Top Flavour Trends 2026 & Beyond

What’s shaping the future of flavour, and how you can stay ahead.

Consumers are more adventurous than ever. Flavour is no longer just about taste. It’s about experience, storytelling, and shareability.

Drawing on global data, social insights and real-world product launches, here are the key flavour trends set to define 2026 and beyond. Find out what they mean for your food and drink development.

1) Crossbreed Fruits

Hybrid flavours with built-in buzz

Consumers are actively looking for something new. 50% of global consumers say they seek out innovative flavours, while 64% are interested in trying flavour fusions and combinations.

Crossbreed fruits answer that need perfectly, blending familiarity with novelty. Once confined to supermarket fruit aisles, hybrids are now moving rapidly into flavour development as brands look to capitalise on built-in intrigue.

Flavours to get on your radar:

  • Pineberry – early-stage, visually intriguing and social-friendly
  • Tangelo – emerging citrus crossover with freshness and versatility
  • Melon Berry – trending, sweet and refreshing
  • Boysenberry – trending with indulgent berry depth

2) Taste the Colour

Flavour that looks as good as it tastes

Consumers are craving experiences that look as good as they taste, driving a surge in bright, eye-catching colours that pop on shelf and on screen.

This appetite for visual impact is being fuelled by social media and younger consumers in particular, with 47% of Gen Z saying they follow viral food and beverage trends.

Pistachio perfectly captures this shift. Its vibrant green colour and indulgent profile have driven +38% CAGR in UK product launches (2021–2025), proving that colour-led flavour isn’t just a fad, it’s converting into real products.

Flavours to get on your radar:

  • Ube – trending, indulgent and visually distinctive
  • Charcoal – early-stage, flipping bright colours on their head.
  • Black cherry – trending with deep colour and broad appeal
  • Dragon fruit – early-stage, social-first and vibrant

3) Time for Tea?

Tradition meets global adventure with tea flavours.

Global tea cultures are inspiring innovation across RTDs, alcohol, desserts and dairy.

This shift is backed by the huge trend of bubble tea, which has seen +22% CAGR in global product launches (2021–2025).

Consumers are embracing tea flavours that feel both familiar and adventurous, particularly when combined with indulgent or functional trends.

Flavours to get on your radar:

  • Thai Tea – emerging fusion of wellness and indulgence
  • Rooibos – trending with caffeine-free, natural positioning
  • Oolong – emerging with premium heritage cues
  • Passion Flower – emerging, floral and globally inspired

4) Hedgerow Fruits

Foraged, British and beautifully authentic.

Hedgerow flavours tap into nostalgia, provenance and a growing desire for natural, authentic flavour stories.

This trend is gaining traction, with forest berry flavours showing +32% CAGR in global product launches (2021–2025) and UK social mentions of hedgerow flavours up +11% year-on-year.

Flavours to get on your radar:

  • Damson – early-stage with deep, rich fruit notes
  • Sea buckthorn – early-stage, sharp and functional-friendly
  • Wild strawberry – trending with premium nostalgia
  • Elderberry – mature but still relevant for health-led products

5) Sophisticated Indulgence

Affordable luxury and grown-up flavours.

Premium indulgence is evolving. Instead of overt extravagance, consumers are gravitating towards quality ingredients, depth of flavour and something a little bit more premium.

Social data reflects this shift, with a 20% year-on-year growth in premium alcohol discussions.

It’s not just booze, with +31% YoY growth in black sesame mentions, highlighting appetite for refined, globally inspired indulgence.

Flavours to get on your radar:

  • Brown butter – trending with rich bakery appeal
  • Dark chocolate – trending and versatile
  • Marcona almond – emerging, premium nut profile
  • Cardamom – trending across sweet and savoury

6) Sun Kissed Fruits

Consumers are chasing sunshine through flavour. Tropical and globally inspired fruits are booming across hydration, functional and non-alcoholic beverages.

The data shows Mangosteen has seen +77% YoY growth in US non-alcoholic beverages, showing the thirst for emerging exotic flavours.

The big one is Passion fruit. Mentions are up +12% year-on-year in the US – and that’s big considering it is already a well-established flavour. This one is ready to sit at the top table with orange and lemon.

Flavours to get on your radar:

  • Korean pear – emerging with strong hydration and wellness cues
  • Pink guava – emerging with colour and sweetness
  • Calamansi – trending sharp citrus profile
  • Yuzu – mature but still premium and powerful

Want the full flavour picture?

This blog is just a taste.

Our Top Flavour Trends 2026 & Beyond report dives deeper into the data, flavour lifecycles and real-world examples shaping the future of food and drink.

Click here to download now.

Crossbreed Fruit Flavours: The Next Big Trend in Food & Drink

Have you ever tried a tangelo? No? You’re missing out…

Crossbreed fruits like pineberries and tangelos have been making waves in UK supermarkets. Retailers like Waitrose have championed these hybrids, showing consumers that fruit doesn’t just have to be a boring old apple or banana.

A whole new fruity world is opening up.

Now, these exciting crossbred flavours are moving from the fruit aisle into product development, and brands that move fast can capture the buzz.

