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KeHE B-Corp

What's On-Trend

Comfort Food

Comfort food takes on a creative twist.

Americans aren’t known for their relaxed lifestyles and slow-pace living.

But as lives become even more digitally connected – and with Americans reporting higher stress levels than ever – there’s one way they’re known to indulge: with comfort food.

While “comfort food” can include the usual suspects – processed carbohydrates, fried foods, sugars and beyond – Mintel reports that there’s a new way Americans are comforting themselves, and that’s through self-care.

Consumers are looking to purchase products that contain ingredients and properties that provide not just nutrition, but physical and emotional benefits as well.

“As more consumers find modern life to be hectic and stressful, flexible and balanced diets will become integral elements of self-care routines,” the report states.

How does that take form for retailers?

Think ice cream, but in smaller, portion-controlled packaging. Pizza for dinner, but with a lower-carb cauliflower crust.

It’s a trend that blends both new products and a spin on the way we think about old favorites.