#10 - MFI: A Confectionery Celebration

May 21, 2025

We made it to double digits! Edition 10 marks a special milestone for our Trends & Insights series, and to celebrate, we’re diving into a category that’s always been a symbol of celebration itself which is confectionery! Whether it’s childhood nostalgia, new textures, or indulgent little rewards, sweets continue to surprise and delight in unexpected ways. This edition is packed with candy-coated creativity, playful formats and sensory innovations that prove the future of confectionery is anything but boring.

1. Mini Moments of Joy

Miniature treats are having a big moment. Brands like Eli’s Cheesecake and Mars Dove Ice Cream are turning classic desserts into bite sized delights. These mini offerings tap into convenience, portion control, and a sense of reward – making indulgence feel less guilty and more joyful. Whether it's a delectable cheesecake cube or a Mars Twix-sized ice cream bar, consumers are celebrating the little things with smaller, yet satisfying, sweets.

References:  Eli’s Bakery website

2. Gummies Go Gourmet and Functional

Gummies continue to lead the charge in format innovation. We saw sour blobs with only 2 grams of sugar, vegan Swedish gummies riding the TikTok wave, and even THC infused gummies entering the mainstream. Gummies have proven to be a contemporary playground for health, fun and function – from pre-workout creatine versions to popping breath mints infused with zinc. They are easy to experiment with and resonate across audiences.

References:  Bubs Godi’s website

3. Retro Reinvented for Modern Play

Nostalgia is back but with a twist. Brands are turning classic textures and flavours into new sensory experiences. Toxic Waste’s crunchy taffy and sour-filled Zaps are turning candy into challenges. Red Frog’s popping candy breath mints blend retro fun with real function. Even taffy is back with crunchy confetti textures, delivering a multi-sensory surprise with every bite.

References: Toxic Waste Candy website

4. Dessert Crossovers and Edible Play

Desserts are becoming more interactive and hybrid in form. Gummy worms with gooey dips mimic cheese and cracker snack packs. Bubble tea flavours are being infused into soft cookies. Ice creams are embracing tropical boba mashups, spicy mango profiles and seasonal themes. It is all about playfulness and creative engagement with formats we thought we knew.

References: Sour Goo Dunkers website

5. Premium Indulgence for At Home Moments

Connoisseur-like flavours and formats are making their way to supermarket shelves. From freeze dried caramel crunch spheres to frozen chocolate coated banana bites and artisan parlour ice cream tubs, indulgence is being designed for at home celebrations. The trend shows a strong pull towards elevated everyday snacking – where even a midweek treat can feel special.

References: Sow Good website

6. Social Demand as Market Driver

Finally, TikTok trends like #SwedishCandy are shaping product launches. Rather than setting up shop from scratch, brands are tapping into existing demand, then activating through collaborations with local distributors. A smarter route to market expansion, driven by the power of curiosity and shareability.

References: Squashies Swizzels website

That’s a (candy) wrap!

From bite sized cheesecakes to popping breath mints and crunchy confetti taffy, this edition was one big sugar rush of creativity. We saw the sweet world reimagined through texture, format and playful experiences – all wrapped up in a bow of nostalgia and innovation. Whether you’re a gummy guru, a caramel connoisseur or an ice cream adventurer, there’s no doubt that confectionery is getting more exciting with every bite. Edition 10 never tasted so good!