February 2025 may have been a short month, but it was certainly a busy one – especially in the food and drink world. With Valentine’s Day in the mix, plenty of creative culinary and beverage innovations captured the spirit of the season. But beyond the day of love, February also saw emerging trends that kept things fresh and exciting. Let’s take a look at some of the standout highlights from this past month!
🌹 A Taste of Romance ❤️
Love was in the air on Friday, February 14th, as many couples embraced Valentine’s Day. Whether you celebrate it or not, there’s no escaping this calendar occasion – especially as many brands seize the opportunity to engage consumers, particularly in the food and drink sector.
One brand that leaned into the occasion this year was Deliveroo, which got creative by sending out handwritten cards addressed to “My Valentine” along with flower discount promotions.
However, the special treat didn’t go down well with consumers. Many took to social media to express their disappointment and frustration, pointing out that the campaign was misleading – some genuinely believed they had received a card from a secret admirer. Others raised concerns about the potential complications the handwritten cards could cause in relationships.
Credit: Emma Clarke – Independent
In response to the backlash, Deliveroo apologised for any upset the promotion may have caused and assured consumers that they were reviewing their internal processes.
For more Valentine’s Day food and drink campaigns, check out our blog here!
🍒 The Rise of Cherry 🍒
Credit: VK – Global Brands
The Cherry aesthetic is everywhere right now, with its influence being felt across a variety of industries, from beauty and fashion to interiors and even drinks.
Pinterest has recognised its widespread appeal, officially naming Cherry Red as one of the top colours for 2025. In fact, search interest for ‘Dark Cherry Red’ has massively increased, seeing a staggering +234% increase.
Despite being just two months into the year, beverage brands are already embracing the trend. Dr Pepper introduced Zero Sugar Cherry Crush; a limited-edition release perfectly timed for Valentine’s Day. Meanwhile, Global Brands has been spotlighting its VK Black Cherry Flavou, and Soopa Hooch Cherry Cola – a wilder, bolder twist on the classic Hooch, and Mash Gang has released it’s Lesser Evil Cherry Chocolate Stout – all tapping into the growing cherry craze.
🍺 From Stout to Stagnant 🍺
With the Six Nations in full swing, rugby fans have been flocking to pubs to enjoy the country’s favourite stout – Guinness.
However, the iconic alcohol brand has recently faced backlash, with accusations of unfair price hikes in pubs across the UK. Since the coronavirus pandemic, the cost of a Guinness keg is believed to have risen by a shocking 37% (£81) [1]. This price surge has left many pubs struggling to turn a profit despite increased sales, leading to mounting frustration among pub owners and landlords.
The rising costs have also sparked speculation that Britain’s favourite stout could lose its appeal this year. National publications like The Guardian have even suggested that 2025 could be the year Guinness “loses its cool.[2]”
Want to find out how your brand can make the most of upcoming food and drink trends? Get in touch at hello@hatch.group to find out more.
[1] https://www.express.co.uk/news/uk/2011586/guinness-slammed-price-hikes-demand
[2] https://www.theguardian.com/commentisfree/2025/feb/08/guinness-lose-cool-aperol-spritz-pint
