Is it because of the heat wave, the French soccer team’s victory or the Big Blue thirty-year anniversary? A blue wave is invading the magazines’ fashion pages. Blue being the Westerners’ favourite colour, it was an easy game. This hue has always been seen as positive and soothing, according to experts. But was it really necessary to make it a trendy colour?

We’re referring to klamath or blue majik, a blue algae – the super-food champion that allegedly have a positive impact on our well-being. To drink or spread. And why not on pasta? This summer, many ice-cream shops were selling a blue ice-cream (called Smurf). And the tea brand Mariage Frères launched a blue version of its Marco Polo tea. After black, green, red and white. Obvious. The media also talked of a blue wine from Spain. Of course it created a buzz. Some were wondering in the vineyards how it could still be wine… In Japan was launched a blue salad dressing, oil-free, collagen-infused and spirulina-coloured (Kenko Ocean Blue). Soon with us? But why so much blue?

When brands run out of innovative ideas, changing the colour of a product often proves to be a good move. The food industry is good at playing this game. The product or the packaging can turn blue… after prior notice to consumers. Tagada strawberries can’t give up their famous colour overnight. But tomatoes might not be forever red, nor should kiwis be green. Purple potatoes don’t surprise anyone any more. This is endless.

Changing colour aims at reenchanting the ordinary. Cheaply. Have a better idea? To use blue – one of the least appetizing color – means to fuel up our lives with magic and spirituality. Blue liquids as magic potions. It might be the reason why people are so curious about it.