The UK food industry is undergoing a flavour revolution as consumer palates become more adventurous.
As such, retailers are under pressure to respond with exciting product ranges; with what was once considered as niche or seasonal, now expected as part of everyday production innovation.
“We’ve seen first-hand how this shift is transforming the B2B landscape,” said Alison Hughes, head of insights at Meadow, which makes dairy, confectionery and plant-based ingredients.
“Retailers are no longer looking for short-term, trend-led SKUs. Instead, they are proactively commissioning manufacturers to build globally-inspired thinking into their core ranges - creating products that are not only flavour-forward, but scalable, supply-chain ready, and aligned with long-term strategy.
“As a result, the innovation brief has changed. Retail buyers are now challenging suppliers to fast-track the integration of regional inspirations into mainstream formats. From modular flavour platforms that allow flexibility across categories, to ‘affordable global’ concepts designed to bring international tastes into household staples, the ask is increasingly complex. And rightly so, today’s consumer expects choice, authenticity and quality.”
Japanese influence
Consumer interest in Japanese flavours is particularly picking up momentum, with flavours such as matcha, yuzu and black sesame all growing in popularity.
This has been driven by a developing love for Japanese culture in the UK, with anime and fashion having already found itself inspiring Brits.
“That cultural crossover sparks curiosity, and food/drink is one of the most accessible ways to explore and enjoy it,” agreed Toby Weedon, barista development director EMEA for Oatly.
“Japanese food and drink really hits the sweet spot between being visually appealing and tasting great – what’s not to love? There is a clear appetite in the UK for lighter, fresher food and drink, and Japanese cuisine offers that in a really balanced way,” he continued.
In fact, Just Eat’s 2024 Food Trends report found Japanese food to be the UK’s fourth most-loved cuisine – and as recent launches show, Japanese inspired NPD shows no signs of slowing down.
“This surge in popularity is driven by a combination of factors: a growing appetite for adventurous global flavours, increased travel and cultural exposure, and a rising interest in health-conscious food. Japanese cuisine, with its focus on freshness, umami, and a balance of nutrition and indulgence, ticks all the boxes,” explained Matt McAuliffe, brand & futures innovation director at The Compleat Food Group – home of Vadasz and unearthed.
Fermentation is very much at the heart of Japanese food culture and remains a key inspiration for Brits who enjoy the umami-rich flavours it develops.
“From a trend perspective, three fermented Japanese products that we expect to see more of are miso (such a great way to add deliciousness and flavour impact), nukadoko (abarley fermented pickled vegetables) and umeboshi (the classic salt fermented plums),” added McAuliffe.
From matcha cheesecake to miso caramel
Japanese influence is prevalent across the UK food and drink scene, across supermarket shelves and high-street menus. Matcha – known for its distinctive green colour and earthy flavour – is particularly in the spotlight.
Having cropped up on café menus as an alternative ‘better-for-you’ latte a few years ago, this ingredient seems to have reemerged on the hot beverage scene.
“Matcha has been around for some time, but only in the last year have we seen a real surge in its popularity. This in part comes down to the depiction of the drink and how it’s been presented in the media,” Weedon said.
“Beyond its taste and ever-growing menu to enjoy it, Matcha has been the green colourful drink in the centre of TikToks and Instagram posts, inviting scrollers to be a part of a ‘look’ and buy into not just a beverage but a movement that is hard to say no to.”
Recognising this trend, Oatly has launched its new Matcha Latte Oat Drink which can be served cold or warm.
“This new ready-to-drink is made for the matcha-curious, bridging the gap between craft and convenience allowing great taste, on the go. It’s made with finely ground Tencha matcha giving it the matcha green colour synonymous with the drink of 2025,” explained Weedon.
“Matcha isn’t new, but I think it is going to continue to transition from a trend to a versatile staple, achieving a broader application in food and drink,” added Guy White, CEO of Catalyx and an expert F&B category commentator.
In fact, Matcha is already making its way into other categories too, including desserts and bakery.
“It’s appearing in infused sponge cakes, alongside other tea-based flavours like Earl Grey and Jasmine,” commented McAuliffe.
Jacqui Passmore, marketing lead west EU & AMEAP at bakery ingredients manufacturer, Dawn Foods, also noted the trend of matcha in desserts, alongside other flavours such as a yuzu and miso. She offered matcha cheesecake and miso caramel as key examples.
Fellow manufacturer Pladis has unveiled a limited-edition launch in the McVitie’s Jaffa Cakes lineup, with a Yuzu Lemon flavour. The new treat features sponge cake on the bottom, with a tangy yuzu lemon jelly in the middle, topped with the Jaffa Cakes classic crackly chocolate.
“Jaffa Cakes have always been a firm favourite, and the new Yuzu Lemon Flavour taps into a trend that’s captured foodie taste buds everywhere,” said Jessica Woolfrey, marketing manager, Jaffa Cakes, pladis UK&I.
“As demand for bold flavours continues to grow, this launch presents an exciting opportunity to drive incremental sales and attract flavour-seeking shoppers.”
And it’s not just sweet treats, savoury bakery is also capitalising on the Japanese flavour trend, with Passmore pointing to an uplift in kimchi, katsu curry and pickled cucumber.
“Don’t be surprised to see these distinctive savoury notes paired with sweet flavours either, such as a sweet muffin topped with katsu-flavoured popcorn,” she added.
Sakura – Japanese cherry blossom – is another emerging flavour to watch, according to McAuliffe, and Compleat is playing with its unique salty taste with sweet flavourings.
