More calories were consumed in snacks during the 2015 Super Bowl than at Thanksgiving dinner in 2014. Snacking in the US is at an all-time high, with 91% doing it daily. So why is the 'little and often' habit replacing traditional meals? And what does the average American really want from a snack?

Bacon, two types of cheese and a slick of the Colonel’s secret sauce, squashed between two fried chicken fillets. KFC’s Double Down isn’t so much a sandwich as a deconstructed heart attack. And it's appealing to our grossest desires for spectacular, unapologetic indulgence.

Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

Emerging businesses are challenging the status quo with a counter-intuitive attitude that seems to repel rather than attract. But under a veneer of bad taste, MEATliquor is feeding a need for quality, authenticity and indulgence.