Insta influencers and lifestyle mags may regularly laud the benefits of a ‘natural’ diet in 2018, but it’s taken time for these attitudes to gain mainstream acceptance. Canvas8 spoke to Laura Miller, the author of Building Nature’s Market, to learn how a marginal movement went from niche to norm.

French supermarket Intermarche is responding to demand for more natural food with an ad that shows how food colourings influence our perception of taste. In its ‘Essentiel’ brand ad it added colours to plain vanilla yoghurt, causing tasters to imagine added flavours, tapping into anti-additive sentiment.

Megababe, a beauty brand for the body positivity era, is joining the fight to destigmatise women’s once-unspoken body issues such as chafing thighs (otherwise known as chub rub) and sweaty underboobs. The Instagram-ready brand is not only exposing real body issues but offering solutions, too.

RUNA is a natural energy drink that blends social responsibility with organic products. The idea of “clean and conscious energy” appeals to ‘always on’ US consumers who are looking for a boost without dirtying their ethics or spiking their daily sugar intake.