MaxiMootral by Ruby Violet and Mootral, UK
With consumers increasingly concerned about their health and the impact of dairy farming on the planet, the ice cream aisle is playing host to more significant numbers of alt-milk and vegan ice creams than ever before. Dairy formulation experts are also experimenting with complex flavour combinations to stay relevant and set new trends, while legacy brands are questioning their carbon footprint and launching new products to cater for a growing number of conscious consumers.
In the US alone, consumers indulge in ice cream throughout the year, with more than 16 pounds (7.25kg) of ice cream consumed annually on average (source: McKinsey & Co).
Due to the prevalence of lactose intolerance and milk allergies in North America (30m US adults suffer from some degree of lactose intolerance by the age of 20), and East Asia (70% of the general public suffer from lactose intolerance), brands have no choice but to cater for those Adaptive Appetites (source: Global Market Insights).
UK – Pernod Ricard is shaking up the wine industry with the launch of a new range of wines designed to be paired with takeaways and fast food.
The Greasy Fingers collection includes two varieties: Luscious Red 2022, a medium-bodied, fruit-forward blend of Shiraz and Grenache with cherry and strawberry flavours; and Buttery Chardonnay 2022, a peach, vanilla and cinnamon spiced wine with a buttery mouthfeel.
Launching in British supermarkets Sainsbury’s, Morrisons and Asda in November 2023, and available online on Amazon and Ocado later in the year, each bottle retails at £10 ($12.45, €11.45).
The affordable wine and suitability for fast food will appeal to those trying to save money during the cost of living crisis, but still treating themselves to the occasional takeaway.
According to Pernod Ricard, the number of wine drinkers under the age of 34 is dwindling. By launching Greasy Fingers, the winemaker joins other brands in Pouring Wit into Wine Branding and challenging the sector’s stuffiness with unconventional branding and personalities that align with younger drinkers.
Photography by Polina Tankilevitch
Emirates, Dubai, UAE
UAE – Emirates has announced the launch of a limited-edition capsule collection of luggage, bags and accessories crafted using upcycled materials from retrofitted aircraft.
Emirates introduced the Retrofit Project in August 2022, seeking to upgrade interior cabins of 120 of its Airbus A380 and Boeing 777 aircraft. As part of this initiative, the airline is launching a one-off luggage collection serving the double purpose of offering a chance to own a piece of Emirates’ history, while avoiding material waste. ‘This initiative is a passion project, and we are proud of how it aligns with both our innovation and sustainability aims, and even better – that all proceeds will benefit worthy causes via the Emirates Airline Foundation,’ adds Ahmed Safa, Emirates’ divisional senior vice-president for engineering.
The collection, which will be on sale in 2024, includes suitcases, backpacks, handbags, cardholders, toiletry bags, belts and shoes. Every piece is hand-made by Emirates tailors in a dedicated workshop in Dubai, repurposing high-quality materials such aluminium headrests, leather from couches, seatbelts and even fur from the captain’s seat.
The initiative showcases how upcycling can be executed for luxury products, echoing notions of Circular Craftsmanship we explore in our Luxury Recrafted macrotrend.
The Future Laboratory’s Strategy department works directly with global brands and businesses to turn our LS:N Global foresight into a strategic decision-making tool that aligns clients’ current business objectives with these future scenarios.
The aim: to equip clients with the cultural insights, strategic implications and solutions that enable them to navigate change, unlock opportunity and thrive in a world of continuous uncertainty.
