#20 - MFI: Candy Toothpaste, Charity Sandwiches & The Guilt Free Feast
November 24, 2025
Welcome to our special Christmas Edition! The festive season is in full swing and the food and beverage world is pulling out all the stops. This edition is bubbling with the spirit of giving, nostalgic flavours and the surprisingly popular trend of "healthy indulgence." We are exploring charity partnerships that warm the heart, protein-packed peppermint mochas, vegan advent calendars and even candy-flavoured toothpaste. From convenient seasonal seasonings to gift wrapped pastries, it is all about creating a sense of magic, community and comfort. Let us unwrap what is trending!
1. The Season of Giving: Sandwiches for Good
This year the festive spirit is all about social responsibility. We are seeing heartwarming charity partnerships like Urban Eat teaming up with the Teenage Cancer Trust in the UK. With 10p from every seasonal sandwich donated to the cause, brands are tapping into the "spirit of giving." This approach not only supports a great cause but also builds deep customer loyalty by turning a simple lunch into a meaningful contribution.
References: Urban Eat website, Teenage Cancer Trust website
2. Nostalgia is the Main Ingredient
Nothing says Christmas like a taste of nostalgia. Brands are collaborating with iconic holiday IPs to create must have limited edition treats. A perfect example is Flipz partnering with The Elf on the Shelf to create sugar cookie covered pretzels. QSRs are also in on the action with Tim Hortons infusing its holiday menu with Oreo and Wendy's launching a new Snickerdoodle Frosty. It is a smart way to blend newness with the comforting familiar flavours of the season.
References: Flipz website, Tim Hortons website, Wendy's website
3. The "Healthy" Holiday Indulgence
This Christmas consumers want to have their cake and... add protein to it? The biggest paradox of the season is "healthy indulgence." While festive food is all about rich flavours, drinks are getting a wellness pass. Balzac's Coffee Roasters has partnered with Premier Protein for a protein packed Peppermint Mocha and Heart Magic Cacao is launching mushroom infused hot chocolate. It is the perfect strategy: give consumers the indulgent holiday flavours they crave but add a functional ingredient to remove the guilt.
References: Balzac’s Coffee Roasters website, Premier Protein website, Heart Magic Cacao website
4. Making Health a "Treat"
How do you get people to embrace wellness during the most indulgent time of year? You make it fun. We are seeing a "chore gami" trend turning health routines into playful treats. Lemme is launching Probiotic Lollipops transforming a daily supplement into a fun candy. Even more wild is Hismile collaborating with Willy Wonka to release fantastical candy flavoured toothpastes. It is a brilliant way to build a habit by making a chore feel like a joy.
References: Lemme website, Hismile website
5. The All-in-One Holiday Solution
Brands are making festive gatherings easier by thinking in pairs. Ocean Spray is a prime example as they are launching a limited edition Cranberry Winter Spice Drink and a Smoked Chilli Cranberry Sauce. This "meal solution" strategy provides a perfectly paired set for a holiday feast which increases basket size and makes the brand a one stop shop for the main event. We are also seeing this in gifting with Paris Baguette offering premium gift boxed dessert lineups for a complete elegant experience.
References: Ocean Spray website, Paris Baguette website
6. New Festive Rituals: Mindful & Non-Alc
The way we celebrate is changing. For those who still want a buzz brands like Birra Moretti are running festive ad campaigns that reposition beer as a premium mindful ritual for gatherings competing directly with wine. But for the growing sober curious crowd sophisticated mocktails are a must. Hiyo is offering festive fruity mocktails with adaptogens and nootropics ensuring that "not drinking" is just as celebratory and sophisticated.
References: Birra Moretti website, Hiyo website
That's a Wrap
This edition proves the beverage world is ripping up the rulebook! It is a place where the buzz is now just as important as the beverage. From stunt flavours built for headlines to DIY kits designed to go viral, it is all about sparking a conversation. We are living in a landscape of clever crossovers where beauty and fitness are shaken together, fast food giants are serving wellness, and ancient traditions are getting a modern twist. It is all designed to keep brands exciting, relevant and perfectly in step with our constantly evolving world.