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Hybrid food

Hybrid food
your commentator:

Roeland Trossard

Blurred lines create opportunities

Hybrid food fits the spirit of the times: consumers are a little bit of everything all at once. They buy clothes in H&M and ZARA, but a designer piece from time to time. So how does this translate to food?

Source: Dominique Ansel

Iconic innovation in bakery

Probably the most iconic example of hybrid food in latest years is the cronut, created by Chef Dominique Ansel in New York in 2013. It is an innovative pastry combining a dough like a croissant with the form of a donut. Crossing 2 known bakery items into a new product, that allows multiple variations (topping, filling) turned out to be magic. The cronut became an international hit.

Source: Coolhaus

Creative with ice-cream

Another great example of hybrid food is ice cream sandwiches. Just have a look at this inspiring video by Coolhaus. They push the boundaries of traditional desserts and elevate ice-cream sandwiches to the next level with great flavor combinations like: balsamic-fig-mascarpone or baked apple pie.

Source: Nina

Mixing & matching drinks

Oh yes, and drinks are getting hybrid too: this summer wine slushie is totally hip. The basis is red or white wine. Add frozen fruits, put in the blender and ready!

Quote of the week

We love all types of food and strive to push the boundaries of traditional dessert by creating unique, sweet-meets-savory flavors you can't find anywhere else.


Conclusion: ask feedback
  • Think out of the box

  • Take an iconic example of food or drink & add variation by choosing a strategic ingredient

  • Stay tuned: trend report with more insights about hybrid food & hybrid consumers coming up soon!

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