Fantasy Flavours
And the reason behind
Why Unicorn, Fairy and Flamengo flavours appear in beverages
In a world where flavours, fruits, and raw materials are limited, conceptualized or fantasy flavors have been emerging in the market for some time now. According to Innova Market Research, 37% of consumers globally have sought to enhance their mood with edible or drinkable treats over the past year. Amid various challenges, consumers are drawn to experiences that provide a sense of magic and wonder.
Fantast flavours like “Unicorn Dream” or “Flamingo Paradise” transport people to a playful, carefree realm, offering an escape from everyday stress. These fantasy-inspired flavours also possess captivating visual appeal, featuring bold and colourful aesthetics that make them irresistible on social media. Consider glittering “Galaxy” drinks, AI-designed vibrant packaging, and eye-catching designs that practically shout, “Pick me!”
Moreover, fantasy flavours evoke a sense of adventure. Their catchy and creative names spark curiosity, inviting consumers to try something new. They provide a feeling of discovery and fun, particularly for younger generations who crave excitement in their purchases. Some brands have even introduced mystery-flavoured limited editions, where the flavour varies from can to can, encouraging curious consumers to engage, scan codes, and redeem prizes.
Inspired by fantasy and sentiments.
The trend towards more engaging and less ingredient-specific product names is not solely inspired by fairy tales. According to Innova Market Insights, product names like “Winter Glow,” “Happy Mondays,” and “Feel New” experienced an average annual growth rate of 23% among new products from 2020 to 2023. This trend is also evident in seasonal launches, which capitalize on weather phenomena and other seasonal themes with catchy names like “Forest Rush” and “Arctic Breeze.”
Sometimes, the concept and brand name establish a connection between functionality and marketing; for example, a drink called “Glowberry” that glows in the dark or a drink named “Chill,” which offers a cooling mouthfeel sensation. Instead of classic names like “Mango-Citrus,” fantasy-themed flavours are being developed to tap into current cultural trends, such as K-Pop inspired flavours, E-sports themed options, or even flavors influenced by global phenomena like AI.
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37% of consumers globally are looking to boost their mood with an edible or drinkable treat over the past year.
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of US consumers look for new foods/flavours to try all or most of the time
%
of US consumers seek out new flavours
Innova I Fantasy Flavor Trends
Tastetomorrow I The rise of fantasy-flavored foods
Fantasy flavours
Popular Fantasy flavours
