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Why are chicken wings so popular with millennials?” asked keynote speaker Jeff From of the audience at this morning’s Animal Agriculture Alliance Stakeholders Summit. “Because they’re an affordable flavor adventure!”

According to Fromm, more than 69 percent of millennials consider themselves to be adventurous, a theme that’s being capitalized upon by savvy brands in, and outside of, the food industry.

Brands highlighted by Fromm include Heineken, who’s innovative participatory marketing scheme includes a “Travel Roulette” game at airports which asks travelers to spin the wheel for a chance to win a brand new vacation. The catch? Participants have to change their plans and leave immediately.