How to set a food trend

The Food Chain

BBC

Arts, Society & Culture, Food

4.7 • 545 Ratings

🗓️ 17 September 2025

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

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Summary

Have you tried Dubai chocolate, hot honey or the fruit sando? They’re just a few examples of viral food trends which got everyone talking on social media.

Rumella Dasgupta talks to creators and product developer to find out how much work goes into creating the next big thing in food. She hears how there’s often years of work behind the product that seems to suddenly be the latest craze.

It might look as though some food trends go viral overnight, but entrepreneur Mike Kurtz explains how creating his brand Mike’s Hot Honey took years of hard work. Product developers Katie McDaid and Robert Craggs tell Rumella how their jobs involve travelling the world to find the next big thing in food. Plus chef and food writer Pierre Thiam, explains how he’s been working tirelessly for decades to bring the ancient West African grain Fonio to worldwide attention.

We’d love to hear about the viral foods you’ve tried and what you thought of them. You can email the team at thefoodchain@bbc.co.uk

Producer: Lexy O’Connor

Transcript

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0:00.0	BBC Sounds, Music, Radio Podcasts.
0:05.6	Oh, hello. You have chosen a BBC podcast, but before you listen to it, we thought you might like our podcast too.
0:12.1	You might. You might. It is called Sightraught with me Nick Grimshaw.
0:15.2	And me, Annie Mack. And we talk about the week in music.
0:18.2	All the news, all the cultural happenings in the UK and beyond.
0:22.2	And great guests.
0:23.3	And it's on BBC Sounds.
0:24.7	Yes, where you can also enjoy lots of playlists, music mixes and live radio.
0:29.9	Everything from my six music breakfast show to Radio 3 Unwind.
0:34.5	But obviously start with our podcast, sidetrack.
0:36.3	Obviously.
0:36.7	Obviously.
0:38.2	So if you like music, listen on BBC Sans.
0:43.8	What makes a food trend?
0:46.3	You're so excited because your aunt went to Dubai and got you the viral chocolate.
0:50.7	Come with me to make 20 strawberry Japanese sandos at 2.30 a.m. in the morning.
0:57.8	Hot honey, focatcha pizzas.
1:00.6	On the food chain this week from the BBC World Service with me, Ramella Dauzgupta.
1:06.1	I'm finding out why certain food items become the latest craze and others don't.
1:11.9	Food trends are coming out as thick and fast, fast of I never before.
1:16.1	I could see people's reactions to trying my honey on the pizzas,
1:20.9	and everybody was having the same reaction.
	...

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