FoodStuff by Kevin Ryan
Three Flavor Trends You Need to Know Now + Step 1 for Successful Core Innovation
Here is what’s in today’s edition (and the last edition, in case you missed it):
Processing Paradox: Processing Language in a Time of Ultraprocessed Worry
Core Innovation: Don’t Skip Step #1
The Lemonade Effect: Three flavor trends you need to be watching
Miscellaneous Finds: Supplement snacks and modular trucks
Gut Reaction: My hot takes on new offerings
Tidbits: The latest in food industry news, from the profound to the funny
Ritz has launched a limited-edition Sunkissed cracker, offering a toastier, crispier take on its classic buttery snack. “Golden-baked’ for a deeper crunch, it's available nationwide for a limited time. To promote the launch, Ritz is hosting a "Golden Summer" sweepstakes with prizes.
Singapore-based Hey! Chips has introduced a new line of clean-label, freeze-dried Fruit Bites featuring a melt-in-your-mouth texture. Made with hand-cut fruit and house-fermented New Zealand full-cream yogurt, the bites contain up to 40% fruit and come in four flavors: Strawberry, Mixed Berries, Mango Passion, and Mango Banana.
Woodridge Snacks has launched a new snack: vacuum-fried Brussels sprouts paired with sticky rice chips, all seasoned with sweet Thai chili sauce. This plant-based, gluten-free, and non-GMO snack offers a crispy texture with a balance of sweet and spicy flavors.
Cometeer has teamed up with Australian-based Proud Mary Coffee to launch a new line of flash-frozen coffee capsules, bringing barista-level brews to the freezer. The collaboration features three offerings.
Erewhon and shower head brand Jolie have teamed up to launch the "Spring of Youth" iced elixir, a wellness drink designed to promote “hydration and radiance from within.” The elixir features a blend of organic coconut milk, coconut water, cold-pressed green apple juice, wild-harvested sea moss, ginger, blue spirulina, chlorophyll, electrolytes, and raw honey.
India-based Origin Nutrition has launched Mojo Pops, a new line of high-protein, compression-popped pea chips. Made without potatoes, these chips combine peas, lentils, maize, tapioca, chickpeas, spinach, and carrots, and uses a compression-popping process to minimalize oil and high heat.
Canadian brand Red Dog Blue Kat has introduced Everyday Raw Anywhere, a shelf-stable raw pet food line utilizing GentleDry technology. This method preserves 95% of nutrients and reduces carbon emissions by 75% compared to freeze-drying. Originally developed for the cannabis industry, the GentleDry process gently dries the food over three hours, maintaining freshness and bioavailable nutrition without the need for freezing or refrigeration.
YO! has launched a new Slow Cook range at Asda, featuring Pulled Chicken Katsu and Pulled Pork Teriyaki. Developed in collaboration with The Flava People and Pilgrim’s Europe, these sous-vide meals are designed for quick preparation and aim to bring Japanese-inspired flavors to the slow-cooked category. Available in 305 Asda stores nationwide.
Toronto-based Civil Pours has expanded its reach by launching two of its signature ready-to-serve cocktails (Jalapeño Margarita and Cosmopolitan) across more than 175 LCBO locations in Ontario. Known for its sustainable approach, the distillery uses cold vacuum-distilled citrus and locally sourced ingredients.
If Processing is ‘Bad,’ Why is Processing Language so Hot Right Now?
I remember back in the 90s when ‘slow-churned’ ice cream was introduced. It was revolutionary. A simple adjective increased sales and made people think differently about a staple product. Then we got ‘stone ground’ flours and mustards, ‘slow-cooked’ meats, and ‘cold-pressed’ coffee. Today, these process euphemisms seem to be increasing at a dizzying pace. In addition to the now ubiquitous ‘air fried’ and ‘freeze dried,’ I’ve recently seen ‘batch puffed,’ ‘flash foamed’ and ‘gently dried’ (i.e., dehydrated) on launches.
In a time when ‘ultra-processed’ is the new ‘big bad,’ why has processing language become so popular (for consumers and brands)?
Like everything, its complicated, but here are the 7 drivers I’m seeing:
1. We Trust Process When We Don’t Know Product
In a world of private labels, copycat brands, and hard-to-pronounce additives, people are hungry for clues. When the ingredient list looks like chemistry class, “slow-roasted” becomes the emotional shorthand for “don’t worry, this one’s fine.” It’s not just a prep method. It’s a vibe check.
“Stone-ground” whispers tradition. “Fermented” suggests craft. These words act as little morality tags on packaging, quick messages that are reassuring and vaguely virtuous.
