Issue link: http://digital.copcomm.com/i/7240
28 / the tasting panel / march 2010 A s the Director of Trendspotting at J. Walter Thompson for the past five years, Ann Mack keeps her clients ahead of the competition. "I dive into category-specific things that ladder up to the manifestation of mac- rotrends. In addition to quantitative and qualitative desk research, I oversee surveys across many countries, working with trend scouts around the world," she points out. Some of JWT's most visible clients include Kellogg, Nestlé, Ford, Unilever and Johnson & Johnson. "We help our clients think and see beyond their own category by offering insight: We bring the outside in. We believe that the marketing teams should be experts beyond their brand; it helps break up the thinking a little bit." While most agencies offer creativity through ad campaigns and forecasting through focus groups, not many offer what Mack refers to as "thought leader- ship." States Mack, "I don't see many of my contemporaries offering trend departments." Here are a few of Ann Mack's Food & Beverage Trends for 2010: More detailed nutrition labeling: In September, California became the first state to mandate calorie disclosure for restaurant chains. Bacon everywhere: Bacon is being spotted in everything from cocktails to desserts, including the bacon-and-egg ice cream in the U.K. and bacon-in- fused liqueur. There's also a maple-ba- con lollypop. Black garlic: Developed in South Korea, this chewy, savory-sweet fermented garlic boasts twice the antioxidants of regular garlic and doesn't result in bad breath. Coconut water: Sales of coconut water have doubled this year to roughly $20 million, according to Beverage Marketing Corporation (THE TASTING PANEL edi- torial team is hooked on it too). It's low in calories and high in potassium. Exotic berry flavors: Açai and pome- granate are old news. Welcome in aronia, yumberry and maqui berry. These must-eat superfoods will pop up in everything from juices to teas, and probably vodka as well! Fermentation: This age-old process is associated with wine but is reinventing itself (again) through the preservation of vegetables. Cleaner and safer than can- ning, the process produces the healthful bacteria known as probiotics. Return of the Pacific sardine: The humble sardine (once again plentiful in Monterey Bay) is popping up on menus across the U.S. Low in mercury and high in omega-3 fatty acids, sardines are also a bargain for cost-conscious diners. The "wine-tail": Mixing wine with juice, spirits and soda is raising the bar as mixologists are creating a new breed of cocktail with lower alcohol content. What's Next Mega-agency J. Walter thoMpson has a dedicat- ed soothsayer Who brings the outside in for high-profile clients. ANN MAck shares soMe of her foresight on the next line of direction in food With the tasting panel trendspotter Hot for 2010: bacon, sardines, kimchi.