We’ve created a brand-new range of 100% natural crossbreed flavours designed to help you bring this trend straight into your drinks, snacks, bakery, or dairy launches

Discover Our Natural Crossbreed Flavour Range

Each flavour is designed to replicate the excitement of real fruit crossbreeds, bold, juicy, and brave.

  • Melon Berry Flavour – a refreshingly juicy melon base lifted with sweet berry notes; bright, light, and perfect for summer product launches.
  • Tangelo Flavour – a zesty blend of tangerine and pomelo; citrus with a twist that’s perfect for soft drinks or confectionery.
  • Limelon Flavour – sharp lime meets mellow melon; crisp, cooling, and seriously thirst-quenching for beverages and frozen treats.
  • Blood Lime Flavour – rich citrus depth with ruby-red intensity; a sophisticated yet playful flavour for cocktails, desserts, or dairy.
  • Pineberry Flavour – strawberry’s tropical cousin; pale, pretty, and pineapple-kissed, ideal for eye-catching yogurts or bakery.
  • Boysenberry Flavour – a bold dark berry with jammy richness; indulgent and perfect for sauces, fillings, or premium drinks.
  • Peach Berry Flavour – soft, juicy peach rounded with a ripe berry sweetness; smooth, sunny, and versatile across applications.

Why Are Crossbreed Flavours Trending?

Crossbreed fruits and flavours are more than a novelty, they tap into key consumer trends:

  • Curiosity factor: familiar yet different, they encourage trial and discovery.
  • Visual appeal: striking colours and unique looks make them a hit on social media.
  • Premium positioning: retailers like Waitrose use crossbreeds to create a sense of exclusivity and excitement.
  • Flavour exploration: hybrids deliver exciting twists on everyday favourites, ideal for new product development.

100% Natural, Trend-Led, and Ready for NPD

Our crossbreed flavours are:

  • 100% natural: no artificial notes, just clean-label flavour impact.
  • Versatile: developed for use across beverages, snacks, bakery, and dairy.
  • Allergen-free, BRCGS AA certified & carbon neutral flavours.

If you’re looking to be braver with flavour, our crossbreed flavour range is the perfect way to stand out in a crowded market.

Request a Sample Today

Don’t get left behind, taste the future of flavour. Request a sample of our natural crossbreed flavours and discover how they can elevate your next product launch.

Contact us today to request your crossbreed flavour samples.

I.T.S. Secures Second Site to Expand Flavour Capacity

Things are about to get a whole lot tastier.

Following rapid year on year business growth, flavour experts, I.T.S has acquired a second facility, complete with a state-of-the-art flavour laboratory, close to its existing premises in Newbury, Berkshire.

Flavour innovation and application development at the heart of new I.T.S. site.

I.T.S’ new site will feature a modern innovation centre as well as customer product development areas. There will be new flavour creation laboratories, flavour sample bays and dedicated application spaces for bakery, dairy, beverage, and confectionery. The I.T.S microbrewery and bar, currently housed in the existing building and location of many a successful beer flavour tasting, will be given a facelift too and move to the new site.

Unbeatable lead times and trusted supply will be further supported.

New warehousing located there will hold both raw materials and finished product on-site. This will ensure that I.T.S can offer rapid turnround times and a stable supply to customers. The current I.T.S site will be converted into a purely manufacturing and technical site. This will increase production capacity, so allowing I.T.S to dramatically increase its flavour manufacturing capabilities.

Taking A Braver Flavour to the next level.

Established in 2009 by Mike Bagshaw, with the focus on bringing innovation and injecting some fun into the flavours sector, I.T.S now employs 24 people and supplies natural flavours throughout the food and beverage industries. Mike’s original vision remains at the heart of I.T.S and it is this approach to being ‘brave’ with flavour, while responding quickly to customer needs that has helped to drive the company’s success to date.

Mike Bagshaw, founder of I.T.S explains: “When I set up I.T.S 15 years ago at my kitchen table, I wanted to shake up the flavours industry, inject some real innovation and encourage customers to think outside the box. In recent years we have seen an explosion in popular culture, use of the internet and social media which, in turn, have fuelled fast changing food trends. As a proudly independent flavour house, we can keep on top of the latest trends and respond quickly to them, giving customers access to flavours which they may not be able to source easily from larger flavour suppliers.

Investing in the future and growth of natural flavour manufacturing. 

“The time has come to invest in the next stage of I.T.S’ growth and to expand to bigger and better facilities that will enable us not only to develop some fantastic new flavours but also give us the space to work directly with customers on product development and manufacture.
“These are exciting times for I.T.S and the whole team is looking forward to the next set of opportunities that this move will bring”.

I.T.S is hoping to move to its new premises by the end of the year.

Key Trends in Dairy – Dairy Innovation Strategies Conference 2024

It’s time to talk flavour trends in the dairy industry.

The I.T.S. team will be joining some of the biggest names of the dairy and dairy-free industry in Copenhagen at the Dairy Innovation Strategy Conference 2024.

The conference takes place on 24th – 25th of April at the AC Hotel Bella Sky, Copenhagen.

