Foods Connected NPD edit: Jan – March 2025 trends

The first quarter of 2025 has been a showcase of innovation in the food industry, with brands introducing products that cater to evolving consumer preferences and seasonal trends. Across January, February, and March, several key themes have emerged, shaping the way we eat and enjoy food. Read on to discover more.

Health and wellness foods with a functional focus

As is tradition January marked an increase in products emphasising health benefits, aimed at consumers seeking to kick off their year the 'right' way. The definition of healthy food in 2025 is less focused on calories and more about nutrition. We noted a rise in high-fibre foods, as well as multi-purpose functional foods designed to cater to busy lifestyles. Key characteristics of this trend include:

• Redefining health foods: emphasis is moving away from calorie counting to prioritising nutrition, high-fibre content, and multifunctional benefits such as protein or gut-health.
• Caffeinated without the coffee: a number of products are adding caffeine and other add-ons sch as energy boosting vitamins like B12
• Intriguing adaptogens: brands are exploring innovative and intriguing ingredients such as adaptogens, natural ingredients, often derived from plants, herbs, or fungi, that are believed to help the body adapt to stress and maintain balance

British retailer M&S was one of the first off the mark with adaptogens, launching its YAY! Mushrooms range of drinks, made with lion’s mane and reishi mushrooms verified by the fungi experts at Royal Botanic Gardens, Kew.

The retailer also launched a 'Brain Food' range featuring a choice of nutrient-packed snacks, cereals and store cupboard staples, which 'champion the top six brain health-supporting nutrients that many of us lack in our diets.' 

In the US, CLIF BAR announced the launch of its Caffeinated Collection line of energy bars in April. Developed in partnership with pro women's basketball MVP Breanna Stewart and tennis pro Frances Tiafoe the line of energy bars is designed to 'help power performance from start to finish'.

Finally, it wasn't all about additions when it came to producing healthier products. With HFSS regulations and consumers seeking to reduce their sugar intake, San Pellegrino launched its Zero Added Sugar range in the UK, clocking in at 0g added sugar and 22 calories per 330ml. 

Ingredients go 'clean'

Following on from functional health, our next trend is all about products with short, 'clean' ingredients lists. While this trend has gained traction likely in reaction to the hype around Ultra Processed Foods, it has actually been around for a while. So far clean labelling and ingredients lists have been driven by gluten-free and substitute foods, but now its crossing into the mainstream.

Consumers are becoming increasingly aware—and concerned—with the healthy (or detrimental) impacts of various ingredients in their food. In response, transparent labelling that highlights familiar ingredients have emerged to mitigate these fears, and now new products are going a step further, catering specifically for this desire to eat 'clean'. M&S as always, is spear heading this trend in the UK with it's 'Only....Ingredients' portfolio of products, including its '1 ingredient' cornflakes that went viral on social media. 

Key characteristics of this trend include:

Bold global flavours: a culinary adventure in 2025 

The food industry has continued to embrace the growing consumer demand for adventurous and globally inspired tastes. This trend reflects a shift towards exploring diverse cuisines and bold flavour profiles that excite the palate. From spicy and tangy to sweet and savoury, these products are redefining traditional recipes and introducing innovative combinations.

Key characteristics of the trend include:

• Cultural fusion: Products are blending elements from different cuisines to create unique flavour experiences.
• Authenticity: Brands are highlighting regional authenticity by using traditional ingredients and techniques. 
• Bold profiles: Intense flavours, such as spicy, smoky, and tangy, are gaining popularity. 

As noted in previous months, snacks and condiments are areas where experimentation with bold flavour profiles continue to dominate. January saw McCoy’s Hot 'N' Spicy Crisps launch in the UK, while in February Heinz launched its Flavor Tour condiments, globally inspired sauces like Thai Sweet Chilli and Mexican Street Corn. 

Indulgence with a Twist 

While January saw a range of health focused launches, consumers are still on the look out for comforting treats. To catch the attention of shoppers, brands are reimagining traditional treats with surprising and creative twists. This trend emphasises offering moments of pleasure while standing out with unique, fun, and often unexpected innovations. From revamped classics to interactive experiences, these indulgent products cater to those seeking more than just comfort—they deliver excitement. 

Key characteristics of the trend include:

• Playful creativity: Adding a whimsical or interactive element to otherwise traditional treats. 
• Fusion of flavours and textures: Experimenting with bold flavour pairings and exciting textural contrasts. 
• Nostalgia reinvented: Revitalising familiar classics with new ingredients, formats, or presentations. 

Examples include Sour Patch Kids Glow Ups, the first-ever gummy candy that glows under blacklight. Each sweet is layered with special edible confetti that emits a fluorescent glow when under a blacklight due to the use of turmeric extract. 

Cereal brand Honey Bunches of Oats teamed up with pastry innovator, creator of the Cronut^®, and chocolate-aficionado Dominique Ansel to launch an chocolatey update to the classic cereal that certainly ticks the 'indulgent' box.

Seasonal launches: Easter 2025 NPD

The indulgence with a twist trend carried over into products aimed at capturing the Easter market. Mars Wrigley introduced a range of 11 Easter treats, including the M&M’s Crispy Bunny and Maltesers Popcorn Bunny, alongside large and extra-large eggs like the Snickers Extra Large Egg.

Plant-based and allergen-free options, like NOMO's Easter egg range, catered to diverse dietary needs, ensuring inclusivity in festive celebrations. Sustainability also took centre stage, with many products featuring eco-friendly packaging to align with consumer values.

These trends emerged against the backdrop of fluctuating cocoa prices, which has seen prices increase by up to 50%. Brands will be hoping their innovative approaches and diverse offerings will win over value-seeking consumers.

Q1 2025 NPD takeaways 

• Tradition vs innovation – Classic favourites are being reimagined with fresh twists, balancing nostalgia and novelty to satisfy evolving consumer tastes. Keeping things fresh is particularly key when cost pressures emerge, such as cocoa prices for Easter.
• Health is evolving – functional products are becoming mainstream, with both big brands and newcomers embracing this shift. However, manufacturers will need to keep an eye on trends like short ingredients lists to ensure they are catering to everyone.
  
• The next big global flavour – while hot and spicy flavours have dominated for some time, we're starting to see signs of other flavours such as yuzu, harissa, and za’atar gaining popularity. AI will also come into play here as its used to try and predict the next big thing.

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