KANSAS CITY — Adventure is the overarching flavor theme fueling new food and beverage innovation and is most often achieved through collaboration. While all generations are curious, it is Gen Z that is keeping formulators busy since the young adults demand flavor exploration.

“… consumers are looking beyond one-dimensional flavors for complex, layered taste profiles,” said Shelley Balanko, senior vice president at Hartman Group, Bellevue, Wash. “Additionally, globally inspired flavors like the spices found in Asian, Middle Eastern and Latin American foods have been gaining popularity for some time. Technology and global connectivity have enhanced culinary exploration, especially for younger consumers.”

Hartman Group’s research shows 12% of Gen Z and 14% of millennials have purchased “global snacks” in the past three months (compared to 7% for Gen X and 4% for boomers). The shift to adventurous flavors signifies a broader movement toward foods that offer both taste innovation and cultural richness, especially among younger consumers.

Fifty percent of Gen Z reported trying more flavors in the past year, according to Mintel, Chicago, while only 14% of baby boomers said the same. Fifty-four percent of Gen Z tried new flavors at fast-food restaurants, compared to 25% of boomers, 27% of Gen Z and 11% of boomers who tried new flavors in a brand collaboration.

Brand collaboration is what Bush’s Beans, Knoxville, Tenn., believes will get younger consumers to eat more baked beans, a pantry staple of their grandparents. The company partnered with Mike’s Hot Honey, New York, to introduce Bush’s Grillin’ Beans Hot Honey in original and extra hot varieties. Mike’s Hot Honey is honey infused with chili peppers.

“By design, our product needs a vehicle,” said Mike Kurtz, founder of Mike’s Hot Honey. “The nature of the brand is collaborative.”

There’s already some sweetness to the flavor profile of baked beans, so adding the hot honey made sense. It’s also one of the most popular flavor trends.

“We are constantly looking at sales data and popular flavor profiles,” said Stephen Palacios, senior vice president of marketing and innovation, Bush’s Beans. “Hot honey is on the rise and is the leader in the ‘swicy’ (sweet and spicy) movement.

“The new variety is a testament to our commitment to bold flavor. It’s a true game-changer.”

Sweet-heat flavor profiles historically involved chiles and citrus. Tajín is an example. The initial taste of the Mexican seasoning is a mild heat from chili peppers, followed by a burst of tanginess from lime and finished with a kick of salt.

Emmi Roth, Stoughton, Wis., has taken its Athenos feta cheese south of the border with a variety dusted with Tajín. And Bay City, Ore.-based Tillamook Country Smoker is adding a Tajín flavor to the beef jerky aisle.

“With mindful snacking on the rise, our consumers are looking for a new, exciting twist on their go-to options,” said Bree Randall, chief marketing officer of Tillamook Country Smoker. “Whether you’re a longtime Tajín fan or trying it for the first time, this jerky is sure to impress.”

Idahoan Foods, Idaho Falls, Idaho, is collaborating with Tapatío Foods LLC, Vernon, Calif., to turn up the heat on its triple cheese packaged mashed potatoes, a product that may keep Idahoan Foods’ relevant to younger consumers, according to the company.

The relevancy comes at a time when shoppers are scrutinizing the “processed” level of foods. Canned beans, dried potatoes and fried snacks are among the many ambient grocery categories being challenged by the freshness of the store perimeter.

The 55-year-old Funyuns brand of onion-flavored extruded corn rings from PepsiCo’s Frito-Lay division is trying to attract younger shoppers through its collaboration with Maruchan, Irvine, Calif., a manufacturer of instant ramen noodles. The unexpected flavor combination merges the zesty onion profile of Funyuns with the savory notes of Maruchan’s Hot & Spicy Chicken Flavor Instant Lunch and is all wrapped up in the ring shape.

“We believe this fusion will resonate strongly with our existing fans while also attracting new snackers who are eager to explore bold, creative flavor combinations,” said Mark Machino, sales and marketing manager at Maruchan.

