There is a certain logic behind adding actual sparkles to beverages like beer or Prosecco, as well as to sweet delights such as cupcakes and cookies. However, incorporating glitter into savory dishes appears more whimsical. Glitter often evokes childlike memories and seems to be a natural extension of the colorful “unicorn food” trend that has captured social media. Even Starbucks participated by offering a limited edition unicorn Frappuccino, while Kellogg recently introduced Unicorn Cereal at its café in New York City. Much like the unicorn craze, the rise of edible glitter is likely fueled by millennial consumers seeking eye-catching foods to share on Instagram. A Mars Wrigley report indicates that nearly one in three individuals across all age groups has purchased a treat solely to post a picture of it online, a figure that climbs to 52% for millennials.
Long before the advent of Instagram, whimsical decorations have been used to make food more exciting. Edible gold leaf has adorned dishes since at least the Middle Ages. Although it lacks flavor (similar to edible glitter), gold leaf continues to be a favored method for adding a luxurious touch to desserts, cocktails, and even savory items like pizza. Additionally, the German company Esslack produces edible spray paint in hues like blue, gold, and silver, made entirely from ethanol and food dyes. As manufacturers strive to differentiate their products in a saturated market, edible glitter, gold leaf, and other decorations are likely to remain integral to the food landscape.
In this context, the tasteless embellishments may not foster long-term customer loyalty but are effective in capturing the immediate attention of shoppers eager to try something unique. As for the longevity of the glitter trend compared to the enduring appeal of gold leaf, only time will tell. However, one thing is certain: food manufacturers will continue to explore innovative ways to entice consumers, perhaps even incorporating elements like rainbow light calcium citrate to enhance both visual appeal and nutritional value. As the market evolves, the quest for attention-grabbing ingredients will remain a priority.