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Creamy is the new crunchy when it comes to sensory appeal. This texture has stepped into the spotlight as a crucial driver of indulgence, quality and innovation in the food and beverage industry. From viral cold foams to spoonable mousses, Shannon O’Shields, vice president of marketing at Rubix Foods, explores the science, strategy and social influence behind the silky textures consumers can’t get enough of – and what it takes for manufacturers to deliver them.

While flavour still reigns supreme, texture is emerging as a powerful differentiator for food and beverages, especially as consumers seek indulgent and elevated experiences across both savoury and sweet categories. But behind the simplicity of these descriptions lies a complex interplay of ingredient functionality, formulation techniques and processing precision.

Smooth moves: What is driving creamy texture cravings?

Consumer sensory expectations: In an era of premiumisation and plant-based innovation, consumers associate smooth and creamy textures with quality, freshness, indulgence and even comfort. These cues conjure a familiarity and nostalgia while simultaneously signalling sophistication when used in modern applications, from sauces and soups to beverages and desserts.

Social media influence: Creamy foods are not just craveable, they are a scroll-stopping viral phenomenon. From dirty sodas and cold foam creations to spoonable mousse and velvety dips, visually driven social platforms like Instagram and TikTok have amplified our awareness of the 'satisfying' foods and beverages through viral trends that drive significant demand. Today, texture has just as much visual appeal as it does physical.

Global inspiration: Global cuisines continue to influence mainstream palates and menus. Many inspirations celebrate silky or emulsified textures, such as Thai milk teas, Italian risottos, Indian curries, Mexican queso and even Japanese tonkatsu ramen. These culturally rooted textures are influencing modern foodservice menus across segments, from fine dining to QSR. In fact, 87% of Gen Z surveyors told our Next Flavour Network that they want to see more global flavours on chain restaurant menus.

The science of smooth

It is about more than just adding fat: Creaminess starts with the tiniest details… literally. The smaller the particles in a product, the smoother it feels. That is why fine-tuning things like particle size distribution or controlling ingredient interactions can make or break the texture.

Creamy without the calories: Today’s consumers are label-savvy; they want indulgence without overloading on fat. That is where the more clever ingredients come in: things like dairy or plant proteins, hydrocolloids and starches that mimic the robust mouthfeel contributed by fat, but with less of the guilt (and ultimately, cost).

Processing matters, too: How you mix, heat and homogenise your ingredients affects everything. The right processing techniques can enhance smoothness and mitigate issues like separation or unwanted watery textures, especially in sauces, beverages or creamy bases.

Protein can be tricky: Whether in a high–protein shake or an egg bite, protein can present its own challenges. If not managed well, it can lead to chalky textures or grittiness. Maintaining the right balance with other clean-label texture agents that don’t complicate the manufacturing process can help to keep things creamy.

Unlocking the creamy potential of foodservice

For manufacturers looking to support foodservice with more creamy-textured ingredients, the opportunity is huge, but it has to balance craveability, convenience and customisation. Here are a few things we keep in mind when developing creamy-textured ingredients that actually work:

Focus on versatility: Aim to develop creamy ingredients that can be used across multiple menu platforms, from dips to drinks to desserts. This is essential to most operators. Think, a neutral-flavoured 'culinary cream' base that works in sauces, soups and desserts or a creamy concentrated syrup that blends into beverages but also swirls over desserts. Ultimately, the goal is to develop one SKU with multiple applications, making it easier to sell and easier to market.

Freeze-thaw and heat-stable formulations: Operators need creamy products that don not split, curdle or break under pressure. Whether they are steaming, freezing or leaving them under a heat lamp, your ingredients need to withstand the operational realities of a fast-moving (and likely understaffed) kitchen! Think of a stable cold foam topper that holds its velvety smooth structure for hours, not minutes, or a creamy sauce base that stays buttery and silky on top of noodles even after reheating.

Creamy and clean label: No one wants to dine on a science experiment. Consumers want indulgence without all of the unpronounceable mystery ingredients. So, manufacturers have to deliver creamy textures using recognisable and clean alternatives. Consider unique nut blends that don’t require gums or fillers (eg. coconut or cashew) or processing pathways that harness the power of the natural elements of dairy. High-performing, clean label ingredients give you a competitive edge every time.

Customisable ready-to-use packaging: For foodservice operators, packaging is almost as important as what goes inside. If the packaging options do not work with their back-of-house configuration or slow down their operations, you are done before you have started. Developing creamy ingredients that come in easy-to-use and easy-to-store packaging like pouches, bag-in-box, aerosol cans or portion-controlled packs will be critical in winning foodservice business.

Shelf-stable or extended shelf-life SKUs: Foodservice operators love products that are either shelf-stable or have a long refrigerator or freezer life. This not only helps to reduce waste but also simplifies storage constraints that many restaurants face in their back-of-house.

Creamy texture isn’t just a buzz term – it is a full-spectrum opportunity for foodservice innovation. From the emotional pull of comfort and nostalgia to the visual impact that fuels viral cravings, creamy-textured foods check all the boxes for today’s hungry and curious consumers. But delivering on that indulgent experience takes more than just good ingredients, it requires smart formulation, thoughtful processing and real-world foodservice know-how.

For manufacturers and operators alike, investing in craveable, creamy solutions that are clean-label, versatile and operationally sound is not just good R&D… it is good business. Because when texture delivers, so does everything else.