Edible Experiences: Flavors and Textures

In a time of rising food costs, brands can build loyalty by bringing joy back to the table through culture and passion

In a time when rising food costs are top of mind for many Americans, joy at the table can feel like a luxury. But food has always been more than just sustenance—it’s a source of connection, creativity, and comfort. Now more than ever, brands have an opportunity to stand out and build loyalty by bringing fun back to food.

This report explores two powerful avenues for sparking that connection: culture and passion. From bold flavor fusions to tapping into the worlds of music, fashion, and gaming, read on to discover how brands can reignite joy.

The Big Picture

• Bold flavors build cultural Halo Effects. By celebrating heritage, encouraging culinary exploration, and supporting cross-generational storytelling, food brands can create powerful connections—whether through heritage-inspired content, culturally rich campaigns, or adventurous flavor fusions that spark curiosity and pride.
• Follow the fun—joy lives where food meets passion. By showing up in the worlds of gaming, fashion, and music, food brands can drive cultural relevance—co-creating with influencers, launching trend-forward collabs, and turning everyday passions into flavorful, joy-filled brand experiences that consumers want to share.

Key Insight #1: Younger Americans Are Passing Down Culture, One Meal at a Time

Know This:

Food is becoming a tool for cultural transmission across generations. As young, diverse Millennials and Gen Z become parents, they’re using food to pass down culture and values.

Do This:

Spotlight how your brand plays a role in preserving and passing on culture in your ads. Highlight real families and communities who are using your food to celebrate tradition in new ways.

Download an excerpt of the report to explore key insights, brand opportunities, and segment-specific strategies.