Alastair Philip Wiper alastairphilipwiper.com
THIS is the Future Consumer Lab. It might be in Denmark, but hygge it isn’t. The Danish word means comfort, cosiness, well-being and simplicity – while the vibe here is more Heston Blumenthal meets Brave New World.
But hang on. Set up by Wender Bredie at the University of Copenhagen’s Department of Food Science, the lab’s goal is to understand the interaction between people and food in order to encourage eating behaviours that are healthy, individualised and more sustainable. The team analyse the components of foods that contribute to taste and smell, and measure how context and environmental enrichment change…
