The fast evolution from local agriculture to food industry created a mismatch between the production behind most supermarket products and the food narratives embedded in western cultures. Accessibility to remote or non-seasonal products elonged the supplier chain up to a level were production and consumption are almost disconnected. This gap created an opportunity for companies to create narratives around the products to reinforce branding as a competitive tool, and consumer demand for authenticity urged design to counterbalance that with hyperreal material narratives that are now possible with the current advanced printing technologies. This article identifies four categories of material simulations and examines how they are used as a communication tool. The relationship between brand narratives and product attributes is analysed using Jean Baudrillard’s four stages of simulacrum, and lastly, the relationship between actual and simulated materials is explored using Boris Groys concept of media sincerity.