Function and Ferment

Interest is being driven by a more intentional approach to health, with consumers increasingly seeking products that support how they feel and function.

Terms such as stress relief and cognitive support are gaining momentum on social media, particularly for beverages, creating an opportunity for operators to incorporate functionality into familiar formats that remain flavoursome and enjoyable (7).

Vitamin D, fibre and omega-3s are the top ingredients consumers would like to see in food and drink products (3).

However, ingredients such as magnesium, lion's mane mushroom and collagen are also gaining traction, although evidence around some of their more targeted benefits is still developing.

Operators are including these ingredients within lattes, smoothies and matchas to offer potential benefits without changing the format that consumers already know.

The drinks space is leading functional innovation because it offers an easy way to incorporate functional ingredients into everyday rituals. Matcha lattes have moved from niche to mainstream, showing how quickly wellness-led drinks can scale. 

Now, cafes are experimenting more with their menus, incorporating ingredients like turmeric, spirulina and even protein coffee foam to fit naturally into work, exercise and other daily routines. This also links to the rise of social wellness, with sober, community-led occasions creating new opportunities for functional drinks.

Just because a food or drink product is marketed as functional, it doesn’t automatically mean it provides an additional benefit.

The evidence behind functional ingredients varies considerably, and we also need to consider the dose of the ingredient and how it is delivered.

For example, vitamins and minerals such as vitamin D, magnesium and zinc have well-established roles and a range of authorised health claims, subject to conditions of use.

Omega-3 fatty acids also have established roles, although authorised claims vary depending on the specific fatty acid and conditions of use.

Fibre supports normal bowel function, while research continues to explore its wider role in gut health. Authorised claims remain limited and depend on the specific fibre and conditions of use.

Protein also has an established role in muscle growth and maintenance, with consumer interest increasingly linked to satiety.

For some ingredients, the evidence is still emerging or less conclusive. For example, research suggests collagen may support skin and joint health, while emerging research into functional mushrooms is exploring areas such as cognitive function and mood. But there are no authorised claims that can be made for either of these ingredients (8, 9, 10).

Emerging evidence does not mean that functional ingredients cannot be incorporated into food and drink or named in the product descriptions. The key is to avoid stating or implying an unsupported health benefit.

Using established branded functional products can provide a simpler route, with product information and claims already developed by the supplier.

Where a health benefit is communicated, you must only use authorised claims from the GB Nutrition and Health Claims Register and ensure that you meet the relevant conditions of use.
When developing your own products or messaging, consider working with a registered nutritionist or dietitian to help ensure claims are accurate and compliant (11).

Consumers are interested in functional products and want to understand their value. According to Mintel, 66.82% appreciate when pubs and bars provide information about the functional qualities of drinks, such as high fibre. Provide clear, evidence-based information or utilise branded products with supporting information to help consumers understand the potential benefits.

Where possible, operators should focus on ingredients consumers are already showing interest in, such as vitamin D, fibre and omega-3 fats. Consider how these ingredients could complement your offer, while being mindful that the evidence behind their potential benefits varies.

Functional eating and drinking lend themselves well to different day parts, from breakfast wellness shots and smoothies to fibre-enriched snacks and high-protein lunch bowls. Think about when your consumers visit your venue most and consider where functional options could naturally fit into those existing occasions.

Build function into formats customers already know and enjoy: lattes, iced drinks, overnight oats, yoghurt pots, soups, snacks and bakery. This makes it easy for customers to incorporate functional ingredients into their choices without feeling like they are compromising on taste, convenience or value.

Leverage this trend by putting taste and enjoyment at the heart of functional food and drink. Make functional options feel appealing through descriptions that highlight flavour, texture, colour and the overall eating or drinking experience, while using clear and responsible language to communicate their potential benefits.

Use functional ingredients selectively rather than trying to make every dish or product functional. A focused range of well-positioned options can make the trend feel credible and relevant without overwhelming the customer.

Interest in gut health is no longer limited to health-conscious consumers, with fermented foods and drinks becoming more familiar across everyday eating and drinking occasions. Kombucha, kefir, sauerkraut and sourdough can help operators bring fermentation and its health associations into familiar menu formats and appeal to a broader range of customers.

Fermented flavours are moving into familiar savoury formats, adding tang, acidity, umami and depth without making menus feel too niche. With 40% of consumers saying they are most likely to experiment with their main course (2), savoury dishes provide a strong platform for introducing fermented ingredients in an accessible way.
Ingredients such as miso, tamari, kimchi, pickles, fermented chilli sauces and cultured dairy can give everyday formats a more premium, chef-led feel, from bowls and burgers to pizzas, noodles, salads and sharing plates.

Kombucha remains a familiar entry point for fermented drinks, as it is associated with gut health and is easy to incorporate into daily routines. Growing supermarket availability is also helping these drinks feel more familiar, creating an opportunity for foodservice to bring these formats into everyday drinking occasions.

Research is increasingly exploring the potential benefits of fermented food and drinks, with fermented dairy including yoghurt and kefir, among the most widely studied examples.

How fermented foods may influence our gut and wider health is still not fully understood, but the presence of live microorganisms may play a role in any potential benefits (12, 13, 14).

For fermented foods such as sauerkraut, kimchi and miso, research is limited, so more evidence is needed to understand their potential benefits (12, 13).
It’s also important to remember that not all fermented foods are the same. Heat treatments such as cooking or pasteurisation can reduce or remove the live microorganisms they contain (14).

Fermented foods containing live microorganisms are not automatically probiotic. Probiotics are strains of live microorganisms that, when administered in sufficient amounts, provide a health benefit. The term "probiotic" is considered a health claim in the UK, so should not be used to imply a health benefit without considering the relevant legislation (11,14).

Where possible, opt for products that mention live or active cultures and check whether they have been heat treated. Also consider products that are lower in sugar and salt.

Familiar pairings can help make fermented flavours feel more accessible and appealing. Balance tangy, sour or umami flavours with familiar ingredients such as citrus, honey, chilli, ginger, herbs, sesame, yoghurt or fruit. This can help bring fermented food and drink into mainstream occasions, from breakfast and snacking to lunch, dinner and social drinks.

Use fermented ingredients for their flavour, as well as their wider consumer appeal. Add kimchi to burgers or rice bowls, use miso in dressings and glazes, offer sauerkraut with sandwiches, or incorporate kombucha and drinking vinegar into alcohol-free drink menus.