Ah, summer—the season of (hopefully) sunshine, spontaneous BBQs, and all those must-have seasonal treats. And right on cue, NPD food and drink summer launches 2025 are heating up. For food and beverage brands, it’s the perfect time to turn up the heat with new product development. This year’s summer product rollouts are packed with refreshing summer flavours, nostalgia, and indulgent twists designed to turn heads.
But successful summer food marketing isn’t just about launching a new flavour. It’s about understanding the hottest summer food trends, creating a sense of urgency with seasonal food marketing, and using creative food advertising strategies that truly stand out. The brands that get it right know how to blend fresh flavours with a sense of excitement, turning ordinary snacks and drinks into must-try summer sensations.
In this edition of the Marketing Pulse, we’re diving into the latest summer food campaigns, highlighting the coolest new product drops that have everyone talking, and sharing the consumer insights that can turn your brand into a summer hit.
What’s sizzlin’ over in the UK…
💚 Pistachio Power: The nutty trend is still going strong
If one flavour is stealing the spotlight this summer in the UK, it’s pistachio. This little green nut has gone from a niche ingredient to a food phenomenon. From Dubai’s viral pistachio chocolate, which even sparked a global pistachio shortage, to premium treats like M&S’s Big Daddy Pistachio bar at £8.50, pistachio is everywhere.
Do Brits like the taste of pistachio?
It’s a mixed bag. For 31%, pistachios may be a little pricey, but they’re worth indulging in. Another 1 in 4 feel it’s tasty but overpriced, leaving them wondering if the premium is justified. Only a small but loyal 18% believe pistachio is worth every penny. Yet, not everyone is convinced. 9% dismiss pistachio as nothing more than “style over substance”.
Are Brits getting bored with pistachio?
42% think food brands are getting repetitive with pistachio-flavoured products, while another 23% believe it shows a lack of creativity. Yet, 13% still see it as an exciting trend worth exploring, especially when done well.
Is Pistachio everything just a flavour tax?
36% think so, while another 41% agree but admit they’re still buying it. Take Starbucks’ Pistachio Latte, a favourite that’s more expensive than a standard brew, but still draws a loyal crowd.
Pistachio has strong staying power. However, for brands, the challenge is clear: keep it creative without becoming predictable.
🍩 Doughnut iced coffee: A sweet sip or a recipe for regret?
In the ever-competitive world of beverages, innovation is the name of the game. But is doughnut-flavoured iced coffee in a can the next big thing, or just another fleeting fad?
- 28% are ready to try it immediately.
- 52% have zero interest, they’re sticking to classic flavours.
- 20% are undecided, waiting to see if it’s a hit or miss.
For marketers, this is a classic dilemma: is a sweet twist like doughnut iced coffee a brand-building opportunity or a brand risk?
- 33% see it as a fun, creative idea, the kind of product that gets people talking
- 34% consider it a passing novelty, unlikely to build lasting loyalty.
- 33% think it’s too much, a gimmick trying too hard.
Is it all about the hype?
In a world driven by FOMO and impulse buys, a product like this can thrive with the right strategy. Consider:
- Impulse wins: With 33% of iced coffee drinkers making snap purchases, eye-catching packaging and shelf positioning are crucial
- Mood matters: 30% say their mood dictates their coffee choice
- Innovation vs. Tradition: It’s a balancing act – cater to trend-seekers without alienating loyalists.
🍾 Will Aldi’s Still Prosecco fall flat?
Aldi has just launched a UK first: Still Prosecco. Made from the same Glera grapes as the classic fizz, this £5.99 bottle promises all the fruity flavours (think pear, melon, and apricot) without the fizz.
Will this still sip make waves, or is it a bubble that won’t burst?
- 21% are open to trying the still version, but that leaves a lot of sceptics
- 25% might take the plunge – but only if offered
- 32% are loyal to the classic bubbly Prosecco and won’t budge
For marketers, this product is a fascinating case of redefining expectations. Still Prosecco is the same beloved flavour, but with a twist, or rather, without one. But does this low-cost gamble at £5.99 give it a chance?
38% consider it a bargain, a sweet spot in pricing. However, 62% still prefer to pay more for familiar, trusted options.
🫒 Tipple Toppers: A taste of luxury or just over the top?
Waitrose has jumped on a social media trend with its “Tipple Toppers”, miniature charcuterie boards perched elegantly on your glass. Think of Milano salami, Ibérico cheese, olives, pickles, and bruschetta bites, balanced above your drink. But is this the next big thing in experiential dining, or just a fleeting fancy?
We asked 1,000 Brits for their thoughts.
Will these tiny towers of treats become a social sensation?
