Keep it clean to tap in to Autumn comfort food trend

* 3 min read

With temperatures falling and darker evenings setting in, there’s no denying that Autumn is here. Time to pull on a cosy jumper and reach for the comfort food. But does comfort food have to mean stodge? We take a look at the brands offering a clean eating alternative to traditional Autumn warmers and how they’re appealing to the consumer demanding more from their soups and stews…


Once upon a time, comfort food was all about high carb, high calorie indulgences that kept out the Autumn chill. But for a new generation of consumer – the all-powerful Millennials – comfort is about knowing the food you’re eating is not only good for your body, but good for the planet too.

Tapping in to this clean eating revolution is a real opportunity for brands with a story to tell, and who can incorporate the latest ‘superfood’ du jour into their organic, seasonal recipes. Add in simple design, stripped back ingredient decs and stylish fit-for-purpose sustainable packs, and you can build a brand that resonates with the anti-consumerist generation who want to know their food inside out.

And here’s how some of the new challenger brands are doing it:

1. Let your product do the talking

Being able to see what’s in the bottle or pot is key for the clean eating consumer, with vibrant natural colours and raw ingredient photography hinting at the potential benefits each product might provide.

The clean eater doesn’t need on-pack validation of the health benefits of each ingredient, as they believe they already know what’s good for them.

Take for example, Rod and Ben’s, with it’s simple styling and raw ingredient-led design supported by visual nods to farming and nature. The benefits for your body – and soul – are merely implied.

rod and benss

2. Get your pack format ‘just right’

Not too much, not too little; the Millennial customer cares about convenience but they care about the environment too, so pack formats should be simple, stylish and as sustainable as possible.

Soupologie’s ‘soups to go’ come in a microwavable, recyclable pot with a simple, minimal C card to hold in the seed sprinkles, with just enough room to communicate ingredients, key claims and some brand personality. Again, they let the ‘superfoods’ speak for themselves.


3. Field to fork (or spoon) as fast as possible

Natural substrates and hand-drawn fonts create a sense of minimal processing and speed from field to fork that appeals to the process-averse clean eater.

Tideford Organics focus on the simplest combination of organic ingredients, paired with a ‘world of goodness’ motif that’s consistent across its range, but flexible enough to feel bespoke and artisanal.

spinach and kale 400g

Need help building a brand that appeals to Millennials or some advice on the health claims you can make on pack? Email us at or call 01274 200700.