The modern lifestyle of most consumers has radically changed their way of eating a meal. The roughly 20 meals per week, as was the norm in the past, are either eaten alone, often even in solitude or replaced by some snacking on-the-go, while driving, walking or sitting at their desk. More than half of lunches are eaten alone, and the need for quick and simple meals and snacks is the key. Dining en famille is a becoming a rarity. Consequently this solo eating and drinking behaviours trigger a re-thinking in terms of new products, packaging, and positioning.