2025 Reflections: A Year of Creativity, Collaboration & Connection

A Year of Creativity, Collaboration & Connection

As we wrap up 2025 here at GRATE, I’ve been reflecting on what has been one of the most energising and fulfilling years yet — across food trends, client innovation, industry conversations and, of course, plenty of memorable meals along the way.

If I had to sum up 2025 in just three words, they would be creativity, collaboration and connection.

Thank you so much for all the support this year — the conversations, messages, debates and shared discoveries have genuinely meant a great deal. I’m grateful every day for this brilliant GRATE community.

Below is a look back at some of the highlights from the year, alongside a glimpse of what’s exciting me for 2026 (crystal ball very much in hand!).

As always, enjoy the read — and I look forward to creating, collaborating and making even more connections together in 2026.

Nollaig Shona Daoibh,

Happy Christmas to you all,

Annie x

What 2025 Will Be Remembered For

2025 will go down as a year when food culture became braver, bolder and more playful. It was the year Dubai chocolate went fully viral, Greggs partnered with Nigella, and the clean-label conversation gained new momentum — from Joe Wicks’ Killer Bar launching to nationwide hype, to M&S putting ingredients front and centre on pack. It was also the year FIX Dessert Chocolatier landed in Harrods, signalling just how far the dessert-as-luxury movement has come.

Alongside this, the rapid growth of GLP-1 usage began to reshape food industry conversations in a very real way. From appetite-aware product design to portioning, satiety, protein balance and nutrient density, GLP-1 has created a new set of challenges — and opportunities — that go far beyond formulation alone. Own-label launches in this space signal that this shift is only just beginning.

Consumers leaned into gut health and natural boosters, but only when taste delivered. Fermented pantry staples, savoury probiotics and “functional indulgence” all gained traction — proving that wellness now has to earn its place through flavour.

With budgets under pressure, premium evolved into purposeful upgrades. We saw a shift from eating out to recreating restaurant-quality experiences at home — products with a story, origin, craft, sustainability credentials or a distinctive flavour twist, rather than simply a higher price point.

From gochujang-glazed everything to topokki in new formats and Korean bakery influences firmly landing in the West, Korean flavours moved from trend to everyday staple.

The move toward vegetables, grains and ferments continued — less about substitutes, more about real ingredients taking centre stage in joyful, flavour-led ways.

Big, bold profiles dominated: chilli-heat hybrids, fermented depth, savoury-sweet contrasts, sesame, toasted grains, umami-rich sauces and nostalgic desserts reimagined with a premium twist.

 At its heart, 2025 reminded us that the most successful food ideas are the ones that connect — emotionally, culturally and creatively.

2025: PERSONAL & PROFESSIONAL HIGHLIGHTS

I feel incredibly fortunate to collaborate with such extraordinary people across the industry — innovators, founders and champions of great food who make this work so rewarding.

Here are some of the standout moments from the year.

CLIENT INNOVATION WORK

A major focus this year was partnering with clients to build innovation pipelines, strategic roadmaps and future-fit plans. From long-term product and proposition strategy to category whitespace mapping, the work spanned insight deep dives, ideation, validation and mentoring internal teams. Seeing teams grow in confidence, clarity and creative ambition has been hugely energising.

TEAM COACHING & MENTORING

Working with teams across Ireland and the UK to develop creative leadership, innovation mindsets and decision-making frameworks has been one of the most rewarding parts of 2025. A particular highlight was going live on RTÉ Radio 1 to discuss the value of mentoring can bring to food businesses.

BLAS NA hÉIREANN FOOD AWARDS

Working with teams across Ireland and the UK to develop creative leadership, innovation mindsets and decision-making frameworks has been one of the most rewarding parts of 2025. A particular highlight was going live on RTÉ Radio 1 to discuss the value of mentoring can bring to food businesses.

BRANDBITE PROGRAMME

Another exceptional cohort graduated from the BrandBite Programme in 2025. Watching brands refine their propositions, sharpen strategic focus and gain clarity on market positioning never gets old. Highlights included alumni launches such as Áine’s Chocolate at Bloom and Roll It Pastry, unveiled at a beautiful afternoon tea with press and special guests.

