Once pigeonholed by parrots and pirates, rum is shaking off its kitschy past and sailing into more sophisticated waters. With premiumisation, provenance and innovation fuelling its revival, the category is enjoying a second wind – and the results are anything but vanilla. FoodBev's Siân Yates discovers how this once-overlooked spirit is winning over modern drinkers, and what that means for the future of rum production. There was a time – not so long ago – when the mention of rum conjured little more than a cartoonish swirl of Jolly Roger flags, treasure maps and Jack Sparrow impressions. A spirit long associated with carefree revelry and beach bar charm, rum has often been celebrated for its hedonistic appeal – even if it has not always been given its due by the more traditional corners of the alcohol world. Fast forward to 2025, and things are looking quite different. The world’s third most popular spirit is undergoing a reappraisal, and rum makers are out to prove there is more to the spirit than mojitos and mai tais. If the last decade was about gin’s artisanal comeback and whisky’s global swagger, this year might just be rum’s revival. “It’s no longer just about dark or white rum – you have spiced, flavoured and premium expressions that offer a real adventure in taste. That’s exciting, and it’s why rum is resonating so strongly today.” Chris Rigby, Deeds Rum. “There’s no doubt rum is having a moment, and I think it comes down to a few key things,” noted Chris Rigby, strategic advisor to UK-based Deeds Rum. “First, people are increasingly looking for spirits with character and complexity, and second, new consumers – especially younger ones – are being drawn in by rum’s evolving flavour landscape.” “It’s no longer just about dark or white rum – you have spiced, flavoured and premium expressions that offer a real adventure in taste. That’s exciting, and it’s why rum is resonating so strongly today.” Rigby, the former head of strategy at Don Papa Rum – where he played a pivotal role in the brand’s $284 million acquisition by Diageo – joined Deeds Rum in March 2025. With over 30 years of industry experience, he is now supporting The Miracle Rum Company, founded by spirits veteran and owner of the Deeds brand, Matthew McKee, in its mission to broaden consumer appeal and drive growth in the flavoured rum category. Flavour-fuelled flair For producers and formulators, the rum revolution brings with it new opportunities to experiment with flavour. Today’s expressions are more adventurous, playing with chilli, cacao nibs, dried citrus and even umami-rich ingredients like miso or smoked sea salt. “Flavoured rums are absolutely reshaping the category,” Rigby enthused. “Consumers – particularly Gen Z and Millennials – are hungry for bold, authentic flavour experiences. They don’t want bland or generic; they want something that feels crafted and unique. I think we’ll continue to see flavoured rums become more sophisticated, with brands moving beyond just ‘sweet and simple’ towards more complex and layered profiles.” At Deeds, the team is experimenting with natural caramel, vanilla and liquorice flavours to develop a jet black rum that is both indulgent and nuanced. Rigby says it is the kind of innovation that is attracting new drinkers to the category and demonstrating that flavoured rum can be every bit as premium and compelling as its more traditional counterparts. “Social media continues to heavily impact flavour trends in the rum category, with TikTok inspiring new rum beverages and craft cocktails.” Tom Cleghorn, Synergy Flavours. “Social media continues to heavily impact flavour trends in the rum category, with TikTok inspiring new rum beverages and craft cocktails,” added Tom Cleghorn, European category development manager at Synergy Flavours. “For example, the ‘hot buttered rum’ trend, which features a combination of rich and warming spices and indulgence, is made using butter, brown sugar, cinnamon and nutmeg to create the perfect cosy cocktail.” This trend echoes Innova Market Insights’ number three trend for 2025, ‘Flavours – Wildly Inventive,’ which predicts that creativity and excitement will dominate product innovation, with flavour profiles inspired by the exotic, the natural and the imaginative. Cleghorn highlighted ‘cocktail culture’ as one trend embracing this innovation shift, with bold reinterpretations gaining popularity. “The Kingston Negroni, for example, offers a vibrant twist on the classic by swapping botanical gin for flavour-rich Jamaican rum. Meanwhile, Caribbean Coffee reimagines the espresso martini, replacing vodka with dark rum and infusing tropical notes like coconut or banana.” “Beyond the bar, manufacturers are expanding their flavoured rum ranges, with products such as Lang’s Banana Rum and Admiral Vernon’s Cherry Spiced Rum giving consumers adventurous new taste experiences straight from the bottle.” In December 2024, Synergy launched a new range of rum flavours, designed for both alcoholic and ‘nolo’ applications. The range includes three authentic rum profiles – white, dark and spiced – as well as three rum-based cocktail flavours: strawberry daiquiri, mojito and piña colada. These can be used to enhance the flavour of alcoholic beverages, such as RTD cocktails, or to replicate the taste of rum in nolo products. To develop the range, Synergy used gas chromatography-mass spectrometry (GC-MS) and gas chromatography with flame ionisation detection (GC-FID) to identify and quantify individual aroma compounds in a variety of rum brands. “This analytical approach allowed the team to pinpoint how key flavour notes interact, enabling them to recreate the distinctive profiles of classic rums with authenticity and precision,” explained Cleghorn. “Rum hasn’t quite got to the gin level yet where brands are coming up with all sorts of leftfield ideas to get noticed, and for the most part, traditional spiced flavours are still coming up top.” Fran Barnikel, Barti