As winter settles in and the holiday rush adds its own layer of overwhelm, people are pushing back against the relentless pace of modern life, choosing meaning and presence in the day-to-day.

Slowmaxxing – the idea of slowing down and savouring life’s moments – captures a growing shift towards depth over speed, even during mealtime. But for many, dinner has become just another chore on a never-ending to-do list, rushed and utilitarian, especially at this time of year.

Here’s the opportunity: dinnertime is one of the most emotional moments of the day, hiding in plain sight. With the recipe-kit delivery sector forecast to reach $20.65 billion by 2030, the fight for consumer attention is fiercer than ever. Brands that still rely on promises of speed, freshness, and cost savings run the risk of blending into a noisy, crowded market. Today’s consumers want more – they want brands that reduce their stress, help them feel energised, and bring back excitement and connection to daily living, during the holidays and beyond.

Why emotion is critical

What sets a food brand apart isn’t faster prep times or on-trend ingredients, but its ability to connect on an emotional level. Around 76% of U.S. consumers now say that prioritising mental wellbeing should play a bigger role in their daily routines. The old idea of convenience – simply shaving minutes off the clock – is giving way to something new: food experiences that ease the mental load of planning, deciding, and juggling different dietary needs at every meal.

Here’s where emotional storytelling becomes indispensable. People are worn down by choice overload and the steady drip of small decisions. “What’s for dinner?” isn’t just a question, it’s an alarm bell. Functional benefits alone won’t stop it ringing. Brands that win here offer emotional resonance with empathy for the overwhelm, and creative stories that make people feel cared for, understood, and inspired rather than just “sold to.”

The unboxing ritual

Emotional storytelling demands consistency across every touchpoint, not just a beautifully crafted TV spot or clever campaign. The best brands deliver meaning throughout the entire customer journey.

For direct-to-consumer food brands, the first physical interaction is often the delivery box itself – a prime moment to spark delight and anticipation. Brands like COOK have redefined convenience food by emphasising craft and care. Meals arrive prepared, yet still capture the comforting satisfaction of serving something that feels homemade. Even if you never chop an onion, you still get to enjoy the simple pleasure of sitting down to something that feels homemade, just without the rush or stress.

Advertising: beyond the product

Out-of-home and retail ads can do more than list features, they can show food for what it really is – a little chaotic, a little creative, and never picture-perfect. Ben’s Original focuses on the emotional value of quick cooking as an enabler of real connection – families and friends gathering with ease, not cutting corners.

TV is still a powerful stage for food brands, but it needs to stop selling shortcuts and start selling feeling. Ben’s Original shows how – telling stories of real people, messy dinners, and small wins that make busy lives work. Because the quickest route to connection isn’t through convenience; it’s through emotion.

Emotion in food advertising is nothing new. What matters now is how brands keep that feeling alive once the TV spot ends. Social is where it either sticks or slips – where people actually see themselves. The best brands don’t curate perfection; they spark participation. They show kitchen wins, kitchen flops, and everything in between – proving that creativity and connection matter more than polish. The effect is brands that feels part of everyday life, not just another transaction.

The joy and creativity of convenience

Reinventing dinner means moving beyond the old idea of speed. People are happy to spend a few extra minutes if it means doing something joyful or restorative. Modern convenience should ease pressure without taking away pleasure or control.

Recipe-kit brands are in a unique position to help. Midweek might call for quick dinners; weekends, for something more expressive or indulgent. The best brands build menus that flex with real life, giving people the freedom to choose the pace that fits their lifestyle.

This isn’t about escaping the kitchen, but turning it into a space for creativity, care, and experimentation. The brands that get this right help people use food as an emotional anchor – a way to de-stress, reconnect, and find joy again at the end of the day.

Stories that soothe and inspire

The future belongs to food brands that put emotional experience at the heart of what they do. This isn’t about telling people to slow down, but designing experiences that make it easy to do exactly that.

The smartest brands don’t whisper calm; they design it. They create the kind of space that feels alive – light, human, and full of possibility. That might mean a recipe card that sparks creativity, a campaign that makes you pause mid-scroll, or a community that celebrates food in all its glorious imperfection. When brands strip away friction and inject imagination, mealtime stops being routine and starts feeling like life again.

Slowmaxxing doesn’t mean stillness; it channels energy with ease. It’s a response to the noise and pace of modern life – a reminder that calm doesn’t have to be quiet, and creativity doesn’t have to be rushed. Food brands that help people rediscover the emotional value of eating – together or alone – aren’t just serving meals. They’re giving people one of the few true pauses left in a busy world.

Katie Rosen is Head of Creative at Gousto.