In late 2025, the term “premium” isn’t about luxury, one CEO noted. Lately, he explained, consumers – especially upper-class shoppers – have come to demand enhanced experiences, innovative packaging, and captivating storytelling.
“Premium today isn’t about … gold labels, Italian adjectives, and an extra zero on the price tag. People want to know why a product is better; what makes it special?” said Valentin Chelnokov, the CEO of Zina’s Fine Foods.
Let’s unpack that a bit further. For starters, packaging has become “the new transparency statement,” according to Dr. Lior Lewensztain, the CEO of That’s It. “Consumers want to understand what’s in their food instantly, which is driving a shift toward front-of-pack clarity with simple claims [and] clean design.”
Several brands displayed clear packaging at the 2025 Summer Fancy Food Show. Peas and tomatoes were displayed in clear, glass jars for example.
Such packaging “is not only attractive but also showcases whole ingredients at a time when consumers are very skeptical of processed foods,” said Mike Kostyo, vice president at Menu Matters.
A movement toward eco-friendly packaging is also taking root. Soon, we’ll start to see more circular components, like mono-materials and recyclable flexible films, experts predict.
“We’re seeing blockchain-integrated packaging, holographic security elements, and color-changing indicators that provide multiple layers of consumer confidence – critical for high-value specialty food products,” said Sam Cole, director, food contact evaluation at health and safety organization NSF.
Brands are also focused on providing increased convenience to customers. That, too, was apparent at the most recent Fancy Food Show.
“It’s clear that numerous brands are talking directly to consumers to understand their packaging pain points,” Kostyo noted. “We saw both a honey brand and a vanilla brand offering single-serve packaging. Consumers had told them they hated how sticky and messy the traditional bottles got.”
Storytelling has also become an imperative for many food and beverage manufacturers.
“Storytelling is especially important when creating a desire for the product,” said Karen Green, director at Buyerology. “For example, Charlie Bigham’s Salmon Wellington is filled with ‘sashimi-grade fillet’ and marketed for Christmas celebrations, creating a favorable impression in the customer’s mind.”
The experience offered by products remains important, too. People still demand great taste and presentation, but they also seek comfort and control, just as they might pause a Netflix movie to answer a phone call.
Consumers want “to enjoy something really good at home, on their own terms,” Chelnokov said. “The brands that get it right are the ones that recreate that restaurant feeling: the taste, the quality, but without the noise, the waiting, or the bill.”
Food for Thought Leadership
In this episode of Food for Thought Leadership, Food Institute VP of content and client relationships Chris Campbell sits down with Barry Thomas, senior thought leader at Kantar, to unpack the rapid rise of agentic AI — a new class of AI systems that don’t just generate information but take action on behalf of the user.
