Focusing on food culture: J. Walter Thompson creates trends & innovation consultancy

UK/INTERNATIONAL. Communications agency J. Walter Thompson (JWT) has launched Canteen, a global food consultancy focused on innovation and trends in the food & beverage industry.

Canteen was founded by Megan Van Someren, a JWT Global Strategy Director with 20 years of F&B experience.

The founding team includes strategists and food culture lovers who together aim to offer an in-depth knowledge of food, drink, health and wellness and other adjacencies. Canteen will work with a network of specialists including sustainability experts, chefs, bloggers and nutritionists.

The consultancy’s services span innovation, brand strategy, product launches, food story development, content strategy and culture-first learning.

Seeking solutions: Canteen’s founding team of Megan Van Someren (centre), Sophia Redgrave (left) and Marina Lindsay-Brown.

To mark the launch, Canteen has commissioned a study assessing the consumer sentiment of some 3,200 respondents from the UK, the USA, France and Brazil towards food culture.

The ‘Food Index’ (FINDEX) study aims to show how diverse the role of food can be while highlighting industry shortcomings, challenges and opportunities.

Some of the key findings include (also see infographic at the end of this story):

  • 89% of British respondents stated that their food experience doesn’t live up to expectations when it comes to the sensory experience and creative experimentation.
  • 61% of respondents believe big food brands have work to do to deliver on a great food experience.
  • 18% of US and British respondents, and 24% of French respondents, distrust big food brands. 53% cited over-processed foods as the main reason, followed by 49% thinking that brands prioritise profit over quality.
  • Despite the growing popularity of small, independent food companies 11% distrust them. 30% said they were too expensive and 17% stated that they haven’t been around long enough.
  • 36% of those surveyed across all markets are tired of seeing food on social media.
  • 25% believe that family meals often feel like an obligation.
  • 33% feel ashamed for not staying on top of health trends in their food choices and believe that real health benefits at a good cost are undelivered.

Canteen said it would use the findings to collaborate with industry specialists and influencers to provide bespoke solutions for clients. Canteen has already worked with a range of existing global JWT and WPP clients such as Danone, Special K, Ribena and Treasury Wines as well as smaller food and drink start-ups.

“The biggest challenge we see food companies facing today, especially big food companies, is to break out of the classic packaged goods behaviour and to start living and loving its role in the world of food,” said Van Someren. “We’ve commissioned this research to not only help brands reimagine their business through the lens of food culture but to also benefit people and the food system overall. Together, we have a huge opportunity and responsibility.”

Infographic courtesy of Canteen.
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