From giants like Bacardí – with its latest Passionfruit launch – and Diageo, whose Captain Morgan Sweet Chilli Lime expression adds a fiery twist to the category, to smaller players like UK-based Barti, whose spiced rum blends vanilla, clove, cinnamon and sweet citrus before being infused with wild, hand picked laver seaweed, the rum sector is brimming with bold flavour innovation. Fran Barnikel, managing director of Barti, has noticed the increase in spiced and flavoured rums. “It hasn’t quite got to the gin level yet where brands are coming up with all sorts of leftfield ideas to get noticed, and for the most part, traditional spiced flavours are still coming up top,” she told FoodBev. “We’re also noticing that consumers are happy drinking spiced rum neat, which wasn’t always common.” Moving past pirates and piña coladas? Beyond innovative flavours, a key consumer trend driving the rum category is a desire for nostalgia, heritage and timeless serves, as Tjalling Simoons, regional brand director EMEA at Bacardí, pointed out. This has inspired the development of new formats and reimagined drinking experiences designed to recruit new consumers and support category growth. Bacardí’s new RTD cocktail, created in partnership with Coca-Cola, offers the iconic ‘rum and coke’ experience in a canned RTD format. “Designed to evoke memories while offering a refreshing and recognisable serve, it’s a nod to tradition packaged for today’s on-the-go lifestyles,” said Simoons. There is plenty of innovation in formats, as Rigby highlighted: “RTD rum cocktails, highball cans and premium miniatures are helping make rum more accessible and playful. But perhaps the biggest trend is how people enjoy rum: it’s no longer just a party spirit. You’ve got consumers sipping premium rums neat or over ice, treating it like they would a fine whisky. That’s a huge shift, and it’s elevating the category as a whole.” Diageo-owned Captain Morgan recently launched Muck Pit Brew, a 4% ABV, gently-sparkling tropical drink that merges Captain Morgan Original Spiced Gold with brewed mango and subtle hop notes, creating a product that captures the body of beer while delivering the finish of a spirit. Patricia Borges, global gin and rum director at Diageo, said: “Rum is such a versatile liquid, and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it. The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings.” The 2025 Bacardí Cocktail Trends Report highlights the rising popularity of savoury and herbaceous flavours in the on-trade, with interest in these profiles growing by 20% and 15% respectively in North America in 2024. Synergy’s Cleghorn also notes increasing consumer curiosity around umami flavours, with ingredients like miso, mushroom, fish sauce and vegetables making their way into cocktail development. "There is increasing consumer curiosity around umami flavours, with ingredients like miso, mushroom, fish sauce and vegetables making their way into cocktail development." Tom Cleghorn, Synergy Flavours. “For example, a miso rum old fashioned is a twist on the classic whisky-based serve,” he explained. “It combines miso paste with bitters, then adds rum, sugar and ice to create a bold, balanced drink.” Cleghorn points to Funktown, a bar in Bangkok, as another example of this culinary crossover trend. “Its ‘Chicken Dinner’ cocktail – served hot or cold – features chicken consommé, rum, Riesling and scallion oil, showcasing the growing appetite for cuisine-inspired cocktails and unexpected flavour combinations,” he enthused. Meanwhile, this summer, Barti is set to launch its own spiced rum ice pops, expanding the brand into playful, seasonal formats. Looking ahead, Barnikel says that the company also plans to enter the RTD market, with ambitions to bring innovative flavours and a distinctive visual identity to the category. Rum goes premium The rum category is undergoing a notable transformation, with strong momentum towards premium and super-premium offerings as consumers seek higher quality, authenticity and refined flavour profiles. According to Bacardí’s Simoons, this move is elevating rum’s reputation, positioning it more than just a basic mixer. “Increased investment in quality ingredients and innovative production results in more diverse and complex flavour profiles. Consequently, consumers are increasingly valuing craftsmanship and seeking to understand the story behind each bottle.” At the premium end of its portfolio, Bacardí is led by two standout expressions: Reserva Ocho Rum and Gran Reserva Diez Rum – both crafted to showcase the brand’s commitment to quality and aged complexity. “There’s always something special about a nod to the past. I think it’s important to respect the traditional process of making any spirit, and to understand how and why those methods have survived so long. But new ideas can always run alongside this." Fran Barnikel, Barti. “Premiumisation creates a sense of kudos,” added Barti’s Barnikel. “Die-hard whiskey drinkers are starting to veer into rum because there are more and more super premium brands entering the market, giving the whole category more weight.” Premium today is all about authenticity, craftsmanship and experience, says Deeds’ Rigby, noting that consumers increasingly want to know where their rum comes from, how it’s made and what sets it apart. Reflecting on his previous work with Don Papa Rum, he highlights its Philippine origins – a distinct departure from the Caribbean provenance that many European and American drinkers still regard as the gold standard for rum. “Providing compelling stories to explain the Filipino traditions in sugar cane production and distilling was key to demonstrating Don Papa’s authenticity and difference,” he told FoodBev. “Likewise, Deeds is not only rich in flavour but also rich in story. We make our rum in England, drawing on the local heritage of Pontefract, where Caribbean rum historically met Yorkshire liquorice. That kind of