The yearly conference welcomes in the 10th year and the agenda looks bigger than ever. The conference offers a unique space for the dairy industry to network and discuss all the latest trends and technical developments. We’ll be on hand to cover all things flavour.

Taking the stage to talk about natural flavours in dairy and dairy-free.

Never one to turn down the chance to share our opinions on flavour – we’ll be taking to the stage to discuss flavour trends. Owner of I.T.S. Mike Bagshaw, will join a panel discussion focusing on key trends in dairy – enrichment, fortification, taste and ways of consumption.

Completing the panel lineup will be Vicky Davis (Global Marketing Director, FrieslandCampina), Johan Garssen (Chief Scientific Advisor, Danone), and Sarah Bjerre Lindboe (QEHS and Innovation Manager, Dragsbæk Group).

Experience and taste our latest and on-trend natural flavours.

After the dust has settled on our dairy trends panel discussion you’ll be able to find the team hanging around on a brightly coloured table showcasing our flavours. We’ll be pitching up and bringing along some of our favourites to show off. You’ll be able to sample classic core flavours and a braver flavour. We’ll also have something a little bit special, so make sure you pop by our table and have a taste. 

Heading to the event and want to catch up? Or maybe you just want to chat how our flavours could help you? Get in touch and we’d be happy to help. 


REQUEST FLAVOUR SAMPLES

What’s Hot this Christmas in UK Supermarkets

Food and Drink Trends this Christmas.

Now the dust has settled and supermarkets are stuffed to capacity with glitz and glamour, we jumped head first into the sparkliest aisle in the supermarket. 

Discover what’s hot this Christmas with food and drink in UK supermarkets.

Mince Pies, but not as we know them.

Finally! Mince Pies are getting a little more exciting. We’ve got nothing against a good old mince pie, it’s just that we felt they could do with a facelift. 

Luckily, our prayers were answered. Taking inspiration from the Hot Cross Bun category we’ve started to see a rise in premium flavoured mince pies.

A special shout out to the chocolate and cherry mince pies at Asda. 

i.t.s. flavour trends chocolate and cherry mince pies

Chocolate, any way you want it. 

If it’s not broke, don’t fix it. Chocolate isn’t going anywhere. 

But, in true braver flavour spirit – it’s chocolate ramped up. Mint chocolate, salted chocolate, blonde chocolate, orange chocolate. Make sure you are doing something interesting with it.  

Our special shout-out goes to Tesco with their White Forest flavoured ice cream – yum. 

I.T.S. flavour trends white forest flavour ice cream

Berries, with a little bit of Christmas spice.

We’ve been tracking this one for a while. We first spotted it launched in Harrods when we indulged in their mulled berry-filled doughnuts. 

Since then we’ve been singing its praises to anyone that will listen – hoping it will catch on this Christmas. And, guess what – it’s here. 

Our shout-out goes to Aldi’s Mixed Berry Cider which even has the excitement of glitter – and who doesn’t love a little shimmer at Christmas? 

I.T.S. flavour trends mulled berry

Caramel, you can’t escape it, but why would you want to?

We set you the challenge of trying to avoid caramel this Christmas. Impossible. Everywhere you look another flavour pairing boasts the caramel label.

Leading the way is Caramelised Biscuit. We are pretty sure almost every brand has its own offering at the moment. 

Special shout-out? We couldn’t choose just one. Just get out there and fill your basket with this indulgent flavour. 

 

I.T.S. christmas trends caramelised biscuit

Christmas, the perfect time for flavour. 

There are so many other exciting flavours we’ve seen rising in popularity this Christmas.

Flavours like spiced apple, brown butter, candy cane, marmalade, spiced rum, and almond are some of the tasty flavours to make sure you try this Christmas. 

Don’t forget – if you’re looking ahead to next year, get in touch to request some natural flavour samples to get your development started early.  

I.T.S. christmas flavour trends

REQUEST CHRISTMAS FLAVOUR SAMPLES

A Day in the Life of Natural Flavour Manufacturing

Understanding Natural Flavours.

In September 2023, leading food and drink publisher, Food Manufacture, came to visit I.T.S. HQ for a quick tour of what life is like in the world of flavour making. 

A day in the life of I.T.S and natural flavour manufacturing.

We love it when friends come to visit at I.T.S. – that is why our door is always open to customers and suppliers to pop by and say hello whenever they are in town. Our good friends from Food Manufacture (Bethan Grylls, Editor, and William Dodds Deputy Editor) approached us to ask if they could come and shoot a short video highlighting what goes on in the day of a natural flavour manufacturer.  Never one to pass up an opportunity, we obliged and welcomed the team on-site. 

Natural flavours don’t have to be so secretive

Why is it that most natural flavour companies are so secretive about their work? We love sharing how we do things and are happy to shout it from the rooftops. 

That’s why we gave a special tour to Food Manufacture to show them all about what we do. We gave a complete tour of our facilities- test bakery, flavour library, flavour production facility, and beverage development suite – even our very own bar! 

Step inside I.T.S. flavours

Click here to watch the video and find out more about what Food Manufacture had to say about their day exploring I.T.S.