From flavors to experiences to ingredients, consumers continually look for what’s new and what’s next. Three trends to pay attention to include spicy beverages, experimental consumer packaged goods that push the envelope, and emerging ingredient camu camu.
SIP ON SPICY BEVERAGES
Consumers’ thirst for innovation and flavor combinations with an interest in spicy beverages is rising. The savory snack trend of flavors spilling into non-alcoholic and alcoholic beverages continues to emerge. V8 debuted two trendy limited-edition flavors. The Spicy Chipotle features roasted red peppers, dehydrated chili, and chipotle peppers, with a natural smoke flavor. Hot Honey blends honey and chili pepper extract. Aura Bora offers a Blackberry Black Pepper sparkling water described as “a jammy and piney blend of blackberry and black pepper.” Caffeine-free soda brand Perfy dropped a limited-edition Pepperoni Pizza flavored soda. For pickle lovers, Claussen’s introduced Just the Brine in a bottle for a limited time sold via GoPuff in New York, Chicago, and Boston. In spirits, the Bacardi Cocktails 2025 Report identified a growing interest in savory (20%) and herbaceous (15%) flavors. Zing Zang released a Dill Pickle Bloody Mary Mix “crafted with pickle brine, seven real vegetable juices, Worcestershire and hot sauces, and a blend of seasonings.” Cutwater unveiled a Spicy Mango Margarita RTD cocktail that “creates a dynamic balance of heat and sweetness.” Captain Morgan added Sweet Chili Lime to its portfolio and it’s “the perfect balance of sweet and spicy.” Kickstand Cocktails reformulated its craft vodka soda line in four flavors: Charred Pineapple Poblano (medium), Roasted Jalapeño Cucumber (mild), Smashed Raspberry Habanero (mild), and Torched Peach Chipotle (medium).
Like other categories, consumers crave beverages with a kick. Keep your eyes peeled as brands launch unique spicy flavor combinations in non-alcoholic and alcoholic drinks.
CPGS PUSH THE ENVELOPE
Multisensory experiences are not new but are becoming more popular as brands compete for consumers and push the envelope with experimentation. Menu Matters 2025 Consumer Need States found that 40% of consumers say a multisensory experience is equally important in food and beverages. It’s no surprise that 69% of consumers prioritize taste, closely followed by 61% who prioritize smell when making food decisions. 42% chose sight, 20% touch, and only 8% sound. For example, General Mills has been pushing the envelope and experimenting with unexpected flavor combinations and applications. In January for National Soup Month, Progresso formulated limited-edition Soup Drops, a hard candy flavored like the brand’s Traditional Chicken Noodle Soup. It was “bursting with sweet-meets-savory flavor and recognizable notes of broth, chicken, vegetables, noodles and even parsley.” Cinnamon Toast Crunch and Totino’s Pizza Rolls join forces on the limited-edition Cinnamon Toast Crunch Totino’s Pizza Flavor breakfast cereal. This month, General Mills will launch ramen flavors inspired by Totino’s Pizza Rolls and Mexican cuisine from Old El Paso. Old El Paso Ramen comes in Fajita and Beef Birria, while Totino’s Ramen is available in Cheese Pizza and Buffalo-Style Chicken Pizza flavors, exclusively sold at Walmart.
Innovation can also be seen in the dairy and ice cream aisle. In collaboration with Promised Land Dairy, Peeps introduced Sweet Marshmallow Milk. Graeter’s Ice Cream and Skyline Chili team up on the Skyline Spice Ice Cream flavor. Skyline Spice blends Graeter’s handcrafted French pot ice cream with oyster crackers and Skyline’s signature chili spice, “offering the best of both worlds from these two beloved Cincinnati eateries.” Baby and mom brand, Frida unveiled a Breast Milk-Flavored Ice Cream that is said to contain many of the same nutrients as breast milk, like “fats (Omega-3), carbs (energy-boosting lactose), important vitamins (iron, calcium, Vitamin B and D and zinc), plus lots of H2O for hydration.”
Sensory experiences are not limited to unique flavor combinations and applications. Brands are developing engaging glow-in-the-dark packaging and products. To coincide with the March total lunar eclipse, Capri Sun introduced the limited-edition Moon Punch, its first-ever glow-in-the-dark pouch with a “cosmically cherry-flavored” juice. The pouches came in eight different designs to represent the moon’s phases. Mondelēz International launched Sour Patch Kids Strawberry-Watermelon Glow Ups and Strawberry-Watermelon Swedish Fish Mini Glow Ups, which glow under blacklight. The candies are formulated with a unique, flavorless edible confetti made with turmeric extract.
Consumers want to be engaged, and multisensory experiences garner their attention. Food and beverage launches will continue to appeal to our five senses. Expect unique flavor combinations, applications, and eye-catching packaging going forward.
CAMU CAMU AN INGREDIENT TO WATCH
Ingredients drive the flavor and fragrance industry as consumers seek the next superfood. Camu camu is a berry native to the Amazon rainforest, high in antioxidants and vitamin C. The flavor is characterized as sour, tart, and acidic, resembling a blend of tart cherry and sour lemon. Often used in supplements, Camu has been appearing in beverages and fragrances. The Perfect Purée of Napa Valley introduced two new purées – Camu Camu and Soursop, both are kosher, vegan and GMO-free. Designed for kitchen and bar professionals, these products can be used in drinks, sauces, and desserts. In the UK, Rebel Kitchen launched two Camu Shots. Immunity has 37% camu that delivers 567% of vitamin C per dose and Immunity + Natural Energy has 32% camu combined with vitamin B. In fragrances, Scentsy highlights Camu Camu Pods and Fragrance Flowers in its Spring/Summer 2025 catalog. The Camu Camu scent is a “tropical oasis of lush mandarin, camu camu, and passionfruit.”
Camu camu may be the next Acai berry. Keep an eye on this powerhouse ingredient and watch as it emerges in food, beverage, and scent.
Spicy beverages, experimental cpgs, and camu camu are three trends to pay attention to. Watch as innovation happens within these categories and new products launch.
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