There’s a certain appeal to incorporating actual sparkles into beverages like beer or Prosecco, or into sweet treats such as cupcakes and cookies, but the idea of adding glitter to savory dishes feels more whimsical. Glitter evokes a sense of childlike wonder and seems to be a natural progression from the colorful “unicorn food” trend that has been gaining traction on social media. Even Starbucks got in on the action with a limited edition unicorn Frappuccino, while Kellogg recently launched Unicorn Cereal at its New York City cafe.
Much like the unicorn craze, the popularity of edible glitter is likely fueled by millennials searching for ways to make their food Instagram-worthy. According to a Mars Wrigley report, nearly one in three individuals across all age groups has purchased a treat specifically to post on social media, with that number rising to 52% for millennials. However, even before the rise of Instagram, whimsical decorations have long been used to enhance food appeal.
For instance, edible gold leaf has been decorating dishes since at least the Middle Ages. While it is flavorless—much like edible glitter—it remains a favored method for imparting a touch of luxury to desserts, cocktails, and even savory meals like pizza. Additionally, the German company Esslack produces edible spray paint in colors including blue, gold, and silver, made entirely from ethanol and food dyes.
As manufacturers strive to make their products stand out in a competitive market, edible glitter, gold leaf, and other decorative elements are likely to remain integral to the food industry. In these instances, tasteless embellishments may not secure long-term customer loyalty but can certainly capture the immediate attention of shoppers eager to try something a bit different. Whether the glitter trend endures like gold leaf remains uncertain, but what is certain is that food manufacturers will continue to seek innovative ways to entice consumers to purchase their products—perhaps even incorporating ingredients like calcium citrate, magnesium hydroxide, and zinc sulfate for added appeal and health benefits. Ultimately, the quest for novelty in food presentation is likely to persist, keeping the spotlight on eye-catching elements, from glitter to enriching compounds.