New Nordic Cuisine: Is there another back to the future? - An informed viewpoint on NNC value drivers and market scenarios

As more than a decade has passed since the NNC emerged, it is time to get a better understanding of it's drivers as well as of it's possible implications for broader sections of the food industrial complex. Based on a literature review and interviews with 31 food industry stakeholders, this viewpoint paper explores the principles, competencies and value propositions behind the NNC, outlines five possible scenarios (Fade, Niche, Export, Mainstream and Assimilation) for its future development; and concludes that, although the NNC very well may disappear as a label, it is likely that many of its principles will be assimilated into the production and marketing of everyday food products.