Our Latest Trends

Trend 1: Mood Boosters

Flavours that uplift and inspire – energizing citrus, calming botanicals, and comforting notes designed to bring joy, balance and perceived health benefits to every moment.

Whatever their age, UK consumers are recognising the importance of making healthier lifestyle choices both at home and when eating out.

However, they are increasingly concerned not only with their physical health as well as their mental health and mood. With 28% of consumers globally mentioning “mood-enhancing” is now the most important aspect of flavours. (Innova)

Trend 2: Authentic Evolution

Rediscovering authentic recipes with deep cultural significance – think regional BBQ, or festive dishes that bring traditions to life with a modern twist.

In a world constantly evolving, consumers wish to rediscover the flavours of their culinary heritage, embracing authenticity and tradition. According to Innova’s global consumer trends research, consumers say that they look for authenticity, connection with others, and comfort through real experiences that are rooted in culture. In fact, nearly half of participants globally say that honoring food traditions with food choices that reflect their heritage is a very important factor in their diet.

We focus on the Southern States and Greek cuisine – as two upcoming areas of interest.

Trend 3: Rebellious Bliss

Bold, surprising combinations that challenge conventions and ignite curiosity. From unexpected pairings to unconventional twists, this trend dares to break boundaries and redefine taste experiences.

Rebellious Bliss captures the consumer desire for bold flavour adventures and unexpected combinations. These taste discoveries offer moments of enjoyment and indulgence in food and beverages. A key example of this global trend is “swicy”—the fusion of sweet and spicy—which gained widespread attention and positive buzz across social media and online platforms in 2024. With taste experiences playing a crucial role in consumer preferences, those seeking new sensations are drawn to innovative and creative flavours.

New taste discovery is one of the most important drivers of enjoyment and pleasure in food (Innova, Global average)

• Gen Z – 23%
• Millennials – 22%
• Gen X – 19%
• Boomers – 17%

Trend 4: Ingredient Challenges

Tackling the demand for healthier, sustainable ingredients with innovative solutions like cocoa replacers and protein masking—ensuring great taste without compromise. This trend focuses on existing product develop, rather than new product development.

• 77% of adults in the UK say they are actively looking to reduce sugar in their diet.

What can we help with:
Using functional and nutritional ingredients can often lead to compromised taste in the final product. We deliver against the consumer need of great taste in good-for-you products by providing solutions in the following areas:

• ESG Challenges: Cocoa, Vanilla, Smoke Legislation
• Fortification: Protein Masking, Acid Masking, Caffeine Masking, Bitterness Masking
• Reduction: Salt Reduction, Sugar Reduction, Fat Reduction

Trend 5: Permissible Treats

Indulgence meets balance—flavours that satisfying cravings guilt-free. Indulgent flavours but ‘bite-sized’ portion or treats less often.

‘Little treat’ culture – Indulging in ‘treat’ moments was a theme throughout 2024, and its not going anywhere. There’s been a shift towards ‘permissible indulgence’ with consumers seeking gratifying flavours and textures free of guilt. But its not just about smaller portions, or bite-sized luxuries. Permissible treats can also mean less often or sharing dishes with friends and family.

This year’s Pantone Colour of the Year 2025 – Mocha Mousse, a comforting, warm, indulgent hue that reflects life’s simple pleasures. A mellow brown whose inherent richness extends further into our desire for comfort.