From the pandemic to financial worries to societal upheaval, people are stressed, and they are finding a reliable source of comfort in food. Kraft is tapping into the American psyche by offering a combination of two staple sources of comfort – mac and cheese and ice cream – and it’s been a hit.

Gen Yers are finding solace in chocolate and candy snacks from their childhood, especially when faced with the stressors of true ‘adulting’ and post-pandemic pressures. This has prompted brands to update nostalgic tastes with contemporary values of health, sustainability, and functionality.

Confectionery consumption is spiking in the US, with many reaching for a daily sweet fix. Is pandemic-fuelled comfort eating entirely to blame, or is growth in the broader confectionery category down to innovation, such as better low-sugar and direct-to-consumer models?

Finding that people often turn to flavoured vodka as a substitute for decadent desserts, The Real English Drinks Distillery is launching a line of vodka liqueurs inspired by popular pub puddings. With people increasingly health-conscious, fresh offerings can help to redefine meal times.