2. We Want High-Tech... but Also Hand-Crafted
This is the weird contradiction we’re all living in: consumers want food that feels untouched by machines, but we’re also pretty excited about high-function kitchen science.
Cold-pressed juice uses industrial-grade hydraulic pressure. Freeze-drying was originally developed for NASA. These aren’t low-intervention techniques. But they sound like they are. It’s tech, rebranded as tenderness.
We’ve managed to turn advanced food engineering into something that feels clean, quiet, and even wholesome. It’s not non-thinking processing, but intentional crafting.
3. Preparation as a Shortcut to Healthier You
For many of these prep methods, the selling point isn’t just the absence of bad stuff, it’s the promise of better. Air-frying means less fat. Cold-pressing keeps vitamins intact. The pitch here isn’t subtraction, it’s optimization.
This is health that doesn’t feel like compromise. Instead of marketing what’s missing (no oil! no heat! no additives!), brands are reframing process as a kind of performance enhancer. It’s food that’s been “handled smarter,” and that intelligence gets transferred to you (the consumer) by association.
What used to be a nutrition label message is now front-of-pack engineering-speak, packaged for the wellness set.
4. TikTok Taught Me That Word
Let’s be honest, most of us don’t really understand the science behind freeze-drying. But we’ve seen someone on social media explain it (or at least watched the time-lapse footage of a gummy bear going through the process). We’ve heard the term enough times that it feels like ‘insider language.’
These labels are now badges of food literacy. You don’t need to know the microbiology of fermentation, you just need to know it’s code for good gut health.
And when shoppers see a prep word they recognize, even vaguely, it creates an instant mental shortcut: “I’ve heard of this = it’s probably good OR I’m in the know”
5. Texture is the New Front-of-Pack Callout
Prep terms aren’t just about nutrition. They’re often promising something much simpler: a better mouthfeel.
Freeze-dried? Crispy. Air-fried? Crunchy. Slow-roasted? Savory and rich. These are tactile promises, not abstract ones. And in categories that are completely oversaturated, delivering a new sensory experience is a massive differentiator (see the freeze-dried candy trend taking over that category).
6. Convenience, Without the Shame
We still want our food fast. But we don’t want it to feel fast. That’s where some of these prep terms come in. “Microwaveable” may conjure visions of the 1980s frozen dinner tray. But “slow-cooked and small-batch chilled”? That sounds positively artisanally efficient!
Today’s consumer wants speed, but with plausible deniability. These modifiers do emotional laundering: we still get the shortcut, but it feels lovingly made.
(“Yes, it’s in a pouch. But these lentils were slow-braised!”)
7. We’re All Building Our Own Food Religions Now
“Organic” used to mean something universal. Not anymore. Values have splintered. Keto, regenerative ag, clean label, zero-waste, high-protein, no seed oils, you name it, someone is shopping for it.
Prep-methods allow brands to plug into these micro-beliefs. Stone-ground aligns with the artisanal set. Fermented wins with the gut-health crowd. Air-fried can sit comfortably in both the “healthier snacking” and “I love my air fryer” tribes.
In a world of hyper-personalized food identity, preparation language becomes a modular tool: pick your values, find your food.
The Process Isn’t the Problem, It’s the Positioning
Let’s not kid ourselves. “Processed” is still a dirty word for a lot of people. But that’s exactly why today’s prep-language trend is so effective. Nobody wants to feel like they’re eating mass-produced muck, but if it is “cold-pressed,” “air-fried,” or “sous vide”? Now we’re talking.
These aren’t euphemisms so much as reframes. The food might still come from a big factory, but now the factory has a compelling backstory and potential rationale behind it. The terms offer plausible deniability, a kind of cognitive buffer between the consumer and the parts of modern food production they’d rather not think about.
In the end, it’s not that people have embraced processing, it’s that they want it to be filtered through the right language. And for brands, that’s a powerful tool: not to eliminate the idea of processing, but to curate how it’s perceived.
You Need Core Innovation. Here’s Where to Start
“Protect the Core!”
“Core Innovation.”
These are the words I’m hearing from all my clients right now. With economic uncertainty, tariffs, and geopolitical turbulence, the F&B sector is suddenly looking inward to keep their vital engines running smoothly.
The issue is, many cores are NOT “running smoothly.” Brands are seeing erosion of flagship SKUs, softer velocities on what used to be safe bets, and consumers trading down (or out of the category) to cheaper, more convenient, or better-tasting options.
So, what do most teams do? They assume “focusing on the core” means doing more of the same, just harder. Push faster. Shout louder. Stay the course.
