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Menu Watch: The Fresh Factor

Contact Author Maria Caranfa, Mintel Menu Insights
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This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

In the past couple of years, the restaurant menu has been a canvas for colorful dishes with sometimes unpronounceable and unimaginable ingredients, flavor combinations and preparations. While scientific food movements such as molecular gastronomy are still popular, the newest menus are using and marketing “fresh” in both food and beverage.


The popularity of the term fresh on the menu is apparent. According to Mintel Menu Insights, there has been a 21% increase in ingredients that claimed to be “fresh” between January 2006 and March 2008 (F-1). Restaurants are adding or switching to fresh ingredients every day. Additionally, restaurant marketing campaigns are differentiating restaurants based on freshness. Fresh will continue to be a strong influence on the menu in upcoming years.

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