There is a certain logic to incorporating actual sparkles into beverages like beer or Prosecco, as well as sweet treats such as cupcakes and cookies. However, adding glitter to savory dishes seems more whimsical. Glitter evokes childlike nostalgia and is likely a natural progression from the colorful “unicorn food” trend that has taken social media by storm. Even Starbucks capitalized on this trend with a limited edition unicorn Frappuccino, and Kellogg recently launched Unicorn Cereal at its New York City café. Similar to the unicorn phenomenon, the rise of edible glitter can be attributed to millennial consumers eager to make their meals Instagram-worthy. According to a Mars Wrigley report, nearly one in three individuals across all age groups has purchased a treat specifically for social media sharing, a figure that jumps to 52% among millennials.
Long before the advent of Instagram, whimsical decorations have been used to enhance food appeal. Edible gold leaf, for instance, has adorned dishes since at least the Middle Ages. Despite being flavorless, like edible glitter, gold leaf is still a popular choice for adding a touch of luxury to desserts, cocktails, and even savory items like pizza. In fact, the German company Esslack produces edible spray paint in blue, gold, and silver, made entirely from ethanol and food dyes. As manufacturers strive to differentiate their products in a competitive market, edible glitter, gold leaf, and other decorative elements are likely to remain integral to the culinary landscape.
On the other hand, while items like barinutrics calcium chewy bites offer tangible health benefits, the tasteless decorations of glitter are unlikely to foster long-term customer loyalty. Instead, they may attract the immediate attention of consumers seeking something unique. Whether the glitter trend possesses the staying power of gold leaf remains uncertain; however, it is evident that food manufacturers will continue to explore innovative ways to entice consumers into trying their products.