The rise of fantasy-flavoured foods

The culinary world is entering a new era of enchantment with the advent of fantasy-flavoured foods. From ‘cosmic punch’ to ‘Arctic avalanche’, the food industry is moving away from literal taste descriptions and embracing cryptic and poetic product names. But why? Let's dive into this fantasy flavours trend to explore its origins and its consumer appeal.

In the supermarket tea aisle, we are long used to seeing options such as ‘winter glow’, ‘happy Mondays’ and ‘feel new’. But now producers of sodas, ice creams and pastries are exploring more creative product names too. According to Innova Market Insights, this trend saw a 23% average annual growth rate among new products from 2020 to 2023. Flavours such as ‘rainbow,’ ‘cosmic’, and ‘dream’ have led this surge. They resonated very well with Gen Z and millennial consumers who crave unique and extraordinary experiences.

Firstly, a fantasy name is a good marketing tool. It sparks curiosity and stands out on-shelf. But products with really good fantasy names go further. Just like terms such as ‘homemade’ and ‘Grandma’s’ are often used to evoke feelings of warmth, comfort and nostalgia. They evoke an emotional response. Fantasy names use the same principle of conjuring positive memories and emotions. Oftentimes, quite literally, think of the Magnum Euphoria and Magnum Wonder ice creams. Other options such as the Starchaser and Sunlover are a little more covert. These names paint vivid pictures in the consumer's mind – Starchaser paints a picture of nighttime adventures and celestial wonder, while Sunlover evokes images of warm, sunny days filled with joy and relaxation. These evocative names transport consumers to a different world, enhancing the sensory experience and creating a deeper, emotional connection with the product.

Coca-Cola embraced the fantasy flavour trend with its futuristic Year 3000 drink, which adds an exotic AI-powered flavor to the familiar cola taste. That gives consumers a chance to taste the future. Tropicana released Caribbean Sunset, which is meant to make you think of relaxing in a hammock on a sunny beach. The drink doesn’t even mention the fruit ingredients on the front of the packaging, there are just some subtle depictions of tropical fruits. But while most examples to date can be found in the drinks and ice cream categories, there are fantasy flavours already to be found in the bakery, patisserie and chocolate industry. 

Oreo released limited-edition Space Dunk cookies this year with the tagline ‘taste the space’. The cookies feature galactic designs and have a pink and blue layer of ‘cosmic creme’, which tastes like marshmallows and is infused with ‘stardust’ popping candy. The mysterious nature of the product composition and the packaging designs turns the familiar snack into an out-of-this-world experience. With the cookie and the accompanying marketing campaign, Oreo not only captivates the curiosity of consumers but also strengthens its brand identity as a fun and adventurous choice.