Provenance, authenticity and artisanal processes are going mainstream and transforming food and beverage categories. The idea of foods and beverages having “provenance” – with a back-story anchored in heritage and trust and perhaps made in a traditional, artisanal way – is now entering the strategies of largest companies, according to 10 Key Trends in Food, Nutrition and Health 2019, the annual trend report from consultancy firm New Nutrition Business.

“The success of the craft beer and sourdough bread markets, which are fuelled by provenance, gives a taste of what the future will look like for many categories,” says Julian Mellentin, director of New Nutrition Business.