Starbucks sparked an online frenzy when it launched the limited-time Unicorn Frappuccino, a sugary drink that changed colours with the swirl of a straw, drawing social media-obsessed Gen Zers. But with many consumers disgusted by its taste, has the coffee shop giant gone too far for Insta appeal?

Health fanatics have long espoused the benefits of ancient grains, and they’re steadily entering mainstream consciousness as foodies seek out new flavors. Major brands including Papa John’s and General Mills are embracing quinoa, spelt, and einkorn to reinvent their products.

From waffles and ice cream to bagels and burgers, multi-coloured grub has become a culinary phenomenon, responsible for hours-long queues at stores and a deluge of social media posts. But what exactly is the appeal of rainbow food? And could participating in this fad be bad for brands?

With obesity at the forefront of many consumers’ minds, they are looking for healthier snacking options. In response, snack and beverage brands are implementing new strategies, including reducing portion sizes, ‘premiumising’ their products and using clearer labelling.