Bugged out

The edible insect industry emerged with great fanfare during the mid-2010s, promoted as a highly sustainable protein alternative to conventional livestock. Influential reports, including one from the UN's Food and Agriculture Organization (FAO), underscored the advantages: insects need significantly less land, water, and feed to produce; they emit far fewer greenhouse gases and ammonia; they convert resources efficiently; and they deliver strong nutritional benefits, often providing double the protein content of beef and triple that of chicken, plus valuable micronutrients like vitamins, minerals, and beneficial fats.

This momentum led to a surge in Western startups creating consumer products such as cricket powders, mealworm-based bars, and locust snacks, all working through novel food approval processes to enter retail markets.

However, the anticipated mainstream breakthrough stalled. A major hurdle was widespread consumer disgust, known as the "yuck factor." A 2022 UK survey found that about three-quarters of adults were unwilling to try insects, even in processed, hidden forms like flours or blends, with openness limited to a small minority.

Health risks for humans eating insects have also been flagged prominently. Potential issues include strong allergenicity—many insect proteins (e.g., tropomyosin) mirror those in shellfish and dust mites, risking cross-reactions in allergic individuals, sometimes severe. The chitin exoskeleton, largely indigestible, may irritate the gut, cause inflammation, or lead to digestive discomfort. Other concerns involve microbial hazards like bacteria, fungi, and parasites if production hygiene falters; heavy metal buildup (such as cadmium, lead, or arsenic) from feed or environment; and possible pesticide or mycotoxin residues—all amplified when insects are eaten whole or minimally processed.

Regulatory obstacles grew after Brexit, with slower approvals and supply disruptions. Several companies have faced severe setbacks or bankruptcy recently. Notably, French leader Ÿnsect (or Ynsect), which raised over $600 million and built a massive "giga-factory," entered judicial liquidation in late 2025 due to insolvency, failed scaling, and funding shortfalls. Canada's Aspire Food Group, a major cricket producer, went into receivership in 2025 amid debt issues. Earlier failures included Yum Bug's closure despite hype and investment, Agri Protein's 2021 shutdown, and the withdrawal of Bear Gryll’s-backed mealworm bars from shelves,  years after launch.

The sector has largely shifted strategy. Many firms now concentrate on animal feed and pet food, where insects excel at converting waste and meet expanding demand—potentially hundreds of thousands of tonnes annually in the UK by mid-century. Resilient players like Entocycle (black soldier fly for feed) and Edibl (cricket operations) demonstrate progress via innovation and scale.

For direct human consumption in Western countries, insects remain niche. Advocates point to potential growth through education, appeal to eco-aware younger consumers, and possible future regulatory easing. While not the immediate dietary revolution once envisioned, insects could still contribute meaningfully to more sustainable food systems as a supportive element.

Jon Shaw
Experiential and Personalized Luxury:

A look at the future of the on trade drinks market.

The on-trade luxury drinks market is undergoing a profound transformation, where hyper-luxury experiences are eclipsing traditional notions of exclusivity based solely on rare ingredients or high price points. As highlighted in the 2026 Bacardi Cocktail Trends Report, luxury now revolves around deep emotional connections, masterful craft, and narrative-driven moments that make consumers feel truly seen and immersed. Bars and restaurants are becoming theatrical stages, blending sensory elements to create memorable, shareable occasions in an era of digital fatigue.
Immersive and Theatrical Elements
Venues are investing in multi-sensory activations to elevate the drinking experience:
Themed events and pop-ups: From fairy-tale-inspired cocktail immersions (e.g., Beauty and the Beast-themed bars) to traveling menus and playlist pairings, these create "collectible" moments where drinks are part of a larger story.
Tableside rituals and masterclasses: Bartenders perform dramatic preparations—flambé finishes, evolving flavor layers with edible pearls or metallic garnishes, or custom omakase-style pairings—turning service into performance art. This "more is more" maximalism contrasts recent minimalism, with opulent designs in hotspots like Dubai and Las Vegas emphasizing joy and theatrics.

Jon Shaw
RETRO TECHNOLOGY REIMAGINED

Audio hardware brands are breathing new life into classic formats with sleek, modern upgrades.

