Flavor Trends, Strategies and Solutions for Menu Development
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In the university town of Wageningen, just outside of Amsterdam, Unilever Food Solutions houses its impressive global foods innovation center called The Hive. It was from there that the company recently presented its Future Menu Trends report, launching it at an event for leading chefs and food industry experts. The eight trends identified in the report are:

  • Modern Comfort Food
  • Irresistible Vegetables
  • Wild and Pure
  • Flavor Contrasts
  • Feel-Good Food
  • The New Sharing
  • Mindful Proteins
  • Low-Waste Menus

All eight trends include suggested recipes, ingredients and techniques to provide tangible solutions for chefs and food operators.


Amsterdam’s food scene is diverse and exciting, a cosmopolitan blend of modern Dutch cuisine, European influences and global street foods. The city boasts everything from Michelin-starred restaurants to eclectic sandwich shops, bustling food halls to modern cocktail lounges. It has embraced the plant-forward movement with hip energy and reflects its status as a world-class city with truly inventive mash-ups of globally infused food and beverage.

About The Author

Katie Ayoub

Katie Ayoub serves as managing editor of Flavor & The Menu and content strategist for the Flavor Experience, an annual conference geared toward chain operators. She is president of Katie Ayoub & Associates, serving up menu trends expertise, content creation and food & beverage consultancy. Based in Chicago, Katie has been working in foodservice publishing for more than 20 years and part of the Flavor team since 2006. [email protected]