Mouthfeel

Food and beverage brands lean into texture with new 'mouthfeel'-driven products

Companies from Starbucks to Cloetta and Dutch Bros are launching products engineered around texture, not just taste, according to market researchers and food scientists. Examples include Starbucks' air-whipped Aerocano, Trolli's chewy frozen gummies, and popping juice balls at Dutch Bros, alongside global trends like stretchy Chinese yogurt and Parisian crookies blending croissant and cookie textures.