The German baked bread is revamped in various forms
Trend - A recent revamp of the humble pretzel is seen in both sweet and savoury forms, across varying types of -- and industries related to -- food and snacking. Products that feature this ingredient benefit from its perceived rusticness as well as its familiarity.
Insight - Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as star ingredients in recent years. Those that do well in North American markets tend to have origins in other continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and within CPG, where authenticity is most needed.
Insight - Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as star ingredients in recent years. Those that do well in North American markets tend to have origins in other continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and within CPG, where authenticity is most needed.
Workshop Question - What is one familiar, yet exotic ingredient you can use in your brand or product?
Trend Themes
1. Revamped Comfort Foods - Traditional comfort foods like pretzels are being revamped and repositioned as star ingredients in various types of food and snacking products, with a focus on authenticity and innovation.
2. Flavor Cross-pollination - Combining savory and sweet flavors such as the salty taste of peanuts and pretzels with sweet and creamy notes of caramelized creme presents opportunities for companies to push the boundaries of traditional dessert products.
3. Seasonal Flavor Offerings - Offering seasonal flavors like pumpkin spice with popular snack foods like pretzels gives consumers new ways to enjoy familiar tastes during specific times of the year.
Industry Implications
1. Food and Snacking - The food and snacking industry is seeing a trend in revamping traditional comfort foods and flavor cross-pollination to create new innovative products.
2. CPG - CPG companies are leveraging authenticity and nostalgia to drive innovation, especially in the snack foods category.
3. Fast Food - Fast food chains like Burger King are finding success in offering familiar comfort foods like burgers served on innovative pretzel buns, especially around seasonal events like Octoberfest.
