Consumers are looking for flavor excitement, and the industry is more than prepared to provide it. Increasingly, this is via crossovers. Flavor crossovers are a flexible concept. Flavors may migrate from one category to another or take place within the same category. Sometimes, a brand or product’s signature flavor may leave the food and beverage arena altogether and venture into non-food in the hope of creating a social media splash. In terms of exploring specific flavor trajectories, we look at the example of umami, which has a satisfying savory flavor that is starting to infiltrate categories not typically associated with it, such as confectionery and beverages. What becomes evident is that umami’s potential is still vastly underexploited, particularly in markets outside of the Asia Pacific region. Finally, we take a look at how the foodservice sector is delivering on the concept, covering some recent flavor crossovers that range from safe crowd-pleasers to more daring, ultra-local exploits.

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