If you’d like details on applying for BrandBite 2026, just get in touch.

BELEAF RETREAT

BeLeaf 2025 was a truly special experience — bringing like-minded female founders together for reflection, grounding, creativity and connection through food and nature. There is one final space left for 2026, so do reach out if it feels right for you. You can find more information and/or secure a spot through this link.

CULINARY TRIPS

From Amsterdam and Rome to Dublin, Belfast and London, San Sebastián, Vigo, Bilbao, Ibiza and Northern Spain — these food pilgrimages were a reminder of why travel remains one of the greatest creative catalysts. Technique, terroir, generosity and timeless food culture at its best.

STEPPING OUTSIDE THE COMFORT ZONE: MC'ING MOMENTS

One unexpected highlight of 2025 was being asked to step into MC roles — definitely outside my comfort zone, but incredibly rewarding. It was a real privilege to return as MC for Food Matters Live in both Manchester and Dublin, facilitating conversations with some of the most inspiring voices in food, innovation and sustainability. Being invited back felt especially affirming and a reminder of the value of thoughtful, well-curated dialogue in our industry. Closer to home, MC’ing a local charity event for Created in Cavan with the wonderful Neven Maguire was a standout moment. A brilliant community-led evening, rooted in generosity, connection and great food — and a reminder of the power food has to bring people together for good.

NETWORKING, COMMUNITY & INDUSTRY EVENTS

Being part of inspiring business communities has been a real highlight of 2025. From the IMAGE Business Club to the many thoughtful get-togethers, invitations and industry events throughout the year (meeting Amy & Sophie were two highlights!) these moments created space for connection, learning and generous conversation. They’ve been a reminder of the power of showing up, sharing ideas and building relationships beyond formal work — often where the most meaningful collaborations begin.

MANY MEMORABLE MEALS

Almost too many to mention — but a few standouts:

PLATES, London

Allta, Dublin

All’Antico Vinaio, Rome

Richmond, Dublin

Bibis, Dublin

Victor Montes, Bilbao

Da Enzo, Rome

Habemus, Vigo

Park 27, Priory Market, Tallaght

FishBox & Solas, Dingle

Iginio Massari, Rome

Oak Room, Cavan

As One, Dublin

Fisk seafood bar, Donegal

(An entire newsletter could be dedicated to this alone…)

MY EARLY PREDICTIONS FOR 2026

• Swicy flavour profiles (sweet + heat) continue to rise

• GLP-1 friendly snacking with targeted, functional positioning

• Continued growth of personalised nutrition

• Protein gets smarter (and quieter) - Less shouting about grams, more focus on quality, digestibility and balance — especially in snacks, breakfast and desserts.

• Savoury in sweet spaces. Expect miso, tahini, sesame, olive oil and cheese-adjacent notes to keep crossing into desserts and bakery.

• Mood-first eating Products positioned around calm, focus, energy and sleep — less clinical wellness, more emotional benefit storytelling.

• Culinary AI goes mainstream (behind the scenes) - AI supporting flavour pairing, concept testing and rapid iteration — quietly accelerating innovation rather than replacing creativity.

• Local provenance with a global twist - Regional ingredients paired with international techniques or flavour profiles, creating familiarity with intrigue.

• Reimagined comfort food - Nostalgic dishes upgraded with better ingredients, lighter formats and modern flavour cues — comfort without compromise.

• Low & no alcohol continues to mature - More gastronomic, food-pairing friendly options with bitterness, acidity and depth — especially wine alternatives and aperitif-style drinks.

• Functional fats have their moment - Olive oil, ghee, seeds and nuts stepping into the spotlight for both flavour and perceived health benefits.

• Tea-based tonics and ritual-led drinks

THREE THINGS I'M LOOKING FORWARD TO IN 2026

1. More global food discovery

Japan, Portugal and coastal Italy are high on my inspiration list — fresh perspectives, new flavours and creative reset moments.

2. Scaling innovation & coaching frameworks

Launching new tools, templates and programmes to make strategic and creative development even more accessible for teams.

3. The next BeLeaf Retreat

With one space remaining, it’s already shaping up to be another deeply transformative experience — and I can’t wait to see the conversations it sparks. You can find more information and/or secure a spot at THIS LINK.