Escapism is the name of the game in 2025! Consumers are looking for food and beverage products that spark their imaginations and momentarily let them take a break from reality. Although this trend is taking shape in some expected forms, such as through global flavors that encourage escapism through exploration, it’s also taking shape in new and unexpected ways. An emerging trend that embraces escapism involves wild, whimsical flavor profiles that deliver on novelty.
As consumers love it when brands introduce products that completely shock them, there’s a major opportunity to create innovations that go far outside of the norm and offer fun, unexpected flavors. Better yet, whimsical and novel flavors are well-positioned to generate buzz on social media. Keep reading for our experts’ insights into the drivers behind this trend – and how brands can bring whimsy and novelty to their products.
Understanding the Obsession
To say that consumers are overwhelmed by the pressures of everyday life would be an understatement. Food and beverage products are playing an increasingly important role in how they manage the demands of their daily lives, and now more than ever, consumers are relying on foods and beverages for moments of escape. Whimsical and novel products and menu items are becoming popular remedies for stress by infusing ordinary eating occasions with creativity and igniting their imaginations.
How’s this trend taking shape so far? Right now, it’s all about unexpected ingredients and over-the-top flavors. For example, glittery pickles, dubbed
“glickles,” went viral on social media recently for their colorful, sparkly twist on traditional pickles. Similarly, chaos cakes, which are quirky desserts with wild decorations and indulgent flavor profiles, are also trending. These innovations step far outside of expectations, and their creativity delivers exactly the kind of escape that consumers are seeking out.
With imaginative recipes, products, and menu items in demand, it comes as no surprise that consumers have been particularly excited to try out foods and flavors inspired by pop culture. Foodservice establishments that offer movie-themed menu items have seen a surge in popularity, and now more than ever, theme parks are becoming go-to foodie destinations. Products and recipes that promise to transport consumers into the worlds of their favorite movies and TV shows deliver exactly the kind of whimsy and novelty that consumers are craving.
Flavor Innovation in Focus
As this trend revolves, in part, around boosting consumers’ moods through fun food and beverage products, brands should consider offering playful takes on the flavors of childhood favorites. The nostalgic quality of these flavors will make consumers think of happy, carefree times, and the creativity of unique flavor innovations will deliver on novelty and whimsy. Think blue raspberry spiked lemonade, strawberry cotton candy popcorn, and ube jelly donuts with peanut butter frosting.
Nothing says novel and whimsical quite like eye-catching colors. Brands looking to embrace the escapism trend should consider focusing on flavors that not only taste amazing but also have visual appeal. Colorful edible glitter and bright, vibrant colors are perfect for bringing something unexpected to everyday food and beverage products.
Consider jumping on the glitter pickle trend by incorporating edible glitter into dill pickle flavored snacks, or take it one step further by adding glitter to another unexpected flavor. Pairing bright
colors with bold flavors is also optimal for conveying creativity and whimsy. Experimenting with other visual elements, too, can add to the sense of fantasy. For example, food and beverage products with upscale flavors can be paired with edible gold leaf to further convey their sophistication. Similarly, adding edible flower petals to floral flavored products can make them seem all the more romantic.
As pop culture has long served as a means of escape for consumers, it makes sense that they have been gravitating towards products and menu items inspired by movies and TV shows. In addition to seeking out partnerships that bring consumers’ favorite stories to life through new food and beverage products, brands can also leverage consumers’ obsession with escapism by engaging in their own storytelling. Craft imaginative stories around innovative new product launches to appeal to consumers’ desires for playful, fun food experiences.
Want to bring whimsical, novel flavors to your products? Contact us today to get started.