In 2025, many consumers have embraced a sense of adventure when it comes to trying boldly flavored products. “Consumers want complex and bold flavors, and they’re very open to trying and discovering new flavors through mashups … think Warheads candy, or mango chili,” said Brad Schultz, chief marketing officer at BeatBox Beverages.
“It is truly an amazing time to be in F&B.”
Social media has become increasingly influential when it comes to highlighting new flavors.
“There’s no denying that TikTok has become a real-time feedback loop for flavor innovation, especially among Gen Z,” Heather K. Terry, CEO of GoodSAM, told The Food Institute.
If a certain flavor is deemed “Instagram-worthy,” there’s a decent chance it’ll be featured on store shelves before long. Social media helps amplify flavor innovations virally, noted Brittney Strickland, marketing manager at Florida Food Products.
“Viral culture has become a massive driver, heavily influencing our industry,” Schultz said. “Creators are more than trendsetters; they’ve become catalysts for cultural phenomenon. They help provide third-party credibility.”
Modern consumers also tend to embrace nostalgic and limited-time offerings, experts note. Flavors gaining momentum of late include the likes of Gochujang (which has become popular in dips and dressings), chili crisp, and chili lime.
The following three flavors, however, have especially gained steam in 2025:
Matcha
The finely ground powder of green tea leaves, matcha has benefited lately from consumers’ increasing health consciousness. Matcha offers a variety of health benefits due to its high concentration of antioxidants, according to Piedmont Healthcare. As a result, the powder is finding its way into lattes, lemonades, smoothies, and bubble tea.
“The better-for-you movement has been percolating for years, and it’s really gaining momentum in 2025 with key ingredients like matcha,” said Natalie Roesler, innovation lead at Nate’s Honey.
Hot Honey
Hot honey caught fire recently and is now featured in menu items ranging from pizza to sandwiches. The ingredient’s sweet heat works well in global mashup dishes.
“There’s something really compelling about the sweet-with-heat combo; the contrast is undeniably craveable,” Schultz said. “We’re also seeing a cultural mashup in flavor palates as global inspiration and regional favorites become more integrated into food and beverage offerings.
“Hot honey hits that intersection of familiar and adventurous.”
Pickles
In 2025, people are enjoying the briny, tangy taste of pickles in creative ways, like in various chips. Pickles are even adding a refreshing twist to the flavor profile of mocktails, as noted by Niveditha Ravishankar, the R&D manager at McCain Foods.
“My favorite pickle product to hit shelves in recent months is Goldfish Pickle-flavored crackers,” Strickland said. “Cracker-like texture with a hint of dill pickle flavor – a perfect on-the-go snack.”
Seasonality and nostalgia figure to shape new product innovations in the year’s fourth quarter.
“I think Q4 is going to hit on the warmth of winter,” Schultz said, “giving consumers flavored food and beverage pairings that are cozy, spicy, and rich all at the same time. Brands will introduce layer flavors that are a playful and modern take on traditional favorites.
“Brands are realizing the impact of flavor and the connection to a multigenerational consumer that’s demanding more flavors, more taste, and more options.”
The Food Institute Podcast
How will the One Big Beautiful Bill Act (OBBBA) impact your food business? Unraveling the implications of new legislation is never easy, but Patrick O’Reilly and Jeff Pera of CBIZ explain how provisions of the bill related to no tax on tips, depreciation and expensing of capital purchases, and research and development will impact the industry.
