Press Releases
Need expert comment?

Julian Mellentin is happy to provide expert commentary on the global food and beverage industry. He has experience with all types of media including television.

Contact him at

Published: 24 Jun 2019

PRESS RELEASE: Consumers drive reinvention of “real food” as sports food

Entrepreneurial brand Veloforte’s sports twist on a traditional Italian treat packed with fruit and nuts – which has won the start-up a cult following – highlights the growing opportunity in repositioning “real foods” as a sports food product.

 “While sports nutrition products are going mainstream, the much stronger trend is in the opposite direction – ‘real’ foods are becoming more attractive for people to use in sports,” said food industry analyst Julian Mellentin, director of consultancy New Nutrition Business and author of a new report, “Real food” – the strategy that’s transforming sports nutrition.

View this Release
Published: 04 Jun 2019

Cauliflower outperforms meatless burgers

Tiny entrepreneurial start-up Caulipower’s vegetable-based pizza achieved $45 million in US sales in 2018, its first full year on the market, and is anticipating $100 million this year. That’s a far more impressive performance, says Julian Mellentin, director of food business consultancy New Nutrition Business, than that of meatless burger maker Beyond Meat, which managed US grocery sales of $50 million in the same year, despite massive publicity, hype and over $200 million of investment.

“The success of Caulipower – and other plant-based brands just like it – underscores that consumers don't want extruded plant protein burgers as much as they want convenient, all-natural vegetables,” says Mellentin, author of a new report, “How to succeed with the plant-based food trend: Four strategies for success – and one to avoid”.  

View this Release
Published: 09 Apr 2019

PRESS RELEASE: Successful dairy companies embrace the most powerful consumer trends

Dairy has long been one of the most creative categories in the supermarket, creating new types of products and bringing new benefits to the consumer. But there is an increasingly wide gap between the performance of companies who understand the key consumer trends and make them part of their strategy – and those who do not.

“Key to success in dairy nutrition is that alongside your volume business you should incubate new products that are trend-connected – lower volume but usually higher margin,” said food industry consultant Julian Mellentin, author of a new report, 8 Key Trends in Dairy Nutrition. “These are the seeds from which future great trees can grow.”

View this Release
Published: 07 Feb 2019

Start-ups are more successful than “Big Food”, but only just

Investors and consultants alike are full of excitement about the success potential of start-ups. Phrases like “there’s never been a better time to launch a start-up” pop up frequently. “But the reality is that although start-ups are doing better than established companies, they are only doing a little bit better,” says food industry analyst Julian Mellentin, director of New Nutrition Business.

View this Release
Published: 09 Jan 2019

Bread, milk, meat good or bad for the gut? Survey reveals consumers’ confusion

Consumers are confused about what foods are good for digestive health, a new survey by consultancy New Nutrition Business reveals. The number of people who believe bread, meat and milk are good for digestion is almost equal to the number of people who believe they are bad.

The survey asked 3,000 people from the UK, Australia, Spain, Brazil and the US to rank some common foods as good or bad for their gut health.

View this Release
Published: 08 Nov 2018

Provenance powers success at premium prices

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.

View this Release
Published: 27 Sep 2018

Simple, naturally healthy ingredients the biggest winners on social media

Social media activity around avocado, almonds and quinoa far outstrips that of activated charcoal, collagen or pea protein – suggesting that consumers are more interested in foods that are easy to understand and naturally healthy, a social media analysis by New Nutrition Business reveals.

New Nutrition Business analysed social media mentions of 20 selected health food ingredients on Instagram – the most popular social media platform for food-related subjects – between 2017 and 2018. The ingredients were ranked according to popularity, from those well-established and well-known to consumers to growing and emerging ingredients.

View this Release
Published: 14 Aug 2018

Provenance and premiumisation in China – how New Zealand food and beverage brands succeed

Faced with the challenges of a tiny domestic market and a geographically-isolated country, New Zealand food brands have become world leaders in successfully taking products with a Provenance and Wellness message to the Chinese market, according to a new report from international consultancy New Nutrition Business.

