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Hatch Communications
Hatch Communications
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Thought Leadership

April Food & Drink Trends

by Cameron Trevena

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🃏 Our favourite April Fool’s Day Campaigns 🃏

In the spirit of April Fools’ Day, several food and beverage brands embraced the tradition to inject some humour into their marketing strategies, garnering creative media attention and boosting brand awareness in the process. Let’s take a look at our favourite campaigns that captured the essence of April 1st this year:

FUNKIN COCKTAILS’ Pick Your Own Blue Raspberries:

RTD cocktail brand FUNKIN COCKTAILS kicked things off after announcing the grand opening of its exclusive blue raspberry fruit farm, inviting people to a picking event where they could harvest their own blue raspberries for the first time. The tongue-in-cheek campaign introduced the concept of “Blue Raspberries” as a rare fruit grown in the UK, coinciding with the launch of their new Blue Raspberry Martini product. The brand crafted a narrative around the unique characteristics of these fictional berries, including their growth cycle and preferred environment. By offering a blend of humour, engagement, and tangible impact on ROI, we love this one.

James May’s Cheese Gin:

Next up, motoring celebrity and drinks entrepreneur, James May, capitalised on his viral cheese meme to unveil his latest venture: “cheese gin.” Leveraging the popularity of his cheese-related content, his brand James Gin comically announced the launch of a new gin, infused with cheese flavours. This playful campaign resonated with fans of James’ cheese meme, capitalising on the existing audience engagement to generate buzz and excitement around the fictional product.

🍁 CBD-azzling growth 📈

The unveiling of the Food & Beverage Fast 50 list for 2024 has shed light on the fastest-growing brands within the industry. At the forefront of this year’s rankings is CBD drinks brand Trip, boasting an extraordinary two-year CAGR of 389%. This achievement marks the highest growth rate ever recorded in the 15-year history of the Fast 50, surpassing the impressive 246% achieved last year.

Trip’s remarkable ascent to the top spot underscores the burgeoning popularity of CBD-infused beverages and their resonance with consumers seeking holistic wellness solutions, providing a unique proposition of offering relaxation without the psychoactive effects associated with marijuana.

Moreover, the conversation around CBD beverages is poised to expand further with the anticipated growth of CBD wine. As outlined in a report by Allied Market Research, CBD wine is projected to experience explosive growth in the coming years, presenting a novel fusion of CBD’s wellness properties with the timeless allure of wine consumption.

Red wine

Credit: Famous CBD

In addition to Trip’s meteoric rise, other standout performers in the Fast 50 include Rheal Superfoods, boasting a robust CAGR of 235%, known for its superfood blends and energy bars. Similarly, Vegetarian Express has garnered attention with a notable CAGR of 155% as a leading wholesaler of plant-based ingredients. These brands exemplify the sector-wide emphasis on health and wellness, appealing to consumers seeking nutritious and sustainable dietary options.

🥡 Rising Takeaway Consumption Amidst Getir’s Departure 🛵

Recent research has revealed a significant surge in takeaway consumption since the COVID-19 pandemic. According to a new report from The Institute for Fiscal Studies, Britons are now consuming 50% more takeout orders compared to pre-pandemic levels, marking a notable shift in dining preferences.

The COVID-19 pandemic has reshaped consumer behaviour and accelerated existing trends towards convenience and delivery-based dining options. With lockdown restrictions prompting the closure of many restaurants and pubs, consumers turned to fast food and delivery services as a convenient alternative for meal preparation.

Fast food and delivery platforms like Deliveroo, Uber Eats, and Just Eat have emerged as dominant players in the food delivery landscape, surpassing traditional dining establishments such as pubs and restaurants. The ease of ordering and wide selection offered by these platforms has contributed to their increasing popularity among consumers seeking convenient dining options.

Despite this, news of Getir’s exit from the UK and other key markets adds another layer of complexity to the evolving food delivery landscape, highlighting the volatility of the sector.

Back of Getir branded motorbike

Credit: GB News

Interested in exploring how your brand can capitalise on the latest trends in the food and beverage industry? Contact us at hello@hatch.group to unlock new opportunities.

