From mochi to muffins: Vanilla takes the lead in 2025 NPD

World Vanilla Day was inaugurated by Symrise to celebrate the pivotal moment in 1874 when vanillin was first synthesised from coniferin in Holzminden, Germany – an achievement that laid the foundation for the modern flavour and fragrance industry.

This year marks the 150th anniversary of that breakthrough, a milestone Symrise is spotlighting with a high-profile event at its newly-opened Fine Fragrance Penthouse in Manhattan, NY. Attendees will delve into the company’s 150 years of vanilla expertise, participate in multi-sensory experiences and hear insights from Dr Dariah Lutsch, Symrise’s flavour trend forecaster, on how AI is shaping the future of vanilla innovation.

Symrise’s year-long ’150 Shades of Innovation’ campaign celebrates the legacy and future potential of vanilla, not just as a flavour or scent, but as a cultural and technological touchstone.

Vanilla’s global impact is massive: it’s the second most expensive spice in the world after saffron; is sourced predominantly from Madagascar; and is featured in everything from breakfast cereals and indulgent desserts to plant-based bars and kid-friendly nutrition. This year’s celebration underscores both the nostalgia and the innovation driving vanilla’s enduring appeal.

In honour of World Vanilla Day, we’ve rounded up some of the most exciting NPDs that showcase this beloved flavour front and centre.

Entenmann’s Little Bites Vanilla Muffins

The Bimbo Bakeries USA-owned brand has introduced a new staple to its muffin lineup: Little Bites Vanilla Muffins. While the new Tropical Pineapple Muffins are only around for a limited ‘vacay’, the Vanilla Muffins are here to stay.

These bite-sized treats celebrate the classic, crowd-pleasing flavour of vanilla with a soft, fluffy texture perfect for any time of day. Whether you’re packing a lunchbox or grabbing an on-the-go snack, the perfectly portioned pouches offer convenience without compromising on taste. Available at major retailers across the US, the muffins come in 5ct and 10ct packages (RRP: $5.49 for 5ct).

“Our new Vanilla Muffins capture the rich, creamy flavour of a classic favourite, while Tropical Pineapple Muffins, available for a limited time, add a playful tropical sensation,” says brand manager Rielly Whims. “We can’t wait for families to join us on this flavour journey.”

Mighty Life cereal

PepsiCo’s Quaker Oats has levelled up a new functional cereal range that doesn’t skimp on flavour.

One of its debut offerings, Very Vanilla, delivers a subtly sweet, comforting vanilla flavour while serving up essential nutrients like vitamin D and calcium – both key to strong bone health. Also available is Strawberry Blueberry Bliss, which contains vitamins C, D and zinc to support a healthy immune system. Designed for the whole family, the SKUs reflect the increasing demand for wellness-focused foods that are still a joy to eat.

Available in 13oz (RRP $4.29) and 22.3oz family-size (RRP $5.29) boxes at US grocery chains including Kroger, Walmart, and Publix.

To celebrate the launch, Life has partnered with first aid brand Welly to give away the Mighty Life Kit: a limited-edition bundle designed to support families beyond the breakfast table: containing boxes of cereal and fabric bandages featuring fun designs. Claim yours between 7 April and 5 May by entering online. Mighty Life and Welly merch – including crewnecks, hats, cereal bowls and first aid kits – also up for grabs.

Cheerios Protein Cookies & Crème

General Mills has infused its newest Cheerios Protein cereal with a flavour that strikes a perfect balance between indulgence and nutrition. Cookies & Crème delivers a mix of rich chocolate and creamy vanilla in every bite – an irresistible combo wrapped in 8g of protein per serving. The launch brings a dessert-inspired twist to the cereal aisle, capturing the attention of families seeking both taste and functional benefits.

Part of a broader range – which includes Cinnamon and Strawberry variants – the new Cheerios Protein Cookies & Crème will hit shelves across the US in May (early availability in select retailers).

SternLife’s Vegan Bio Deluxe Raspberry Vanilla Bar

With the market for protein and energy bars growing by 19% last year (in Germany alone), SternLife is providing an impetus for this with its ‘Better Snacking’ range.

The bars are based on classic confectionery, but with their reduced sugar and high protein content, fulfils one of the current top trends in the snack market: indulgence without remorse.

The range includes SternLife’s forward-thinking ingredients and includes the Vegan Bio Deluxe Raspberry bar: organic and vegan, with 21% protein, a rich fibre content, 30% less sugar and an intense, fruity raspberry filling cream. There’s also the Marzipan Nougat Fusion and Pure Hazelnut Choco bars (both with 20% protein), the Choc Core bar (25%) and the Deluxe Big Peanut bar (35%).

“We are setting new standards in the organic segment with this development,” says head of product development Antje Wetzel. “The multi-layer bars not only impress with taste and texture, they also score points with its protein and fibre-rich nutritional profile.”