TREND
The audio industry is embracing nostalgia with a twist—introducing stylish, user-friendly devices that make enjoying CDs and cassette tapes easier than ever. These revamped players blend retro charm with contemporary convenience, offering features like Bluetooth connectivity, rechargeable batteries, and compact designs that fit seamlessly into modern lifestyles.

INSIGHT
While streaming dominates the music scene, there's a passionate community of audiophiles and collectors who cherish physical media for its tactile appeal and rich sound quality. Yet, clunky old gear often keeps their collections tucked away. That’s changing fast. Brands are stepping up with innovative solutions that make it effortless to dive back into those treasured discs and tapes—no tangled wires or bulky setups required. It’s retro, refreshed.

Jon Shaw
Oobli ultra sweet protein could replace sugar.

Oobli Becomes First Company to Receive FDA "No Questions" Letter for a Novel Sweet Protein Produced via Precision Fermentation.

https://oobli.com/?srsltid=AfmBOoqFmgb9AzFrvyEcX2hFek_DKIh1b8nfCnh-Vm349Qdmc59DEqAC

Jon Shaw
Yew Exfoliating Soap Bar

Yew is an exfoliating soap bar that uses a variety of high micron (itchy) wool felt from native sheep breeds, to give users a choice of measured and individualised exfoliation that is just right for them. This has been designed in response to a growing demand for the cheap and readily available synthetic fibres that compete directly with wool, resulting in its drastic decline in value. Finding a genuinely viable application and use for native sheep wools that plastics can’t compete with is essential to rejuvenating the value of native sheep and was central to this project.

https://www.newdesigners.com/awards/dove-sustainable-beauty-innovation-award/?utm_content=&utm_term=

Tide introduce a leap forward in laundry innovation.

At SXSW 2024, Tide introduced Tide evo, a revolutionary new tile form of laundry detergent. Designed to make doing laundry more efficient and enjoyable, Tide evo represents a new era of laundry care.

As a result of years of extensive research and development, this new category of cleaning leverages tens of thousands of miniscule fibers, creating layers of soap without unnecessary liquid and fillers. Each fiber contains six powerful layers of 100% concentrated cleaning ingredients, offering superior cleaning power instantly activated with water.

Jon ShawLaundry care
Future of Retail

THE FUTURE OF RETAIL.

 

As retail evolves over the coming years, the world of gaming, immersive experiences and brand transparency will become increasingly influential. 

 Here are some of the key trends that are likely to shape the future of retail

E-commerce and omnichannel retail

Online shopping has been growing steadily in recent years, and the pandemic has accelerated this trend as more people shop from home. E-commerce is likely to continue to grow in popularity, as it offers consumers convenience, a wider selection of products, and the ability to shop at any time from anywhere. However, brick-and-mortar stores will remain important, especially for those who want to touch and feel products before buying. As a result, retailers will increasingly adopt an omnichannel approach, offering a seamless experience across online and offline channels.

Personalization and customer experience

As competition increases, retailers will need to focus on providing a great customer experience and offering personalized products and services. Personalization can take many forms, from tailored recommendations based on past purchases to customized products that meet specific needs. In-store experiences will also become more important, with retailers using technology to create immersive and interactive experiences that engage and delight customers.

Sustainability and social responsibility

Consumers are increasingly concerned about the environmental and social impact of their purchases, and retailers will need to respond by adopting more sustainable and socially responsible practices. This could include everything from reducing packaging waste to sourcing products from ethical and sustainable suppliers. Retailers that prioritize sustainability and social responsibility will be more likely to attract and retain customers who share these values.

Artificial intelligence and Industry 4.0

Advances in artificial intelligence and automation are likely to transform the retail industry, from inventory management to customer service. AI-powered chatbots and virtual assistants can help customers find the products they need and answer their questions, while automation can streamline supply chain and logistics processes. As a result, retailers will need to invest in AI and automation technologies to remain competitive.

 

Mobile commerce and contactless payments

Mobile devices are increasingly the primary way that consumers shop online, and this trend is likely to continue. Retailers will need to ensure that their websites and apps are optimized for mobile devices, and offer features like mobile payments and digital wallets. Contactless payments will also become more popular, as consumers seek to avoid touching shared surfaces in stores.

Conclusion.

In conclusion, the future of retail is likely to be shaped by a combination of these trends and innovations, with technology playing a key role in driving change. Successful retailers will need to adapt to these trends and provide great customer experiences, while also being socially responsible and environmentally sustainable. The future of retail is exciting and full of opportunities for those who are willing to embrace change and innovate to meet the evolving needs of consumers.

