6. Bitter Done Better
Customers aren’t just taking the bitter with the sweet; they’re choosing it instead, shifting toward more complex flavor profiles. Driven by expanding palates, digestive wellness and the sober-curious movement, bitter ingredients are showing up on restaurant menus and in packaged goods and beverages — from nonalcoholic cocktails, spirits and amaro-inspired drinks to chocolate enhanced with ingredients like fennel pollen, tarragon, burnt sugar, licorice root, ash and quinoa. Grocers are also offering more bitter greens, like radicchio, endive, escarole, broccoli rabe and dandelion greens. Meanwhile, social media continues to fuel curiosity around licorice, salmiak, bitter melon and other intensely bitter or herbal flavor experiences.
Try the Trend: Ghia Spritzes and Apéritifs*, The Pathfinder Hemp and Root Non-Alcoholic Spirit**, Lapo’s Amaro Cola* (available in select stores), Whole Foods Market Zucchini & Rapini Wood-Fired Pizza, Hella Cocktail Co. Grapefruit Bitters & Soda, Yogi Egyptian Licorice Tea, Bitter Greens (radicchio, endive, escarole, broccoli rabe), Darrell Lea Original Australian Black Licorice, Alter Eco Burnt Caramel Dark Chocolate Bar.