# Grain-Based Grocery Pop-Ups The Grain & Graze Pop-Up Celebrates Pulses, Seeds, Nuts and More By Laura McQuarrie | Published 2018-04-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/grain-graze References: [campaignlive](https://www.campaignlive.co.uk/article/merchant-gourmet-launches-waitrose-pop-up-hockey-captain-alex-danson/1463267) & [merchant-gourmet](https://www.merchant-gourmet.com/graingraze-salisbury/) Merchant Gourmet recently opened the doors to its 'Grain & Graze' pop-up at the Salisbury Waitrose store. As Merchant Gourmet is a brand that focuses its efforts on sharing delicious, easy-to-use and versatile food products, including pulses, grains, nuts and seeds, the health eating pop-up offers inspiring recipe cards and meals like the Beluga Lentil & Beetroot Balsamic Salad on-site. The pop-up was opened in collaboration with England women's field hockey captain and brand ambassador Alex Danson, who shared a talk on nutritious foods. The launch of this new Merchant Gourmet pop-up follows the launch of the Grain & Graze location in Islington, Merchant Gourmet’s flagship pop-up store, which offers everything from cooking demonstrations to food masterclasses. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 45% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Grain-based Grocery Pop-ups:** Opportunity for brands to create temporary retail spaces that focus on promoting and selling grain-based food products. - **Health Eating Pop-ups:** Growing trend of pop-up stores that offer nutritious and inspiring recipe cards and meals for health-conscious consumers. - **Food Masterclasses:** Increase in demand for interactive food experiences such as cooking demonstrations and classes that educate and engage customers in culinary skills. ### Who This Affects Most - **Food Retail:** Opportunity for grocery store chains to collaborate with brands and create pop-up spaces to promote and sell their products. - **Food Product Brands:** Brands specializing in grain-based food products can leverage pop-up stores to showcase their products, interact with customers, and build brand awareness. - **Food Education:** Growing industry of culinary education where experts and food brands can offer masterclasses and demonstrations to educate and inspire consumers. ## Related on Trend Hunter - [Chef-Approved Pouch-Packaged Meals](https://www.trendhunter.com/trends/merchant-gourmet-pouch-range.md) - [Pouch-Packaged Supergrain Meals](https://www.trendhunter.com/trends/supergrain-bowls.md) - [Frozen Grab-and-Cook Products](https://www.trendhunter.com/trends/merchant-gourmet-veg-grains-pouches.md) - [Festive Fiber-Rich Plant Snacks](https://www.trendhunter.com/trends/merchant-gourmet.md) - [Drain-Free Pouch-Packaged Beans](https://www.trendhunter.com/trends/merchant-gourmet-product.md) - [Nutrition-Forward Treat Shop Pop-Ups](https://www.trendhunter.com/trends/treat-shoppe.md) - [Jamaican Cuisine Grain Mixes](https://www.trendhunter.com/trends/fiery-jamaicanstyle-grains-pulses.md) - [Plant-Based Yogurt Pop-Up Shops](https://www.trendhunter.com/trends/alpro-the-house-of-cinnamon-roll.md) - [Plant-Based Snack Experiences](https://www.trendhunter.com/trends/real-food-from-the-ground.md)