Lusty food

In a world increasingly obsessed with health and the cult of the body, a food trend is emerging that defies restrictions and embraces excess in quantity, calories and extreme flavours. Despite our intentions to eat healthily, we can’t help falling for the temptation of cheat meals. These moments have become a guilty pleasure amid our self-care routines.

Fast food chains around the world have adopted provocative communication strategies to grab our attention. Their campaigns aim to stimulate us in both content and form, using food as a pretext to provoke us and keep us intrigued.

Likewise, the search for unconventional flavours and completely satisfying experiences leads us to combine unusual products and seek out excess and unhealthy cravings.

We want more, and we want it fast. We look for challenges that get our adrenaline going and give us instant pleasure. These food indulgences appeal to our most basic needs for satisfaction and pleasure.

In a landscape increasingly concerned with moderation and balance, perhaps more than ever we need excuses and spaces to give in to the forbidden from time to time.