Flavor fusions may be sweet, too. For example, Thomas’ Breads, a brand from Bimbo Bakeries USA, Horsham, Pa., partnered with WK Kellogg Co, Battle Creek, Mich., to combine the fruity flavor in Kellogg’s Froot Loops cereal with snack-size Thomas’ Mini Bagels for a limited-time back-to-school offering.

Social media has its flaws, but one benefit is introducing people to foods from around the world. Hence the curiosity exhibited by younger consumers who have never known life without social media.

“Consumers will always want foods that reflect the familiar flavors they know and love, but they continue to expand their palates with unique global fare,” said Hudson Riehle, senior vice president of research for the National Restaurant Association, Washington. “With so many eyes on screens, social media plays a huge role in spreading the word about the latest flavor sensations. Consumers crave foods that challenge their taste buds at a more sophisticated level than ever before, including new levels of hot, spicy, sweet and savory.”

Coleman All Natural Meats, Westminster, Colo., a business unit of Perdue Farms, is launching ground pork sausage in flavors that meet trending tastes, including mild sweet Italian, hot Italian and chorizo.

“We’ve seen the ground pork category grow over the years because of its convenience, affordability and versatility in recipes,” said J.D. Enrici, vice president of sales and marketing. “On-trend sausage flavors give consumers another protein option when seeking to create easy delicious meals they feel good about serving to their families.”

Home cooks may get creative with new Tomatador, a Spanish-inspired Mediterranean seasoning from Spiceology, Spokane, Wash. The blend features tomato powder, paprika, vinegar and herbs. 

“Last year we conducted a national survey of home cooks to better understand the global cuisines and flavors they want to cook with,” said Eric Anderson, chief marketing officer at Spiceology. “Mediterranean was among the most popular flavor categories, and the flavor profile that ultimately became Tomatador was the hands-down favorite among blends we tested. Unlike other global cuisines, Spanish dishes don’t necessarily have a go-to spice blend to use while cooking, so this product is a true flavor solution for anyone who wants to experiment with Spanish cuisine.”

Spiceology’s survey also found that 66% of US home cooks use spice blends. More people choose blends over individual ingredients because they’re versatile, easy to use and elevate a dish’s flavor. 

Frito-Lay is betting on global flavors with its new products under the Lay’s potato chip brand. Lay’s Wavy tzatziki was inspired by the refreshing Greek flavors of yogurt, lemon, dill and garlic, while the new masala-flavored potato chips feature a fusion of Indian spices, including cumin, coriander, turmeric and pepper. Lay’s honey butter delivers a blend of buttermilk honey and butter tastes, a popular South Korean combination.

Torani, a flavored syrup and sauce manufacturer in San Leandro, Calif., believes its new salted honey butter syrup may give pumpkin spice some competition. Honey ranked in the top five of consumers’ favorite fall drink flavors, according to Torani’s research.

“Salted honey butter is one of the most complex flavors we’ve ever created at Torani,” said Andrea Ramirez, consumer and customer market insight manager. “With notes of sweet butter, clover honey and a slight hint of chamomile, it gives drinks a distinct craveability. During the testing phase, our team had fun flavoring cold brew or mixing it with iced coffee before topping it off with salted honey butter whipped cream or cold foam.”

Ube, a yam originally from the Philippines, is a flavor that can be a bit polarizing. Its purple color that is Instagram-friendly, along with a sweet, nutty vanilla taste.

Hometown Food Co., Chicago, decided to use the flavor — and color — in its pancake and waffle mix. New Birch Benders Ube Mochi Pancake & Waffle Mix combines ube with the texture of mochi and uses sweet rice flour in the mix.

Another flavor trend is Everything Bagel, where the dominant seasonings are garlic, sesame and poppy seed. It may be found on everything from crackers to breaded shrimp.

“It’s no secret that Everything Bagel Seasoning has taken the world by storm, and we noticed that our fans were topping their favorite The Laughing Cow cheese wedges with it to level up their snacks and recipes,” said Zach Fatla, brand director.

Bel Brands USA, Chicago, features the flavor in a limited-edition offering under The Laughing Cow brand of individually wrapped snackable cheese wedges.