Kate Farms’ Kids Nutrition

Kate Farms is bringing the gentle taste of vanilla into the homes of families with its new Kids Nutrition vanilla shake. Designed for children aged one to 13 years of age, the USDA Organic, allergen-free formula provides complete nutrition with 8g of organic pea protein, 27 essential vitamins and minerals and DHA to support brain development. It’s also packed with phytonutrients from whole food sources like kale and berries.

Available online, via select retail and medical channels (WIC-eligible in 31+ US states), the vanilla shake helps kids thrive even when they’re picky eaters.

“We created Kids Nutrition to support growing children … it gives families a worry-free choice they can feel good about,” notes the brands chief medical officer Dr Christina J Valentine.

Bridor’s Vegan Vanilla & Hazelnut Crown

With 39% of global consumers saying they find the vegan claim appealing when purchasing bakery items, the French bakery innovator is betting big on the plant-based movement. It has now launched a vegan Viennese pastry line to help foodservice operators diversity their offering.

Headlining the collection is a Vegan Vanilla & Hazelnut Crown: a creamy vanilla filling and hazelnut topping wrapped in a golden, flaky pastry made without butter or eggs. The vegan margarine mimics traditional texture beautifully, while a pea protein-based wash gives the pastry its glossy finish. The range also includes vegan croissants and pains au chocolate in plain and flavoured variants.

Available frozen in cases of 48 to bakery and hospitality operators via foodservice wholesalers, the pastry bakes to perfection in under 20 minutes.

“With 30% of people identifying as flexitarian eaters, offering a choice of vegan and standard pastry options can significantly boost revenue,” says Northern Europe sales director Erwan Inizan.

Baker & Baker’s Victoria Muffin

Bringing British teatime tradition to the grab-and-go bakery segment, Baker & Baker has unveiled the Victoria Muffin. With a moist vanilla sponge base, strawberry jam centre and a topping of clotted cream buttercream and sugar nibs, the egg-free, vegetarian-friendly muffin pays homage to the Victoria Sponge with a modern twist.

Available now via UK foodservice and bakery wholesalers, the thaw-and-serve muffins have a four-day shelf life and offer a convenient option for cafes, caterers and afternoon tea menus.

“We’ve taken the ever-popular Victoria Sponge and developed a muffin that we think would get royal approval,” says UK marketing manager Helen Sinclair.

Butter Buds’ Organic Cream Plus Vanilla

Butter Buds’ Organic Cream Plus Vanilla ingredient is quietly transforming baked goods from behind the scenes. Featured in the company’s Organic Sugar Cookie prototype, the flavour enhancer offers the taste of vanilla frosting without any actual icing. It’s part of a clean label range that enables manufacturers to achieve gourmet flavour and rich texture with minimal ingredient load.

Used across product formats from cookies to coatings, Butter Buds’ functional vanilla ingredient allows developers to fine-tune sweetness and mouthfeel while maintaining cost efficiency.

“Butter Buds has spent the past fifty years bringing the goodness of real dairy to the market in a functional, cost-effective way,” says national sales director Michael Ivey. “Our ingredients help manufacturers add rich flavour and full-bodied mouthfeel with better texture and a clean label.”

Bubbies mochi ice cream

The Arizona-based brand – which started as a scoop shop in Oahu, Hawaii and has become known for its signature soft mochi dough and creamy indulgence – is making waves in 2025.

While the spotlight might be on two brand-new flavours – Dragon Fruit Lemonade and Raspberry Cheesecake – its Madagascar vanilla variant remains a star in Bubbies’ portfolio.

Crafted with real ingredients – including rBST-free dairy and no artificial flavours or colours – Bubbies’ mochi ice cream is certified gluten-free, non-GMO and Kosher Dairy. The Raspberry Cheesecake variety features a velvety cheesecake ice cream with bursts of real raspberry and graham cracker crust bits, wrapped in pillowy mochi. The Dragon Fruit Lemonade is a tropical stunner: bright dragon fruit ice cream dotted with tart lemonade-flavoured candy pieces. Each is just 90–100 calories per piece, offering a guilt-free, portion-controlled indulgence.

But what truly sets Bubbies apart this year is its partnership with Earthcycle to develop a certified home-compostable paper pulp trays, replacing 94% of plastic in its packaging. This innovation is expected to eliminate 310 tons of plastic annually from landfills.

“With this simple switch from plastic to paper pulp trays, we’re eliminating hundreds of tons of plastic from entering the waste stream,” says VP of Marketing Katie Cline.

The new flavours and eco-conscious packaging are rolling out in Sprouts, Whole Foods, Publix, Safeway, H-E-B and Gelson’s across the US with an RRP of $5.99-$6.99 per 6-pack box.