How start-ups are shaping the sweets trends of tomorrow

Many sweets start-ups are relying on short ingredients lists, transparency and natural raw materials. The products are often vegan, organic or contain no added sugar. The concept is simple and straightforward. It establishes trust and is coherent with conscious consumer behaviour. Brands like Koawach or nucao are showing how health awareness can go hand in hand with lifestyle. The development extends beyond the recipe: The origin of the raw materials, fair supply chains and revealing the entire production steps are becoming decisive sales arguments. The packaging designs also contribute towards transparency, for instance through clear labelling or QR codes that provide additional information about the sustainability of the sweets.

The trend is towards small, portion-sized snacks that can be easily integrated into the everyday routine. They are practical on the go, in the office or at events. Start-ups think in terms of individual snack moments rather than large packaging units. The formats are compact and are ideal for social media content. Flexible packaging solutions are often developed that can be opened in portions to retain the freshness and taste. Concepts that combine different flavours in one packet are especially successful since they offer diversity and promote impulse buying.

Multisensory products are one of the latest sweets innovations – they combine texture, colour, sound and taste. Examples of these sweets trends are very sour drops with a strong reaction effect or freeze-dried snacks with a crunchy texture. The combination between taste and experience attracts attention and is memorable. The social media amplify this effect. Some start-ups go a step further and develop products that incorporate playful elements, such as colour-changing sweets or snacks that change due to the temperature in the mouth. The experiential components are used targetedly as distinguishing features and are often combined with seasonal or limited editions.

Sustainability is a core aspect for many young sweets brands from the outset. This is noticeable from the choice of packaging, the ingredients used and the entire production. Plastic-free solutions, upcycling or climate neutral processes are intrinsic elements and strengthen the credibility. Particularly in the sweets segment, which is traditionally packaging intensive, start-ups are developing new ways of reducing the waste in the scope of this sweets trend. Reusable tins, compostable foils or recycling concepts are no longer niche solutions. This consistent implementation of sustainability in sweets creates a clear brand essence, which convinces the consumer and appeals to partner companies within the trade and food service sector.

Social media not only serves advertising purposes, it is also used for product development. Many start-ups actively involve their community. Co-creation, live tastings or video formats on platforms like TikTok create interaction and involve the consumers long-term. Successful examples include influencers that taste the new flavours of the sweets in advance and take part in voting processes. The close interlocking between content and product development accelerates innovation cycles and reduces the risk of unfavourable developments because the feedback is incorporated into the optimisation in real-time.

Start-ups impress with their clear focus, faster response to market feedback and a purpose that is connected to the brand from the start - for example the avoidance of plastic or sugar-free recipes. Sweets trends such as clean labels, snackable formats and health claims like "sugar-free" or "high in protein" capture the spirit of the times and can be effectively staged on social media.

For established brands, cooperations with young companies are an effective way of capitalising on their innovative strength. Joint product developments, limited editions or cross-media campaigns can bring fresh momentum, open up new target groups and revamp the brand image. Companies that make use of such impetus, not only remain competitive, they also actively co-shape the world of sweets.

Best practices based on ISM Lab5 experiences

• Live tastings with direct feedback from influencers and trade fair guests
• TikTok formats with surprising taste or texture experiences
• Co-creation formats where the consumers co-develop new flavours

ISM 2025 demonstrated that start-ups are bringing fresh momentum to the world of sweets. Clear values, innovative products and proximity to the clientele also open up new opportunities for inspiration and collaboration for established brands. ISM in Cologne, from 1 to 4 February 2026, will be the next opportunity to discover the latest sweets trends live.