Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

Ready-to-drink meals used to be about hitting the gym or bulking up. But YFood has carved out a niche by proviidng ones that aren't just for people looking to add a bit of muscle. The brand is tapping into the world of healthy, vitamin-filled, convenient food options for time-pressed people.

Israeli start-up Better Juice plans to scale up its sugar-reduction technology in the US. Its rapid growth reflects a demand for more tailored, technological solutions to nutrition from American consumers, giving them a chance to revive the classic breakfast – with a healthy twist.

The Full English is a long-established part of British breakfast culture, and owing to the pandemic, it’s no longer being reserved for weekends. With the future of commutes in jeopardy, can cooked meals come to rival convenient and on-the-go options in people’s morning routines?