provenance matters to today’s drinkers. Premium isn’t just about price; it’s about the depth of the experience you’re offering.” Part of rum’s enduring appeal lies in its rich history and heritage – which is why, as Rigby puts it, brands should “respect the past while reimagining it for today”. Bacardí, with its 163-year legacy of rum making, is one of the world’s largest family-owned, privately held spirits companies. Born in Cuba and now produced in Puerto Rico, the drinks giant aims to showcase its expertise in every bottle. “We want to give our loyal customers the taste and quality they expect, while also inviting an exciting new generation of rum drinkers,” added Simoons. Barti’s Barnikel also recognises the power of heritage in rum’s story. “There’s always something special about a nod to the past. I think it’s important to respect the traditional process of making any spirit, and to understand how and why those methods have survived so long. But new ideas can always run alongside this. As a brand, we aren’t stuffy about how you enjoy our rum. Mixers and new ideas in all shapes and sizes are welcome here.” As rum continues to chart its new course, it is clear this is no fleeting trend or marketing gimmick. From reimagined classics and unexpected flavour pairings to premium pours with provenance, today’s rum is rewriting the rulebook. And while the pirates may have jumped ship, a new wave of drinkers is more than ready to come aboard.

Beverage technology company CO2Sustain is set to launch two new solutions designed to meet the evolving demands of the beverage industry. During this year's Drinktec event, the company will introduce TasteMod², a flavour-modifying ingredient, alongside enhancements to its carbonation technology. Both aim to support consumer preferences for healthier and more enjoyable drinks. TasteMod² enables manufacturers to deliver full-flavour experiences in reduced-sugar products. As the industry faces growing pressure from sugar taxes and a consumer shift towards better-for-you options, TasteMod² effectively neutralizes the off-notes often associated with high-intensity sweeteners such as stevia and sucralose. It also improves mouthfeel, creating a sugar-like taste that allows brands to reduce sugar without compromising on flavour. The solution is suitable for both still and carbonated beverages. Jonathan Stott, director at CO2Sustain, said that TasteMod² is “not just an ingredient but a tool for brands to align with consumer expectations for healthier options while maintaining taste”. CO2Sustain is also enhancing its carbonation technology, which offers manufacturers several benefits: it creates longer-lasting fizz, reduces foaming and helps ease reliance on increasingly strained CO2 supply chains. The solution is compatible with lightweight PET bottles, enabling more sustainable packaging, and can prolong carbonation retention by up to two months. It also supports industry-wide sustainability goals by lowering overall CO2 usage. Together, these innovations aim to help manufacturers respond to health-conscious consumers while improving both product quality and sustainability.

Ahead of its demerger from Unilever , the Magnum Ice Cream Company has launched Hydro:ICE – a glow-in-the-dark kiwi and lemon ice pop – exclusively in Ibiza for summer partygoers. Debuting at Ibiza’s Blue Marlin, Hydro:ICE is a 77-calorie, dairy-free kiwi and lemon ice pop enriched with vitamins C, B2 and magnesium. Targeting health-conscious partygoers, it offers a refreshing, low-calorie option for the sober-curious, with a glow-in-the-dark gel core for added novelty. The launch comes ahead of the demerger of the Magnum Ice Cream Company from Unilever, which is expected to be completed in November of this year. The Magnum Ice Cream Company will continue to sell Unilever’s ice cream brands, including Ben & Jerry’s and Walls. Hydro:ICE will be available at select clubs in Ibiza via its unique direct-to-consumer distribution model and mobile delivery service. Top image: © Hydro:ICE on Instagram

Pernod Ricard-owned white rum brand Malibu has partnered with Dole Food Company to introduce a new line of Malibu & Dole Ready-to-Drink Cocktails, set to launch in early 2026. This collaboration aims to capitalise on the growing consumer demand for convenient, flavourful alcoholic beverages in the RTD format. Malibu & Dole cocktails will feature a blend of Malibu's signature coconut rum and Dole's high-quality pineapple juice, which has been a popular pairing among consumers for years. Each 12oz can will contain 130 calories and will be crafted with natural flavours, free from artificial sweeteners and colours. The line will offer a variety of flavours, including Pineapple, Pineapple Mango, Pineapple Strawberry and Pineapple Dragon Fruit, packaged in both 8-pack and larger single cans. Natalie Accari, division vice president and general manager of RTD & convenience at Pernod Ricard USA, said: "This innovation takes our consumers' favourite serve and makes it even more accessible in a convenient format". By leveraging the established popularity of Malibu and Dole's products, the partnership aims to enhance consumer experience and drive sales. The RTD cocktail segment has seen substantial growth in recent years, driven by consumer preferences for convenience and ready-to-drink options. As more consumers seek out easy-to-prepare beverages, this partnership positions both brands to tap into a lucrative market. The combination of Malibu's reputation as a leading coconut spirit and Dole's expertise in fruit-based products is expected to resonate well with consumers looking for refreshing, tropical flavours year-round. Elisabeth Morris, director of brand and licensing at Dole, highlighted the strategic alignment of both brands: "Both brands are leaders in their category, and bringing them together in a highly desirable and convenient format will only enhance the consumer experience year-round".