But if the current system could get you there, it already would have.
And this is where it usually breaks down. Once teams sense something’s wrong, they jump to solutions (new products, pricing tweaks, packaging changes) without ever clearly articulating the problem they’re trying to solve.
But you can’t solve what you haven’t defined.
That’s why the first step of core innovation is focus. Not vague, two-line bullets buried in a deck, but sharp, specific, detailed problem statements. Only then does innovation become grounded, actionable, and relevant.
Because this is what core innovation actually is.
It’s not a campaign. It’s not a moonshot. It’s the focused, disciplined improvement of what already exists, but only if you can diagnose what’s not working. That can mean new flavors or packaging tweaks to revive a flagship SKU. Operational upgrades to reduce costs or increase speed. Reformulations or new claims that modernize a trusted brand without changing its DNA. Defensive moves to block newer, flashier competitors. Or simply optimizing what you’re already doing to serve current consumers better.
But none of that works if you haven’t clearly named the problem. That’s why getting specific (really specific) isn’t academic. It’s the difference between protecting your core and losing it.
To help the teams I coach get there, I created this Innovation Focus Finder. A simple tool that forces clarity:
What’s the actual problem we’re solving?
What’s the real threat to our core?
What are our guardrails? What does success look like?
This isn’t creative work, it’s truth-finding.
And in this climate, that’s what separates the companies that survive from the ones that quietly fade.
7UP has introduced a new Pink Lemonade flavor for the UK market. The product launched on April 28 and is rolling out across grocery, convenience, and foodservice channels in the UK.
PepsiCo has introduced Lipton Fusions, a new line of lemonade-iced teas available in Strawberry Lemonade and Pineapple Mango Lemonade flavors. Each 16-oz can contains 50% less sugar than regular sodas. The products are now available online at Amazon and Walmart.
Utz has introduced a limited-edition Lemonade Potato Chip. Available through August, a portion of proceeds, up to $25,000, supports Alex’s Lemonade Stand Foundation for childhood cancer research.
McDonald's has replaced its Minute Maid Lemonade with a new Premium Lemonade, featuring real lemon juice, lemon pulp, and cane sugar. The updated beverage is now a permanent menu item. This move aligns McDonald's with competitors like Chick-fil-A and Wendy's, which offer similar lemonades made with natural ingredients.
Kroger has launched a limited-edition Private Selection Cherry Harvest collection, featuring 17 cherry-themed products across snacks, beverages, and baked goods.
Cornbread Hemp has launched a new line of THC-infused seltzers, offering 5 mg of hemp-derived THC per can, 5g of sugar and 30 calories. The drinks come in four flavors including Raspberry Limeade, Blueberry Breeze, Salted Watermelon and Peach Iced Tea.
Middle Eastern brand Maazah is launching a line of lentil dips inspired by the bold flavors of their sauces. The new dips include Basil Jalapeño, Lemon Tahini, Turmeric Ginger, and Roasted Red Pepper.
The Lemonade Effect: Three Flavor Trends You Need to Know Now
It’s nearly summer, so it’s not surprising that lemonade would be having a moment. But when you look at the energy behind it (the marketing push from McDonald’s, the SKUs from PepsiCo, the sheer number of lemonade variants across menus and channels) it becomes clear this isn’t just a seasonal filler that tested well in a flavor sort. It’s a bigger bet.
And from what I’m seeing (plus a few insider conversations that back this up), lemonade is striking a deeper chord with consumers, one that goes beyond refreshment. It’s tapping into some of the most powerful shifts in how people are choosing flavors right now.
In fact, if I had to unpack the drivers behind lemonade’s rise, I’d say it’s hitting on three key trends that are quietly shaping the future of flavor. Trends every F&B team should be watching, because lemonade isn’t the point, it’s the proof.
1. Bright Without Baggage
Consumers are pulling back from heavy, sweet, or overly rich flavors, but they’re not chasing subtlety. As sugar has been demonized, sharpness has risen, promising clarity and refreshment without being overly indulgent. These flavors are often sour, citrusy, herbal, or spicy, but always light, not cloying.
This isn’t just about taste, though, it’s also about function. These flavors cut through fatigue (palate and otherwise), signaling wakefulness and energy in a tired world. Plus, they feel emotionally lighter (often nostalgic) in a time when we all kind of need that.
Watchlist flavors: yuzu, green apple, sour orange, verjus, tart cherry, sumac, Szechuan pepper-citrus hybrid.
2. Remix Ready
Some flavors work because they’re complete. I think others succeed because they’re incomplete, providing an invitation to build, mix, and layer. Consumers are drawn to these flexible platforms because they allow for personalization, while brands love them for their LTO potential and iterative range.