“It brings both delicate floral notes and a hint of saltiness or bitterness for a unique sensory experience. Our foodservice team has tapped into this trend by developing a choux pastry for YO! – the Cherry Blossom & Raspberry Cream Puff. It features a light choux pastry shell filled with a Sakura-inspired cherry and raspberry cream, finished with raspberry coulis,” he explained.
Big on texture
Crunch is also continuing to prove popular among Brits, with McAuliffe noting demand for this texture.
“Our pickled kimchi cucumbers, developed by our brand Vadasz for YO! bring a punchy, cold-brined bite to the conveyor belt. Topped with sesame seeds, they’re a standout side or a bold companion to its iconic katsu curry. It’s a simple dish but one that delivers on flavour and texture and is inspired by the growing crossover in the UK mainstream of both Japanese and Korean culinary trends.”
White shared similar thoughts, stating that texture is a key part of why Brits love Japanese food.
“Japanese cuisine has a lot going for it in terms of health benefits, fresh ingredients and diverse flavours. But I think its success is being driven by one key thing – texture. For Gen Alpha and Gen Z, texture and experiential eating experiences are the number one drivers; and Japanese food really delivers when it comes to texture, offering everything from chewy elasticity to fluffy, grainy, crispy and everything in between.
“Little Moons’ Mochi ice cream is a great example of a brand innovating in a category by introducing a new texture and successfully amplifying the innovation by harnessing TikTok’s viral potential.
“They achieved an extraordinary 1,300% sales boost at Tesco and it’s a great example of how a brand can effectively overcome initial consumer unfamiliarity with a new offering. In this case, a unique texture.
“Little Moons also showed a great understanding of the communications platforms preferred by their target audience, focusing their marketing budget on TikTok, which is a perfect channel to showcase sensory-rich products.”
What’s next for UK food and drink?
The influence of Asian flavours more broadly remains strong, but McAuliffe says it’s also evolving.
Fermenting and pickling become mainstream
“Fermenting and pickling are no longer niche, instead they’re becoming everyday staples. Dishes like Chinese smashed cucumber are inspiring a new wave of fresh, crunchy and flavour-packed sides,” he said.
Compleat’s Vadasz Smacked Cucumbers taps into this trend – due to be launched in September – offering a cold-brined, garlicky and spicy ready-to-eat option that brings restaurant-style texture and zing into home kitchens.
Korean flavours
Alongside Japanese flavours, Korean-inspired food and drink is also gaining increased interest, driven by the global rise of K-pop.
“Last year it was all about gochujang, but now consumers are seeking out depth and texture as well as spice,” commented McAuliffe.
“Vadasz’s Hot & Chunky Kimchi, made with red jalapeno and daikon – an Asian radish - delivers on all fronts, appealing to those who want their kimchi with a bit more bite and a lot more kick. It’s created with a traditional fruit ‘porridge’, which is made from apple, to help feed the lactobacillus.
Briony Rideout, beverage innovation specialist at flavour house, I.T.S, agreed that Korean-inspired F&B is having its moment – and pinpointed Korean pear as the next hot ticket.
“Known for its crisp, floral sweetness and natural detoxifying benefits, Korean Pear is gaining global traction not just as a natural hangover remedy but a refreshing twist for many health-focused drink innovations,” she explained.
“Korean Pear (nashi) is definitely emerging as a significant functional flavour, trending in beverages for its crisp sweetness and perceived detoxifying benefits, which aligns well with the current interest in wellness,” agreed White.
Hydration and fusion flavours
With Korean Pear Juice naturally high in water and potassium, Rideout added that it taps nicely into the current functional hydration trend.
Kevin Tang, founder of Kaytea, also recognised the trend for hydration, noting that this is a trend which has come across to the UK from the States.
“Even brands that have nothing to do beverages have launched into functional drink products with powders and other things,” he observed.
Kaytea – which does specialise in beverages – has recently launched teabags infused with electrolytes, a movement which Tang says is gaining momentum.
“Fusion is huge,” he said, adding that even the matcha drinks we’re consuming in the UK are a version of fusion.
There’s a lot of “interesting combinations that you probably wouldn’t see in Japan” such as vanilla, banana, and strawberry matcha drinks, which Tang says removes the “unattractiveness grassiness of matcha”.
Visual appeal
Whilst a lot of people tout matcha for its healthy credentials, Tang believes “it isn’t really about health, it’s the viral online trendiness of it.”
He added: “There’s a lot of sugar is in these drinks.”
The visual appeal of drinks like matcha was also flagged by Oatly’s Weedon: “We see a steady rise in drinks with visual appeal, as trends are spreading quicker globally through social media.
“The green of matcha is here to stay, and we are seeing a rise in layered drinks, taking two or three different coloured elements, and stacking them in the cup.”
Multicultural cuisine is here to stay
Overall, culinary tourism is going mainstream, with consumers recreating their favourite holiday dishes at home or longing to see products on shelves they have seen during their travels.
“Global culinary influences are no longer a passing fad,” said Hughes. “They’re embedded in how retailers now think about growth, differentiation, and consumer engagement. There is still a lot more to come from the global stage. We are seeing a rise in Philippine cuisine as well as a West African influence.”
“Ultimately, the future of food and drink in the UK is about storytelling through flavour,” added McAuliffe.
“Consumers want to be transported, whether it’s through a fiery ferment or a nostalgic bite of something they discovered abroad. Brands that can deliver on that sense of place and authenticity will lead the next chapter.”