Heinz has launched four new mayonnaise-style sauces in Canada, aiming to satisfy growing consumer demand for more ‘adventurous’ sauce options. The four new flavours tap into the country’s love for mayonnaise, with two-thirds of Canadian consumers ranking it among their top five condiments according to Kraft Heinz Canada’s research. Despite this, Heinz noted a lack of flavoured varieties available on the Canadian market. With its latest launches, the brand aims to create a more convenient option for those who like to mix their mayonnaise with other sauces, removing the extra step to ‘create the perfect flavour pairing’. Now available nationwide at major retailers, the four new mayonnaise-style sauce flavours include Smoky Bacon, Garlic Parmesan, Mango Habanero, and Pickle. Jenna Zylber, head of innovation at Kraft Heinz Canada, said: “At Heinz, we know that Canadians crave bold and delicious flavours, and we’re thrilled to introduce our new lineup of Heinz Mayonnaise-Style Sauces to shake up the mayo category and give Canadians more exciting dipping options”.

Laura Willoughby In many parts of the world, the drinking landscape is shifting. Binge drinking is on the decline, with moderation becoming the new norm – particularly among Gen Z and Millennials. This generational change is fuelling a rise in low- and no-alcohol options across hospitality, trade, and retail. Laura Willoughby MBE, founder of Club Soda and one of the UK’s leading voices in low- and no-alcohol beverages, shares her insights on how consumer behaviour is evolving and explores a new opportunity this presents for the alcohol trade and retail sectors. The way consumers engage with alcohol is changing rapidly. Across the UK, moderation is no longer a niche trend but a mainstream choice, as more people seek a balance between social enjoyment and personal well-being. This shift has led to significant growth in alcohol-free alternatives, but a new category is emerging as the ideal middle ground: mid-strength alcohol. Despite its clear potential, mid-strength drinks remain underrepresented in both hospitality venues and retail stores. Consumer demand is rising, yet many bars, pubs and supermarkets are still slow to offer a strong selection. For businesses in both trade and retail, this represents a major opportunity to meet evolving customer needs, increase dwell time and drive additional revenue. Understand the mid-strength consumer A recent nationwide study of UK adults by Kam Insights and The Mid Strength Collective highlights the growing appeal of mid-strength alcohol. 74% of consumers are now actively moderating their alcohol consumption and half of those surveyed said they would prefer to have two mid-strength drinks rather than one full-strength drink when out with friends. Going for two is the new going for one. Consumers are looking for ways to extend their social occasions while keeping control over their drinking experience. The findings also show that a third of consumers believe having mid-strength alcohol options available in pubs and bars would enhance their social experience. However, many struggle to find suitable options. In supermarkets, nearly three-quarters of shoppers said they would be more likely to buy mid-strength products if they were more clearly labelled and marketed. Moderation today is not about abstinence. Consumers still want to enjoy the ritual of drinking and the social connection that comes with it, but in a way that allows them to remain present and in control. Mid-strength alcohol meets this demand, enabling consumers to stay out longer, drink more in volume while consuming less alcohol overall and feel better the next day. Increasing spend and dwell time in the on-trade For pubs, bars and restaurants, mid-strength alcohol presents a major opportunity to attract and retain customers while increasing spending per visit. One of the most notable insights from the research is the idea that consumers are more likely to stay for an extra drink when mid-strength options are available. Instead of stopping at one full-strength drink, they are choosing to have two mid-strength drinks, or have the same number of drinks but with half the alcohol (what we call Coasting), extending their time in venues and increasing their total spend. At the moment, 65% percent of consumers opt for soft drinks when moderating their alcohol intake, while only 31 percent choose mid-strength options. This suggests that there is significant room for growth if venues improve their selection and visibility of mid-strength drinks. Many consumers remain unfamiliar with what mid-strength alcohol actually means or struggle to find it on menus. Currently, only 41% percent of consumers say it is easy to locate mid-strength beers in the pubs they visit. For hospitality businesses, improving menu placement, training bartenders to recommend mid-strength options, and ensuring clear visibility at the bar can significantly boost sales. The opportunity goes beyond increasing revenue; it also enhances the overall social experience for customers. 36% of consumers believe that drinking mid-strength options on a night out improves the quality of their interactions, allowing them to stay more present and engaged in social settings. By making mid-strength alcohol a visible and attractive option, hospitality businesses can create an environment where customers feel comfortable moderating their drinking while still participating fully in social occasions. This approach not only increases order volume but also builds customer loyalty and encourages repeat visits. Retail opportunity Supermarkets and off-trade retailers also stand to benefit from the rise of mid-strength alcohol. While alcohol-free products have already gained widespread consumer acceptance, mid-strength drinks offer an additional alternative that allows consumers to moderate their intake without feeling like they are missing out on the drinking experience. Despite this potential, mid-strength alcohol remains an underdeveloped category in grocery retail. Less than half of consumers believe supermarkets offer a good selection of mid-strength beer, and the numbers are even lower for mid-strength wine, cider and spirits. Many shoppers struggle to find these products on shelves, with only 43% saying they find mid-strength beers easy to locate in supermarkets. McGuigan’s have had great success in Sainsbury’s when they have highlighted their wines with mid-strength signage and point of sale. Labelling and education are crucial factors in driving sales. More than 70% of consumers say they would be more likely to purchase mid-strength alcohol if better