Key takeaways from the BBC Good Food Summer Show: where innovation meets consumer purpose
Last week, our food & drink team spent a few days at the BBC Good Food Summer Show at the NEC Birmingham, checking out the latest trends and innovations shaping the future of the food & drink industry.
This year’s show wasn’t simply about the next flavour trend or product launch – it was a demonstration of how food and drink brands are increasingly combining innovation with intention, reflecting deeper consumer values around health, sustainability, and authentic experiences.
Elevating everyday moments
A dominant theme was the desire for premium experiences that feel accessible and meaningful. We noticed several brands focused on transforming everyday staples, from pantry basics to quick snacks, into something special.
It’s clear consumers want products that add value to their daily routines – not just through superior ingredients or craftsmanship but through stories and experiences that resonate emotionally. This ‘everyday premiumisation’ suggests that indulgence no longer belongs exclusively to special occasions but can be integrated into everyday life in thoughtful, achievable ways.
The Truffle Guys UK capture this brilliantly – their signature truffle dust is a game changer in the industry, a perfect example of how to turn a simple dish into something special – and how premiumisation can work at the pantry level.
Likewise, Hot Star Honey impressed with its bold range of sweet heat sauces – perfect for summer BBQs, picnics or adding a kick to everyday dishes. Inspired by the sweet chilli flavours of Asia, the brand brings an exciting twist to classic condiments.
The rise of functional food and drink
Health-consciousness continues to redefine consumer choices, but the narrative is shifting away from ‘either/or’ between taste and benefits.
There were plenty of products designed to support mood, energy, immunity, and digestion – all while tasting great. It’s encouraging to see a holistic approach taking hold, where function and flavour go hand in hand, responding to consumers who want nourishment that’s enjoyable, not clinical or compromising.
Full Power Cacao stood out for its ceremonial-grade cacao drink, combining rich indulgence with mood and energy benefits, while Hormony Drinks stood out as an exceptional innovation, offering incredible, science-backed benefits. The Honest Bean Co., with its protein- and fibre- packed fava bean snacks, was another standout, proving functionality doesn’t need to compromise on flavour.
Authentic sustainability
Sustainability remained front and centre, but the conversation is maturing. No longer is it enough for brands to make green claims; today’s consumers demand transparency and genuine responsibility at every stage – from sourcing to packaging.
The focus is on solutions that integrate sustainability seamlessly into product design, sourcing, and packaging. It’s about creating trust through honesty and measurable impact, rather than surface-level gestures.
We were particularly impressed by Penrhos Spirits, whose beautiful bottles and local production embody the principle of sustainability through and through. Esti Foods, too, brought authenticity to the fore with their Mediterranean range, underpinned by ethical sourcing and fresh, flavour-led innovation.
Bold innovation and storytelling
The appetite for products that break the mould was evident. Whether through cultural heritage, unexpected ingredients, or inventive formats, these launches were memorable because they brought something truly new to the table. It’s clear consumers crave brands that are confident in their identity and willing to push boundaries while remaining authentic.
Sagrado Drinks is a standout example – lightly sparkling, made from 100% agave, and inspired by ancient Mexican pulque. This is the kind of storytelling-meets-innovation that captures attention. It’s a drink you feel as much as you taste.
The power of purpose-driven founders
One of the most inspiring undercurrents was the strength of founder-led brands, where personal passion and purpose shine through every element of the business. These brands don’t just sell products – they offer connections and narratives that resonate deeply. This human element felt like the heartbeat of the show, reminding us that behind every great product is a story that can build real loyalty and trust.
Freda’s Peanut Butter exemplifies this beautifully – named after the founder’s camper van, the brand began as a true passion project. With unwavering belief in the product, she even sold her car to fund the branding work, pouring everything into bringing her vision to life. Built on a family-owned legacy, their products deliver not just deliciousness but a heartfelt story that adds real meaning behind every jar.
Black Bear Honey Co. was another favourite – blending passion, purpose, and provenance into a range of standout honey-based drinks.
What this means for food & drink brands
The BBC Good Food Summer Show painted a picture of an industry that is creative, resilient, and highly responsive to the evolving consumer mindset. Success today means balancing innovation with authenticity, delivering products that are both enjoyable and purposeful.
For brands looking to stand out, the challenge is to develop clear, insightful strategies that connect on multiple levels – sensory, emotional, and ethical.
At RMS PR, Marketing & Design, we work with challenger and established food and drink brands to craft communications that tap into these dynamics, creating campaigns that truly engage and inspire.
If you’re ready to explore how your brand can thrive in this evolving landscape, we’d love to start that conversation with you.