Zafferano Catering Ltd has identified a growing trend for healthy food with a decadent edge, registering a large number of enquiries in January and February for what is fast becoming known as ‘Healthy Hedonism’.
“Healthy food is often stereotyped as unexciting and worthy,” explains Zafferano creative director Jo Moody, “but it needn’t be. We’ve had an increasing number of clients looking for light, nutritious food but using the very best ingredients, presented in a creative way which is aesthetically pleasing and visually striking.”
This has been anything from savoury ice cream with a seafood twist through to cocktails which use ingredients more often associated with health and wellbeing.
“One of my favourites,” Moody highlights, “Was developed in reaction to Dry January. We’re not body fascists at Zafferano and the concept of the campaign does not sit easily with us, but even we acknowledge that come the New Year, something had to give. So we came up with the concept of ‘Holistic Hooch’, combining delicious seasonal fruits, vegetables and superfoods with just a little alcohol to pack a nutritional punch whilst at the same time taking the edge off the January gloom. Green is the new…. is a zingy combination of cucumber, apples, pears, kale and vodka and ‘AA’ (Alcoholic Antioxidant) an earthy combo of red grape juice, beetroot, rooibos tea and gin. They are guaranteed to make you feel good about yourself on multiple levels!”
The ever-increasing use of social media has also had an impact. Moody continues, “The surging popularity for image-led social media platforms such as Instagram has influenced the way in which we develop our catering concepts. A number of our clients come to us with a specific brief to create visually striking food which will lend itself to being photographed and shared with their audience. Only last December we worked on an event where GBBO winner Candice Brown was snapped with one of our desserts, it had the dual effect of promoting the client and our work. The following day we received a couple of enquiries which specifically referenced this image, which had been shared across multiple Twitter and Instagram accounts using our handle.
“It would be madness to ignore this trend and, as such, we are mindful of it within our creative process.”