Americans’ love affair with piquant flavors has spread to their drinks, and beverage brands are exploring various ways to capitalize on this preference. But which drinks categories are best placed to integrate hot spices, and what flavor combinations are consumers looking for?

Classic condiments like ketchup are being outshone by international ones like soy sauce as UK Gen Zers seek novelty in international cuisine and healthier alternatives. Giving classic foods a novel twist is one way to pique this cohort's interest in these dinner table staples.

Doritos Australia's polarising new product, coriander-flavoured crisps, has been met with scepticism, confusion, and intrigue. Food brands are increasingly relying on the power of viral content to generate greater engagement with consumers through humour and relatability.

Lockdowns led many people to use food as a route to new experiences during the pandemic. But amid growing demand for fresher, more convenient, and sustainable products, brands face a challenge in delivering innovation beyond gimmicks. So, how can they keep Britons experimenting in the kitchen?