Jon Shaw
Manufacturing 4.0
4D printing

Manufacturing  4.0 is also refereed to as the Fourth Industrial Revolution.

It is the next phase in the digitization of the manufacturing sector, driven by disruptive trends including the rise of data and connectivity, analytics, human-, and improvements in robotics and machine interaction.

Manufacturing 4.0 has significant implications for brands across industries. By implementing advanced technologies and data-driven processes, manufacturers can produce products faster, with greater precision, and at lower costs. Here are some ways that Manufacturing 4.0 can benefit brands:

-Faster time-to-market:

With the help of digital technologies, manufacturers can shorten the product development cycle and bring new products to market faster. This means that brands can respond more quickly to changing customer demands and stay ahead of the competition.

-Improved quality control:

By integrating sensors and data analytics into the manufacturing process, manufacturers can detect and address quality issues in real-time. This helps ensure that products meet or exceed customer expectations, reducing the risk of product recalls and negative brand reputation.

-Customization and personalization:

The use of advanced technologies such as 3D printing and machine learning enables manufacturers to produce products that are tailored to individual customer needs and preferences. This allows brands to create unique, personalized experiences for their customers, increasing customer loyalty and engagement.

-Sustainability:

Manufacturing 4.0 can help brands reduce their environmental impact by optimizing production processes and reducing waste. This can be achieved through the use of predictive maintenance, energy-efficient equipment, and sustainable materials.

In summary, Manufacturing 4.0 presents brands with an opportunity to improve their products, processes, and customer experiences. By leveraging advanced technologies and data-driven insights, brands can stay competitive and meet the evolving needs of their customers.

For enquiries about deep dive future insights:

Hello@future-filter.com

 

TechnologyJon Shaw
Gone Shells

Swedish design agency, Tomorrow Machine has developed a biodegradable bottle made from a potato starch-based material that can be peeled away like fruit skin and then eaten or dissolved in water.

The concept is being developed with global company Eckes Granini for its juice brand Brämhults.

ECTOLIFE

In a truly terrifying future scenario, Hashem Al-Ghaili envisions a transhuman future, where babies are grown in an artifiical womb. The parents can specify, skin tone, eye colour, hair colour, intelligence, strength and height.

Say goodbye to the mess of pregnancy and child birth!

A truly dystopian vision.

https://www.youtube.com/watch?v=O2RIvJ1U7RE

Jon Shaw
PLASTIC FREE

Plastic free, is the world’s first innovation platform for materials and system solutions • Rich in case-studies, proof-points and trusted editorial from leaders in design and science • Instant connection to innovative makers • Future trends with scalable answers for today.

https://plasticfree.com/

Jon Shaw
HAECKELS COMPOSTABLE PACKAGING

Haeckels skin products are packaged in Vivomer created by sustainable packaging company Shellworks. It is a plastic alternative that is 100 per cent compostable; and no matter where the material ends up, it will contribute to the biosphere in as little as 48 weeks.

Vivomer is a completely vegan and compostable material, made from friendly microbes. When you throw this jar away, the very same microbes in the soil and the marine environment will see it, recognize it as its food essentially, and break it down.

https://www.theshellworks.com/

Jon Shaw
Remote by Mika Rottenburg

Remote is an emotional study of a technological, consumerist future.

From her high rise in a future Kuala Lumpur, where goods are delivered by drone delivery, herbs and vegetables grow in hydrponic cabinets and all packaging is edible, Unoaku ekes out a lonely existence.

Commisioned by UK no profit organisation Artangel and a consortium of international galleries, Remote is that rare beast, an ‘art movie.’

Jon Shaw
BUG LIFE By J.Shaw

BUG LIFE

I like insects. They are beautiful, fascinating and essential for pollination. But I am a little concerned with the way insects are being pushed as the future for food for humans.

On the 4th of July 2022, the European Union approved insects as human food. These include Crickets, Mealworms, and Grasshoppers.
Scientists are now proposing introducing insects to Primary School children in the school meal program.
Might be worth proceeding with caution on this subject, before we start a large-scale experiment with young children.

Consider:

-Chitin (exoskeleton of arthropods),
has not been proven to be easily consumed in large quantities by humans.

