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?

From clean-eating foodies who follow Deliciously Ella to people who take the time to shop sustainably, lifestyles with an emphasis on nature are increasingly common. And new research shows that even if ingredients in food aren't natural, people will pay more if they look like they are.

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?

From unicorn frappuccinos to frankenfoods from fast food chains, foods where the visual appeal is prioritised over taste are becoming increasingly common. Tapping into this taste for multi-coloured foods, alcohol brands are stocking shelves with pink spirits.