View this Release
Published: 16 Jul 2018

What plant milk makers don’t want you to know

Powered by lactose-free innovation, dairy is challenging the dominance of plant milks, with US sales of lactose-free milk set to catch up with – and perhaps even overtake – almond milk.

View this Release
Published: 24 Apr 2018

Creative strategy more important than ever in exploding snacks segment

Snacking is central to the strategy of ambitious and creative companies, with explosive growth in the number of new snacks launched between 2010 and 2017: 125% in Europe and 47% in North America.

But this huge growth means that healthy snacking is now an intensely competitive and crowded space, according to a new report from New Nutrition Business, Strategies in Healthy Snacking. “Companies have to work even harder to create a product that brings a real point of difference for the consumer,” says Julian Mellentin, author of the report.

View this Release
Published: 15 Jan 2018

Consumers are confused about food and health

UK consumers think that information about diet and health is confusing, and they would rather believe the internet than a dietitian.

In a survey of 2,000 consumers in the UK, US, Spain and Australia, conducted by New Nutrition Business, 79% said they find messages surrounding health, food and nutrition confusing.

View this Release
Published: 14 Nov 2017

Five strategies for harnessing the Good Carbs, Bad Carbs trend

Consumers’ quest for better carbohydrates and fewer carbohydrates is creating a wealth of large and growing opportunities, even in the mass market, according to 10 Key Trends in Food, Nutrition and Health 2018, the annual trends report from New Nutrition Business (available at

View this Release
Published: 30 Aug 2017

Millennials embrace coconut as a healthy food ingredient

Once shunned for its high saturated-fat content, coconut has been reborn as a star ingredient of better-for-you foods and beverages. Today Millennials largely perceive coconut as a naturally healthy food, and say it’s one of the main reasons they purchase coconut-based food products, new research by New Nutrition Business shows.

View this Release
Published: 21 Feb 2017

Seize the fermented foods opportunity

When PepsiCo, the world’s second-biggest food and beverage company, bought small fermented drinks maker KeVita in late 2016, it sent a clear sign that fermented foods have reached a tipping point.

View this Release
Published: 30 Nov 2016

Personalized nutrition is the next big growth opportunity in the healthier food and beverage industry

When a giant food company invests $32 million in a startup focusing on personalized nutrition – as Campbell’s recently has – then you know that “personalization” has reached its tipping point. Personalized nutrition is a key growth opportunity for food and beverage companies as consumers increasingly turn to individually-tailored diets.

View this Release
Published: 30 Nov 2015

The Great Fragmentation of health drives growth for small and niche brands

The massive fragmentation of consumers’ beliefs about health is contributing to the break-­up of traditional food and beverage markets and opening the doors of opportunity for start-­ups and small brands, says Julian Mellentin, director of New Nutrition Business and author of 10 Key Trends in Food, Nutrition and Health 2016. “Big food companies are being forced to rethink their business models,” he says.

View this Release
Published: 13 Sep 2015

Seaweed the next big opportunity in snacking

Seaweed is a rare example of an opportunity to get in at Day One of a new growth market for snacks, predicts New Nutrition Business, with sales of seaweed snacks in the US already overtaking those of kale.

View this Release
Published: 05 Jan 2015

A grande fragmentação da saúde impulsiona o crescimento de marcas pequenas e de nicho

A fragmentação maciça das crenças dos consumidores sobre a saúde está a contribuir para a quebra dos mercados de alimentos e bebidas tradicionais e a abrir portas para novas oportunidades para start-­ups e pequenas empresas, diz Julian Mellentin, diretor da New Nutrition Business e autor do relatório das 10 Tendências Chave em Alimentação, Nutrição e Saúde 2016 (10 Key Trends in Food, Nutrition and Health 2016). "Grandes empresas alimentares estão a ser forçadas a repensar as suas estratégias de negócios", diz ele.

View this Release