This edition of The Ceres Edit brings together a selection of LinkedIn posts from across the Ceres team, spanning industry events, client wins, trendspotting, creator partnerships and reflections on how food, health and wellbeing communications continue to evolve. From AI and visibility to authenticity, innovation and standout brand storytelling, these are some of the conversations that have caught our attention over the past few weeks.
Naomi on how IFE reflected bigger shifts in food innovation
Walking around IFE (International Food & Drink Event) yesterday, it felt like there were more prominent callouts around protein, fibre and function than in previous years, across both products and stands.
That’s not especially surprising in itself, given where food trends have been heading. But seeing it so consistently across categories, suggested something bigger than a few familiar claims appearing on pack. More pressure on products to justify their place and less novelty for novelty’s sake.
That is part of what makes IFE such a useful event. Alongside all the creativity and energy, it's often where wider shifts in the sector start to feel visible.
One seminar session picked up that shift particularly well: What happens when demand shrinks? Rethinking the food system, with Victoria Stevens and Chris Mitchell from Bramble Partners.
Their view was that food is increasingly being reshaped by forces outside the sector itself. Pharma. AI. Public health. New expectations around what food should do for us, not just how it should taste.
That feels significant. For a long time, food growth has been built around a fairly simple logic: more people, eating more, more often. But if GLP-1 appetite-suppressant drugs, evolving nutrition science and AI-powered decision-making start to change that equation, the strategic questions for brands become much bigger.
Not just: what can we launch next?
But: what earns its place? What helps people choose? What feels relevant in a world where consumption may become more intentional?
The AI part is especially interesting. The session touched on how quickly AI is becoming part of everyday food decision-making, whether through meal plans, nutritional feedback, swaps, or basket-building tools like Mealie. That idea of a ‘nutritionist in your pocket’ no longer feels far off.
One of the most practical points was that ‘swap’ recommendations may ultimately matter more than nutrition scores alone. Not just judging what is in the basket, but influencing what replaces it.
If more people outsource meal planning, food scoring and shopping decisions to AI tools, the battle is not just for shelf space or attention. It is increasingly for relevance inside the systems helping people decide what to buy.
Some of that future already felt visible on the show floor. More protein. More fibre. More functionality. More emphasis on what a product does for you, not just what it is. But the more brands lean into those claims, the more important education becomes too. Not just saying “high in fibre” or “source of protein”, but helping people understand why that matters.
There is still plenty of fun, flair and creativity in the sector of course, and that is part of what makes IFE such an interesting day out. But I came away thinking that food innovation feels more tied than ever to nutritional value, behavioural change and long-term relevance.
Food innovation is not just about what's new. Increasingly, it's about what earns its place.
Read Naomi’s original LinkedIn post
Cat on what AI visibility means for PR strategy
Last week I joined a PRmoment session on how press releases should be structured for improved LLM visibility, and it prompted an interesting question from an agency perspective:
What does effective PR look like when visibility is no longer shaped only by journalists, audiences and algorithms, but by AI too?
A lot of the discussion focused on practical considerations. Structure, consistency, open-access content, clear attribution, stable URLs, first-party proof points.
All important.
But the bigger point, for me, is strategic.
This is not just about making press releases easier for AI to understand. It is about recognising that the communications environment is changing, and with it, the job of PR.
For agencies, that means thinking beyond outputs and asking broader questions.
Are we creating content that is not only compelling to people, but also easy for machines to find, interpret and trust?
Are we helping clients build enough consistency across their website, media coverage, spokesperson profiles and third-party mentions to strengthen visibility over time?
Are we treating earned media as a moment of coverage, or as part of a wider authority footprint that shapes how brands are understood and surfaced elsewhere?
At Ceres PR, that feels particularly relevant. Because strategic communications has never just been about saying more. It is about saying the right thing, in the right way, in the right places, with enough clarity and consistency to build understanding over time.
That has always mattered for people. Now it matters for machines too.
Which means the fundamentals of good PR still hold: clarity, credibility, consistency, repetition.
What is changing is the environment those fundamentals now need to work in.
The takeaway? AI visibility is not just a content formatting issue. It is a strategic communications issue, and one that rewards brands with a clear story, credible presence and consistent footprint across earned, owned and shared channels.
Read Cat’s original LinkedIn post
Jennifer on why understanding the consumer still matters
One of the reasons I love attending an exhibition like IFE is the opportunity to meet experts in their field and learn, as was the case when I sat in on a talk by Clare Otridge from Grounded Research and Joshua Beth from Holy Moly B-Corp™.
The presentation, alongside a masterclass in guacamole, demonstrated what can be achieved by harnessing the power of robust consumer research with a brand that is committed to consistently delivering the best it possibly can.
