News • 12.05.2023

University of Bayreuth: Supermarket of the Future

A board game for creative engagement with novel foods

The labeling of novel foods with the aim of promoting sustainable consumption decisions is currently a much-discussed topic in science, industry and politics. The Simon Nüssel Foundation has recently started funding an unusual research project under the Chair of Food Law at the University of Bayreuth. The goal is to develop a board game called "Supermarket of the Future". Players will learn about innovative food products and how they can and should make informed consumer decisions. Science and politics can gain new insights into the practice of food labeling through the game.

Green figures and coins on a game board
Source: Jaciel Melnik / Unsplash

The board game, which will be developed over the next few months under the direction of Prof. Dr. Kai Purnhagen, will give participants the opportunity to shape their own supermarket as consumers. Greater awareness of foods that are likely to be part of people’s daily diet in the future enables them to engage with "novel foods", and the legal regulation thereof, in a tangible way. Two teams play against one another, and no special knowledge about the content and production of food is required. The average knowledge of adult consumers is sufficient. In the current conception of the "Supermarket of the Future", there is no team that emerges from the game as the winner – it is all about learning.

Play, watch, learn

The game will be designed to support research in the field of food science and technology: Within the framework of empirical studies, scientists will be given the opportunity to observe the players as they make their decisions and how they are influenced, not least, by food labels. However, the systematic collection of data concerning these decision-making processes will not only be informative for researchers. At the same time, it is also meant to stimulate policy makers to increasingly incorporate consumers' views and preferences into future legal regulations. With these broader goals in mind, the Kulmbach team working under the Chair of Food Law intends to collaborate with experts from other fields, such as the psychology of consumer behaviour. In the young research field of design thinking, cooperation with the Hasso Plattner Institute in Potsdam is planned.

"We are very pleased about the financial support for our innovative project. The board game 'Supermarket of the Future' has the potential to sustainably change our attitudes towards food and food labelling. It will help us to reflect on our own ideas about innovative foods and to pursue the complex question of how supermarkets of the future should look," says project leader Prof. Dr. Kai Purnhagen. "We also want our board game to be perceived as a tool for critical thinking and to be used to initiate debates about novel foods at the political level as well and to support decisions regarding relevant regulations," adds Alexandra Molitorisová, who is supervising the project as a research associate in the research group of Food Law.

The board game "Supermarket of the Future" – as soon as its development is completed – will also be included in other research projects carried out by the Chair of Food Law, especially in areas of innovative food law and alternative proteins. In addition, it can be used for scientific studies from other disciplines covered in Kulmbach. It can also be made available to other educational institutions and public agencies upon request.  

Source: University of Bayreuth

related articles:

popular articles:

Thumbnail-Photo: The Top 500 European cross-border online shops...
12.04.2023   #online trading #e-commerce

The Top 500 European cross-border online shops

The "Top 500 Cross-Border Retail Europe" edition is a major compilation of cross-border data from the websites of European retailers

Cross-Border Commerce Europe has released a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance. The total online EU cross-border market generated €179.4 billion in 2022 ...

Thumbnail-Photo: NIU opens world’s first unmanned store for passenger vehicles in Sweden...
24.05.2023   #brick and mortar retail #Tech in Retail

NIU opens world’s first unmanned store for passenger vehicles in Sweden

Long opening hours and low costs make the concept particularly customer-friendly and attractive for expensive city locations

For the first time, a store is opening that offers testing and ordering of passenger vehicles, without any kind of human assistance. NIU, leading provider of smart electric vehicles, together with security and technology experts Securified Access by ...

Thumbnail-Photo: Shoptalk Europe
02.05.2023   #e-commerce #retail

Shoptalk Europe

09.05.2023 - 11.05.2023 | Barcelona, Spain

Uniting Europe's entire retail ecosystemThe biggest, most influential and rising retailers and brands across Europe and worldwide unite at Shoptalk Europe for unrivaled business-critical connections, conversations, insights and extraordinary ...

Thumbnail-Photo: K5 Future Retail Conference
03.05.2023   #e-commerce #retail

K5 Future Retail Conference

20.06.2023 - 21.06.2023 | Berlin, Germany

#LEARNFROMTHEBEST #MEETTHEBEST #BETHEBESTOn June 20 and 21, 2023, the K5 Future Retail Conference 2023, the absolute highlight of the e-commerce year, will take place for the 11th time. A fascinating event awaits you in 2023 as well: numerous ...

Thumbnail-Photo: K5 Future Retail Conference - Top speakers on all aspects of e-commerce...
25.05.2023   #e-commerce #retail

K5 Future Retail Conference - Top speakers on all aspects of e-commerce

20.06.2023 - 21.06.2023 | Berlin

On June 20 and 21, 2023, the ESTREL Berlin will open its doors. Top speakers and experts from e-commerce will come together at the K5 FUTURE RETAIL CONFERENCE 2023. This year, K5 is taking place under very special conditions: the ongoing ...

Thumbnail-Photo: Extenda Retail launches loss prevention engine...
26.05.2023   #brick and mortar retail #retail

Extenda Retail launches loss prevention engine

Industry leader in retail software development, launches a revolutionary self service and loss prevention (SSLP) solution, powered by machine learning to tackle self-service retail challenges

Retailers are increasingly offering self-serve options to in-store consumers ranging from self-checkout to self-scan, and mobile Scan & Go. And with the boom of self-service comes the inevitable increase in shrink which Forbes now estimates to ...

Thumbnail-Photo: New GS1 Germany requirements in force for better data quality...
12.06.2023   #online trading #digitization

New GS1 Germany requirements in force for better data quality

Brands facing new challenges to providing product content to German retailers through the GDSN

GS1 Germany released two new requirements impacting brands selling food/beverage (and food-adjacent) products to the German market aiming at increasing product data quality passing through the Global Data Synchronization Network (GDSN). ...

Thumbnail-Photo: Something is stirring on the shelf
25.05.2023   #e-commerce #brick and mortar retail

Something is stirring on the shelf

Attracting attention with animated product presentation

A few aisles, many haphazard shelves and even more competing products – how can brands stand out from the crowd? A Romanian start-up has also asked itself this question. The answer: Tokinomo, an interactive robot arm that brings products to ...

Thumbnail-Photo: The future of marketing is conversational
13.04.2023   #customer satisfaction #digitization

The future of marketing is conversational

Global survey: 88% of consumers are seeking text messaging conversations with brands

Consumers around the world are more comfortable than ever interacting with brands, when they feel they’re getting value. The annual "State of Conversational Commerce Report" from Attentive revealed 91% of consumers have already opted ...

Thumbnail-Photo: LVMH and Epic Games announce strategic partnership...
22.06.2023   #e-commerce #digitization

LVMH and Epic Games announce strategic partnership

Companies aim to transform Maisons’ creative pipeline and customer experiences

At the Viva Technology show, LVMH announced a partnership with Epic Games, creator of Fortnite and Unreal Engine, to transform the Group’s creative pipeline and bring customers new types of immersive products discovery experiences. This ...


Extenda Retail Ab
Extenda Retail Ab
Gustav III:s Boulevard 50A
169 73 Solna