COMPELLING
GEN Z B2B FOOD MARKETING

Supercharge your marketing with pitch packs, brand-building content and lead-gen tools designed to drive exposure and spark conversations with Gen Z-driven businesses

Reach out today!

Generation Z:
The New Food Challenge

Gen Z are transforming the food and drink landscape - reshaping what sells, how products are discovered, and what operators, retailers and buyers expect from suppliers.

For brands working B2B, this shift fundamentally changes how you communicate value to your customers.

Our Gen Z B2B Marketing service helps suppliers, manufacturers, wholesalers and foodservice partners translate Gen Z intelligence into compelling, commercially effective stories, campaigns and tools that win attention, build authority and drive growth across the industry.

Why Gen Z matters in B2B marketing

Beside being end consumers, Gen Z are influencing buyers, product launches, retailer priorities, menu development and category strategy across every channel. Their impact shapes:

What trends operators prioritise for upcoming menus
What retailers and buyers look for from suppliers
Which formats, cuisines and claims feel future-fit
What value, sustainability and wellness signals matter most
How innovation is briefed, framed and justified commercially

Brands that understand Gen Z gain a competitive advantage when selling into hospitality, retail, leisure, education and foodservice channels.

What we deliver:

B2B marketing built on Gen Z insight

We help you turn complex Gen Z trends into simple, sharp, commercially relevant stories that B2B customers respond to.

Gen Z-Led Product Story & Differentiation
We shape clear, compelling narratives that show buyers and operators why your product matters in a Gen Z-driven marketplace.

This includes:
Gen Z-specific value propositions
Operator-relevant messaging (labour, cost, consistency, sustainability)
Category differentiation and competitive benchmarking
USP clarity and commercial “reasons to believe”
Claims, proof points and strategic storytelling
Market, Channel & Operator Insight
We provide the Gen Z intelligence operators and buyers need to make confident decisions, matched with channel-specific guidance.

This includes:
Channel-specific Gen Z trends (QSR, pubs, cafés, hotels, leisure, retail)
Menu and category opportunities linked to Gen Z preferences
Operator behaviours, challenges and decision drivers
Demand spaces and usage occasions
Day-part relevance and format expectations
Chef-Developed Applications, Recipes & Menu Inspiration
We turn Gen Z taste signals into operator-ready ideas that show exactly how your product works in real kitchens.

This includes:
Chef-led recipe development and application ideas tailored to your product
Menu builds suited to different channels and skill levels
Global formats, flavour territories and Gen Z-aligned menu trends
Day-part, category and mission-based inspiration
Photography options for commercial impact
Operator-Ready Guidance & Practical Usage Support
We create clear, actionable guidance that helps operators use your product with ease and confidence.

This includes:
Usage recommendations and back-of-house applications
Kitchen workflow considerations
Tips for consistency, speed and labour efficiency
Cross-utilisation ideas to reduce waste
Channel-specific build suggestions and cost-effective adaptations
Sales Enablement Tools & Trade Storytelling
We turn insight and culinary expertise into professionally designed tools that help sales teams land stronger conversations.

This includes:
'Chef-to-Operator Playbooks' customised to your product and channels
Pitch decks and sell-in narratives for buyers and operators
Trade-facing category insight assets
Customer activation toolkits
Optional training and onboarding to embed confidence in your teams
Innovation Framing & Future Opportunity Mapping
We help you articulate where your product fits in the future of Gen Z-led food trends and operator demand.

This includes:
Trend-driven whitespace mapping
Future menu and category opportunity frameworks
Insight-backed recommendations for innovation and reformulation
Format and occasion-based expansion ideas
Operator-aligned commercial watchouts

See how we can help you succeed!

Schedule a call or meeting

Built to Support Your Team

We work with hospitality operators, food brands, retailers and manufacturers to evolve their brand and sharpen their appeal to Gen Z.

Our Gen Z food intelligence integrates directly with your brand, marketing, NPD, digital and leadership teams, with our wider Gen Z service portfolio providing further depth, including:

Gen Z: F&B Brand Strategy

Gen Z: Foodstorming Workshops

Gen Z: Menu Development & NPD

Gen Z: F&B Trend Reports

Gen Z: Food Safaris

Together, this gives you the clarity, behavioural understanding and tools you need to turn strategy into action quickly and confidently, specifically if you're exploring how Gen Z trends impact food and drink brands or how to engage Gen Z consumers across multiple touchpoints.

With a background in food science and previous roles including Head of Food & Marketing for Leon Restaurants and Head of Hospitality Product Development at M&S, Toph has shaped brands and food offerings for industry leaders.

Toph Ford

Co-Founder | Creative Director

JJ has a wealth of experience in hospitality and the casual dining sector, and extensive experience of menu development, operations and training for PizzaExpress.

Jemma 'JJ' Jackson

Projects Director

Formerly the creative head of The Food People, Kateline leads our creative teams on their mission to bring exciting and relevant ideas to life for multinational retailers, global QSR, manufacturers and F&B brands.

Kateline Porritt

Director of Insights & Innovation

Charlie has invested the last 10+ years in working with start-ups and young businesses such as Farmer J and KERB food, striving on creative and process-driven projects through his expertise in ergonomics, operational pillars, and building from the ground up.

Charlie Casey

Account Director

Jasmin is a creative and strategic hospitality professional with over 13 years’ experience spanning food development, brand, and marketing with roles including Head of Food Innovation at both Wagamama and Prezzo, and brand management for PizzaExpress.

Jasmin Ayling

Account Director

Previously food editor at WGSN, Pure NPD Insights and Food Spark, Tom is an expert food strategist with vast experience translating trends from across the global restaurant and retail scenes into actionable insights for major clients.

Tom Gatehouse

Senior Strategist

Ready to take your
food trend strategy
to the next level?

Schedule a call today!

Get the Insights Lab Food Trend Digest!

WANT A TASTE?
GEN Z FOOD TRENDS HANDBOOK, 2026/27

What to expect from our FREE whitepaper:

Discover Insight Lab's top 10 food & drink trends for 2026/27, forecasted specifically for Gen Z

Follow the foodservice, retail and manufacturing trend paper trails for each of our forecasted trends, featuring targeted examples and actionable recommendations