information were provided on packaging and store displays. Consumers want to see clear details about alcohol content, calorie savings and comparisons to full-strength versions. Retailers that invest in better signage, in-store promotions and clearer labelling will be able to capitalise on this growing trend. Consumers are also open to purchasing mid-strength alcohol across a range of different occasions. Many say they would consider mid-strength options for weekday after-work drinks, social gatherings, and celebratory events. Retailers that position mid-strength alcohol as a flexible and everyday choice, rather than a niche product, will see higher engagement and increased basket spend. Mid-strength: a market that will grow The shift towards moderation is not a passing trend but a long-term transformation in the way consumers approach alcohol. As health and wellness continue to play a central role in lifestyle choices, the demand for mid-strength alcohol is expected to grow significantly across both on-trade and off-trade sectors. For businesses, this presents a clear opportunity to invest in mid-strength alcohol now and build a competitive advantage as the market develops. Younger generations, in particular, are driving this shift, with high levels of interest in mid-strength drinks among 18 to 44-year-olds. Businesses that act early by expanding their product range, improving visibility, and educating consumers will be best positioned to benefit from this changing landscape. The mid-strength alcohol market is still in its early stages, but the momentum is clear. With the right strategy, brands, venues and retailers can position themselves at the forefront of this new era of balanced drinking. The opportunity is here, the market is ready and the businesses that move now will be the ones that define the future of mid-strength alcohol.

Nestlé has developed a new patented technique aimed at revolutionising cocoa production, potentially increasing cocoa fruit yield by up to 30%. This innovation not only addresses sustainability concerns within the cocoa supply chain but also promises to enhance the economic viability for cocoa farmers by maximising the value derived from their harvests. Traditionally, chocolate production relies solely on cocoa beans extracted from the pods, leaving a substantial amount of the cocoa fruit – including pulp, placenta and pod husk – largely unused. Nestlé's new method seeks to leverage these underutilised components, and in doing so, minimise waste and improve the overall efficiency of cocoa extraction. The process involves collecting all parts of the cocoa fruit as a wet mass, which then undergoes natural fermentation. This method unlocks essential chocolate flavours without compromising taste. The resulting mass is subsequently ground, roasted and then dried into chocolate flakes, ready for use in chocolate production. Louise Barrett, head of the Nestlé Research and Development Center for Confectionery in York, UK, highlighted the importance of this innovation in light of climate change's effects on cocoa yields. “We are exploring solutions that could help cocoa farmers maximise the potential of their harvests,” Barrett stated. “This groundbreaking technique utilises more of the fruit while enabling us to provide delicious chocolate to our consumers.” The implications of this development extend beyond just yield enhancement. By streamlining the cocoa extraction process, farmers can allocate more time to essential agricultural practices, such as pruning, which has been shown to further improve crop yields. This dual benefit of increased efficiency and enhanced agricultural focus could significantly elevate the livelihoods of cocoa producers. More innovative solutions for cocoa production 🍫 Barry Callebaut Barry Callebaut has teamed up with the Zurich University of Applied Sciences (ZHAW) to research the potential of cocoa cell culture technology. The initiative aims to explore new ways of producing chocolate while strengthening supply chain resilience. The collaboration will combine Barry’s expertise in chocolate manufacturing with ZHAW’s research led by professors Tilo Hühn and Regine Eibl-Schindler, both recognised for their work in cell culture technologies. Read more . 🍫 T. Hasegawa USA In October last year, T. Hasegawa USA introduced a new product aimed at addressing the ongoing global cocoa shortage that has significantly impacted food and beverage manufacturers across multiple categories, including confectionery, snacks and sports drinks. The company’s Cocoa Powder Replacer is an alkalised, low-fat cocoa flavour designed to serve as a substitute for traditional cocoa powder. This innovation allows manufacturers to reduce their reliance on raw cocoa while maintaining the desired flavour profile in their products. Read more . 🍫 Mars In a move to bolster its cocoa supply chain amid growing challenges, Mars – the manufacturer of global brands such as M&M’s, Snickers and Dove chocolate – recently entered into a licensing agreement with agricultural gene-editing firm Pairwise. This partnership aims to leverage advanced CRISPR technology – a gene-editing tool that allows scientists to precisely alter DNA sequences in living cells and organisms – to develop more resilient cocoa plants, addressing the pressing issues of climate variability, plant diseases and environmental stresses affecting cocoa production. Read more . 🍫 Ardent Mills In May, Ardent Mills introduced Cocoa Replace, a wheat-based ingredient designed to replace up to 25% of cocoa powder in baked goods like cakes, cookies, brownies and muffins. The product addresses ongoing challenges with cocoa supply, rising costs and clean-label demands. Cocoa Replace is a single-ingredient, non-GMO, vegan and kosher-certified solution that simplifies reformulation for manufacturers. It allows for minimal label changes in wheat-based products, offering a cost-effective alternative amid cocoa price volatility. Read more . 🍫 Cargill Last spring, Cargill announced a commercial partnership with cocoa-free chocolate start-up Voyage Foods, aiming to meet global demand for sustainable confectionery. Voyage, based in California, uses plant-based ingredients to develop sustainable and dairy-free alternatives to popular products that face ‘uncertain futures’ due to their sourcing challenges – including chocolate. Alongside its alternatives to cocoa-based products, it also provides nut-free spreads made without common nut or dairy allergens, such as peanut and hazelnut, formulated to taste like their traditional counterparts thanks to the company’s proprietary technology. Read more .

