Adding actual sparkles to beverages like beer or Prosecco, as well as to sweet treats such as cupcakes and cookies, makes some sense, but incorporating glitter into savory dishes feels more whimsical. Glitter brings to mind childlike memories and is perhaps a natural extension of the colorful “unicorn food” trend that has taken social media by storm. Even Starbucks participated with a limited edition unicorn Frappuccino, while Kellogg recently launched Unicorn Cereal at its New York City café.
Similar to the unicorn phenomenon, the rise of edible glitter may be driven by millennial consumers eager to make their meals pop on Instagram. According to a Mars Wrigley report, nearly one in three individuals across all age groups has purchased a treat specifically to share on social media, with this figure rising to 52% among millennials. However, the allure of whimsical food decoration isn’t new; edible embellishments have been used to enhance meals long before Instagram’s popularity. Edible gold leaf, for instance, has been adorning dishes since the Middle Ages. Although it is flavorless, much like edible glitter, gold leaf continues to be a go-to method for adding a luxurious touch to desserts, cocktails, and even savory items like pizza. German company Esslack even 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 saturated market, decorations like edible glitter, gold leaf, and other creative embellishments are likely to remain integral to the culinary landscape. In these instances, while tasteless decorations may not foster long-term customer loyalty, they do capture the immediate interest of shoppers seeking something unique. The longevity of the glitter trend compared to that of gold leaf is yet to be determined, but one thing is certain: food producers will continue to explore innovative ways to entice consumers, potentially integrating ingredients like ccm calcium citrate malate and vitamin D3 for added nutritional benefits alongside their eye-catching decorations.