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Responding to evolving consumer trends is key to the success of any company in the food sector. Dawn Farms says it does this with precision and purpose as it interprets current trends that are centred around value, experiential dining, indulgence and more. Karen explains: “Our recent social media review highlights the growing trend of bold, high-protein, high-flavour combinations driving creativity on platforms like TikTok and Instagram. In the fight for consumer attention and spend, our customers are seeking ‘wow' flavours that offer comfort and escapism.”

Karen continues: “Sandwiches are being elevated with upgraded classics and culinary innovations, while the crossover between pizza and sandwiches continues to grow. As consumers demand more grab-and-go options, handhelds are set to dominate. Korean flavours, particularly Gochujang, and the hot honey trend are gaining momentum in this fusion cuisine. Another area to watch out for is British and American classics, with our salt beef, pastrami and high quality traditional back bacon proving very popular.”

 

Monitoring

Responding to trends is only possible through monitoring consumer behaviour and desires. Dawn Farms says it scrutinises emerging trends through a mix of data, operator insights, and on-the-ground research, Karen explains. “Our innovation and insights team runs a global ‘food safari’ – tracking menus, retail launches, and consumer behaviours across markets. That intelligence is filtered through a commercial lens as we focus on trends with staying power, not passing hype.”

From this, Dawn Farms develops its Trend Catcher reports and supplier/operational solutions, which are practical tools that its customers can apply directly to stay ahead, stay relevant, and stay efficient, says Karen. This report is founded on months of research consisting of analysis of menus, flavour reports, consumer insights, and social media content. 

In differentiating itself from competitors, Dawn Farms says it is more than a supplier; it is specialist partner adding value in its served markets and categories. Karen elaborates: “Where others offer ingredients, we deliver insight-led, ready-to-eat and ready-to-serve solutions built around flavour, function, and operational fit. What sets us apart is focus and foresight.

“We offer a deep selection of ready-to-serve solutions across pizza toppings, snacks, sous vide, plant-based, and sandwich fillings; we provide real-world insight through tools like Trend Catcher, so our customers stay ahead of what consumers want; and we have a B2B mindset, co-developing with chefs, quick-service restaurants (QSRs) and manufacturers to deliver flavour, consistency and speed, with no extra prep.”  

 

Innovation on display

At Anuga, Dawn Farms will present a collection of solutions it says are 'designed to meet dynamic consumer demands but also meeting operator needs across value, versatility, and global appeal'. Some of the Dawn Farms exhibit highlights include:

• Its 40th birthday innovation range – chef-led products inspired by trending cuisines and formats, including Korean Fried Chicken, Cup & Crisp Pepperoni, and Teriyaki Steak Strips.

• Batch85 – a ready-to-order range of the company’s best-selling cooked protein products, selected for value, performance and consistency.

• Habibi range – tailored to meet the growing demand for certified halal, with bold flavours and full traceability.

• New wave or so-called hybrid innovation – new developments that combine meat and plant for reduced carbon, lower costs, and improved nutrition.

 

Value 

Anuga brings the global food community together in one place, while giving companies an incredible opportunity to meet and target customers. But there are three things that make the trade show so worthwhile for Dawn Farms: connections, ideas and insights. Karen explains: “It helps us to strengthen relationships with customers, collaborators and prospects. It allows us to showcase the depth and breadth of our cooked protein solutions to a global audience. And it gives us the chance to see emerging trends up close and across regions and categories. We’re there to listen, learn and lead and most of all, to show how our insight-led innovation can support customers looking to grow, differentiate and move fast in a changing market.” 

 

 

Dawn Farms’ latest Trend Catcher report includes:

Borderless Cuisine – globally inspired mash-ups built for menu appeal;

Protein Power – snackable, high-protein options for on-the-go fuelling;

Eatertainment – bold, scroll-stopping builds designed for attention; and

Casual Luxury – everyday meals made special through premium touches.

 

Sustainability on the menu

Enviromental and social governance (ESG) is high on the agenda for Dawn Farms, explains Karen: “As a family business, long-term thinking has always guided our decisions and that’s exactly what ESG is about. Sustainability isn’t new to us. As a founding member of the Origin Green programme, our targets have been independently audited for over a decade. Today, our ‘All Our Futures’ programme drives progress across four pillars: environment; sustainable sourcing; health and nutrition; and workplace and community.

“We’ve extended this across our group, bringing TMI in the UK and Haas in Germany into a shared sustainability strategy. We’re also aligned with global frameworks including SEDEX, EFECA, and the Science Based Targets initiative.” Some examples of how ESG has shaped Dawn Farms’ innovation pipeline are as follows: 

• A forward-looking cooked protein ingredient programme designed to reduce environmental impact while meeting today's nutritional goals;

• A clean label policy that prioritises natural, recognisable ingredients; and

• Ongoing R&D into more carbon friendly proteins that continue to deliver full flavour, great texture and reduced emissions.