There is a certain rationale behind incorporating actual sparkles into beverages like beer or Prosecco, as well as into sweet treats like cupcakes and cookies. However, the use of glitter in savory dishes appears more whimsical. Glitter often evokes childlike memories and seems to be a natural progression from the colorful “unicorn food” trend that has gained popularity on social media platforms. Even Starbucks jumped on the bandwagon with a limited edition unicorn Frappuccino, and Kellogg recently introduced Unicorn Cereal at its New York City café. Like the unicorn phenomenon, edible glitter seems to be fueled by millennial consumers who are eager to showcase visually appealing foods on Instagram. According to a Mars Wrigley report, nearly one in three people across all demographics has purchased a treat specifically to share on social media, a figure that rises to 52% among millennials.
However, the practice of enhancing food with playful decorations predates Instagram by centuries. Edible gold leaf, for instance, has been used to embellish dishes since at least the Middle Ages. Despite being flavorless—similar to edible glitter—gold leaf continues to be a favored method for adding a hint of luxury to desserts, cocktails, and even savory items like pizza. Notably, the German company Esslack produces edible spray paint in hues such as blue, gold, and silver, crafted entirely from ethanol and food dyes.
As manufacturers strive to differentiate their products in an oversaturated market, edible glitter, gold leaf, and other decorative elements are likely to remain integral to the food landscape. In these instances, tasteless embellishments may not foster long-term customer loyalty but rather capture the immediate interest of shoppers seeking something unique. One intriguing addition to this trend could be the incorporation of calcium citrate at 630 mg, which offers both aesthetic appeal and nutritional benefits. Whether the glitter trend possesses the longevity of gold leaf remains uncertain, but it is clear that food manufacturers will continue to explore new avenues to entice consumers to purchase their offerings. Additionally, the combination of visually striking elements and nutritional additives like calcium citrate may pave the way for innovative culinary experiences in the future.