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The Food Chain
How to set a food trend
The Food Chain
Sep 17, 2025

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 [email protected]

Producer: Lexy O’Connor

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May 27, 2026
The business of food tours

Food tours are becoming one of the fastest-growing parts of the travel industry, with tourists increasingly choosing to explore cities and cultures through what they eat.

In this episode, Ruth Alexander explores the global rise of guided food experiences and the people building businesses around them.

In Manchester, food tour guide Julia Fairburn takes Ruth through some of the city’s best-known food spots, explaining how successful tours combine local history, storytelling and carefully paced eating experiences designed to leave visitors with lasting memories.

Eric Wolf, founder and executive director of the World Food Travel Association in Valencia, Spain, explains how food tourism has expanded worldwide into a multi-billion-dollar industry, as travellers increasingly seek authentic and immersive culinary experiences.

We also hear from Judith von Prockel, who began creating holidays centred around food experiences more than two decades ago, long before culinary tourism became mainstream. She reflects on how attitudes towards food travel have changed and why people are increasingly planning trips around what they want to eat.

And in Malaysia, Pauline Lee from Simply Enak describes the work involved in creating memorable food tours in a growing and increasingly competitive market, where guides must balance logistics, hospitality and cultural storytelling alongside the food itself.

From hidden local gems to global tourism trends, we explore why food tours have become big business — and what travellers are really looking for when they book them.

If you’d like to get in touch with the programme, please email: [email protected]

Producer: Izzy Greenfield Sound engineer: Andy Mills Picture: Simple Enak


26min 28sec



How to set a food trend

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