“Consider granola: The word used to be a derogatory term. Now it’s a supermarket category worth nearly $2 billion a year. Kombucha was something your art teacher might have made in her basement. The company GT’s Kombucha brews more than a million bottles annually and sells many of them at Walmart and Safeway. And almond milk? You can add it to your drink at 15,000 Starbucks locations for 60 cents.”
In her recent piece for the New York Times, Christine Muhlke walked us through the quirky, healthy, and undeniably hipster food trends that have flooded Instagram feeds and modish restaurant scenes across the country. The idea that these trends stem from advances in nutrition science (e.g. newfound understanding of the human microbiome informing the popularity of fermented foods) fits in with our hypothesis that the molecularization of taste has validated the acceptance of “umami-rich flavors” as a dietary staple.
Read the full article here: “The Hippies Have Won”
(Article originally published April 4th, 2017 on nytimes.com)