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Discover How Streets Ahead Traders Are Leading the Next Wave of Innovation
At the latest McCain Streets Ahead panel day, we awarded eight visionary traders a collective £54,000 to take their bold ideas to the next level – backed by our continued support for grassroots food entrepreneurship. Each business is tapping into emerging food trends not just predicted by experts like WGSN – but driven by real consumer demand on the streets today.
Here’s a look at the four future-facing trends and the traders turning them into real-world, real-flavour experiences.
Fresh Convenience & Nutritional Balance
Trend Insight: As health becomes the new luxury, consumers crave quick options that nourish, not just fill.
WGSN Prediction: Meals that blend ease, wellness, and global flavour profiles will thrive.
Trader Spotlight: Xenia’s by Oksana
Oksana is reimagining comfort food with Syrnyky – Ukrainian cottage cheese pancakes that balance indulgence and nutrition.
As UK cottage cheese sales climb (Graham’s Dairy +40%, M&S +30%), Oksana aims to be London’s first street food vendor serving these nostalgic, nutrient-dense and protein-rich Eastern European staples. From pistachio-topped stacks to savoury smoked salmon, Xenia’s cater to modern eaters seeking fast food with substance.
Climate-Changed Eating
Trend Insight: As extreme heat and food insecurity rise, menus must adapt with cooling, no-cook, and resilient options.
WGSN Prediction: Expect spicy, hydrating, shelf-stable and body-cooling formats to dominate.
Trader Spotlight: Scotch & Spice by Sara
No one delivers the body-cooling heat quite like Sara. Her menu is a bold tribute to Caribbean-American cooking, infused with the fire of St Lucian scotch bonnet peppers, and rich, earthy notes from Trinidad to Guyana.
Her philosophy? “Not for the faint of tongue.” Every bite is an homage to resilience, regional spice, and a climate-ready future of food where flavour doesn’t compromise function.
Authentic Global Dishes & Local Pride
Trend Insight: As global cuisine becomes mainstream, the next wave focuses on depth, story, and true authenticity.
WGSN Prediction: Hyper-regional dishes and cultural narratives are key to standing out.
Trader Spotlight: Ethiopic Kitchen by Woin
With more than 250 vegan fasting days in Ethiopian Orthodox culture, Woin’s 100% plant-based menu isn’t a trend – it’s tradition reimagined. Her vibrant stews, homemade injera, and scratch-made spice blends like berbere deliver nourishment, sustainability, and unmistakable flavour. Woin is showing London that plant-based can be powerful, cultural, and craveable.
“It’s not watered-down vegan food – it’s food that takes time, skill and love. Our customers can taste the difference.” – Woin
Bitter, Better, Bolder
Trend Insight: Consumers are craving more complexity – layered flavour, fermented notes, umami hits, and global depth.
WGSN Prediction: Spicy-sweet (‘swicy’), tangy and bitter profiles will rule the next flavour frontier.
Trader Spotlight: Miellass by Jenan
Bringing bold Saudi Arabian flavours to London, Jenan’s hero drink is Skanjabeel – a tangy, mint-infused vinegar-based soda made with dates and lemon. It’s refreshing, fermented, and delightfully bitter-sweet: a drink built for cooling down, aiding digestion, and embracing ancient culinary wisdom with modern appeal.
Her handmade sandwiches and street snacks are equally bold, using roasted and spiced ingredients that honour her heritage while matching the adventurous palate of today’s food lovers.
What Can You Learn from Our Streets Ahead Traders to Help Future-Proof Your Menus?
These emerging trends reflect not just what’s next – but what customers are already starting to crave. Whether you’re developing new dishes, refreshing your menu, or planning ahead for seasonal shifts, here’s how you can bring these insights into your own kitchen:
Look beyond the obvious formats – Think beyond full meals – consumers are embracing grab-and-go, bowl-based, and drinkable formats that balance speed, flavour, and nutrition. Could a body-cooling drink, protein-rich snack, or reimagined comfort food fit into your lineup?
Celebrate your roots – Authenticity sells – but only when it’s genuine. If you have cultural, regional, or personal food heritage, there’s power in leaning into it. Highlight the story behind your ingredients, recipes, or cooking techniques to build emotional connection with customers.
Design with function in mind – Food is being judged not only by taste, but by how it makes people feel. Use fermented ingredients, spices, and whole foods to naturally support digestion, cooling, energy, or nourishment – and shout about those benefits clearly on menus.
Trial flavour complexity – Today’s diners are curious. Bold, bitter, tangy and fermented notes are on the rise. Start experimenting with house-made pickles, vinegar-forward dressings, spice blends, or umami bases to add depth and intrigue to your dishes.
Stay ahead, not just on trend – Instead of chasing what’s already mainstream, keep an eye on what’s emerging. Trends like these often start in grassroots spaces – and offer early opportunities to stand out if you’re willing to experiment.
The next generation of food innovators isn’t waiting for the future – they’re cooking it now. With the support of the McCain Streets Ahead programme, powered by KERB these entrepreneurs are rooted in tradition, driven by innovation and are redefining what street food means in the UK today.
