The latest flavor concepts from the Wixon Innovates research program are rooted in consumers’ growing desire for emotional connection with the products they choose.

Today’s shoppers seek more than just great taste—they want to feel a personal link to their food and beverage choices. According to research from Datassential, 63% of consumers say they would select a product because they felt connected to its story.

“Storytelling in food marketing isn’t new or simply a trend,” says Rachael Jarzembowski, marketing manager at Wixon. “It’s a proven strategy that creates emotional resonance, builds brand loyalty, and drives consumer connection.”

Each flavor in the new Storied Flavor series is inspired by a real-life experience. “The flavors reflect our innovation team’s travels, traditions, daily rituals, and global curiosities,” Jarzembowski adds.

Each concept in the line tells a story while aligning with current food trends. Two examples include:

• Taro Milk Tea: A functional take on a global favorite, this flavor was inspired by a food scientist’s search for a low-sugar, protein-enriched milk tea. It features the signature nuttiness of taro, complemented by vanilla and floral notes.
• Campfire S’mores: This nostalgic blend draws from childhood camping trips and a family tradition of banana-stuffed s’mores. Toasted marshmallow, rich cocoa, and golden graham cracker flavors are layered over the natural sweetness and crunch of a banana chip.

Other flavors in the line span exotic fruits (e.g., mango, yuzu, tamarind), global inspirations (e.g., affogato, miso, mezcal), and nostalgic profiles (e.g., black cherry, marionberry).

“With mass production and commoditization dominating the foodscape, stories matter,” says Ryan Kukuruzovic, executive chef–culinary manager at Wixon. “They give flavors and ingredients a connection to their origins, an emotional credibility that can’t be manufactured.”

Related: Wixon launches guava, tamarind flavors at IFT FIRST