The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Every 1 April, the food and beverage industry braces for an onslaught of outlandish product announcements – think square potatoes or machines that can turn water into wine.

But sometimes, the most unusual ideas are not jokes at all. As consumer tastes shift and brands scramble to stay ahead, what once seemed implausible is now market reality.

Here, we spotlight the innovations so unexpected they could have been dismissed as April Fool's pranks – but are, in fact, genuine business opportunities.

Soup you can suck on

Back in January, Progresso, a brand under General Mills, unveiled a product that likely raised a few eyebrows: Soup Drops. This audacious offering turns the comforting classic chicken noodle soup into a hard candy, aimed at those looking for a convenient way to indulge while under the weather.

The Soup Drops are positioned as the ultimate portable alternative to a bowl of the classic soup. This launch cleverly coincided with National Soup Month, capitalising on the seasonal appetite for comfort foods – and perhaps the need for a quick soup fix when you're too sick to make it to the kitchen.

MC Comings, vice president and business unit director for Progresso, said: “When you’re sick, nothing is truly more reassuring than chicken noodle soup. So, we thought, why stop at the soup bowl? We took the beloved flavours of...chicken noodle soup and packed them into a fun, savoury candy Soup Drop. Now you can enjoy the taste you love anytime, anywhere – even from your sickbed.”

The product is designed to evoke the taste of Progresso’s Chicken Noodle Soup, incorporating elements such as broth, vegetables and chicken into a hard candy format. This approach not only provides a novel eating experience but also aims to attract consumers looking for quick and comforting solutions without the need for preparation.

$395 pineapples: Luxury fruit for the elite

In a stunning illustration of how luxury food products are boldly pushing the limits of exclusivity, Del Monte’s Rubyglow pineapple has taken the market by storm, commanding a price tag of $395 – a figure that perfectly mirrors the extravagant nature of the fruit itself.

Developed after an impressive 16 years of research in Costa Rica, this coveted pineapple is a marvel of horticultural innovation. Its striking ruby-red exterior gives way to a golden interior that delivers a great tropical taste. But what truly sets the Rubyglow pineapple apart is its rarity: only a few thousand are produced each year, making it a must-have commodity for those seeking something unique.

The Rubyglow pineapple is the latest entrant in an increasingly popular market for luxury produce, joining the ranks of viral fruits like Oishii strawberries – often hailed as the world’s most expensive berries – and Sumo Citrus, both of which have captured the attention of affluent food lovers and connoisseurs around the globe.

Del Monte's Rubyglow pineapple also claimed the top spot in the 'Best Food Innovation' category at this year's World Food Innovation Awards, solidifying its place as a game-changer in the luxury food market.

Adults only ready meals

In October 2024, Iceland took fiery heat to a whole new level with its Pepper X ready meals – infused with the world’s hottest chilli, boasting 2.69 million Scoville heat units. Over 53,000% hotter than a jalapeño, these Chicken Tikka Masala and Chilli Mac & Cheese meals are so intense that Iceland has slapped an 18+ restriction on them, making it the first UK supermarket to do so.

Matthew Worsley, head development chef at Iceland Foods, said: “With intense heat comes great responsibility, so to ensure only the most experienced spice enthusiasts can take on the challenge, we’ve decided to limit sales to customers aged 18 and over”.

The Pepper X chilli, developed by Ed Currie (creator of the Carolina Reaper), delivers an extreme heat that only the most daring spice lovers can handle. While it might seem like an April Fools’ prank, this bold move is entirely real. Iceland’s launch taps into the growing trend for extreme culinary experiences, offering a thrilling challenge for foodies seeking novelty and intensity. It’s a daring leap into the world of spice innovation, capitalising on the rise of viral food challenges and providing a fiery dining experience.

Nando’s face cream

Nando's entered the skincare market in February with a surprising new product: Extra Creamy Face Cream. Inspired by its beloved Creamy Salad Dressing, this new face cream is infused with garlic and black pepper – ingredients not typically associated with one's skincare routine. The product promises to give consumers ‘smoother’ and ‘softer’ skin, thanks to garlic’s anti-ageing and anti-fungal properties, while black pepper offers exfoliation and skin brightening.

The cream was available for a limited time on the Nando’s website. While it may sound like a culinary disaster for your face, Nando’s assures customers that there’s some science behind the concoction, claiming garlic’s vitamins and minerals are perfect for tackling skin problems like acne. Despite its possible benefits, I’m not sure how I feel about my face smelling like a chicken dinner 🤔.

Doritos goes square

In January, Doritos turned the snack world upside down with a limited-edition SQUARE tortilla chip. Yes, you read that right – square chips. Don’t worry, our beloved triangle-shaped Doritos aren’t going anywhere, but the square ones are here for a limited time, and it’s all part of a tie-in with the release of the film, A Minecraft Movie.