The session began with Josh explaining on what it takes to make the perfect guacamole with just natural ingredients, and deliver a shelf life that ensures minimal wastage.
We learned just how narrow the window for perfect avocado ripeness is, making it one of the most challenging fruits to work with commercially. It’s for this reason that Holy Moly produces at source in growing countries, rather than shipping raw avocados - capturing that precise moment of ripeness is essential for quality.
There are five interconnected variables that have to be managed: genuine care for the product and suppliers, oil content, dry matter (which drives colour), firmness (which naturally affects texture and usability), and regionality (including soil and climate conditions). For example, climate change is forcing Holy Moly to make real-time adaptations in its agricultural operations. Different growing regions face distinct challenges requiring specific infrastructure investments - from water reservoirs in increasingly dry Mexico, to steep orchard construction for drainage in wetter Colombia, and wind protection in Peru.
So given Holy Moly’s commitment to always delivering the very best product, it was fascinating to learn how Grounded Research is helping the brand do that and more.
As Josh put it "In house taste test panels are the absolute worst”. I completely agree, you just don’t get the independent and authentic results by testing in house and ultimately your brand will suffer.
Grounded has built a panel of 30 taste testers who have developed expertise over the last few months, through regular tasting of the product, to create data that is more valuable to the brand than expensive one-time controlled location tests.
Clare explained that these trained consumers have become product aficionados who understand quality benchmarks and provide consistent, reliable feedback across seasons and sourcing changes, and above really care about what they are doing and the brand.
The consumer research is supporting Holy Moly’s commitment to quality, as well as helping them make changes that are improving the customer experience, like for example, the packaging.
The importance of understanding your consumer and acting on what you learn may sound obvious to those who already do, but sadly too many don’t. But rest assured the next time you dip into a pot of Holy Moly Guacamole, much more than ‘just’ avocados will have gone into it!
Read Jennifer’s original LinkedIn post
Ceres on welcoming RELEEESE to the client roster
✨ New client win ✨ We’re delighted to welcome RELEEESE to the Ceres client roster as the brand launches into the UK market.
RELEEESE is bringing a new approach to sweetness with the debut of RELEEESE Chocolate - a treat made from nature and backed by science.
Using innovative sugar combinations inspired by Dr Coy’s Sugar is Inside® research, the brand is designed to help prevent sugar spikes while delivering the same taste and indulgence consumers expect from chocolate.
The result? A chocolate that satisfies sweet cravings while supporting steady energy levels, without the typical sugar rollercoaster.
Available now via the RELEEESE website, the launch marks the first step for the brand in the UK, with RELEEESE & Bake and RELEEESE Everyday sugar mixtures set to follow later this year.
We’re excited to be supporting the team as they introduce this innovative concept to UK consumers.
Watch this space 👀 https://releeese.com/
Read Ceres’ original LinkedIn post
Ceres and Becky on spotting what’s new and next
Last week, Becky headed into London for a morning of media meetings, and stopped by raye the store’s discovery showcase in Covent Garden 👀
Bringing together 100+ emerging brands, it was a brilliant snapshot of what’s new and next across food and drink, from bold NPD to fresh takes on familiar categories.
From fibre-maxxed super sauces by Gut & Glory and Dr. Will's flavour-packed condiments, to Pickle Project’s punchy pickle chips 🥒 and Vitaclear’s nootropic soda, it was clear that many of the most interesting challenger brands are not inventing entirely new products, but rethinking and reworking everyday staples in smarter, more distinctive ways.
A key theme? These brands are continuing to push boundaries, with a real focus on standout design, functional benefits and products designed to fit seamlessly into modern lifestyles.
A great reminder of the value of stepping away from the desk, broadening perspectives and staying close to the brands and ideas shaping the industry.
Read Ceres’ original LinkedIn post
Emily on building creator relationships that go beyond one-off partnerships
I met Giuseppe Federici back in 2022 when he attended my first California Walnuts event. Since then, we’ve worked on several social media collaborations, travelled to California together to see the walnut harvest, celebrated his book launch, and I’ve even met his famous Nonna (yes, I did bring flowers 💐).
So, when he told me he was opening a pop-up restaurant (Giuseppe's Kitchen) at Boxhall by BOXPARK, and asked if California Walnuts wanted to get involved, it was a no-brainer (excuse the pun… walnuts are brilliant for brain health btw😉)
Collaborations like this with creators like Sepps are exactly why I love what I do. It’s never about a one-off partnership. It’s about building relationships and being part of the journey, wherever it leads. In this case, it led to California Walnuts taking centre stage as the hero ingredient in Giuseppe’s Nonna-inspired Walnut Bolognese. And yes… it was as delicious as it sounds (and looks).
This partnership gave us a brilliant opportunity to showcase just how versatile and flavour-packed walnuts can be, and I’m really looking forward to compiling the content and feedback it has generated in the last week.
