# Plant-Based Ambient Foods Fiid's Plant-Based Range of Goods is Rooted in Comfort Foods By Kalin Ned | Published 2020-05-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ambient-food References: [foodnavigator](https://www.foodnavigator.com/Article/2020/04/29/Plant-based-ambient-brand-Fiid-s-strong-growth-during-coronavirus-There-is-a-silver-lining-for-our-category) & [google](https://www.google.com/search?client=safari&rls=en&q=fiid&ie=UTF-8&oe=UTF-8) Fiid—a start-up that specializes in plant-based ambient foods—has reported strong growth during the COVID-19 pandemic. Founded 18 months ago, the brand prioritizes convenience through ready-to-go and shelf-stable meals. Fiid's ambient food offerings are based on "classic comfort food." The plant-based recipes, on the other hand, emphasize nutritional value. Meal options here include Smoky Mexican Black Bean Chilli, Italian Sundried [Tomato](https://www.trendhunter.com/trends/giadzy-x-rails) & Lentil [Ragu](https://www.trendhunter.com/trends/ragu-x-hot-ones), and Moroccan Chickpea Tagine. All of Fiid's plant-based ambient foods are free from additives and preservatives. The ingredients deliver protein and fiber. The fact that Fiid's products have a 12-month shelf life guarantees what the brand terms "hyper-convenience." In the current climate of today, where we need to be mindful of our grocery trips, this comes as a strong benefit. Image Credit: Fiid, Food Navigator ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 61% | Activity: 63% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Plant-based Ambient Foods:** The trend of plant-based ambient foods is disrupting the food industry by offering convenient and shelf-stable meal options that prioritize nutritional value and are free from additives and preservatives. - **Strong Growth in the Plant-based Food Industry During the Pandemic:** The plant-based food industry has experienced significant growth during the COVID-19 pandemic, presenting opportunities for companies to capitalize on the increasing demand for convenient and healthy meal options. - **Hyper-convenience and Long Shelf Life:** The concept of hyper-convenience and long shelf life in plant-based ambient foods is revolutionizing the way people think about grocery shopping and meal planning, providing a solution for those who want ready-to-go meals with minimal grocery trips. ### Industries Being Reshaped - **Food:** The food industry can tap into the plant-based ambient foods trend to develop innovative products that cater to the growing demand for convenient and healthy meal options. - **Grocery:** The grocery industry can leverage the trend of plant-based ambient foods to attract and retain customers looking for long shelf life meals that are nutritious and easily accessible. - **Health and Wellness:** The health and wellness industry can embrace the trend of plant-based ambient foods to offer consumers nutritious and convenient meal options that support their dietary needs and lifestyle choices. ## Related on Trend Hunter - [Satisfying Plant-Based Meal Kits](https://www.trendhunter.com/trends/the-flavourists-plantbased-meal-kits.md) - [Heat-and-Eat Plant-Based Foods](https://www.trendhunter.com/trends/tindle-grocery-products.md) - [Ready-to-Eat Plant-Based Meals](https://www.trendhunter.com/trends/beyond-meals.md) - [Winter Recipe Vegan Foods](https://www.trendhunter.com/trends/bol-foods.md) - [Functional Affordable Plant-Based Foods](https://www.trendhunter.com/trends/planteneers-fiildmeat-s-111404-system.md) - [Family-Inspired Plant-Based Meals](https://www.trendhunter.com/trends/pollen-grace-meals.md) - [Plant-Based Fiber-Rich Products](https://www.trendhunter.com/trends/the-happy-pear.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Meat-Free Frozen Appetizers](https://www.trendhunter.com/trends/plantbased-frozen-appetizers.md)