BESPOKE
GEN Z FOOD TREND INTELLIGENCE

Stay ahead with trend decks tailored to your category, packed with real-time Gen Z signals, future forecasts and brand-ready food and format opportunities.

Book your FREE discovery call!

Generation Z:
Solving the Puzzle

At Egg Soldiers, we help brands cut through the noise with bespoke, insight-led trend reports built specifically to translate the eating habits, values and behaviours of Generation Z into actionable F&B solutions.

Our Gen Z intelligence goes beyond generic trend lists, delivering a combination of cultural insight, culinary expertise and strategic recommendations that help food and drink brands stay relevant, drive demand and develop offers Gen Z actually want.

Whether you’re a retailer, QSR, startup or global brand, we’ll work with you to craft a custom trend toolkit that informs on innovation and sparks real ideas!

So then...

What's inside a Bespoke Report?

No filler. No recycled slides. Always bespoke.

Every report is built around your brand and your goals.

Depending on your needs, your report might include:

Macro & Micro Trend Analysis

We explore the big-picture movements and niche shifts shaping Gen Z food behavior, helping you understand what’s happening now (and what’s coming next).
Culinary & Product Innovation Territories

We identify whitespace and opportunity areas for food, drink and format innovation, tailored to your brand and customer context.
Cultural & Social Context

We layer in the visual, social and cultural cues that influence Gen Z tastes, bringing the trends to life with curated imagery and tone-of-voice guidance.
Behavioural Insights & Emerging Drivers

We translate the attitudes, motivations and lifestyle choices influencing how Gen Z eats, spends and connects with brands.
Real-World Examples & Activation Ideas

We showcase standout executions and generate practical ideas to help you apply the insight across marketing, NPD and comms.
Strategic Watchouts & Future-Facing Recommendations

We flag key risks and blind spots, and provide actionable, brand-relevant next steps to move forward with clarity and confidence.

See how we can help you succeed!

Schedule a call or meeting

Sounds good...

How do I know these reports are for me?

We support hospitality operators, food brands, retailers, agencies and suppliers who want to create better food experiences for Gen Z with a fresh, credible and commercially grounded approach.

If you're asking questions like these,

then these reports are for you!

“How can we refresh our offer or tone for a new generation?”
“What does healthy even mean to Gen Z right now?”
“How do we make affordable options feel exciting, not like a compromise?”
“Are we playing it too safe with flavours?”
“How do we turn Gen Z trends into stuff our team can run with?”
“What kind of storytelling actually lands with Gen Z?”

Contact us for more!

One last thing...

Are these reports really on the money?

Don't take our word for it..

Duncan Rouse

Head of Pubs Commercials, Hall & Woodhouse

“Egg Soldiers’ trend reports are sharp, focused and genuinely useful.

"The balance of trend insight and real-world application is spot on, bringing inspiring thinking paired with commercially grounded dish solutions.

“They are a really valuable part of our ongoing innovation process.”
Tom Edwards

Commercial Director, Natural Innovations

"A huge amount went into the report and innovation workshop - we found the whole experience really inspirational and enjoyable!"
Solene Couvreur

Marketing Manager, Lactalis UK & Ireland

"The team found the session very insightful and really liked the approach they took to share the different trends identified."
Lizzie Haywood

Innovations Manager, Waitrose & Partners

"They have an incredible ability to spot emerging trends and tailor them to the 'So What' for putting products on the shelf!"

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: B2B Marketing

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

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

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

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

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