Now, I wonder if Sepps will let me get my hands on his recipe… 🤔
Read Emily’s original LinkedIn post
Maddie on why the best launches invite people in
Alix Earle’s brand launch is one of the smartest influencer-led campaigns I’ve seen in a while. Not because it was loud, but because it pulled people in.
Instead of doing the typical “here’s my new brand” announcement, she turned the whole launch into a game. The live billboard made up of puzzle pieces was such a clever move; each influencer posted their own piece, and together it revealed the bigger picture in real time. It meant every creator wasn’t just promoting the brand, they were actually part of building it. Naturally, that pulled in multiple audiences at once and kept people coming back to see how it was unfolding.
What stood out to me most was the built-in curiosity and urgency. People weren’t just watching, they were trying to figure it out, piecing things together, and refreshing to see what came next. That shift from passive viewing to active participation is where modern launches are really winning.
It also highlights something we’re seeing more and more: influencers are the new media channels. Instead of relying on traditional ads or big announcements, brands are using creators as the infrastructure of the campaign itself.
AND now, she’s extended that momentum even further by releasing a documentary showing the behind-the-scenes process of building Real Actives. That move feels just as intentional, because people don’t just want the product, they want the story behind it. Pulling back the curtain builds trust, deepens the connection, and makes the audience feel like they’ve been part of the journey from the start.
Beyond the marketing mechanics, the authenticity piece matters just as much. This isn’t a random product line; it’s rooted in something she’s openly struggled with since 2023, which makes the brand feel more personal and relatable. When a launch connects to a real story, it stops feeling like a product push and starts feeling like a movement.
Honestly, this launch, and now the documentary, is a great reminder that the best campaigns today don’t just tell people something; they invite them to be part of it.
Read Maddie’s original LinkedIn post
Kathryn on why authenticity still cuts through
Really needed a son in tow yesterday - why can't I just ask for a selfie?! 😅
Fletcher's Family Farm is an absolute guilty pleasure of mine. An hour of pure escapism - I love everything about it. So, listening to Kelvin Fletcher speak at the Farm Shop & Deli Show yesterday was, frankly, pure joy.
What struck me most was how genuinely accidental his farming story is. A working-class kid from Oldham, trained at the Oldham Theatre Workshop, years on Emmerdale, a Strictly win… and then COVID redirects everything. A farm in Macclesfield wasn't the plan - it just became the plan.
He spoke candidly about the emotional weight of farming - losing livestock, learning on the job, earning the respect of a community that doesn't hand it out easily. But also, the rewards: real connection to the land, knowing exactly where your food comes from, and building something that audiences genuinely believe in. His ITV ratings beat the BBC as well!
My takeaway? Authenticity sells. People don't just buy products - they buy into people and stories they trust. Nothing we don't already know in PR - but a great reminder of what it looks like when someone actually pulls it off.
Now… does anyone know if he does meet and greets? I had two burning questions - one about selfies, and one about when his blankets are back in stock. Both went unasked. 😂
Too many 📷 !
Read Kathryn’s original LinkedIn post
Naomi on why the most effective part of a launch is often the story
🚙 A road trip confession from last week.
Somewhere between England and Wales, I tried KFC’s new Pickle Pepsi 🥤 and absolutely loved it.
This had become a running conversation in the car, so naturally my other half got roped into the build-up too, although he didn’t actually try it himself.
What I love about the whole thing is that KFC has really committed to the bit.
Not just one novelty menu item quietly slipped into the mix, but full “Pickle Mania” 🥒. And the drink is the headline act, because it’s the thing people talk about first.
Not the burger, the loaded fries or the frickles.
The Pickle Pepsi.
And that is probably the smartest part of the launch. The burger is the meal. The drink is the story.
What makes it even smarter is that KFC is not inventing demand here. It’s tapping into an existing pickle obsession already all over social media. That makes the Pickle Pepsi feel less like a gimmick and more like the perfect headline act.
It’s the thing that gets the reaction. The screenshot. The group chat send. The debate about whether it sounds disgusting or genius. And then, in my case, the detour on a road trip.
I’m a marketer’s dream.
Sometimes, and definitely in this case, the most effective part of a launch is not the safest or most mainstream product. It’s the one with enough personality to give the whole thing momentum.
And whether that’s curiosity, horror or total obsession, it gives the whole launch a lot more energy.
Anyway, I’m firmly pro Pickle Pepsi, which isn’t a sentence I saw coming this week.
It also got the seal of approval from my partner’s 14-year-old niece, which feels like a fairly important endorsement 🧡.
Read Naomi’s original LinkedIn post
We’ll be back soon with the next edition of The Ceres Edit, bringing together more of the posts, perspectives and themes shaping conversation across food, health and wellbeing communications.