-Humans have not evolved to consume large quantities of insects.
We have evolved as omnivores, with a diverse diet, a small part of which is insects in some cultures.

-We have just emerged from a Global pandemic, the cause of which has still not been identified, but one cause could be zoonotic pathogens, where the infectious disease jumps from non-human animals to humans.

-Insects are mycotoxin and fungi powerhouses.

Might be worth proceeding with caution.


https://lnkd.in/e37AAVmW

https://lnkd.in/erNmTUF4

https://lnkd.in/e9_wMefT

Jon Shaw
MB>C02

Uncovering the hidden impact of the internet.

The Artist Thijs Biersteker has created a machine that demonstrates that there is a price to pay for our digital use. The artwork allows the user to dial into a video call, that then calculate the C02 used and your impact on the planet.

https://thijsbiersteker.com/mbco2

Jon ShawArt
Upcycled paint

UP PAINT

The Problem

Over 850 million gallons of paint is produced each year and an estimated 10% of that paint goes unused. The amount of paint wasted continues to grow year after year after year. Unfortunately, much of the unused paint ends up in landfills or improperly dumped which has detrimental consequences for the environment.

The Solution

Thanks to state governments and non-profits across the United States, millions of gallons of paint are prevented from being poured into the environment. Up Paint gives unused paint a second life, by purfifying the waste and refining it into a new product that is a fraction of the price of other brands.

Jon Shaw
Little Signals by Google Seed Studio

Little signals

Little signals is a series of interaction experiments and thought starters on how we can foster new behaviours and relationships with our technology.

As digital technology matures, humans will require subtle background signals rather than the constant pings and alerts from our devices.

Design, ProductJon Shaw
Uber Condiments

Condiments such as Heinz HP and Coleman’s mustard are a mainstay of British food. But despite the ‘cost of living crisis’, there is a boom in posh condiments.

These affortable luxuries are offered by top chefs cush as Tom Kerridge and Danish fermenters, Epirical Provision.

https://www.empirical.co/shop/provisions/pasilla-sauce/

Jon ShawComment
Give and take.

Francesca Tambussi a recent graduate of the Design Academy at Eindhoven has devloped a prototype of a ‘invonvenience store’ that is designed to serve communities rather than businesses. “It’s a supermarket entirely run by consumers,” explains Tambussi. “They’re the ones who put the food or boxes on the shelves.”

Hyperburgers is meant to be a place anyone can drop into at any time to buy groceries or prepared foods. The only catch is that they need to give something back when they do.

Here’s how it works: The shelves of Hyperburgers could be stocked with food, most of which is provided by other patrons. Home gardeners might stock the shelves with produce. People with a chicken coop could bring in eggs. Travelers who brought back some bottles of wine from a visit to France might even stick a couple on the shelf.

When you want to buy something, you use your phone to directly pay whoever supplied the food. (This isn’t the barter system! It’s still good old capitalism.) The money goes right to the food supplier—each item is linked to a peer-to-peer payment system on the backend. However, you’re still supposed to give a little something extra back to the store, and here’s where things get interesting. You might volunteer time to clean. You might bring in packaging—cleaned plastic yogurt cups to be reused or paper bags that are still in good shape—for other patrons or suppliers to utilize. Or, in a Hyperburgers kitchen, you might help cook the store’s prepared foods and drinks. Tambussi points out that oat milk is very simple to produce with the right machinery. So you could show up on Sunday and help make the oat milk sold at Hyperburgers.

To be economically sustainable, Tambussi concedes that the store would need to be a nonprofit, with space donated by the cities where the store resides. Grant funding could cover a single employee who could oversee operations. But this is a just use of public funding, Tambussi argues, because food should be a civic resource rather than a commercial enterprise. Tambussi even plans to share it as an open source book that anyone can reference to open their own Hyperburger-style store.

Now, it’s easy to scrutinize the concept. How would this non-store have everything you need? Couldn’t some people sandbag the system? Won’t you have more people consuming food than providing it? What if people steal? Tambussi acknowledges such unknowns and potential pain points, but is undeterred from realizing this prototype as a permanent storefront if the opportunity arises.

“You can’t get rid of the supermarket in one day,” says Tambussi. “The idea of the shop is to be incremental, a slow growth. It’s the opposite of a new liberal business where it needs to be time-efficient.”

Jon Shaw