The essence of premiumisation Whether it’s understanding the ‘barbell effect’ and exciting global trends or delivering food safety excellence, Dawn Farms continues to put the customer first. EXPERIENTIAL TIMES Uncovering that meaty ‘sweet spot’ for customers is undeniably a challenge in 2025. From Gen Z seeking phone-friendly pix to an increased understanding of ingredients from around the world, staying ahead of the trend curve is a 24/7 business – but Dawn Farms leaves no stone unturned. “Through our regular food safaris and monthly social media monitoring, we’ve observed the ‘barbell effect’, where price remains a key driver but a growing influence of food as an experience is spurring innovation,” said Karen Byrne, Dawn Farms consumer insights manager. “Global flavours, unique meat cuts and cuisine fusion are driving this change. We recommend a visit to our Trend Catcher report (see QR code, right) to keep informed on what’s happening. We
use this to guide development at Dawn Farms, and some of our newest products include a peppery Pastrami, homestyle Rotisserie Chicken, Sweetcure Maple Butter Bacon, Korean Gochujang Chicken and Birria Beef – perfect for that experiential sandwich and dip occasion. “Bold, high-protein combinations are driving creativity on platforms like TikTok and Instagram,” continued Byrne. “Consumers want ‘wow’ flavours that offer comfort and escapism. Sandwiches are being elevated, while their crossover with pizza continues to grow.” Dawn Farms sees grab-and-go as a real opportunity, with handhelds set to dominate. “Korean flavours, particularly Gochujang, and hot honey are gaining momentum in this
fusion cuisine. Another area to watch is British and American classics, with salt beef, pastrami and traditional back bacon proving popular.” Dawn Farms’ next campaign will be focused on capturing the essence of this premiumisation, providing
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