A Taste of the Future: Highlights from the Birmingham Food and Drink Expo 2025

By Ellen Wotherspoon, with Lizzie Harley (Group 56)

The flagship annual event once again delivered an immersive experience for visitors eager to discover the latest trends, products, and innovations in the food and beverage industry. The event offered a fascinating glimpse into how technology, sustainability, culture and consumer demands that are reshaping what – and how – we eat.

Comprised of four stages: The Farm Shop & Deli Stage, Convenience Store Stage, The Grocer State and Restaurant Stage. The Expo brought together a diverse mix of classic household names, rising startups, and educational voices. The Birmingham Food and Drinks Expo felt like a living think-tank buzzing with possibilities and insight.

At FoodEx Manufacturing Solutions, innovations like alkaline water machines – which adjust the pH of water to boost hydration and bone health – were drawing interest, especially as they’re already being used by Premier League football teams.

In the Farm Shop & Deli Show there was OMGTEA showcasing at a Dragons Den style pitch, speaking on the benefits of matcha tea. A highly emotive story origin, OMGTEA was founded in response to the founder’s mother breast cancer diagnosis. With matcha being particularly high in antioxidants, the pitch focused on the benefits of consumption to healthy living. Their emotionally resonant story struck a chord with attendees, and highlighted how wellness and personal narrative are increasingly central to consumer choices.

Over at the Ingredients Show, the spotlight was firmly on olive oil. A representative from Terra Delyssa discussed the category’s exponential growth in recent years. Social media has played a significant role in pushing back against the perception that vegetable and sunflower oils are healthier alternatives. Consumers are turning to olive oil for its heart-healthy properties and premium image, and the market is responding.

In a data-rich session, Tom Price, Senior Insight Executive at Lumina Intelligence, shared findings from the latest UK Forecourt Market Report. The market is diverging, those at the bottom are being squeezed by everyday essentials and those at the top are increasingly willing to spend more, especially on products that align with health and wellbeing.

With all that in mind, it is no wonder the big brands are charging towards the new markets of Health Foods. What was once confined to fitness enthusiasts and niche health circles has leaked into the major sphere of food. The New York Bagel Company, for example, showcased their new Protein Boost Sliced Bagels and Fibre Plus NYC Bagels, developed for the growing market of health-savvy consumers. The emphasis on high-protein, low-carb, and high-fibre offerings reflects a broader trend: health is no longer a niche market – it’s a driving force in everyday food choices.

The Birmingham Food and Drink Expo 2025 confirmed what many in the industry have sensed for some time – health, innovation, and conscious consumerism are no longer emerging trends; they are the new baseline. Whether it’s Premier League-endorsed alkaline water, antioxidant-rich matcha, or high-protein bagels made for the modern eater, the message is clear: consumers are more informed, more selective, and more health-focused than ever before. As the gap widens between value-driven essentials and premium wellness products, brands that adapt thoughtfully will be the ones leading the next chapter of the industry.