The Appeal of the Unappetizing

See below for the latest digestible insight into one of the four components of food culture:?Change, Comfort, Connection, and Creativity.

What’s on the menu this week??Change.

Here’s the latest on what's inspiring changes in food culture right now.

What We're Seeing:?Several years ago, the “ugly” food movement took off, urging people to eat imperfect looking produce in an effort to end food waste. And since then, consumers have been deprioritizing looks to focus more on what's inside – sustainably sourced ingredients, functional benefits, etc. But today, looks are making a comeback – just not the pretty kind. Consumers are drawn to unappetizing and unusual looking foods. And while an aesthetically not-so-pleasing exterior is enough to intrigue, that added benefit of good for you or the environment is a plus. We see this with sea moss’s rise into the mainstream or even the gradual incorporation of insects into the American diet. And we see it playing out in brand messaging with unappetizing activations that draw attention to products with a health or sustainability angle– like Burger King’s poop emoji ice cream or Oumph!’s vegan burger that tastes like human meat.

What That Means:?Emphasize the good through the ugly; Brands can win the attention of consumers by leaning in to the “ugliness” of a product to unconventionally show its benefits.