These flavors (or bases) thrive by being adaptable: savory or sweet, hot or cold, solo or paired. Their strength is in modularity, not novelty. This is especially powerful when you're building pipelines across seasons, channels, or dietary tiers.
Watchlist bases: tea, honey, fermented tropicals (e.g., pineapple vinegar, passionfruit koji), yogurt/kefir, horchata.
3. Rebellious Wellness
There’s a growing appetite for things that are good-for-you-ish. Functional-ish. Healthy-adjacent, but still fun. Consumers still want health cues, but not from products that lecture or feel clinical. They’re drawn to flavors that signal refreshment, gut health, or naturalness, but that still feel sensorily satisfying.
What’s working now is playful + functional. Flavors that feel like better-for-you choices without ruining the flavor party. “Kind of healthy” is often more powerful than “perfectly healthy.”
Watchlist combos: pickled mango, spiced dragonfruit, toasted turmeric, sour watermelon, salted hibiscus
If you’re building a pipeline, launching LTOs, or even just trying to understand what’s resonating on the shelf, keep an eye on these three areas as you develop what’s next.
GUT REACTION
TIDBITS
Food Industry
OpenAI Rolls Out Shopping in ChatGPT Following Rumors of a Big Shopify Partnership
The Vitamin Shoppe to be sold to private equity for nearly $195M
US FDA suspends milk quality tests amid workforce cuts
Could FDA changes cause observant US Jews to sour on uncertified milk?
Chipotle expands to Mexico
General Mills tried natural-colored Trix. Cereal buyers wanted artificial dyes back.
No More Food Dye in Froot Loops? Not So Fast.
TGI Fridays has just 85 restaurants left in the US
Cava shares sizzle as Wall Street bets the fast-casual chain can withstand economic pressure
Imports are about to collapse at America’s busiest port
How an L.A. grocery store’s unofficial Instagram blew up — and no it’s not Erewhon
Americans are tipping less—a breakdown
McDonald’s introduces its first new permanent addition to its menu in four years
More Americans are financing groceries with buy now, pay later loans
Come for the hot dogs, stay for the gold bars: How Costco hooks shoppers
Big brands are officially worried about American shoppers
A Fired Disney Worker Hacked the Menu System and Made 'Deadly' and Profane Changes
Starbucks says New Tech Cuts 2 Minutes Off Wait Times
Starbucks misses earnings and revenue estimates; stocks fall as investors worry about turnaround
ConAgra sells Chef Boyardee to Private Equity for $600 Million
Cracker Barrel modernizes décor and menu, customers have mixed feelings
Some Restaurants Are Ditching Seed Oils. It Could Cost Them.
Interesting
How Dairy Robots Are Changing Work for Cows (and Farmers)
Longer hair, nails at home, fewer facials: How economic warning signs are flashing at the salon
Bitter truth: Why has chocolate become so expensive?
Three Factories, $355,000 and the Maddening Quest to Make a Clear Can
Is this California ‘agave spirits’ moment? (Just don’t call it tequila)
TikTok trend: swapping protein bars for chunks of Parmesan cheese
Consumers are so stressed by the economy they’re doing less laundry to save on detergent
Amateur Athletes Are Turning to Ozempic to Raise Their Game
Maybe Skipping Breakfast Isn’t Such a Good Idea
Sugar Rushes are a Myth, Sugar Crashes are Very Real
The Millennial Urge to Raise a "Kitchen Table Family"
The End of Chicken-Breast Dominance?
America is now a net importer of beef
Trending on TikTok: Recession Prep
Novo Nordisk to sell Wegovy through telehealth firms to cash-paying US customers
Why Do So Many Celebrities Have Condiment Brands?
Why Jimmy Fallon is now in the tortilla chip business
GLP-1s can help employers lower medical costs in 2 years, new study finds
Plagiarism accusations erupt between two social media food celebrities
How the Psychology of Food Colors Determines Taste and Cravings
What was food like before the FDA?
The Best Time to Eat Breakfast? It’s Not Right When You Wake Up
The Ancient Chemistry Inside Your Taco
Fun & Odd
"People kibble" trend aims to simplify meal prep and nutrition. Dietitians have some thoughts.
An Honest Review of the ‘Ultimate Fork’
Origin story of Dubai chocolate
TikTok's 'Kool-Aid Man Challenge' is Breaking More than the Internet
Barilla launches more songs in their Spotify playlist to time your pasta
Here's Why 'LB' Stands For 'Pound'
Why Your Favorite Hotels Smell So Good