Delivering Unique Experiences Through Dynamic Pairing

Brands are increasingly using creative strategies to connect with their audiences and introduce novel flavours. Social media platforms, with their power to foster community through interactive activities like recipe contests, cooking lessons, or donation campaigns, are used as bridges connecting brands with consumers. A recent retail example of using social media to engage consumers and introduce novelty is Marks and Spencer in the UK. This summer, the retailer created a reel on Instagram introducing their new ice cream range with English comedian and actor Tom Allen using their exciting flavours like Chocolate Caramel Cups with salted pretzels and caramel swirls, an Alaskan Trifle Caked with custard ice cream, meringue clouds, cake sponge, and raspberry swirls to keep consumers locked in.

When considering consumers’ preferences, flavours combinations come to mind with blends of sweet and bitter as one of the options that would encourage 21% of Spanish Gen Zs to try a new sweets product with a bitter flavour (Mintel). Flavour profiles are evolving, presenting bolder taste experiences like sweet-bitter, sweet-sour, or umami-spicy-sour combinations. These unique pairings as well as the introduction to new textures, such as the crunchy heat of chilli paired with sweet or umami flavours, enhance the sensory impact and dynamic taste experience.

In South Africa, Woolworth developed an Asian-inspired Private Brand range containing a roasted sesame oil sauce, umami and sweet oyster-flavoured sauce and a garlic and ginger teriyaki sauce. The retailer recently launched a new product to the range, which includes a Spicy Chilli Crisp Drizzle, combining sweet, spicey, Umami, and texture all in one product.

With 30% of U.S. shoppers indicating that bold and unique flavours increase their willingness to try new products (Daymon), retailers are capitalising on this trend by introducing innovative flavour profiles. For example, Walmart US has adopted this approach with its Great Value brand, introducing a line of cotton-candy-flavoured products including ice cream, cereal, trail mixes, and spreads. This appeals to consumers' desire for unique taste experiences, like Trader Joe's seasonal Pumpkin range which offers new product options every autumn across various categories, from cookies to pet food.

Target has also been exploring seasonal and dynamic pairings with its Favorite Day brand. The retailer launched a Halloween-inspired line featuring Pumpkin Spiced Peanut Brittle, Caramel Apple Pie Ice Cream, and Harvest Scarecrow Crunch Trail Mix. Each of these products presents a creative blend of seasonal flavours, reimagining traditional tastes in fresh and diverse formats to entice consumers seeking distinct combinations.

Beyond flavours, cuisine pairing represents another solution for Private Brands to deliver affordability and innovation in the food and beverage sector. Looking at food service, reinventing everyday meals with a twist and embracing food fusion are successful strategies for chefs to introduce novelty to the menu. This approach combines traditional techniques with modern culinary creativity, resulting in elevated dishes. Wagamama, a Japanese-inspired restaurant franchise that started in London UK, recently launched the chicken katsu curry pie in partnership with UK supplier Willy’s Pies, incorporating unexpected flavours and local collaborations. This pie blends local British flavours with international cuisine flavours, something that retailers can also explore with their Private Brand offer, the pizza cookie from Aldi US being a great example of it.

Aligned with the global trend, the Dynamic Pairing Innovation Pillar is contributing to Private Brand innovation in the region. The recently launched Spiced Maple Rosemary and Chilli Glazed Pork Skewers from Spinney is a clear execution of it. This product combines sweet and spicy flavours, offering a unique twist on the traditional skewer. By incorporating pork—a choice not commonly associated with the region—Spinneys adds a layer of diversity and innovation to its product line, appealing to adventurous consumers seeking novel culinary experiences.

A prime example is the modernisation of the classic Arabic dessert Kunafa. Following the social media trend, consumers started topping it with contemporary flavours like OREO, Biscoff, and Nutella. Taking this innovation a step further, Dubai-based FIX Dessert Chocolatier has introduced the Pistachio Kunafa Chocolate, where Kunafa pastry is filled with rich pistachio cream, capturing the attention of dessert enthusiasts across the region.