Some flavours stand the test of time. Chocolate, vanilla and strawberry continue to dominate sweet food and beverage categories, consistently accounting for the largest share of sales.
Limited-time offers (LTOs), however, serve a different purpose. They're designed to generate excitement, attract new consumers and refresh brand perception. Most are seasonal or cyclical, what was trending last winter, or even last decade, often returns anew.
Today, social media accelerates these cycles, creating a constant stream of viral flavour trends. The challenge for brands is considering speed to market which can be three to six months, making it difficult to distinguish between a passing craze and a trend with genuine longevity.
So why mango? Why not orange, plum or lemon?
Perhaps the more interesting question isn't why mango, but for how long.
Should brands continue jumping on the mango bandwagon, or should they wait for the next flavour to emerge? It's certainly possible that mango becomes a modern classic alongside chocolate, vanilla and strawberry, but what evidence do we have that it will?
From an ingredient technology perspective, mango still presents challenges. Like many fruits, it is susceptible to enzymatic browning when exposed to oxygen and light, affecting both appearance and flavour. Manufacturers still rely on the same preservation methods utilising antioxidants, sulphites (where permitted) or processing techniques to minimise these effects. Additional natural colours, such as turmeric, may also be used to help maintain an appealing appearance.
Read more from Justin Maher, Founder & Food Technologist, FoodieTech in the latest issue here