The Good Food Institute (GFI) has announced that Nigel Sizer – a climate and public health expert and former head of the Rainforest Alliance – will be joining as its new chief executive on 26 August. GFI, a non-profit think tank dedicated to the global alternative protein industry, said Sizer will help lead its strategic programming and operations in the US and worldwide. He will work closely with GFI teams in Asia Pacific, Brazil, Europe, Japan, India and Israel. Based in New York, Sizer will lead all aspects of operations and administration in partnership with GFI president and founder Bruce Friedrich and the organisation’s regional leads around the globe. Prior to joining GFI, he served as president and CEO of the Rainforest Alliance and as global director of forests for World Resources Institute. During this time, he helped launch and grow the Global Forest Watch, the Global Restoration Initiative and the Forest Legality Alliance. Following the Covid-19 outbreak, Sizer also founded Preventing Pandemic at the Source, leading a 20-organisation coalition focused on upstream pandemic prevention policies. In addition to this, he has held positions at the United Nations Environment Programme, the Nature Conservancy, Rare, and other non-profit boards focusing on climate and public health. GFI’s work spans science, policy, industry and philanthropy to advance alternative proteins, such as those made from plants, via fermentation or cultivated from animal cells. By doing this, it aims to help meet the world’s climate, health, food security and biodiversity goals – diversifying protein production can significantly reduce greenhouse gas emissions from agriculture, land and water use, and the widespread use of antibiotics within our food system. Commenting on his appointment, Sizer said he is “honoured to be joining this team of change-makers”. “After years quantifying the land use, health and climate damage of commodity animal agriculture, I am convinced that alternative proteins are the single most powerful opportunity to curb deforestation, biodiversity loss, pandemic risk and greenhouse gas emissions,” he said. “How we feed humanity without destroying nature, and in ways that enable a greater diversity of life to thrive, deserves north star focus. GFI’s theory of change, its global network and its catalytic efforts across science, policy, industry and philanthropy are critical.” GFI founder and president Friedrich said: “Nigel Sizer has spent his career addressing the root causes of some of the biggest challenges of our time – a major motivation that drew him to GFI, our mission and our theory of change. With each disruption to our global food system, and demand for meat on the rise in virtually every economy in the world, the links between agriculture, climate, biodiversity, public health and malnutrition become ever more clear.”

In a move to bolster its presence in the healthy convenience sector, Premier Foods has acquired Merchant Gourmet, a brand known for its ready-to-eat meal pouches centred around pulses and grains. This acquisition aligns with Premier Foods' growth strategy of enhancing its portfolio through brands that promise value addition and sustainable growth. Merchant Gourmet specialises in a range of healthy meal options, including microwaveable rice and a variety of ready-to-eat pulses. Within these categories, the brand has demonstrated a strong track record of profitable sales growth and high consumer loyalty, evidenced by exceptional repeat purchase rates. Alex Whitehouse, CEO of Premier Foods, noted the strategic fit of this acquisition, said: "Replicating the success of our previous two acquisitions, The Spice Tailor and FUEL10K, we will be deploying our proven branded growth model; expanding retailer distribution, accelerating new product development, and increasing marketing investment to unlock further profitable growth for the brand". He continued: "Merchant Gourmet expands our category presence, complementing our already strong brand portfolio, and we look forward to welcoming the team to Premier Foods”. Premier Foods plans to leverage its proven branded growth model to unlock significant value from Merchant Gourmet. This includes expanding retailer distribution, accelerating new product development and increasing marketing investments. Richard Peake, managing director of Merchant Gourmet, expressed confidence in the acquisition, highlighting the brand's commitment to delivering great-tasting, premium food. Peake added: “Finding the best home for both Merchant Gourmet and our valued team is something we have thought carefully about, and we believe Premier Foods is the right partner to match our ambition. They understand where we’ve come from, they respect what makes our brand special, and we’re excited to continue innovating boldly and inspiring people to fall in love with simple, good food.”

