At some point in our lives, we’ve all tried something like dipping our chips (fries) in a shake or crisps (chips) on a sandwich, or just about anything that sounds a little off…that is, until you try it!
It doesn’t have to be as extreme as the stuff spreading across social media, like stuffing a candy bar inside a pickle, making a watermelon and pickle sandwich, or topping pizza with, well…pickles…
In fact, it doesn’t have to involve pickles at all.
But one thing TikTok and other internet “culinary” trends have taught us is that people, especially younger consumers, are keen to try almost anything once, even if it seems strange—maybe even more so if it does.
Yet, it doesn’t have to be only crazy combinations; rather, it can be anything that can be seen as an interesting or even nostalgic and memorable pairing.
Last year, when we were “Getting a Taste of 2024 Flavor Trends“, Edlong’s VP of Global R&D, Dr Bernd Koehler, had this to say about these potential “perfect pairings”, “I am sensing companies are going to start looking at combining adjacent flavors that delight your taste buds. For example, by taking “perfect pairings” of foods that you’d eat together, like wine or fruit and cheese and combining the two flavors into a unique new product. It appeals to convenience and cost in a way that makes more interesting versions of things they already enjoy.”
This seems to have hit the nail on the head, as companies are starting to capitalize on this concept like never before.
Let’s take a look at some of the ways companies are leveraging this approach of “innovation through combination”.
Brand Partnerships
In an age of endless options and declining brand loyalty, if you have a brand with equity, now is the time to cash it in.
This could be why many CPGs choose combinations through collaborations with other brands.
This allows them to leverage the positive view of each product to create a new and unique experience.
It could be restaurants and CPGs partnering to produce products like a fruity pancake-flavored potato chip or a certain fast-food chain that seems to successfully supersize crunchy snacks and turn them into tacos.
Looking at a country like South Korea, where ramen-inspired beers, sesame oil lattes, or a cross-promotion of sweet bread-flavored soda and soda-flavored sweet bread makes it clear this has become an international phenomenon.
While R&D teams from these companies are hard at work coming up with creative combos, some are letting social media inspire innovation.
A perfect example is the viral dirty soda, where a young woman and her memama (grandma) make a “diirrty sooda” by combining coconut coffee creamer, limes, and soda. A creamer company wasted no time creating its own Dirty Soda creamer, which is to be used with the soda from their video rather than coffee.
Many of these examples illustrate that while the brand team-ups might catch a shopper’s attention, it’s the flavor or category mash-ups that make them interested enough to try.
Categories & Flavors
The products that look to have stuck the landing the best are sauces and snacks with unmistakable characterizing profiles.
Ranch is a perfect example.
With the Ranch profile now available on everything from almonds to sunflower seeds, crisps, crackers, and, yes, even ice cream, the Midwest American wisdom that Ranch makes everything better appears to be true.
(… apparently, the ranch-flavored pickles from TikTok are really good…so that’s one for the pickle crowd.)
This also goes both ways, with Ranch literally spicing it up with jalapeno, Nashville hot, buffalo, hot honey, and more. There are even options for those wanting to add some cheesiness to the creamy ranch goodness.
Hot sauces are showing up and showing out as well, with offerings such as hot honey club crackers or canned spaghetti with hot sauce.
Not to be forgotten is the power of recognizable snack profiles.
Like taking chips and dip to another level with dips flavored like the chips or the bold pairing of beef jerky with the epic spice of classic crunchy snacks.
Sweet treats and desserts take this to a whole new level with the creative and delicious crossovers.
Though some combinations appear to be more for shock value and internet buzz, like mustard-flavored candy and ice cream flavored like mac and cheese, others shock in more of the “why didn’t I think of that?” kind of way.
Examples include tart fruit and creamy chocolate like pink lemonade-flavored candy bars or chocolate infused with cranberries.
Others are more out-of-the-box but are bound to hit like ice cream bars that come with the french fries already dipped in the chocolate coating. Talk about convenience.
Salty and Sweet is also having a moment of not being afraid to turn it up more than a couple of notches.
Cookies, candy, and even cereal coating popcorn— movie watching’s favorite snack? Why not! What about the inception-level taste of a popcorn-flavored jellybean-flavored protein bar? Or have you ever wondered how to make combinations like chocolate and pretzels even better—put them in ice cream!
These innovative combinations can work great as LTOs (limited-time offers) or line extensions. Still, unless the goal is simply marketing or social media shares, they all have one thing in common—they must taste great.
For many of these, the authentic taste of dairy could be the key to elevating these perfect pairings to flavorful soulmates that make consumers fall in love.
Contact us today to learn how our extensive range of dairy and dairy-type flavors can help your innovative combinations be everything they can be.
About the Author: Emily Sheehan, Applications Manager, EMEA
Hi! I’m Emily Sheehan. I’m the Applications Manager, EMEA at Edlong, and my job is rooted in creating exciting new possibilities for our people and processes. It’s inspiring to reflect on how much Edlong has achieved and even more amazing to be involved in such thoughtful innovation. We enjoy pushing boundaries in food and flavour, and we welcome everyone in the food industry to join us. If you’re in need of expertise or inspiration, I’d love to collaborate and help you design flavour solutions that resonate with consumers!
Topics: Innovation
Resource Type: Article
Resource Region: EU
