After coming to prominence as a finalist on the Great British Bake Off, Ruby Tandoh is now a celebrated food writer, known for astute observations on how we eat and why. Her new book, All Consuming: Why We Eat the Way We Eat Now, is a deep-dive into the food culture of today — an era defined by novelty, abundance, and, paradoxically, scarcity: manufactured queues for trending foodstuffs. For those willing to queue, the prize may be a new taste sensation or simply online bragging rights. So, who benefits from this hyperactive zeitgeist of constantly evolving food preferences?