In Conversation With: Trend Hunting with Juicy Brick

Summary:

Join Mission Kitchen for an exclusive 'In Conversation With' session with Juicy Brick, exploring how to spot trends before they go mainstream - and how to turn insight into commercially powerful innovation.

For this session, we’ll be joined by Grace Bryan (Co-Founder & CEO, Juicy Brick), with the conversation hosted by Ziyaad Massoud (Co-Founder, Fil).

Together, we’ll unpack what it really takes to stop following trends and start predicting them.

About the event:

In a saturated and fast-moving food & drink landscape, success doesn’t come from chasing what’s already popular - it comes from identifying what’s about to spike.

In this session, Grace will pull back the curtain on how Juicy Brick approaches innovation - using food & beverage as the case study, but applying lessons that work across industries. We’ll explore how to develop a “wide-lens” perspective, how to separate hype from high-growth opportunity, and how to identify the precise moment a trend shifts from niche to breakout.

This conversation will introduce Juicy Brick’s Wide-Lens Methodology, a framework for looking beyond your immediate category to spot momentum building across multiple cultural landscapes. Rather than joining the tail end of a trend, you’ll learn how to position your brand to hit the spike.

We’ll also explore the lifecycle of a trend , "The Peak & The Pit," and examine emerging 2026 food & drink movements to understand how to distinguish between short-term fads and scalable white space opportunities.

What you'll leave with:

• A clearer understanding of how trends form and evolve
• A practical framework to assess whether something is hype or high-growth
• Insight into key 2026 F&B shifts
• A repeatable blueprint for generating your own innovation concepts
• Greater confidence in making bold, forward-thinking product decisions

About The Speakers:

Grace Bryan:

Grace Bryan is the Co-Founder and CEO of Juicy Brick, a London-based creative innovation agency that builds culturally sharp, commercially powerful brands across food and beverage. From early-stage ideation and trend-led whitespace exploration to product development and production, Grace leads end-to-end product creation, helping everyone from founders to global-scale companies bring innovative consumable products to life, whether on a micro or international stage. Before launching Juicy Brick, Grace built her career in fast-paced events and hospitality - from QSR and high-volume bar operations to scaling disruptive CPG brands, giving her a rare blend of operational know-how and creative commercial instinct. She brings deep expertise in innovation strategy, trend forecasting, and product development, always with a sharp eye on what’s next.

Ziyaad Massoud:

Zee began his career in operational improvement, digital transformation and project management within FMCG manufacturing. But food has always been central to his life. He started cooking at 11, growing up in a household still centred around food, so a food-focused path felt inevitable. What began as a personal project grew into something more meaningful. Zee left his previous career to pursue a Masters in Luxury Hospitality Business Management, launching an experiential supper club and building Fil into his main focus. Today, he brings that systems thinking into hospitality, creating a business that is warm, inclusive and experience-led. Fil offers a range of Palestinian shatta jam condiments and hot sauces.

About these In Conversation With's:

Join us for some lively discussion about the highs and lows of making it in the food business world.

At these talks, the UK's leading voices will be sharing their food business and innovation stories, and much of their expertise and valuable lessons and insights.

This is an open session for aspiring food and drink founders or any curious minds within the industry, where we encourage participants to get involved, ask questions and apply ideas to their own projects and businesses.

Ticket includes access to the in conversation with, networking and post-talk food and drink.

Please note that this is an in-person event.

If you would like to attend, but the ticket price is any kind of barrier, please contact [email protected] to receive a free ticket code. We hold back a limited set of tickets for this purpose.

Photography and Video Disclaimer

Mission Kitchen will be capturing photographs and videos during the event for promotional and archival purposes. By participating in this event, you grant Mission Kitchen the right to use these images and videos for such purposes.

About Mission Kitchen

This event is organised by and hosted at Mission Kitchen, in Nine Elms.

Mission Kitchen supports growing food businesses with flexible access to commercial kitchens, professional equipment and business support. We help our members connect with other food makers and industry experts as they grow their businesses.

To find out more visit: www.missionkitchen.org

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