Foods Connected NPD edit: April - June 2025 trends

What were the most exciting food & beverage launches this quarter? 

As we move into the second half of the year, the food and beverage industry continues to evolve at pace. From functional drinks designed for GLP-1 users to creator-led iced coffees and hybrid cheese innovations, Q2 2025 has delivered a wave of new product developments (NPDs) that reflect the sector’s shifting priorities: health, sustainability, and consumer connection. 

Here’s our roundup of the most exciting launches from April to June 2025 and what they tell us about where the industry is heading. 

Celebrity & Creator collaborations go mainstream 

The influence of digital creators on food innovation is no longer niche—it’s a full-blown movement. 

• MrBeast x Jack Link’s: YouTube megastar MrBeast has partnered with Jack Link’s to launch a line of high-protein meat snacks. The range includes spicy beef sticks and teriyaki bites, with bold, collectible packaging designed for social media virality. The collaboration taps into Gen Z’s appetite for high-protein, low-carb snacks and their loyalty to creator-led brands. 

• Rodd’s Iced Coffee: British YouTubers WillNE and James Marriott launched Rodd’s, a ready-to-drink iced coffee brand now stocked in Sainsbury’s. With quirky branding and a strong online following, the launch sold out in several locations within days, showing the power of creator influence in driving trial and footfall. 
  

Key characteristics of this trend: 

• Creator-led branding with built-in audiences  
• Social media-first packaging and marketing  
• Fast retail adoption of influencer-backed products  
• Youth-focused formats and flavors  

Functional innovation for a new health era 

Health-forward innovation continues to dominate, with a sharper focus on personalization and emerging wellness needs. 

• Nestlé’s GLP-1 Protein Drinks: Nestlé has launched a new line of protein drinks tailored for users of GLP-1 medications like Ozempic and Wegovy. These drinks are formulated to support satiety, muscle maintenance, and nutrient absorption—key concerns for consumers managing appetite and weight loss. The launch positions Nestlé at the forefront of a growing niche in functional nutrition. 

• Super Juices & Adaptogenic Beverages: Brands like Suja, Remedy, and new entrants are expanding their portfolios with drinks that promise immunity support, energy boosts, and stress relief. Ingredients like ashwagandha, lion’s mane, and turmeric are becoming more mainstream, often paired with low-sugar, clean-label formulations. 

• Hybrid Cheese: A new wave of cheese products is blending dairy with plant-based ingredients to deliver on taste, texture, and sustainability. These hybrids appeal to flexitarians who want to reduce their dairy intake without compromising on meltability or flavor. 

Key characteristics of this trend: 

• Targeted nutrition for specific health needs (e.g., GLP-1 users)  
• Functional ingredients with wellness claims  
• Blended formats (e.g., hybrid dairy/plant)  
• Emphasis on satiety, energy, and mood support  

Sustainability & future foods take center stage 

Sustainability remains a key driver of innovation, with brands exploring new formats and ingredients to meet climate-conscious consumer demand. 

• BlueNalu x Birds Eye: In a landmark move, Birds Eye has announced a partnership with cultivated seafood pioneer BlueNalu to explore lab-grown fish products for the UK market. The collaboration aims to bring sustainable, mercury-free seafood to mainstream consumers, starting with cultivated mahi-mahi and bluefin tuna prototypes.  

• Carlsberg’s Electric Beer: Carlsberg has launched a non-alcoholic beer brewed entirely using renewable electricity. The “Electric Brew” is part of the brand’s broader sustainability roadmap and is being marketed as a climate-conscious choice for eco-aware consumers. 

• Seaweed Snacks: Despite climate-related supply chain challenges, seaweed-based snacks are gaining traction. Brands are highlighting seaweed’s regenerative farming potential and its rich umami flavor, positioning it as a sustainable alternative to traditional salty snacks. 

Key characteristics of this trend: 

• Focus on carbon reduction and renewable energy  
• Alternative proteins and lab-grown innovations  
• Climate-resilient ingredients (e.g. seaweed)  
• Transparent sourcing and eco-packaging  

Reinventing the Familiar 

As we saw in Q1, the nostalgia trend is continuing. Some of the most successful NPDs this quarter have taken classic formats and given them a modern twist. 

• Lunchables PB&J: Kraft Heinz has introduced a new take on the classic peanut butter and jelly sandwich. The product features no-thaw, crustless, dippable sandwich rounds, designed for convenience and kid appeal. It’s a nostalgic nod to school lunches, reimagined for today’s on-the-go families. 

• Dunkin’ x Kar’s Nuts: This collaboration brings together Dunkin’s iconic doughnut flavors with Kar’s trail mix expertise. The result? A snack mix featuring chocolate-glazed almonds, powdered sugar pretzels, and coffee-flavored raisins—perfect for indulgent snacking with a twist.  

• Captain Morgan RTDs: The brand has expanded its ready-to-drink cocktail range with tropical “Muck Pit Brew” and “Sliced” cocktails. These new flavors are designed for summer gatherings and festival season, with bold branding and convenient single-serve cans. 
  

Key characteristics of this trend: 

• Nostalgic formats with modern convenience  
• Cross-category mashups (e.g., bakery + snacks)  
• RTD (ready-to-drink) innovation for seasonal appeal  
• Playful branding and indulgent flavors  

What to watch next 

Q2 2025 has shown that innovation is thriving across categories—from functional wellness to indulgent snacking. As we head into Q3, expect to see: 

• Back-to-school formats: Expect a surge in portable, protein-rich snacks designed for kids and teens, with a focus on nutrition and convenience. 

• AI-driven personalization: Brands are beginning to experiment with AI-powered tools that allow consumers to customize flavor profiles, portion sizes, and even packaging. 
• Global flavor mashups: Fusion continues to flourish, with Korean-Mexican, Indian-Mediterranean, and Japanese-Italian combinations appearing in sauces, snacks, and frozen meals. 

At Foods Connected we understand the importance of managing the lifecycle of your products whether they are in development or long-established items that need to be updated. That's why we've developed our Product Lifecycle Management solution. Find out more about it below...