Category crossovers and savoury swaps: Mintel on the future of sweet flavours

By Niamh Michail contact

- Last updated on GMT

Innovation or abomination? Chocolate and sweet pizza.  © GettyImages/DukeII
Innovation or abomination? Chocolate and sweet pizza. © GettyImages/DukeII
As the backlash against sugar continues, manufacturers of sweet products are coming up with eye-catching solutions to win consumers’ attention from chocolate pizza to vegetable muffins, says Mintel.

According to associate director for food and drink at market research company Mintel Jenny Zegler, the future of sweet flavours has many potential opportunities.

"Sugar continues to be a concern for consumers globally so we're seeing brands making less sweet options​," she said, referencing Canadian brand Garden Lites, which has launched a blueberry and oat muffin that also contains fresh courgettes and carrots.

Vegetables are invading a host of sweet categories and can be used to create flavor profiles that are inherently less sweet,” ​said Zegler in an online blog post. 

“In bakery, carrots and other naturally sweet vegetables such as beetroot, parsnips, pumpkin, sweet potatoes and courgettes can add flavour and texture to cakes, and help keep them fresh and moist.”

© Mintel

In Europe, German brand Verival has an organic pumpkin and tomato porridge that is high in protein and made with whole vegetable pieces, herbs and spices.

Marcia Mogelonsky, global analyst at Mintel said the idea is to use vegetables with a certain flavour profile, resulting in cereals that “tend not to be really savoury, but less sweet'”.

Companies are also experimenting with products featuring new combinations of sweet with savoury or spicy flavours, or even sweet versions of traditionally savoury categories. Launched in Portugal by family-owned, Germany-headquartered manufacturer Dr. Oetker, the Ristorante Dolce Al Cioccolato is a frozen dessert pizza topped with chocolate sauce and three types of chocolate.

Meanwhile, last year, German biscuit manufacturer Bahlsen launched Leibniz Pick Up! sandwich cookies filled with chocolate and whose sweetness was offset by chili.

Tying flavours to a specific location could also provide "approachable innovation​", Zegler added. US confectionery giant the Hershey Company is one firm doing this with its introduction of limited edition products that have flavours inspired by six US states, such as Florida Key Lime Pie Twizzlers.

Related news

Related products

show more

Reduce Sugar. Add Fibre. Use VitaFiber™ IMO

Reduce Sugar. Add Fibre. Use VitaFiber™ IMO

LEHVOSS Nutrition– Gee Lawson | 11-Oct-2019 | Data Sheet

VitaFiber™ IMO is a plant-based food ingredient made from tapioca or pea starches and belongs to the special group of carbohydrates called oligosaccharides....

Clean and natural solutions for food colouring

Clean and natural solutions for food colouring

Kancor Ingredients Limited | 04-Oct-2019 | Application Note

Consumers are well informed these days and hence there is an overall demand for transparency and simplicity in product labelling. The food colouring industry...

Less sugar, fuller fruity flavour

Less sugar, fuller fruity flavour

H&F – Innovative Solutions for your Product Developments | 23-Sep-2019 | Application Note

Herbstreith & Fox presents new Classic pectins which set with no added calcium – perfect for modern fruit spreads with as little sugar as possible,...

Related suppliers

Follow us

Featured Events

View more


View more