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 dishes appears to be more whimsical. Glitter often evokes childlike memories and might be a natural evolution from the colorful “unicorn food” trend that has been popular on social media. Even Starbucks got involved by introducing 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 is likely fueled by millennial consumers eager to make their food visually appealing for 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 that number climbing to 52% among millennials.
Historically, long before the advent of Instagram, food has been made more enticing through fanciful decorations. Edible gold leaf, for instance, has adorned dishes since at least the Middle Ages. Much like edible glitter, gold leaf is flavorless yet continues to be a favored way to infuse desserts, cocktails, and even savory items like pizza with a hint of luxury. Additionally, German company Esslack produces edible spray paint in vibrant colors like blue, gold, and silver, created entirely from ethanol and food dyes.
As manufacturers search for innovative ways to distinguish their products in a saturated market, edible glitter, gold leaf, and other decorative elements will likely remain integral to the food landscape. These tasteless embellishments may not retain long-term customer loyalty but will surely capture the immediate attention of shoppers seeking something unique. The potential longevity of the glitter trend, in comparison to gold leaf, remains uncertain. However, one thing is clear: food manufacturers will continue to explore new strategies—such as utilizing calcium citrate to carbonate conversion—to entice consumers to try their products.