Most food founders obsess over ingredients and market fit. But they barely wonder about why food looks the way it looks.

In this episode of Tomorrow's Bites, we sit down with Martin Hablesreiter and Sonja Stummerer, the Austrian duo behind Honey and Bunny, to challenge everything food founders think they know about why people actually eat what they eat. They are architects turned food designers turned performance artists, and their work has been quietly dismantling the most rational assumptions in the food industry for over two decades.

Martin and Sonja are specialists in provoking. They've hidden scientists in dinner audiences, made people dig food out of soil with their bare hands, filmed inside Queen Victoria's private toilet for a sandwich performance, and smashed a plate of leftovers onto the floor of a Milan department store to make food waste visible in a way no conference ever could.

But behind the theater is a serious argument: food founders are thinking too rationally about a completely irrational world.

In this conversation, they reveal:

Why 200 shapes of pasta exist and what that exposes about the myth that design follows function
Why lab-grown meat will never replace meat, but might succeed as something entirely new
How a room of 15 EU food scientists all agreed on the "most sustainable sandwich", and why that moment exposed the absurdity of one-size-fits-all food policy
Why is food the only material on earth that can make the most stressed person on the street stop and listen
The iron triangle of science, politics, and economy that quietly engineered today's industrial food system and why that also means we can change it
And why the biggest barrier to sustainable eating isn't knowledge or willpower, it's that people think they're alone

If you build, brand, or communicate anything in food, this episode will make you rethink where innovation actually starts.

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Honey and Bunny: How Food Designers Help Food Founders To Think Beyond The Ordinary— with Martin Hablesreiter and Sonja Stummerer, Food Designers.

Tomorrow's Bites with Andrés and Sjacco

Honey and Bunny: How Food Designers Help Food Founders To Think Beyond The Ordinary— with Martin Hablesreiter and Sonja Stummerer, Food Designers.