Return to Real: Simple is the New Superfood

As a chef & nutritionist-turned-F&B consultant, I personally am thrilled about the “Return to Real” trend that The Food Institute foodinstitute.com has highlighted.

It signals that consumers are craving real, whole foods – simple, transparent ingredients that they recognise. In an era where food noise is louder than ever, it is overwhelming for many people trying to figure out what is healthy and what is not. As a result, many people are finding comfort in straightforward, fresh, and pantry-style ingredients. This shift is not a passing fad; it is a major opportunity for our industry to reconnect with authenticity.

What This Means

• Authenticity is King: Modern consumers want clean labels and familiar ingredients. They love seeing “real sugar,” “real dairy,” etc., on packaging – and they appreciate brands being honest about it.
• Complexity Fatigue: Today’s shoppers are overwhelmed by overly engineered products (think “Healthy Cereal” but with ten added ingredients!). The unnecessary complication of so many enhancements is sparking a countertrend back to simplicity.
• Nostalgia & Connection: Simple foods tap into nostalgia and human connection (think grandma’s recipes), making them feel comforting and trustworthy.
• Brand Opportunity: There’s growing value in the known and tangible. Brands that emphasise whole, simple ingredients and transparent sourcing can stand out and build deeper trust amongst their consumers.

What’s Next?

Now is the time for brands to align authentically with this Return to Real movement. Review your products and marketing: spotlight your real ingredients, share your sourcing stories, and be open about what is in (and not in) your food! Consumers will reward honesty and simplicity. Let us lead this trend by creating genuinely clean, delicious products that honour real food.