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Mintel’s most innovative food and drink of 2024: Part I – Snacks and beverages

Despite stalled new product development and a challenging market for food and drinks brands, many creative and disruptive new products have hit the shelves around the world. Mintel analysts have picked the most innovative snacks and beverages.

The Mintel showcase – The Most Innovative Food and Drink 2024 –features 11 novel products launched in 2023 and available in March 2024 that stand out as particularly disruptive and compelling. This roundup explores the most innovative alcoholic drinks; dessert and ice cream; non-alcoholic drinks; snacks; and sugar confectionery.

Alcoholic drinks: Thrive 01 Performance-Beer Recovery IPA

The winner in the ‘alcoholic drinks’ category is, in fact, a non-alcoholic beverage – underlining the strength of the trend towards low and no alcohol that has persisted in recent years. As reported by Ingredients Network in March 2024, this trend is driven in large part by the healthier habits of younger generations.

Mikolaj Kaczorowski, innovation analyst at Mintel, also notes that consumers are increasingly health and fitness-conscious, a trend that the Belgian company Thrive has capitalised on with the “world’s first sports recovery beer”, “Where this product differs from other low-alcohol beer options is its focus as a rehydrating sports drink rather than its alcohol content,” says Kaczorowski. “This image is further enhanced with the use of ingredients that sports nutrition users will be familiar with, namely BCAA and protein”.

Sports enthusiasts who are looking to build muscle and still enjoy an IPA can buy the sports beer in Belgium for €2.49 for a 330 ml beverage. Product developers at the University of Leuven have formulated the drink with added whey protein to help grow and maintain muscle mass, and included 2 g of amino acids for improved post-exercise recovery.

Non-alcoholic drinks: Maxwell House Vanilla Iced Latte with Foam All-in-One Drink Mix

The most innovative non-alcoholic drink of the year shines thanks to its “cold-stirred foam technology”, which manufacturer Maxwell House says will deliver cafe-style quality at home. According to an earlier Mintel report, 2023 was ‘a year of innovation in the coffee market’ – so there was lots of competition from other caffeinated drinks in the category. As reported on Ingredient Networks in 2023, to distinguish themselves manufacturers are increasingly adding distinctive features to their formulations, from new brewing processes to convenient packaging.

What made this product stand out, according to Lynn Dornblaser, principal consultant of Mintel Consulting: “[I]t really does create a foamy drink, like an iced latte, at home and at a favourable price. That similarity to a coffeehouse drink, added to the convenience of a mix-and-stir product, should spell success for the line.” The Latte is available in the US for $6.97 / €6.45 in a 167-gram pack.

Dessert and Ice Cream: Häagen-Dazs Strawberry Cultured Crème

Häagen-Dazs introduced an indulgent line of cultured crème products designed to attract consumers looking for a more health-conscious treat or a luxury breakfast item. On the one hand, this is a logical move for the ice cream brand into the healthy snacking space, which has seen a lot of growth and innovation in recent years, as highlighted in an Fi Webinar Series held in 2023. On the other hand, Mintel recognises that a category expansion like this entails significant risks for a brand with a strong and well-established presence in the frozen space – and commends the brand for shaking up the yoghurt category.

American consumers can find the six flavours of ‘luxury crème’ – vanilla, strawberry, coffee, black cherry, lemon, and blueberry – in the yoghurt aisle for $9.98 for a pack of eight 113 g cups.

Snacks: Dole Good Crunch Pineapple Bites with Chili

Dole targets the “values-oriented” consumer with its crunchy fruit snack. This innovative product perfectly encapsulates the three trends that dominated at the 2023 Fi Europe: “value-led snacking, sustainability storytelling, and the importance of having a ‘star ingredient’”. The strong sustainability- and values narrative includes fair prices for local farmers, the use of clean energy, and upcycling of waste products. Mintel also lauds the snack’s complex flavours, freshness, and distinctive texture. The Good Crunch products are sold in the US for $3.41 / €3.11 per pack of 39.7 grams. For snackers who prefer a milder flavour, Dole also offers original pineapple and banana bites without added chili.

Sugar Confectionery: Jet-Puffed Color Changers Marshmallows

The winner in the sugar confectionery category is a snack that provides a unique experience – marshmallows that change from pink to orange and blue to green when exposed to fire. While colour-changing ice cream, noodles, lemonade, and other foods and beverages have been introduced in recent years, this is the first such product in the category. Mintel consumer insights analyst Kelsey Olsen summed up the emotional appeal of the sugary treat: “The product fuses consumers’ desires for experiential and exciting at-home food solutions and the draw to classic, nostalgic comfort foods, proving that you can package this all up into one product.”

The marshmallows were available to consumers in the US for $2.99 / €2.73 per 340-gram pack – but as a limited seasonal run only, ending in September 2023. In 2022, Jet-Puffed had another innovation in the form of glow-in-the-dark packaging – so a new innovation could be just around the corner.