General Mills is capitalising on consumer demand for seasonal flavours with the introduction of several products aimed at enhancing the autumn experience for food and beverage retailers. The company's latest offerings are designed to satisfy a variety of consumer cravings, from baked goods to convenient snacks. Betty Crocker Soft Baked Cookies (Pumpkin Spice) General Mills has launched a new line of soft-baked cookies in the popular pumpkin spice flavour. This product is poised to attract consumers looking for a warm, comforting treat during the autumn. The easy-to-use mix allows for quick preparation, making it an ideal option for busy families and gatherings. Pillsbury Ready To Bake Snickerdoodle Another exciting addition is the Pillsbury Ready To Bake Snickerdoodle cookie dough. This product offers versatility, allowing retailers to promote it as a perfect pairing with ice cream or seasonal beverages like apple cider. The ready-to-bake format caters to the growing consumer preference for convenience without sacrificing flavour. Betty Crocker Delights Super Moist Spice Cake Mix While this product is available year-round, its emphasis on the cosy flavours of autumn makes it a timely offering for fall celebrations. The Super Moist Spice Cake Mix is positioned as an easy solution for consumers looking to create festive desserts for gatherings and special occasions. These new products reflect General Mills' strategy to leverage seasonal trends and consumer preferences for comfort foods during the autumn. With the return of flavours like pumpkin spice, the company is not only catering to nostalgia but also tapping into the lucrative seasonal market that often drives increased sales in F&B.

ChaiTea combines wellness and youth culture: A new beverage brand redefining the iced tea category by blending health, lifestyle and energy. Innovative approach to functional drinks: ChaiTea offers tea-based beverages with natural ingredients providing a healthier alternative to conventional sodas with innovative concept of hydration Chaibiotic complex to be launched in Q1 2026. Marketing strategy driven by influencers collabs: Partnering with one of Poland's leading Gen Z content collectives has led to record engagement and sales. Ambitious growth targets and technological innovation: With a focus on eco-friendly production, sustainable packaging and advanced technology, ChaiTea aims to eceed 10% of the market share by 2030 and over PLN 100 million (approx. $27.5 million) turnover. From superfoods to functional iced tea – founders with proven FMCG success ChaiTea is the latest venture from entrepreneurs Michał Czerwiński and Artur Gajewski, whose track record includes building two of Poland’s fastest-growing health food brands – Purella Superfoods and BeRAW (co-created with personal fitness trainer Ewa Chodakowska). Their success culminated in a high-profile M&A deal merging Purella with Bakalland to form FoodWell, now generating over PLN 600 million (approx. $165 million) annually. Leveraging over a decade of experience in innovation, product development and brand building, Czerwiński (CEO of Best Drinks Company) and Gajewski (VP & CMO) have turned their attention to redefining iced tea – one of the fastest-growing beverage categories in Poland. Their vision: a functional tea brand that resonates with Gen Z and millennials, offering healthier, craft-style alternatives to mass-market sodas. A modern alternative in a growing category ChaiTea’s portfolio is built entirely on real tea extracts – black, green or yerba mate – delivering two to three times more tea content than conventional iced teas. All products are naturally formulated, with no artificial sweeteners or preservatives, and are designed to meet both functional and emotional needs. Product lines include: ChaiKola Classic and Cherry: Sparkling black tea colas with kola nut, spices and fruit juice. Lower sugar (8.5g/100ml) and tea-based caffeine make them a smart alternative to conventional cola. ChaiMate Orange and Berry & Grape: Yerba mate–based sparkling energy drinks with guarana, offering natural, sustained energy without synthetic additives. ChaiGreen: Non-carbonated green tea blends for wellness and refreshment, with flavours like peach, lemon and jasmine. This craft-driven design and healthier formulation answer a clear consumer shift: both retailers and shoppers are looking for higher quality, distinctive beverages that stand out on the shelf. Marketing that sells – influencer collaboration and viral activation ChaiTea’s market entry has been as bold as its flavours. The brand partnered with DRE$$CODE, one of Poland’s most influential Gen Z creator collectives, to launch a limited-edition peach and berry line exclusively at 13k Żabka’s stores. The collaboration was structured as a revshare partnership, enabling high impact with lean budgets – echoing the founders’ earlier success with BeRaw. In just few weeks, campaign content tagged #ChaiTea&Dresscode generated over 40 million views and 3 million interactions, mainly on TikTok and Instagram – the social spaces where Gen Z lives. To celebrate selling 1 million cans in three weeks, ChaiTea launched a UGC contest with Żabka: fans built creative art installations from ChaiTea cans for a chance to win a trip to Burning Man in Nevada, US. The activation drove multi-pack purchases, encouraged organic storytelling around creativity and sustainability and deepened community engagement. Riding global beverage trends ChaiTea’s positioning taps into some of the most powerful beverage trends identified in global market analysis: Functional