What's Working, What's Weird, What's Next?
What we eat has always reflected who we are – our values, our tribes, and the stories we tell ourselves about progress and change.
And nothing captures that better right now than the evolving story of alternative proteins.
Our Associate Director, Sophie Henson, has been digging into the cultural tensions shaping the future of protein, and what this means for brands... from meat-as-masculinity and 'soy boy' memes to bugs, lab-grown steak, and functional wellness blends. The result? A rich mix of insight, contradiction, and opportunity.
