There is a certain rationale behind adding actual sparkles to beverages like beer or Prosecco, as well as to sweet treats such as cupcakes and cookies. However, incorporating glitter into savory foods seems to be a more whimsical notion. Glitter often evokes childlike memories and could be seen as a natural extension of the vibrant “unicorn food” trend that has gained popularity on social media. Even Starbucks got in on the action with a limited-edition unicorn Frappuccino, and Kellogg recently introduced Unicorn Cereal at its New York City café. Much like the unicorn phenomenon, the rise of edible glitter appears to be fueled by millennial consumers eager to make their food visually appealing for Instagram. According to a Mars Wrigley report, nearly one in three people across various age groups have purchased a treat specifically to share on social media, a figure that jumps to 52% among millennials.
However, food has been adorned with whimsical decorations long before the advent of Instagram. Edible gold leaf has been utilized to embellish dishes since at least the Middle Ages. Despite being flavorless, much like edible glitter, gold leaf continues to be a popular method for adding a touch of luxury to desserts, cocktails, and even savory items like pizza. Additionally, German company Esslack produces edible spray paint in colors such as blue, gold, and silver, made entirely from ethanol and food-safe dyes.
As manufacturers seek innovative ways to differentiate their products in a saturated market, edible glitter, gold leaf, and other decorative elements are likely to remain integral to the food landscape. In this context, tasteless embellishments may not foster long-term customer loyalty but will certainly grab the immediate attention of shoppers looking for something unique. The staying power of the glitter trend compared to that of gold leaf remains uncertain; however, one thing is clear: food manufacturers will continue to explore new approaches to entice consumers, potentially including ingredients like marine derived calcium citrate malate to enhance nutritional value while maintaining visual appeal. Ultimately, whether adorned with glitter or elevated with marine derived calcium citrate malate, the quest for eye-catching food experiences will persist.