beverages boom The functional drinks market is projected to reach $296.67 billion by 2035, with iced tea evolving from simple refreshment into a “wellness delivery system”. Gen Z’s consumption-influence paradox While certain niche drinks represent a small share of weekly consumption, they dominate social influence. ChaiTea addresses this with products for both high-frequency use and high-impact brand buzz. Sober curious and mindful drinking Consumers are increasingly replacing alcohol with natural, functional drinks that promote balance and mental clarity. ChaiTea’s green tea and yerba mate lines already tap into this with caffeine from tea leaves and guarana – offering energy without overstimulation. Emotional hydration and daily rituals Beverages are no longer just for hydration – they’re part of wellness rituals. Consumers seek drinks that relax, uplift and reflect emotional needs. ChaiTea is exploring blends that bring calm and clarity through herbal profiles like green tea, yerba mate or jasmin. Functions and biohacking The rise of products enriched with electrolytes, adaptogens, nootropics or pre and probiotics reflects a shift toward smart, personalized hydration. Next ChaiTea innovations will fuse tea tradition with modern functional benefits – from stress support to focus-enhancing ingredients. R&D works currently on great concept binding hydration with nutrition and our Chaibiotic complex – novelties to be launched in Q1/Q2 2026. Sustainability as a competitive necessity With 67% of consumers considering packaging in purchase decisions, ChaiTea uses recyclable cans and explores biodegradable options. Premium processing technologies Future innovations may include cold-brew methods for smoother taste and higher antioxidant retention, and AI-powered production for consistent quality and reduced waste. Ambitious growth plans ChaiTea’s growth trajectory is matched by equally bold targets. The brand, which has already secured around 1.1% market share by value in Poland’s RTD tea segment, aims to reach 10% by 2030 and exceed PLN 100 million in annual revenue. Distribution is expanding at high speed. A year ago, ChaiTea’s two SKUs were available only in Żabka; today, the range has grown to ten SKUs in Carrefour, Kaufland, Dealz, Rossmann, Hebe, Shell, Circle K, MOL and Auchan. In August 2025, the brand enters Delikatesy Centrum, begins partnerships with Stokrotka and Duży Ben, and launches an activation with Biedronka. E-commerce is also a priority, with a branded store on Allegro and availability through Frisko, Bolt, Lisek and Żabka Jush. International expansion has begun, with the first containers shipping to the UK. The Chai way forward For Czerwiński and Gajewski, ChaiTea is more than just a drink – it’s a cultural and lifestyle proposition. In a category dominated by global giants, they’re proving that a local brand, rooted in quality, innovation, and authentic storytelling, can grow fast and win loyalty. “Today’s young consumer doesn’t need a discount – they need a reason to be part of something bigger. ChaiTea creates that space,” says Czerwiński. With its rapid distribution growth, strong alignment with global trends, and a proven leadership team, ChaiTea is on track to become one of the defining beverage brands of the next decade – doing it “the Chai way”.

F’real, a brand known for its 'blend-it-yourself' frozen beverages, is set to launch a limited-edition Girl Scout Coconut Caramel Milkshake on 25 August 2025. This new offering, made with real Girl Scout Coconut Caramel cookie crumbles, will be available at over 17,000 retail locations across the US, marking a significant expansion of F’real’s product line-up. The collaboration with the Girl Scouts of the USA (GSUSA) highlights F’real's strategy to capitalise on the popularity of iconic flavours and the growing consumer interest in unique, indulgent frozen treats. The milkshake blends the classic flavours of toasted coconut, rich caramel and cocoa, providing a creamy dessert option that resonates with both nostalgia and contemporary taste preferences. Megan Grinstead, vice president of customer and consumer marketing at Rich Products Corporation, F’real's parent company, said: “We are thrilled to introduce another innovative limited-edition milkshake, giving F’real fans across the country the chance to enjoy an exciting new flavour that captures the essence of one of the most popular Girl Scout Cookie flavours”. The milkshake can be customised with three thickness options, allowing consumers to tailor their experience to their liking in just about 60 seconds. The Coconut Caramel Milkshake comes at a time when the frozen beverage sector is experiencing robust growth, driven by consumer demand for customisable and convenient snack options. This trend is particularly pronounced in convenience stores, where F’real has established itself in the frozen novelty category. Wendy Lou, chief revenue officer of GSUSA, added: “Bringing a beloved Girl Scout Cookie flavour to a milkshake is more than just a delicious collaboration – it’s a celebration of the entrepreneurial spirit at the heart of Girl Scouts”. This partnership not only enhances product offerings but also aligns with the organisation’s mission to empower young girls through the Cookie Program. The Coconut Caramel Milkshake will be available in various retail environments, including convenience stores and college campuses, with a suggested retail price of $3.99 for a 12oz serving. The seasonal product is expected to attract both loyal F’real customers and new consumers eager to experience this unique flavour.