The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Winter in the Northern Hemisphere officially lasts until 20 March 2025, so we’re in for a few more chilly, dark days ahead – we may even be in for some snow at some rather unexpected times. Reports suggest we could be in for a cold blast this Valentine's Day – and, at this point, we wouldn’t be shocked if our Easter eggs were frozen solid.

But as temperatures stay low, there’s a rising trend that's offering a warm-up: tropical escapism. With tropical flavours, scents and experiences flooding the market, consumers are finding ways to mentally escape to sun-soaked destinations, helping brands tap into the demand for a taste of paradise during the coldest months.

Tropical flavours fuel a resurgence in drinks

The beverage sector has been quick to embrace this growing trend. With bright, citrusy ingredients like pineapple, passionfruit, and mango, these drinks give a nod to the sun-kissed flavours of the Caribbean, offering a direct route to tropical indulgence, without the need for a plane ticket.

Non-alcoholic spirits brand Caleño, known for its vibrant, tropical-inspired offerings like Light & Zesty and Dark & Spicy, kicked off the year with the UK launch of its White Coconut Rum variant in January – bringing a taste of the tropics to consumers craving an escape.

Ellie Webb, founder of Caleño, said: "With rum alternatives projected to outpace non-alcoholic gin by 2026, we're excited to bring our Colombian-inspired White Coconut to Waitrose customers. The launch timing couldn't be better as Brits seek daily moments of tropical escapism and non-alcoholic varieties of their favourite tropical cocktails."

Big players like Malibu continue to expand their coconut-flavoured offerings, tapping into the nostalgia of beachside cocktails. Meanwhile, Fever-Tree recently introduced a Mexican Lime & Yucatán Hibiscus tonic, bringing vibrant, sun-kissed flavours to the premium mixer category.

Other brands have followed suit, launching tropical-inspired products to capture the zeitgeist. From sparkling waters infused with tropical fruits like guava and dragonfruit to flavoured rum cocktails and RTD cans boasting island-inspired concoctions, the market is brimming with sunny, exotic flavours that consumers can experience all year round.

Rebel Kitchen launched what it claims to be the world’s first health shots featuring the camu camu berry, a fruit native to the Amazon rainforest known for its exceptionally high vitamin C content. Lawrence Mass, a functional medicine practitioner, said: “The camu camu berry is a rainforest fruit that is a powerhouse of Vitamin C and packs in more Vitamin C than any other fruit on the planet".

British functional shot brand Moju has introduced a new ‘fiery’ innovation, Spicy Piña Immunity. Developed in response to increasing consumer demand for sweet and spicy flavour fusions in F&B, Spicy Piña Immunity is a bold and spicy flavourful shot that provides daily immune support.

Nestlé-owned Coffee Mate is introducing two limited-edition creamers inspired by HBO's The White Lotus, reflecting the tropical settings of the series’ third season. The flavours, Thai Iced Coffee and Piña Colada, aim to capture the essence of the show’s luxurious tropical resort locations.

Soft drinks are also riding the wave – Sanpellegrino added a Clementina & Fico d’India (prickly pear) variant to its Italian sparkling drink range, blending citrusy zest with tropical indulgence.

In the energy drinks space, Rockstar introduced two new tropical flavours in the US: Punched Pineapple (240mg of caffeine) with a bold pineapple taste, and Boom Piña Colada (160mg of caffeine) with creamy, blended dairy notes.

Alcoholic beverages are equally embracing tropical notes. Bacardi launched a Tropical Punch RTD, blending pineapple, guava and passion fruit for a convenient sip of paradise. Captain Morgan also jumped on the trend with its Tiki Pineapple & Mango Rum, designed to evoke the flavours of Polynesia.

The UK’s thriving plant-based sector has also joined the movement, with brands launching tropical-flavoured dairy alternatives, such as coconut milk and mango-flavoured yogurt drinks, tapping into the notion of 'vacation in a cup'.

While these innovations are boosting F&B sales, they also represent the intersection of health-consciousness and escapism. They provide consumers with an avenue to indulge in the flavours of summer without compromising on wellness.

Tapping into the tropical food trend in 2025

Beyond drinks, the food industry is leaning into tropical escapism, particularly in the snack and confectionery space. Lindt introduced a Mango & Passionfruit dark chocolate, while ice cream brands like Häagen-Dazs and Ben & Jerry’s have expanded their ranges to include flavours such as Piña Colada, Guava Cheesecake and Coconut Macadamia Nut.

Rowntree's expanded its ice lolly range with the launch of a new mango flavour, combining mango and passionfruit flavours swirled together to resemble the appearance of a ripe, juicy mango.

Will Yates, Rowntree's brand manager, said: "We're excited to be adding mango to the Rowntree's range. It brings a tropical new taste, and we're sure consumers of all ages are going to love it. As the nation's favourite ice lolly brand, we can't wait for consumers to enjoy even more feel-good snacking with our latest ice lolly."

Even breakfast foods are getting a tropical twist, with brands like Lizi’s Granola launching a Tropical Fruit & Nut granola packed with dried mango, coconut and papaya.

Elsewhere, UK cake bar brand Soreen introduced a new Apple & Mango flavour to its Lift Bar range, responding to consumer demand for fruity options in the mid-morning snack category.

As we look ahead to 2025, it’s clear that tropical escapism isn’t just a fleeting phase – it’s a mindset that’s here to stay. F&B manufacturers are well-positioned to capitalise on this trend by expanding their tropical offerings and aligning them with other emerging consumer preferences, such as sustainability, health and wellness.

Key strategies for manufacturers

Innovative tropical flavours: Expanding flavour profiles with exotic fruits like lychee, tamarillo or starfruit can create differentiation.

Collaborations and limited editions: Partnering with wellness brands or travel companies for exclusive tropical-themed launches can generate buzz.

Health-conscious offerings: Tropical-inspired functional foods, low-sugar beverages and probiotic-infused drinks can appeal to health-focused consumers.

Elevating experience through packaging: Bright, tropical-themed packaging and interactive elements can enhance the feeling of escapism.

Cross-category expansion: Exploring tropical flavours across teas, beauty-infused snacks and wellness products can further tap into consumer demand.

Looking forward: Tropical escapism as a permanent fixture

The rise of tropical escapism shows no signs of slowing down, as it has firmly embedded itself into the way consumers engage with products across multiple industries. As 2025 unfolds, the opportunity for F&B brands to capitalise on the tropical lifestyle trend is immense.

By aligning product offerings with the desire for escapism, health-conscious indulgence and sensory experiences, manufacturers can ride the wave of this growing trend and boost sales year-round.

In a world increasingly defined by uncertainty, the promise of a tropical escape – however fleeting – offers a simple yet effective antidote to the winter blues. So, as brands look to inject some sunshine into their offerings, there's no better time to give consumers a taste of the tropics.

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