Food for thought: Bite-sized trends in the food and beverage space

Brands are spicing up the food and beverage scene with some bold and unusual collaborations. But are these quirky combinations actually capturing the attention of consumers, or are they just a novelty? To find the answers, we used our end-to-end agile insights platform, SBX, to capture the thoughts and experiences of 292 Gen Z consumers across Germany, India, Turkey, the USA and the UK.

Off-menu collaborations are on the ‘rise’

Unlikely brand pairings like OREO x Coca-Cola and Dr Pepper Float Ice Cream have piqued consumer interest, with 63% of respondents saying they love these unconventional combos and that they would purchase them more than once. On the flip side, 22% said they would only try them once, 10% don’t know how to feel about them and 5% wouldn’t try them at all. While complimentary collaborations like Coca-Cola x Jack Daniels and Jelly Tots x Milkybar received positive feedback, launches like Mustard Skittles and Lasagna Colgate baffled some consumers.

Candy with a cause

Can candy really be good for you? When asked for their thoughts on candies with functional benefits, 82% mentioned nutrition as an area of interest and 70% mentioned other health benefits, like energy, digestion and gut performance. 21% raised concerns about the potential impact on taste and 20% said they felt sceptical about the ability to make sweets that are good for you.

‘Pot’-entially delicious gourmet noodles

The concept of gourmet instant pot noodles saw largely positive sentiment from respondents (75%). People loved the idea of combining the convenience of pot noodle with the quality of gourmet ingredients. Some consumers wondered what would constitute 'gourmet'. Would the noodles be upgraded to thicker, ramen noodles? Would the vegetables be fresher?

Legen-’dairy’ or downright scary?

Pairing chocolate with unexpected flavours like ketchup, wasabi, or tabasco has divided consumers. 42% of customers reacted negatively to these unconventional combinations, while 35% found them interesting and unique. Similarly, the likelihood of purchasing is also polarised. 39% said they’d be likely to purchase them and 46% said they’d be unlikely to do so. Those who wouldn’t consider it said the combinations sounded unappetising and would be “better suited to a prank”, than an enjoyable snack.

Are brands biting off more than they can ‘brew’?

Flavoured beers are gaining traction, with a combined 60% of respondents somewhat or very likely to try options featuring fruity, herbal, or spiced notes. However, 16% are not interested at all, and 12% remain neutral. Interestingly, 34% of Gen Z consumers find the general taste of beer bitter and unpleasant. However, this is not a driver of consideration for flavoured beers, as those who enjoy the taste of beer normally are significantly more likely to try flavoured beers than those who don’t normally enjoy the taste of beer.

Brand Spotlight:

1. Wasabi flavoured KitKat

In Britain, the number of KitKat flavours is limited to single digits. However, in Japan, the varieties on sale at any given time often hit the double digits. Some examples include purple sweet potato, edamame bean and wasabi. While sales in the UK have fallen in recent years, they have risen by 50% in Japan since 2010, as KitKat has won over a growing number of fans thanks to a combination of marketing tactics and serendipity.

2. Heinz X Absolut

Heinz and Absolut Vodka’s pasta sauce collaboration became an instant success, blending TikTok trends, 80’s nostalgia, and pop culture. The campaign was Heinz’s largest partnership in five years, garnering coverage in over 30 major media outlets globally, including The Times and The Guardian, and achieving 500 million earned media impressions. The collaboration led to a 52% sales uplift for Heinz pasta sauces, reaching 6.6 million views on TikTok with the hashtag #absolutelyheinz.

The Buzz crossword: Food and beverage brands edition 🔎

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Across
1. Chocolate brand known for dairy milk and sweets. (7 letters)
2. A skincare brand that also has a chocolate brand sharing its name. (4 letters)
4. The Indian beer brand that shares its name with a bird. (10 letters)
6. A beer brand that shares its name with a Mexican liquor brand, known for its bold flavors. (10 letters)
8. Famous Dutch beer brand with a green label. (8 letters)
9. Popular brand of chocolate bars that encourages you to 'Have a break, have a __'. (6 letters)
10. A creamy chocolate and caramel ice cream brand. (6 letters)

Down
1. A breakfast cereal brand known for its honey-flavoured 'O's.' (8 letters)
3. French cheese brand, commonly spread on bagels.
(12 letters)
5. Brand of malt drink, often enjoyed with milk. (9 letters)
7. Famous for their fizzy mints. (6 letters)
10. A popular brand of instant noodles. (5 letters)

Hear it from the hive:

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