Snack Trends & Functional Drinks Drive F&B Marketing Shake-Up

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At the Summer Fancy Food Show in New York, brands unveiled a wave of functional, convenience-driven foods — highlighting how 2025’s F&B marketing is pivoting toward wellness, sustainability, and experiential strategies.

Adaptogenic beverages, featuring mushrooms like lion’s mane, are gaining ground despite lingering consumer confusion over health claims. Restaurant-branded grocery items — such as sauces and ready-to-make meals from notable names like Michael’s of Brooklyn and Zahav — also stunned attendees. These products position themselves as premium at-home options in a constrained economy.

Health-conscious snacks packed with protein and probiotics are trending, fueled by social media buzz around gut health and self-care. Innovation abounds: protein-infused ice cream, probiotic dips, Korean-style oatmeal, and chickpea granola testify to this shift. Brands are also tapping into on-trend formats — think canned “beer-style” water, spicy chili crisps, and sweets sourced from regenerative farming.

These showcase trends signal broader market alignment. According to a recent industry outlook, F&B brands in 2025 are prioritizing high-protein, probiotic, and plant-based offerings — an opportunity for marketer-led messaging around functional benefits. Moreover, direct-to-consumer and online grocery channels are thriving, enabling richer brand storytelling, personalized subscriptions, and robust influencer partnerships.

By championing wellness, convenience, and sustainability, F&B marketers are crafting brand narratives that resonate with health-minded, time-pressed consumers. Expect functional benefits, influencer stories, and premium at-home solutions to steer the next wave of campaigns.