🃏 Our favourite April Fool’s Day Campaigns 🃏

In the spirit of April Fools’ Day, several food and beverage brands embraced the tradition to inject some humour into their marketing strategies, garnering creative media attention and boosting brand awareness in the process. Let’s take a look at our favourite campaigns that captured the essence of April 1st this year:

FUNKIN COCKTAILS’ Pick Your Own Blue Raspberries:

RTD cocktail brand FUNKIN COCKTAILS kicked things off after announcing the grand opening of its exclusive blue raspberry fruit farm, inviting people to a picking event where they could harvest their own blue raspberries for the first time. The tongue-in-cheek campaign introduced the concept of “Blue Raspberries” as a rare fruit grown in the UK, coinciding with the launch of their new Blue Raspberry Martini product. The brand crafted a narrative around the unique characteristics of these fictional berries, including their growth cycle and preferred environment. By offering a blend of humour, engagement, and tangible impact on ROI, we love this one.

James May’s Cheese Gin:

Next up, motoring celebrity and drinks entrepreneur, James May, capitalised on his viral cheese meme to unveil his latest venture: “cheese gin.” Leveraging the popularity of his cheese-related content, his brand James Gin comically announced the launch of a new gin, infused with cheese flavours. This playful campaign resonated with fans of James’ cheese meme, capitalising on the existing audience engagement to generate buzz and excitement around the fictional product.

🍁 CBD-azzling growth 📈

The unveiling of the Food & Beverage Fast 50 list for 2024 has shed light on the fastest-growing brands within the industry. At the forefront of this year’s rankings is CBD drinks brand Trip, boasting an extraordinary two-year CAGR of 389%. This achievement marks the highest growth rate ever recorded in the 15-year history of the Fast 50, surpassing the impressive 246% achieved last year.

Trip’s remarkable ascent to the top spot underscores the burgeoning popularity of CBD-infused beverages and their resonance with consumers seeking holistic wellness solutions, providing a unique proposition of offering relaxation without the psychoactive effects associated with marijuana.

Moreover, the conversation around CBD beverages is poised to expand further with the anticipated growth of CBD wine. As outlined in a report by Allied Market Research, CBD wine is projected to experience explosive growth in the coming years, presenting a novel fusion of CBD’s wellness properties with the timeless allure of wine consumption.

Red wine

Credit: Famous CBD

In addition to Trip’s meteoric rise, other standout performers in the Fast 50 include Rheal Superfoods, boasting a robust CAGR of 235%, known for its superfood blends and energy bars. Similarly, Vegetarian Express has garnered attention with a notable CAGR of 155% as a leading wholesaler of plant-based ingredients. These brands exemplify the sector-wide emphasis on health and wellness, appealing to consumers seeking nutritious and sustainable dietary options.

🥡 Rising Takeaway Consumption Amidst Getir’s Departure 🛵

Recent research has revealed a significant surge in takeaway consumption since the COVID-19 pandemic. According to a new report from The Institute for Fiscal Studies, Britons are now consuming 50% more takeout orders compared to pre-pandemic levels, marking a notable shift in dining preferences.

The COVID-19 pandemic has reshaped consumer behaviour and accelerated existing trends towards convenience and delivery-based dining options. With lockdown restrictions prompting the closure of many restaurants and pubs, consumers turned to fast food and delivery services as a convenient alternative for meal preparation.

Fast food and delivery platforms like Deliveroo, Uber Eats, and Just Eat have emerged as dominant players in the food delivery landscape, surpassing traditional dining establishments such as pubs and restaurants. The ease of ordering and wide selection offered by these platforms has contributed to their increasing popularity among consumers seeking convenient dining options.

Despite this, news of Getir’s exit from the UK and other key markets adds another layer of complexity to the evolving food delivery landscape, highlighting the volatility of the sector.

Back of Getir branded motorbike

Credit: GB News

Interested in exploring how your brand can capitalise on the latest trends in the food and beverage industry? Contact us at hello@hatch.group to unlock new opportunities.

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