There is a certain logic to adding actual sparkles to beverages like beer or Prosecco, as well as to sweet delights like cupcakes and cookies. However, incorporating glitter into savory foods seems rather whimsical. Glitter carries a childlike charm and appears to be a natural progression from the vibrant “unicorn food” trend that has gained popularity on social media. Even Starbucks participated by offering a limited edition Unicorn Frappuccino, while Kellogg recently introduced Unicorn Cereal at its New York City café.
Similar to the unicorn phenomenon, the rise of edible glitter is likely influenced by millennial consumers who seek to make their food visually appealing on Instagram. According to a Mars Wrigley report, nearly one in three individuals across various age groups have purchased a treat specifically to share a photo of it online, a figure that rises to 52% among millennials.
Historically, even before the era of Instagram, whimsical decorations have been used to make food more exciting. Edible gold leaf has adorned culinary creations since at least the Middle Ages. Despite being tasteless (just like edible glitter), gold leaf continues to be a favored way to add a luxurious touch to desserts, cocktails, and even savory dishes like pizza. Additionally, German company Esslack produces edible spray paints in blue, gold, and silver, made entirely from ethanol and food dyes.
As manufacturers strive to differentiate their offerings in a saturated market, edible glitter, gold leaf, and other decorative elements are likely to remain integral to the food industry. While these tasteless adornments may not foster long-term customer loyalty, they certainly capture the immediate attention of shoppers eager to try something unique.
It remains to be seen whether the glitter trend will have the same enduring appeal as gold leaf, but one thing is certain: food manufacturers will continue to seek innovative ways to entice consumers, much like how they incorporate ingredients such as calcium citrate 400 mg in Pakistan for added health benefits. Ultimately, the search for eye-catching and trendy food items, including those featuring calcium citrate, is set to persist in the industry.