Functional Beverages Are Here to Stay
With a spectacular showing this year, we spotted everything from pressed juices made from wonky fruit, an array of kombuchas in every flavour imaginable, and everyone’s favourite CBD-infused drinks. Functional beverages were everywhere at this year’s lunch!. Amidst it all, there’s a clear interest from consumers in finding beverages that cater to all their wants and desires, beyond traditional soft drinks. Whether it’s infused with supplements that encourage relaxation or promote more natural, slow-releasing sources of energy, vendors at this year’s lunch were prepared
Hot tip from the team at Trip— their blood orange rosemary flavour makes an excellent sub for traditional fizz in an Aperol spritz!
What this means for agencies
In outreach, look to speak the brand’s language. Pay close attention to what the health benefits are that set these different functional beverages apart, and what key challenges might crop up in meeting their target demographic.
Health-conscious need not be boring
Branding at lunch! 2025 was not afraid of a little bit of colour. To stand out on shelves and at booths, we saw newcomers and old favourites turn to colour palettes that pop. Whether’s it’s Odysea leaning into its brand’s Greek origins, with bright white and blues, or the rainbow of colour across Hip Pop’s different product offerings, we saw every colour of the rainbow, especially when it came to new health-oriented options, which comes as no surprise when you take a wander through the kaleidoscope of our contemporary supermarket aisles.
When it comes to foods that provide high-protein and high-fibre options for consumers on the go, these brands know that they have to go bolder and brighter to meet their ideal consumer. In the conference’s start-up corner, we saw lots of brands turn to pinks, greens, blues, and reds in their branding to stand out from the crowd.
What this means for agencies
When going after brands in the health-forward FMCG space, always be thinking about what can set them apart from the crowd on the supermarket aisle! Whether that’s their unique POV or an energetic colour palette, articulating how you intend to help them stand out can win you some brownie points.
Adventurousness – new frontiers in international flavours
With matcha taking over, not just as a standalone beverage, but a crowd-favourite flavour, it was clear to see that palettes are getting more curious and more adventurous. And matcha continued to be a conference favourite, with the bubble tea brand Dot Dot winning the Gold Award from Lunch! Show’s Innovation Challenge 2025 for their Matcha Lemonade Bubble Tea!
Interesting new flavours were not in short supply at this year’s lunch, whether it’s Spanish gazpacho, Dutch curry mayo, Korean kimchi, or piri piri flavoured meat snacks. We loved seeing the ways vendors at lunch! 2025 played around with worldly flavours, bringing new ways for consumers to travel via the aisles of their supermarket. Our personal favourite was Oatly’s playful approach to blending world flavours into your morning pick-me-up, like the tahini iced latte and banana matchas they were serving on the day.
What this means for agencies
Bring your cultural sensitivity and out-of-the-box creativity to the forefront when looking to work with bold, international flavours. Come prepared to be a partner and collaborator with brands that need that extra boost to amplify their story– think powerful founder-led narratives, culturally-attuned branding, and celebrations of exploration and discovery via new food groups.
Expertly written by Bella St. Amant & George Oglethorpe
Is your agency ready to grow?
If you’re an agency looking to land more clients within the food and drink space, contact sam.wheatman@thefuturefactory.co.uk to find out how our lead generation and bespoke business development training can help.
