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From silky foams to satisfying crunches, this summer proved that texture was more than a passing trend – it was the star of the show. As the days grow cooler, Marina Di Migueli, global marketing director – starch, protein and mouthfeel at Tate & Lyle, reflects on the 'summer of mouthfeel' and how the texture movement continues to reshape the way we eat, drink and indulge.

This summer, texture moved from the sidelines to centre stage.

Across every category, country and consumer segment, one thing stood out: mouthfeel. Not just texture, but the full sensory experience – how food looks, sounds, tastes and feels in the mouth. It’s become a defining driver of product appeal, shaping not just what people eat and drink, but how they talk about it, share it and remember it.

Consumers rarely talk about 'mouthfeel' explicitly – but they know how it makes them feel. It’s often the difference between trial and repeat purchase: a lower-fat whipped topping that still delivers creaminess, a crunchy snack that feels more premium or a chew that adds playfulness. It shapes perceptions of quality, indulgence and even health. Texture delivers satisfaction in the moment, and emotional connection in the long run. It is where delight meets desire.

From light-as-air foams to playful chewy inclusions and rich, creamy indulgence, the season showed how brands are using texture to deliver standout, sensory experiences – some fresh and unexpected, others tapping into comforting nostalgia. All designed to make healthier products feel every bit as satisfying.

In a landscape crowded with newness, it was sensory satisfaction that set products apart – the multi-texture moment, the unexpected crunch, the creamy mouthfeel that lingered.

What defined the summer of 2025?

1. Making tasty foods healthier

Health and taste are no longer at odds. Creamy, protein-packed formats helped consumers reimagine indulgent moments without compromise. Think about the post-workout moment – craving something rich and satisfying without undoing your effort. Müller x Myprotein's shake delivers that milkshake-like mouthfeel with 34g of protein, blending indulgence with function. It's not just nutrition – it's a reimagined moment of pleasure with purpose.

Other launches brought layers of sensory depth. Aldi’s Brooklea Vanilla Berry Granola Protein Yogurt pairs smooth yoghurt with crunchy granola for a high-protein snack that satisfies across textures. In the US, Drumroll Chocolate Glazed Donuts take a nostalgic form – fluffy, cakey, glazed – and reformulate it for today’s wellness goals: plant-based, grain-free and low in sugar.

These examples highlight a clear shift: sensory satisfaction is no longer sacrificed in pursuit of nutrition. Healthier products can still feel rich, familiar and indulgent – when texture is part of the design.

2. Functional foams

Cold-foam coffees remained menu staples this summer – not just for their flavour, but their silky, layered mouthfeel. Starbucks’ upcoming launch of protein cold foam and protein lattes in the US marks a pivotal shift: from indulgent topping to functional format.

This transformation signals how brands can evolve loved textures into value-led layers – adding functionality while maintaining the pleasure that draws consumers in.

3. Chewy takes hold

Chewiness is being reimagined. In the UK, Hello Kitty bubble tea offered a pop-culture hook, while brands like Twinings launched low-sugar versions that preserved the texture fun while aligning with health goals. This evolution tells us something important: chewy textures aren’t just for novelty.

They bring playfulness, ritual and pacing to the consumption experience – all key drivers of satisfaction and repeat purchase.

4. Crunch revival

Crunch is no longer confined to crisps. This summer saw the rise of artisanal, seed- and legume-based formats that deliver a clean, satisfying bite. Launches like Proper Snacks' Crunch Corn and Ibis Rice Bean & Rice Cakes showed how crunch can elevate perceived quality.

This revival isn't just about sound and sensation. Crunch signals freshness, craftsmanship and care – cues that matter in cost-conscious markets.

5. Chilled indulgence meets sandwich innovation

The humble sandwich took on new life in the form of the 'sando' – layered, chilled and indulgently textural. In the UK, M&S's controversial strawberries-and-cream version made waves on social media for its dessert-like construction, while Tesco's Birthday Cake Sandwich played with softness, sprinkles and nostalgic flavours.

In New York, Glace's Bacon Butterscotch S'mores Sundae blurred the lines between snack and dessert, layering marshmallow, bacon, and cream for maximum sensory contrast.

These innovations show how texture can create novelty from the familiar – and turn a simple format into a shareable, craveable experience.

From summer signals to autumn shifts

The shift to autumn has already happened – but the appetite for texture-rich formats shows no sign of slowing. The question now is how this momentum will evolve as consumer moods shift with the seasons.

1. Comfort-first formats

Consumers are gravitating toward creamy, thick, spoonable (forkable, if your Gen-Z) textures that provide both mood and nourishment. Think oat lattes with elevated mouthfeel or dense yogurts that feel more like a treat.

TruBalance Protein Collagen Fruit Spreads are a good example: combining real fruit, clean label ingredients and a smooth, creamy consistency with functional benefits like added collagen. Designed for wellness without compromise, they offer indulgence and utility in a single format.

2. Plant-based progress

Mouthfeel has long been a barrier in alternative dairy and meat categories. That’s changing. Rind’s Bleu Crumbles, launched in the US, use mung bean and chickpea proteins to deliver a creamy-yet-crumbly experience that mirrors dairy blue cheese. Meanwhile, Like’s entry into Tesco in September brought frozen formats such as Like Popcorn and Like Chicken Burgers, showing plant-based players focusing as much on bite and crunch as convenience.

Expect more reformulated launches that lead with improved texture as a route to better acceptance and repeat purchase.

Reformulating for impact

One of the biggest shifts this year hasn’t come from new formats, but from smarter reformulations. Brands are working behind the scenes to improve mouthfeel in existing products – reducing sugar and fat, or enriching with fibre and protein – while preserving the sensory experience consumers expect. Starbucks’ upcoming protein cold foam is a clear case study: taking a topping already loved for its creaminess and evolving it into a functional, protein-fortified layer.

This isn’t always straightforward. Fortifying a product with protein can introduce textural challenges like grittiness. These subtle shifts shape how products are perceived.

Which textures will define the seasons ahead?

As consumer expectations evolve and formulation science advances, the possibilities for creating memorable mouthfeel experiences are just beginning. That's the future we're helping to shape – where every bite, sip and spoonful delivers exactly what people want.

Disclaimer: This document is part of a proprietary research study that is intellectual property of Tate & Lyle PLC, together with the ‘Tate & Lyle’ and ‘CP Kelco’ trademarks. All other trademarks of market products/brands mentioned in this report, belong to their respective product/brand owner. Their inclusion in this report is for illustrative purposes only.