On April 18, 2025, Unilever Food Solutions (UFS) unveiled its highly anticipated Future Menus 2025 report during a captivating event in Amsterdam, showcasing four transformative trends poised to redefine the culinary landscape. The report, which is grounded in extensive research including 312 million online searches and 1,100 chef interviews worldwide, highlights the evolving dynamics of food culture and dining preferences.
At the heart of the event was renowned chef Santiago Lastra, who presented a groundbreaking adaptation of guacamole that omitted the traditional avocado. Instead, he creatively utilized hemp seeds and fermented gooseberry juice, leaving attendees questioning their preconceived notions of this beloved dish. "Guacamole with no avocados?!" was the astonished reaction from many, yet one by one, they were won over by its surprisingly authentic flavor.
Lastra, head chef at KOL, emphasized the importance of adaptation in culinary practices, stating, "You leave your country behind until you realize that you’re an ambassador … The best recipes in the world were created by adapting to limitations when the world was not as connected as now." This sentiment resonates deeply with the report's first macro trend: Borderless Cuisine.
Borderless Cuisine reflects the blending of diverse culinary traditions in an increasingly interconnected world. It is not merely about mixing ingredients but about creating a narrative through food. Deepak Subramanian, President and Managing Director of UFS North America, noted, "Chefs across our network are combining techniques, identities, and experiences to create something wholly new—but still anchored in authenticity." This trend has seen Latin American and Asian cuisines driving the fastest growth in global culinary interest, according to the report.
During the launch event, guests were treated to a “Borderless” bowl of ramen salad topped with foamed sweet-and-sour hollandaise, exemplifying how different culinary influences can be harmoniously combined. The report provides chefs with modular templates and costed recipes, allowing them to localize global influences while maintaining authenticity.
The second trend, Street Food Couture, takes the humble street food experience and elevates it with culinary expertise. Ximena Hernandez, Head of Marketing at UFS, explained, "Chefs are responding to a huge demand for informal formats that don’t sacrifice quality." The trend merges affordability with high-impact flavors and artistic presentation, appealing particularly to Gen Z diners who crave both authenticity and shareability.
At the Westergas Terrain dinner in Amsterdam, the Street Food Couture concept was showcased through dishes such as Korean dakbokkeumtang glazed with fermented chili and a reimagined cheesecake with guava coulis. These dishes were not just casual snacks; they were culinary statements, reflecting a blend of casual dining and refined technique.
Meanwhile, the Culinary Roots trend invites chefs to delve into their heritage and the stories behind their dishes. This trend is about honoring the past while evolving it with purpose. Chef Ana Roš, who leads the acclaimed Hiša Franko restaurant, highlighted the significance of using regional ingredients to evoke authentic memories. "Sustainability is not an award," she stated, "it’s a responsibility." This perspective underscores the importance of cultural stewardship in today’s culinary practices.
UFS aims to support this trend by providing chefs with templates based on traditional techniques such as marination and fermentation, allowing them to customize and innovate while remaining true to their culinary roots. Star Chen, President of UFS, remarked, "A great chef can create a memorable experience. A truly great chef creates an unforgettable one. And that often starts with a personal story."
The final trend discussed in the report is Diner Designed, which reflects a significant shift in consumer expectations toward personalized dining experiences. Today's diners no longer want just options; they seek control over their meals. At the Future Menus event, chef Gaggan Anand showcased his interactive dish, “Lick It Up,” which invited diners to engage in the dining experience rather than simply consume it.
Hernandez pointed out that Gen Z diners, in particular, expect menus that feel tailored to them, emphasizing relevance and interactivity. To illustrate this trend, UFS premiered a Chef AI prototype that allowed guests to personalize dishes based on dietary needs and preferences, showcasing a playful yet practical approach to dining.
As the event concluded, it became clear that UFS is committed to supporting food operators facing challenges such as labor shortages and rising costs. Subramanian stated, "Operators are under pressure. Our role is to help them cope with those shifts—not just through inspiration, but with real tools." The Future Menus 2025 report serves as a comprehensive resource for chefs and food service leaders, offering insights and practical solutions to navigate the evolving food landscape.
In addition to the Future Menus report, UFS continues to invest in training chefs and operators through its online portal, UFS.com, which offers thousands of recipes, practical solutions, and content for inspiration. This commitment to innovation and support underscores UFS's role as a leader in the food service industry.
The Future Menus 2025 report not only highlights emerging culinary trends but also emphasizes the importance of adaptation, storytelling, and sustainability in the kitchen. As chefs around the world embrace these principles, the future of food promises to be as dynamic and diverse as the cultures that inspire it.
