The Future of Flavor Innovation

 

 

 

There’s big business in limited-time offerings (LTOs). Offering a product in a controlled quantity makes consumers curious and creates an urgency to purchase. Limited-edition flavors invite consumers to experience something new in a familiar format. Sometimes, they provide shock value and create a social media frenzy. They can also provide a test market and encourage shopper engagement. They are an excellent tactic for brands to connect with people. 

I tasted one of the most impressive flavor innovations in a long time: the new OREO Coca Cola Sandwich Cookie. Now, I did not say I liked it. But it was purchased, tried and shared. It was a conversation starter. 

That’s the future of flavor innovation.
 

 

In case you missed it, Coca Cola and the OREO brands teamed up as “besties” to create two exclusive and limited-edition products: the cookie and Coca Cola OREO Zero Sugar Limited Edition. I only tried the cookie and, well, because I want you to buy it and try it, I won’t spoil it. But I promise you, the formulators pulled it off, carbonation and all!

This new combo is all about the future of flavor innovation. It’s unexpected mashups in terms of tastes and products, all with a heavy dose of influencing. 

 

I belong to a food influencer group—Tastemaker News--that held workshops this week. The organizer said, and I agree, “Because conversations about the importance of influencer marketing are taking place more and more, which means legitimacy of our industry continues to grow and take hold... and there are even predictions by some that majority of marketing will be influencer marketing in 10 years. Influencer marketing is not only here to stay. It’s an essential component of the evolving creator economy that can help to make or break today’s brands. Brands must embrace collaboration and place trust in their creators’ understanding of their audiences. While platforms will evolve and new trends will emerge, cultivating strong relationships with creators will help brands remain resilient and adaptable in the dynamic digital world.”
 

So there you have it. I am thrilled to say that I was influencing before the term influencer, as it relates to foods and beverages, was coined. You know who else has been influencing for many more years? It’s Ben Cohen and Jerry Greenfield, the co-founders of Ben & Jerry’s Ice Cream. This week, they went there. (Thank you!)

In case you missed it, Ben and Jerry, independently from the brand that is currently owned by Unilever but will likely be an independent business some time in 2025, partnered with MoveOn to “Scoop the Vote.” They released a new limited-edition ice cream flavor called Kamala’s Coconut Jubilee under the Ben’s Best label. It’s a coconut ice cream base with fairtrade chocolate chunks, a caramel ripple and confetti stars. The flavor symbolizes the fight for racial and economic equality.

Ben  and Jerry have long been influencers and advocates for progressive causes. The two, and the brand, have often partnered with influential figures to raise awareness around key social issues. This latest flavor is expected to draw attention for its rich coconut taste and the message it carries.

The product is a partnership between Ben, Jerry, Jeni Britton (Jeni’s Splendid Ice Cream) and Pooja Bavishi (Malai Ice Cream) with MoveOn to increase voter turnout and support the Democratic candidate for president. IN addition to being available at retail and online, the new flavor is embarking on an ice cream truck tour across the country, stopping at battleground states to serve free scoops of Kamala’s Coconut Jubilee to “Scoop the Vote.”

Back to the OREO and Coca-Cola Bestie collaboration, it’s all about partnerships and influencing. The significance of celebrating friendships—besties--has never been more pertinent, and these two brands are championing it, as besties often become a combination of their very best traits, making each other even better together. 

“Being a groundbreaking partnership for both brands, we are excited for besties everywhere to join us in celebrating new products, amazing experiences and surprising moments of connection,” said Claudia Navarro, Marketing President at The Coca Cola Company Latin America.

Another partnership debuted this week, this one between The Frozen Farmer and Mattel. New Barbie Ice Cream pints put a cool spin on flavors just as iconic as Barbie. The four new ice cream pint flavors bring fun, fashion and flair to the frozen aisle. They are Beachhouse Brookies and Cream (cookies and cream ice cream with brownie pieces), Dream Orange and Cream (sweet vanilla cream ice cream mixed with orange sorbet), Pink Party Cake Pop (cake batter-flavored ice cream with sprinkles and vanilla cake pop pieces) and Raspberry Cupcake (buttercream cupcake-flavored ice cream with cupcake crumbs and raspberry jam swirl). All pints are packaged in a vibrant Barbie pink to appeal to brand fans from every generation. 

“As a mom to four daughters and the proud founder of a women-owned and operated business, Barbie has always inspired me to chase my dreams and embrace limitless possibilities,” said Katey Evans, founder of The Frozen Farmer. “I grew up playing with Barbie dolls, and they helped plant  the seeds of self-belief that I could do anything, like start The Frozen Farmer; now it’s a full circle moment to come together and partner with Mattel.

“These ice cream flavors will make any day feel like a celebration—just like how Barbie lives authentically with kindness and positivity,” said Evans, who notes that her favorite is the Pink Party Cake Pop. “It’s a real party in your mouth!” 

Evans, who landed an investment deal with Lori Greiner on ABC’s “Shark Tank” in 2020, co-founded The Frozen Farmer from her Sunday supper table, and has turned the ice cream brand into one of the fastest growing in the U.S.
McConnell’s Fine Ice Creams began a mashup campaign this week encouraging online shoppers to purchase two different pints to create their own personal mashup. These mashups will hopefully get the company to offer LTO mashups with both flavors in one package in the very near future. 

Imagine, pumpkin pie with spiced cranberry. Happy Autumn!