Selling to Gen Z and Gen Alpha

Full article available at Food Processing

What do Gen Z and Gen Alpha want from food brands? According to this smart piece in Food Processing, it’s not just about flavor or convenience—it’s about meaning. These younger generations are shaping the future of food with strong preferences for transparency, sustainability, and digital connection. Betty Kaufman, Strategy Director at The Culinary Edge, weighed in on what this all means for brands hoping to stay relevant. From her perspective, it’s not enough to market health; you need to prove it. Gen Z in particular is looking for real, functional ingredients and brands that wear their values on their sleeve. They want to know what’s in their food, where it came from, and what the company stands for.

The article dives into how legacy players are adapting to this new mindset—like Health-Ade launching a nostalgic soda line called Sun Sip, and Kraft Heinz leaning into Taco Bell kits for at-home experimentation. It also highlights challenger brands like Cafely, which has built its identity around an immigrant founder story, transparency, and direct support for farmers. What ties all of these examples together is a real commitment to story and purpose. The takeaway is clear: for Gen Z and Gen Alpha, brand loyalty isn’t built on flashy campaigns. It’s built on values, clarity, and the feeling that your food choices say something about who you are. These consumers aren’t just reshaping how food is bought—they’re reshaping why it’s made.