- 32% think it’s just too much… a bit of an over-the-top indulgence.
- 74% were unaware of charcuterie glass toppers before now, a clear sign of a niche trend trying to break through
- 48% recognise the cleverness but question the practicality
For marketers, Tipple Toppers are a masterclass in experiential marketing – they take something familiar (charcuterie) and turn it into a social media spectacle. But is this just a flash in the pan?
53% see it as a fun twist in experiential dining. Yet 36% would rather stick to simpler, classic presentations. Only 11% fully embrace the idea of creative food presentation, suggesting a gap between novelty and mainstream appeal.
Tipple Toppers are a visual feast, but are they here to stay? Waitrose has tapped into a trend about shareable experiences – but will that be enough to keep consumers coming back for seconds?
Over in the US, fresh drops. Bold flavours. Honest takes…
Before we dish out consumer reactions to the latest product development, let’s look at the bigger picture. With the economy feeling shaky, it’s no wonder Americans are thinking twice before they spend. In fact, over 60% say they’re somewhere between a little uneasy and full-on doom and gloom about their financial outlook. So, shoppers are getting more intentional about what lands in their carts.
Our real-time Pulses show where heads are at:
- 28% are chasing price and promotions
- 37% are sticking with classic and familiar
- 34% want quick and easy
- 32% are choosing healthy and balanced
Consumers may be playing it safe, but that doesn’t mean innovation is off the table–– 61% say innovation still matters. So while value and trust lead the way, there’s definitely still an appetite for a little novelty.
So, who’s earning their place in carts and cravings? Let’s find out.
🥤 Are consumers sipping or skipping Dunkin’s summer lineup?
Dunkin’ has gone all-in again on seasonal food and drink innovation, launching limited-time sips like the Tropical Guava Refresher, Pistachio Latte, and Strawberry Lemon Loaf.
But is fruity flavor innovation enough to stand out in today’s cautious food and drink landscape?
It adds spark, but some items didn’t hit mainstream appeal.
- 26% went straight for the Tropical Guava Refresher
- Pistachio Latte and Strawberry Lemon Loaf pulled around 22% each
- 29% weren’t interested in any of the options
Did the Tropical Guava Refresher win over the masses?
It’s got fans, but it’s not for everyone.
- 63% found it refreshing or worth a try
- 25% didn’t like guava at all
- 12% preferred other fruity flavors
As for the $6 meal deal?
The $6 deal got a warm reception—64% thought it offered solid value. However, a notable share remained unconvinced, describing it as underwhelming or only worth trying once.
The fun flavors tick the seasonal box, but more niche picks like guava might be a little too out there. And when it comes to meal deals, they’ve got to feel like a real steal or they’ll likely get ignored.
🍇 Green Day x 7-Eleven Slurpee: Does it have flavor appeal?
7-Eleven’s latest limited-edition Slurpee throws it back to the early 2000s with a Green Day collab and a cotton candy grape flavour that screams Y2K nostalgia—a bold, sugary example of what’s new in food and drink this summer 2025.
But does this nostalgic pop-punk beverage have enough flavor pull in 2025?
It’s striking the right chord with consumers.
- 32% loved the nostalgic band tie-in
- 40% were intrigued by the grape flavor
- 29% weren’t fans
When it comes to celebrity collabs, is star power enough in today’s market?
Only if the collab feels genuine.
- 38% said it depends on the celebrity
- 27% think it adds excitement
- 25% see it as too gimmicky
This Slurpee shows that a good throwback might get people curious, but flavor still does the heavy lifting. And while celebrity collabs can add buzz, they only work when the match feels right.
🍫 McDonald’s x Hershey’s Frappe: Sweet tooth heaven or sugar overload?
McDonald’s teamed up with Hershey’s to launch a limited-edition Chocolate Chip Frappe, serving up rich, creamy indulgence in a cup. It’s bold, it’s chocolatey, and it’s banking on the power of two iconic brands to pull in curious customers.
- 52% called it pure chocolate heaven
- 28% said it was too sweet
- 20% weren’t interested at all
And what do they think about this big-name collab?
Consumer gives it a thumbs up.
- 37% loved the brand partnership
- 35% said flavor matters more than the name
- 13% thought it felt like a gimmick
And how far are people willing to go for it?
It has drawing power, but limited by effort.
- 23% said they’d go out of their way to grab one
- 37% would try it if it was nearby
- 40% wouldn’t make a special trip
This Frappe is a good reminder that even the most indulgent and innovative product development may not be enough. Sweet sells—but only if it’s easy to get and not totally over the top. People love a chocolatey treat, especially with big names behind it, but if the flavor’s too intense or the drink’s out of reach, they’re not chasing it. Convenience and balance still matter, even when dessert’s in a cup.
