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Purple Reigns: What We Will Be Eating in 2018


Purple palate: Albert Bartlett Purple Majesty potatoes, Britain’s first natural fully purple potato

Purple potatoes, purple carrots, beetroots, figs, aubergines? Any takers? Well, you’d better steel yourselves for 2018’s tongue-dyeing food trend. These ultra violet-coloured delicacies are set to dominate our menus this year apart from being chosen as Pantone’s Colour of the Year.

Waitrose has predicted the top food trends that will dominate our eating habits this year;


Ultra Violet is Pantone’s Colour of the Year for 2018 – and it doesn’t just stop in the world of design. Shoppers will be drawn to all shades of purple when it comes to what’s on their plate. Think figs, aubergines and even purple carrots and sweet potatoes.


Often referred to as Sharon Fruit, they are tipped to be on-trend in 2018. After a recent surge in popularity, Waitrose is looking to stock them in a greater number of shops to meet demand. They add a sweet taste when baked in cookies and cakes, but can also be used in salads and alongside meats too.


Cometh January, cometh Veganuary. The demand for conscionable eating continues and, with more of us choosing a vegan, vegetarian and flexitarian diets, it’s little wonder there’s such a buzz around new plant-based proteins. Whether with pulses, shoots, grains, seeds, soy or even algae, everyone from tiny start-up companies to big brands is looking for clever new ways to add a plant-based protein punch.


It used to be associated with bland foods from the F-Plan diet in the 80s, but thanks to lentils and other pulses shedding their dull reputation, fibre is well and truly making a comeback. In 2018, fibre will be fashionable again – this time in the form of vibrant, colourful vegetables, fruits and whole grains, as the nation looks to keep their gut health at the top of its game.


Say ‘namaste’ to tapas-style Indian street food. Forget heavy sauces and chicken tikka masala, this trend is about leaner food which is smoked, grilled or seared. Food trucks selling puris stuffed with zingy vegetables and drizzled in chutney could become a common sight. The cuisine lends itself to hybrids, such as spiced burgers or lamb keema tacos. It’s Indian food like you’ve never seen it.


The light-end of the Japanese food spectrum – such as miso and noodle soup – has already had its moment in the spotlight. Now it’s the return of the indulgent end. Gutsy sharing dishes favoured in the country’s izakaya bars are set to become a big thing. Whether it’s yakitori skewered chicken or deep-fried tofu in broth, the trend will combine the hearty ‘dude food’ of the southern US states with the unctuous, rich and surprising flavours of after-hours Tokyo.


Historically, there has been a mystical or spiritual quality attached to Ultra Violet. The colour is often associated with mindfulness practices, which offer a higher ground to those seeking refuge from today’s over-stimulated world. The use of purple-toned lighting in meditation spaces and other gathering places energizes the communities that gather there and inspire connection.

Complex and contemplative, Ultra Violet suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own.

Enigmatic purples have also long been symbolic of counterculture, unconventionality, and artistic brilliance. Musical icons Prince, David Bowie, and Jimi Hendrix brought shades of Ultra Violet to the forefront of western pop culture as personal expressions of individuality.

Source: Pantone Colour Institute

  • A selection of images courtesy Waitrose

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