Foods Connected NPD edit: July-September 2025 trends

Track the new launches and latest trends in new product development in our Q3 report for 2025.

Q3 trends at a glance 

• Beverage launches are big business – specifically in RTD and functional 
• The big flavour is matcha – one of the hits of 2025 so far
• Look-at-me branding turns consumer heads in a busy marketplace
• A combination of limited edition and direct to consumer sales bolster the market

Q3 can be an unpredictable time to launch new products. In the southern hemisphere shoppers crave reliability and comfort in the winter months, while north of the equator, consumers are more fluid, as buying routines are disrupted by holidays – from both work and school.  

Northern hemisphere shoppers become more adventurous, as they incorporate a willingness to experiment into their shopping habits.  This results in an NPD marketplace that favours beverages, limited-edition ranges and seasonal refreshing flavours.  

Beverages are big business  

This is the biggest sector for NPD this quarter. It continues to be the most experimental, testing new trends before they materialise in other product categories.  

We see the popularity of GLP-1 weight loss drugs influence NPD decisions, as Släcka, pitched as a “snack replacement” drink, enters the functional beverage category, with the tagline “crush hunger in a can”.

Släcka, literally meaning “quench” in Swedish arrives in three familiar flavours – watermelon margarita, strawberry lemonade and grapefruit. The drink uses the natural fermented sweetener OnoSweet, which is becoming a go-to choice in the RTD and functional markets. 

Considering the success of the weight loss jabs in the US, it’s unsurprising that this is the brand's launch market. The drink is available in convenience stores, testing the waters initially in New York, as well as direct to consumer through the website. 

Prebiotic continues to be a buzzword as gut health drinks boom in popularity. European gut-health soda Fhirst launches in the US. Positioning itself as the “first all natural, zero-sugar living soda”, the functional drink pushes its prebiotic credentials with the inclusion of plant fibre to support gut and brain health.  

Also in the US market, Wildwonder introduces blackberry violet to its caffeine-free sparkling waters line. Pitched as prebiotic, probiotic, organic, vegan and low in sugar, the DTC brand aims to appeal to a growing market.  

The fuzzy line between sparkling water and energy/soda drinks continues to encourage NPD additions. Talking Rain – which has been creating still and sparking waters for 35-plus years – makes that distinction a little blurrier by adding Cherry Cola to its Sparkling Ice Caffeine range.  

The use of this popular flavour (Coca-Cola is also revisiting its diet version in limited-edition form in Q4) is designed to appeal to nostalgic consumers, while the 70mg caffeine count ticks the energy drink box.

In the UK supermarket Waitrose reported a surge in sales in the lo and no alcohol sector (up 32% on last summer), so expect this to continue to be a fertile market for NPD.  

Key takeaways from this trend

• Familiar flavours encourage consumers to try 
  
• Look for gaps and new sub-categories, both Fhirst and Släcka claim they are first to market
• Embrace consumers willingness to experiment  

Flavour of the quarter: Matcha  

Despite worries about crop size, Matcha continues to be the big flavour of 2025.  

Swedish alt milk brand Sproud joins the flavour space, with a new RTD matcha milk. Made from pea protein and low in sugar, other ingredients include spirulina extract and agave syrup.  

Brand placement (it is co-owned by British TV host Maya Jama) and Stroud’s irreverent approach to its product are key to this direct to consumer’s current success.  It recommends you “just grab, sip and enjoy over ice, frothed or straight from the carton.”  

Matcha also reaches unlikely spaces, like the popcorn market. Popcorn Shed launched their Matcha tea caramel popcorn in July. Currently only a limited-edition flavour, the brand has positioned it as a zen indulgence.  

QSR brands are also following suit, with the likes of Caffè Nero, Gails, Starbucks and M&S Cafe all joining the trend and even enlarging their offer. 

The Matcha market is projected to reach USD 7.43 billion by 2030. So, expect more new products in this sector, but monitor your NPD carefully.  

Key takeaways from this trend

• Twin the flavour with something sweeter to avoid a bitter backlash from consumers
• Look for an USP to break through what is a quickly expanding marketplace 
  
• Track crop news before you consider adding matcha to your NPD

Look-at-me branding 

This is more of an umbrella trend. As shoppers become ever more careful about where they spend their cash, brands are looking at different ways to grab their attention. 

Some are looking at alternate entry points to launch niche products. Only last month, the Bold Bean Company shared how it has upped its supermarket sales by 254% by being placed in the meat aisle at a leading UK retailer. 

In the US market, Mars decided that an exclusive deal with TikTok shop was the best launchpad for its new Fuego Skittles spicy gummies. 

Some very well-established luxury brands are looking at packaging glam-ups, by introducing texture. 

Malfy, Italy’s premier luxury gin, is the first to get a zhuzh up. A frosted ring that wraps the glass bottle and a new sunburst textured graphic are just two of the subtle changes that scream "pick me".  

Patron also goes down the textured route. In its first design change since the premium tequila’s launch in 1989, the glass bottles have been given a sculptural element to evoke the shape of the agave piña that allowed the spirit to look like it shimmers within.  

Interestingly, there is a functional reason for the change. It improves the grip for bartenders. 

Key takeaways from this trend

• Think outside the box to grab consumer attention 
• This doesn’t have to just apply to NPD, consider applying to your PLM
• Good for established brands trying to regain market attention 

Protein & alt markets keep pushing 

Not the biggest trend stories this quarter, but slow and steady ones. Additions of note include the launch of Albert, Jay & Joy’s alt camembert, to the UK vegan cheese market. Made from cashews and gluten and soya free, the cheese is available online and from independent retailers.  

Key takeaways from this trend

• Protein and alt milk NPD are consistent additions ever quarter 
  
• These markets may not be headline grabbing but brands are reacting to consumer research 

What to watch next 

Q3 always encourages experimentation, but as we head into Q4, expect to see: 

• Seasonal ranges: Halloween and Christmas offerings that are impacted by beef prices, cacao shortages and other climate issues

• Consumer favourites return: beverages and sandwiches are both sectors that do well in Q4 thanks to social media
  

Want to track the latest NPD trends each quarter? Bookmark our trends section. 

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