cooked adobos, • The Salo Project – Pop-up dinners featuring regional Filipino food halo-halo is a layered dessert lechon pork roasts, noodles, lumpia with shaved ice. spring rolls and halo-halo shaved ice. A history of colonialism—along with Filipinos’ indisputable love for food—has shaped the cuisine. It’s Global Fusion at its best, full of sharp, Distinctive Flavors that blend native, Spanish, Malaysian, Chinese and American traditions. Vinegar, garlic, soy sauce, fish sauce, calamansi lime, tamarind, bay leaf, annatto and smoked paprika are just a few mainstays of an eclectic Filipino pantry that our team is eager to explore. Whole grilled orata fish is a modern take on tradition. 4 Campbell’s Culinary & Baking Institute | Culinary TrendScape 2015 MIChAeL hArLAN TUrKeL KINg PhOJANAKONg, rIghT: LeFT TO PhOTOS FILIPINOFLAVOrS Adobo: ATasteofHome Adobo, the emblematic dish of complex flavors that are balanced Chicken Adobo By King Phojanakong Serves 4 the Philippines, is an endlessly to each cook’s liking. Indeed, adaptable one-pot wonder that there are as many styles of Ingredients Instructions refers to both a cooking style adobo as there are aunties in 1 whole chicken, cut into pieces Combine all ingredients except and a vinegar-based sauce. Made the Philippines. There are saucy 1 (about 3 pounds) coconut milk in a large bowl with pantry staples including versions as well as dry versions 8 garlic cloves, crushed and let marinate for 30 sugarcane (or rice) vinegar, soy reduced until the sauce evaporates minutes. sauce, garlic, bay leaves and and the chicken skin becomes 1 tablespoon whole black peppercorns black peppercorns, it’s not to crisp and lightly browned. Place the chicken skin side 5 bay leaves 2 be confused with Mexican-style down in a large nonstick Chef King Phojanakong’s Chicken 1 cup rice vinegar (or sugar cane adobo. The Filipino version is skillet, and pour the marinade Adobo favors the saucy vinegar) unique to the Philippines and said over the chicken. Bring to a rendition and includes 3/4 cup soy sauce to predate colonial Spanish rule, low boil over medium-high coconut milk, a variation though varied multi-cultural 3/4 cup water heat. Cover, lower heat to a that adds a little richness influences have made it the 1/4 cup coconut milk (optional) simmer and cook for about and regional flair. rice is dish we enjoy today. 40 minutes, turning the pieces always at the Filipino occasionally, until chicken is It’s traditionally table—oftentimes as cooked through. made with chicken sinangag (garlic or pork stewed fried rice)—and 3 Uncover and continue to slowly in a is usually served cook until the sauce thickens simple simmer alongside adobo. slightly, about 5 minutes. sauce, resulting If desired, stir coconut milk in tender meat Chef King into the sauce for a rich