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‘Ten top trends for 2008’ published by food&drink towers

food&drink towers ( today publishes its widely anticipated annual ‘ten top trends’ report. The report highlights a wealth of new product development and marketing opportunities for brands to get stuck into over the next 12 months.

It’s probably a good idea for brand and marketing managers to get stuck in sooner rather than later – they’ve got a lot on their plates for 2008. Helen Lewis, author of the report and managing director of food&drink towers, comments:

• “Food and drink brands now have to tick more than one ethical box to appeal to the growing number of ethically-minded consumers.”

• “After last year’s climate change awareness campaigns, 2008 is the year for climate change action for both brands and consumers.”

• “Weight management will be led by ingredients innovation, while self-rewarding will rise as a prominent trend for today’s hard-working and time pressured consumers.”

• “Superfoods will get more specific, as the European health claims regulation makes an impact, prevention will be the aim of the health game, and we’re preparing ourselves for a raw food revolution.”

• “Meanwhile, mental acuity and brain health concerns offer NPD opportunities for functional food and drink manufacturers.”

• “Ultra-premium products will help to boost value sales in key categories.”

• “Finally, following the rise of the local food movement in 2007, small really is beautiful for this year’s food and drink industry.”

“This year will see trends such as provenance, whole & natural, premiumisation and indulgence move on to the next level. Any brand resting on its laurels will have to consider its role in the forward-thinking food and drink industry of 2008”, says Lewis at food&drink towers, the online media resource for food and drink journalists, manufacturers, retailers and PRs.

Lewis, also a freelance food and drink journalist, explains: “It’s time to start breaking rules and thinking more creatively to appeal to the more sophisticated and fussy consumers of the future.”

food&drink towers has selected 10 trends that are expected to rise in prominence over the next year. The report analyses the opportunities and current activity in a detailed but straightforward way. From January 14, 2008 the report is freely available for all registered members of Registration, access to the daily news pages and press release archive, as well as press release publication will remain free services in early 2008. Registration is open to anyone working in, or interested in, the food and drink industry.

The top trends for 2008 are:

1. Indulgence And Self-Rewarding
2. Ethical All-Rounders
3. Superfoods Get More Specific
4. The Raw Food Revolution
5. Mental Acuity
6. Anti-Disease
7. Weight Management
8. Size Matters
9. Climate Change Action
10. Ultra-Premium

Extract from the report:

“Sustainability, fairtrade, organic, animal welfare, local and regional, environmentally-friendly are all terms associated with the ethical all-rounder trend that will dominate the UK food and drink industry in 2008. It is no longer a sensible idea to focus on just one element of the ethical dynamic; successful brands this year will become ‘ethical all-rounders’ and communicate their wide-ranging ethical opinions, processes and strategies to the growing number of consumers interested in these issues. Ethical all-rounders will benefit from having a history, a story to tell, and a solid focus on provenance.”

- Ends -

Notes to editors:

If you would like a copy of the 2008 trends report, please contact Helen Lewis at You are welcome to reproduce the report for your publication(s) – please note that all references must be attributed to Helen Lewis, managing director of food&drink towers, unless otherwise stated. The report is ultimately the copyright of Helen Lewis at food&drink towers.

Registered members of food&drink towers can download the report, free of charge, at

Background to food&drink towers

food&drink towers ( was launched by Helen Lewis in October 2006 to increase communication within the food and drink market, and open opportunities for small and start-up companies. The site enables PRs, journalists, businesses and consumers to interact and increase their knowledge of the industry. Since October 9, 2006, more than 700 news stories and features, and 750 press releases have been published; all of which are freely available online, and regularly accessed by journalists.

There are almost 2,500 subscribers to food&drink towers, who have access to the free daily news service including regular features. The light-hearted and informal news pages are packed with inspiration for journalists, updates on the latest trends for foodies, and insight into the important issues for those within the industry.

PRs can upload press releases, free of charge, for online publication (usually within 24 hours). Hundreds of journalists have registered to access the press release archive from trade magazines to online news sites, national and regional newspapers and consumer food publications.

We also offer an entry-level, bespoke PR service—you tell us what you’re looking for and we can help. We offer realistic prices and work with you as part of your team. We also offer a tailor-made photography package. Email: for more details.

To upload a press release, you just have to register (it’s free) and then go to Press releases are published online as soon as possible, and interesting and newsworthy releases are included in the daily email alert sent to leading journalists including freelancers, and those working for trade and consumer publications.

Introducing the team

Helen Lewis is a freelance journalist with more than seven years experience in the food and drink publishing business. Helen is a regular contributor to leading trade magazines and is responsible for the content of the food&drink towers website.

food&drink towers works with a number of talented freelancers including Dawn Copeman (, contributing editor, who assisted with sections of the 2008 trends report, and Scott Lewis (, of, who kindly provided many of the images in the report.

Introducing the sponsors

The lead sponsor of the 2008 trends report is Pomegreat, which was the first pomegranate juice drink to launch in the UK. With health at the forefront of everyone’s minds, Pomegreat has a winning formula – a deliciously refreshing flavour, combined with the high antioxidant levels and goodness of the much publicised pomegranate fruit. Since its launch in 2004, Pomegreat has paved the way for a new generation of ‘super juices’, whose healthy and functional benefits appeal to today’s juice drinkers.

Macphie, which supplies innovative food ingredients to the bakery, foodservice and food manufacturing markets in 40 countries, has sponsored the ‘Indulgence And Self-Rewarding’ trend.

Loch Fyne Oysters Ltd has sponsored the ‘Ethical All-Rounders’ trend. The business includes the original Oyster Bar at Cairndow, the Loch Fyne Restaurant Group, wholesale trade business, online retail facility, fishmongers’ stores, event catering and international sales.

To discuss future sponsorship opportunities at food&drink towers please contact Helen at or call 44 (0) 7904 801 669. Advertising on the website will shortly be available and we are currently interested to hear from any companies keen to be involved.

This press release was distributed by ResponseSource Press Release Wire on behalf of food&drink towers in the following categories: Health, Women's Interest & Beauty, Food & Drink, Media & Marketing, Farming & Animals, for more information visit