Each year, the Trends Tour at Speciality & Fine Food Fair shines a spotlight on the flavours, formats and food stories shaping the future of retail and hospitality.  

This year’s tour, in partnership with insights agency Elephants Can’t Jump, featured a fascinating mix of producers and brands, each reflecting a consumer trend making waves in 2025.  

Estate Dairy – Sustainability and Ethical Production 

The first stop was Estate Dairy, one of only five family-run dairies in the UK to achieve B Corp status. By committing to traditional farming methods, producing bovaer-free dairy and pioneering large-format glass containers in retail (launched with M&S), Estate Dairy embodies the shift towards sustainability, transparency and ethical food systems. Their model demonstrates how premium dairy can lead the way in responsible farming while reducing packaging waste. 

theestatedairy.com 

Gymkhana – Restaurant Retail 

Next, the tour turned to Gymkhana, the acclaimed two Michelin-starred Indian restaurant. At the Fair, Gymkhana showcased a line of chutneys, marinades and sauces designed for retail. This represents the growing restaurant-to-retail trend, where iconic dining experiences are extending into people’s kitchens. Consumers increasingly want to recreate restaurant-quality dishes at home, and brands like Gymkhana are bridging that gap. 

gymkhanafinefoods.com 

Golden Hooves – Regenerative Farming 

Golden Hooves is a farmer-owned dairy brand dedicated to making regenerative dairy part of everyday life for people, animals and the planet. As the consumer-facing arm of First Milk, its award-winning cheddar and cheese range is made using fully traceable regenerative milk from their co-op of around 700 family farms. Their cows graze on grass grown in biologically rich soils, supported by practices that protect soil, enhance biodiversity and lock carbon into the earth. Golden Hooves is certified B-Corp, has earned the King’s Award for Enterprise for Sustainable Development, and has quickly become known for cheeses that deliver on flavour and ethical credentials. 

goldenhooves.co.uk 

FieldGoods – The New Frozen 

FieldGoods are helping redefine perceptions of frozen ready meals. With a focus on flavour, quality and sustainability, they represent the evolution of frozen food: a sector undergoing major transformation with new product development and modern branding. For time-poor but food-conscious consumers, this is a category delivering both convenience and culinary integrity. 

fieldgoods.co.uk 

Good Fermentation – Gut Health and Clean Label 

Gut health continues to dominate food conversations, and Good Fermentation represents this trend with products rooted in the power of natural fermentation. Their range taps into the desire for clean-label, probiotic-rich foods that support digestive health and overall wellbeing. As consumers look to food as part of their lifestyle medicine, fermentation remains a compelling growth area. 

goodfermentation.com 

Honest Umami – Reframing MSG 

The tour then explored Honest Umami, a brand working to reframe perceptions of MSG. By highlighting its ability to deliver depth and savoury richness across cuisines, they are introducing MSG as a flavour-forward, science-backed ingredient for a new audience. This trend reflects a broader willingness to challenge outdated food narratives and embrace flavour enhancement as part of modern cooking. 

honestumami.com 

Spark of Madness – Bold Global Flavours 

The final stop was Spark of Madness, a brand from Hong Kong bringing global influences to life with jams and condiments in striking flavour combinations, from Peach, Tequila, Jalapeño and Hibiscus jam to an Asian-spiced lychee honey, with a punch of Szechuan, inspired by the hot honey trend. Their portfolio showcases the rise of adventurous, globally inspired flavours that push the boundaries of traditional categories and cater to consumers’ appetite for culinary exploration. 

asparkofmadness.co 

Together, the Trends Tour exhibitors captured the key forces shaping today’s food and drink sector: a drive for sustainability and regenerative farming, restaurant experiences moving into retail, the reinvention of frozen and fermented foods, a new openness to flavour reframing, and a hunger for bold global tastes. What unites them is a commitment to meeting modern consumer expectations with products that deliver on quality, story and impact, clear signals of where the market is heading in 2025 and beyond.