To celebrate the collaboration, Doritos has hidden these rare square chips inside select Chilli Heatwave 180g packs. To make it even more exciting, Doritos is running a digital hunt where fans can scan the QR code on the packs to reveal if they’ve found a square Dorito, either in real life or virtually.

Doritos also launched two new varieties inspired by Minecraft characters: Creeper Vinegar (for that zesty, explosive bite) and Ghast BBQ (a sweet and tangy explosion). Both will remain in the line-up post-promotion, so at least we’re left with something to nibble on after the square chips have come and gone. Serious question: How does a square Dorito even work in your mouth? It’s a lot to process.

Ordinary eggs?

In a rather bizarre move in March, skincare brand The Ordinary – known for affordable, VEGAN-FRIENDLY beauty products – decided to dive headfirst into the egg market. The price of eggs prices has skyrocket recently due to the bird flu outbreak, and The Ordinary came to the rescue with 'ordinarily priced' cartons of eggs at its Manhattan stores in Nolita and Fifth Avenue. Selling at a price $2 cheaper than a dozen at Trader Joe’s, the brand jumped on the egg bandwagon, much to the confusion of many.

While some applauded it as a clever marketing move to support New Yorkers struggling with the rising egg costs, others were left scratching their heads. Why would a vegan skincare brand pivot into selling eggs? And why? Well, it turns out that The Ordinary tagged MSCHF (the infamous pranksters behind the red clown boots) in their Instagram post, leading many to suspect it was all just another viral stunt.

Was it an April Fools’ prank, a PR stunt or a strange way to get attention? Either way, it was confusing.

From yogurt to beef

Also in March, Yeo Valley Organic took a surprising leap into the meat sector with the launch of its new grass-fed organic beef burgers. A bold move from the UK’s largest organic yogurt brand, Yeo Valley is responding to the growing demand for high-quality, ethically sourced meat. These new burgers, made from 100% British organic grass-fed beef, will be available in 362 Tesco stores and online, priced at £5 for a pack of two 130g burgers.

This move comes as part of a broader trend where food manufacturers are diversifying their offerings to meet consumer demand for more natural, ethical options. Jonny McIver, senior brand manager at Yeo Valley, said: "Animals play a key role in soil health and the ecosystem, so by offering free-range, organic beef, we're championing a more ethical and sustainable farming system".

Yeo Valley’s roots are deeply embedded in dairy, so adding beef burgers to the line-up is a bold departure. However, this expansion is only the beginning. Yeo Valley has also recently acquired Epicurean Dairy, the owner of premium yogurt brand The Collective, showing it’s still committed to dairy while dipping its toes into new waters.

A spooky sauce mash-up

Kraft Heinz got into the Halloween spirit last year, launching a limited-edition 'spooky season sauce' in partnership with PepsiCo’s iconic crisp brand, Monster Munch. The Heinz [Scarily] Good Monster Munch Mayo combines the zingy, tangy taste of Pickled Onion Monster Munch with the smooth, creamy goodness of Heinz Mayo.

This eerie fusion of flavours is designed to appeal to Gen Z’s growing appetite for bold, unexpected snacks and sauces. “We’re thrilled to partner with Walkers to bring Heinz [Scarily] Good Monster Munch Mayo to life,” said Thiago Rapp, director of taste elevation at Kraft Heinz. “After the success of our Black Garlic Mayo last Halloween, we wanted to take things a step further with this truly monstrous collaboration.”

Already known for pushing the boundaries of flavour, Kraft Heinz has once again proven they’re not afraid to experiment. Whether you’re slathering it on your sandwich or dipping your crisps, the Heinz [Scarily] Good Monster Munch Mayo is sure to raise some eyebrows and give your Halloween a new flavour...trick or treat style. Who knew mayo could be this fun?

Doughlicious takes on the ‘swicy’ trend

In January, Frozen dessert brand Doughlicious debuted a bold new collaboration with PepsiCo, launching its Extra Flamin’ Hot Cookie Dough & Gelato Bites.

This daring frozen treat combines two flavour extremes: sweet and spicy. The bite-sized snacks feature birds eye chilli cookie dough, wrapped around ghost chilli-infused gelato and dusted with a smoky chipotle cookie crumb.

Tapping into the growing ‘swicy’ trend – a fusion of sweet and spicy flavours that’s taken the food and beverage industry by storm – these fiery bites are designed for those who like to push the boundaries of taste. Available in the UK for a limited time, they are the perfect product for thrill-seeking snack lovers looking for something unexpected.