A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?

Japanese Buddhist monks have been using matcha as a meditational drink for over 800 years and it seems as though hip New Yorkers have finally picked up on its healthy and stimulating benefits. MatchaBar opened in Williamsburg in September 2014 and has been turning a stellar trade since. But could it ever take over from coffee as the favourite fix for caffeine-craving Americans?

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

As McDonald’s sees sales slump, new reports suggest the brand is losing relevance with younger diners, as fast casual chains like Chipotle and Five Guys are seen as delivering better quality, fresher and healthier fare. Are Millennials over McDonald’s?