News

Future F&B flavours favour exploration and explosive taste profiles

Exploration and experimentation will define the future of flavour, according to Mintel, as consumers seek out taste profiles and textures that offer an adventurous eating experience.

The intelligence provider released its 2025 Future of Flavours report in February, uncovering the leading trends anticipated to dominate food and beverage (F&B) sector over the next two years.

Favourable flavours are vital in F&B formulations. Mintel figures reveal that, on average, 60% of consumers in selected European countries consider taste the most important factor when choosing and enjoying food and drink.

Over the next two years, expect to see three leading trends drive flavour development within F&B. New product launches will centre on bolstering formulations’ multidimensional characteristics and sensorial impact.

Trend 1: Enhancing taste to create memories

Enhancing flavours, crafting unforgettable eating experiences, and strengthening the relationship between companies and consumers are key priorities for the F&B sector between 2025 and 2027. As such, the industry can anticipate a rise in taste enhancers, such as the flavour enhancer monosodium glutamate (MSG), as well as sweeteners and extracts.

To successfully meet consumers’ demands for exciting and invigorating flavours, taste enhancer innovations provide producers with opportunities to offer bold, new, novel taste profiles.

Manufacturers must carefully evaluate the success of their marketing strategies. They must recognise and address consumers’ diverse taste experiences and preferences to appeal to a larger audience.

Developing formulations and campaigns focusing on taste improvements while providing a memorable, enjoyable, and exciting culinary experience is likely to attract more customers in the coming two years.

In South Africa, Woolworths Food launched a cooking sauce using fragrant, aromatic and zesty flavour notes. The brand’s Asia Lemongrass Paste can act as a flavour booster or finishing paste.

Holland & Barrett has released its Life Kitchen Citrus Sensation Spritz in the UK. Marketed as a taste-boosting item on the F&B menu, the product, which falls under the dressings segment, contains vinegar, glucose syrup, yuzu juice, rice koji, and natural ginger flavouring.

German brand Seasonings Stay Spiced! highlights its natural flavour credentials, positioning its Golden Umami All-Round Seasoning as a taste enhancer for soups, sauces, dips, and dressings.

Trend 2: Natural versus artificial flavour debate continues

Sustainability, biotechnology, cost efficiency, consumer perceptions, health implications, and regulatory concerns are key trends in the F&B industry, and the discussion surrounding artificial versus natural flavours is predicted to persist.

In recent years, there has been a noticeable shift towards natural, green, and clean trends in the F&B industry. Consumers often prefer natural flavours because of their perceived health advantages and effective marketing. However, artificial flavours still have their place, mainly due to challenges related to cost, shorter shelf life and complex regulations.

Singaporean fruit snacks brand DeeFruit unveiled its Fruitti-Bites Exotic Wild Berries variety. The product’s positioning centres on appealing to consumers’ health and wellness needs, highlighting its all-natural content. DeeFruit’s latest product contains numerous health claims, including the fact that it is free from trans fat, cholesterol, genetically modified organisms (GMO), gluten, additives, artificial flavourings, colours, sweeteners, preservatives, and added salt.

Biscuit and confectionery manufacturers, often synonymous with indulgence rather than health, are tapping better-for-you formulations and claims to provide healthier alternatives.

Mexican sweet biscuits and cookies brand ReWow by Re launched a Food Smart Cookie with chia, amaranth, and oat. The brand states that its 100% natural product is developed with ingredients that naturally offer nutrition, energy, vitamins, minerals, and proteins.

Trend 3: Texture elevates flavour

Crispy, crunchy, and creamy textures – or a combination of all three – are popular in F&B formulations. As consumers seek healthier options and positive health claims, diverse textures can enhance the perception of healthfulness in sweet snacks.

Methods like freeze-drying, hand-stretching, and multi-layering confectionery items incorporating various textures can enhance their perceived health benefits and boost their appeal to consumers. Light, airy textures and intentional preparation techniques can make food choices more nutritious and attractive to shoppers.

In the US, Pop Bitties uses the air-popping technique to create its Hickory Barbeque Ancient Grain Chips. The brand air pops whole grain, sorghum, brown rice, quinoa, and chia ingredients to promote a more mindful munching experience.

Brands are also combining seemingly opposing textures, such as crunchy and airy mouthfeels, to offer an interesting and multidimensional eating experience.

German brand Müller Joghurt mit der Ecke released an Almond Crunch with Fluffy Yogurt Mousse. The mild-flavoured mousse is formulated with 10.6% cereal almond preparation and 40% almond pieces.

Manufacturers are also layering different textures to appeal to shoppers’ multisensorial needs. In the UK, the Collective Great Dairy Gourmet Spiced Plum & Custard Yoghurt contains a double sauce layer, described as thick and creamy, to provide a multi-taste and multi-textured product.