🦄 Is Sonic’s Unicorn Dreams Slush a magical must-have?
This rainbow-hued, bubble-topped Slush was made to be noticed. With cotton candy flavor, blue raspberry bubbles, and a unicorn horn straw, it’s an all-out sensory spectacle—and clearly designed for the ‘Gram.
Cute packaging? Check. But does that still cut it in the drinks world right now?
It’s eye-catching, but reactions are mixed.
- 34% were all in on the magic
- 39% said it seems way too sweet
- 27% weren’t interested at all
What pulled people in the most?
Flavour fun and visual flair both played a role.
- 21% loved the cotton candy flavor
- 20% were into the blue raspberry bubbles
- 19% liked the unicorn horn straw
- 16% adored the overall aesthetic
Then there’s the price tag—and here’s where opinions split:
Some say it’s worth it—but most are cautious.
- 22% said it was totally worth the splurge
- 40% said they’d try it once
- 37% felt it was gimmicky or overpriced
For brands leaning into eye-catching, visual-first innovation, this Slush shows one thing loud and clear: looks can grab attention, but if the flavor and price don’t hold up, it’s a one-and-done deal. In a market where novelty has to earn its keep, even unicorns need a bit of substance to stick around.
🎧 Grocery Store Podcasts: Background noise or the next big thing?
It’s not something you can toss in your cart, but yep, grocery store podcasts are a real thing—and some brands are betting big on them. From recipe tips to shopping-time storytelling, the goal is to turn browsing into a more engaging experience.
Do grocery store podcasts sound appealing to people?
Surprisingly, yes!
- 58% said they’d be open to it
- 42% said nothing would convince them to listen
And the response to a Whole Foods podcast?
It sparked some interest, just not a full-on yes.
- 54% said they’d at least consider giving it a listen
- 46% said they’re unlikely or not interested at all
What would actually get people to tune in to a grocery store podcast?
Make it tasty and practical.
- 36% said recipes and cooking hacks
- 29% said nothing would interest them
- 16.8% were into interviews with food experts
For brands thinking about jumping into the podcast game, there’s potential—but only if it’s done right. People aren’t tuning in just because your brand name’s on it. They want something that’s actually helpful and fun. So if it’s all ads and no substance? They’ll likely skip. Simple as that.
🍿 Khloud Protein: Popcorn Power snack or hard pass?
When Khloé Kardashian launches a protein popcorn, you expect a buzz—and maybe a few raised eyebrows. Blending celebrity clout with functional food claims, this snack aims to shake up the popcorn aisle with “protein dust” and influencer appeal.
Do people like the sound of protein-boosted popcorn?
Some curiosity, but lots of hesitation.
- Only 14% were genuinely excited about the idea of protein dust on popcorn
- 33% found it interesting
- But over half just weren’t into it
So, would people actually try it?
It’s a pass from most.
- Just 9% said they were very likely to try it
- 23% were somewhat likely
- But a significant 43% weren’t likely at all
Which flavor popped the most?
Familiar wins the day.
- 30% went for White Cheddar
- 19% said Sweet & Salty
- But a full 39% couldn’t be convinced by any of the flavors
Khloé’s protein popcorn definitely got people talking, but not everyone’s racing to the snack aisle. Familiar names and flavours help when exploring food and drink innovation for summer 2025, but with something like protein popcorn, it takes more to win people over.
🍫 Afters Ice Cream’s Dubai Chocolate Bar
As NPD food and drink summer launches 2025 heat up, Dubai-inspired flavours are stepping into the spotlight. After Ice Cream’s luxe take, with a Dubai chocolate ice cream bar, is banking on indulgence and global flair.
How likely are American consumers to try Dubai chocolate ice cream bars?
The appetite is there for some.
- 19% said they’re very likely to try it
- 34% were somewhat likely
- But 47% weren’t likely at all, pointing to flavour scepticism or trend fatigue.
How long will the trend stick around?
Consumers aren’t sold on its staying power.
- 38% expect it to fizzle eventually
- 25% think it’ll be short-lived
- Only 13% believe it’s a long-term shift, suggesting this may be a seasonal flash.
Which store do you think does the best job jumping on trends?
Costco just edges out the pack.
- Costco: 19%
- Trader Joe’s: 17%
- Walmart: 15%
- But, 26% think no one’s getting trend adoption right
As the landscape of food and beverages in 2025 continues to evolve, Dubai chocolate offers novelty and intrigue, but it needs sharper storytelling and strategic placement to truly catch on. For brands, it’s not just about spotting the next trend; it’s about shaping it.
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