The month of March was characterised by NPD and flavour alternatives, reflecting a consumer desire for something fresh and new as we enter spring. The food and drink industry has continued to focus on health, authenticity, and innovation, with brands adapting to evolving consumer preferences by offering diverse, health-conscious, and culturally relevant products.
🐣 Consumers Seek Alternatives to Chocolate Eggs for Easter 🐣
As health consciousness rises, more consumers are exploring alternatives to traditional chocolate Easter eggs. This growing trend has seen options such as personalised gifts and non-edible treats gain popularity, reflecting a shift towards more diverse and health-friendly holiday celebrations.
The appetite for something new this Easter is also reflected in broader confectionery trends, as consumers move towards sweet alternatives that aren’t the classic Easter egg. The Dubai chocolate trend continues to gain momentum worldwide, driven by demand for its rich pistachio-knafeh fillings, striking presentation, and viral popularity on platforms like TikTok.
The trend’s rapid growth highlights a broader shift in consumer tastes towards bold flavour fusions, visually indulgent treats, and social media-friendly products. Other chocolate brands like Lindt have tapped into the trend, launching its own pistachio bar. Meanwhile, Morrisons launched a Dubai-inspired chocolate Easter egg that has already proven popular with shoppers.
@sophiezoemain Another Kunafa Easter egg!! It’s £12 #pistachiokunafa #pistachiokunafaeasteregg #morrisonsdubaichocolate #morrisonsdubaieasteregg #kunafah #viraldubaichocolate ♬ original sound – SophieZoeMain
M&S, a brand known for product innovation, also launched it’s a range of new Easter offering. For example, brand-new ‘dippy egg’ hot cross buns, offer a playful twist on the traditional bake and masterfully taps into two key trends: nostalgic flavours and shareable, indulgent treats.
Credit: Marks and Spencer
🍹 Lipton’s Bold Entry into the Kombucha Market 🍹
Beloved iced tea brand, Lipton, has ventured into the kombucha market this month, launching a new range featuring flavours such as Strawberry Mint, Raspberry, and Mango Passionfruit. This move is expected to introduce kombucha to a broader audience, combining natural fruit flavours with fermented tea to create a low-sugar, low-calorie alternative to the brand’s usual products. The UK kombucha market has grown by 39% over the last five years, and is now valued at £33 million[1] – indicating a significant opportunity for some of the nation’s favourite brands, such as Lipton, to make a substantial impact.
Credit: The Grocer
🌊 Worcester Sauce Returns with River Severn Activation 🌊
Whether you loved or hated it, Walkers’ Worcester sauce is making a comeback. The iconic flavour returned in full force, with the brand floating a unique activation along the River Severn. This initiative not only marked the return of an established Walkers flavour but also highlighted the importance of regional heritage in food branding. By connecting the product to its geographical roots, the activation resonated with consumers seeking authenticity and tradition in their snack choices.
Image credit: GrandVisual
🍺 Sainsbury’s Introduces Alcohol-Free Beer in Meal Deals 🍺
In a groundbreaking move, Sainsbury’s has just added alcohol-free beers such as Lucky Saint and Corona Cero to its £5 meal deals. This initiative reflects the growing demand for non-alcoholic beverages, particularly among Gen Z consumers. However, this bold development has sparked debate, with some critics questioning its appropriateness for lunchtime consumption. Despite the controversy, Sainsbury’s defends the decision, pointing to the importance of offering diverse drink options to meet varying customer preferences.
Looking for ways for your brand to leverage the latest food and beverage trends? Reach out to us at hello@hatch.group to find out how we can help.
[1] https://www.industryintel.com/news/lipton-enters-united-kingdom-kombucha-market-with-three-flavored-varieties-category-valued-at-33-million-and-growing-39-since-covid-19-169000145784?utm_source=chatgpt.com
