Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

By catering to local palettes through hyper-specific flavours, Lay’s is appealing to a variety of taste buds all over the world. In India, flavours such as Masala Magic are helping Lay’s to win favour over rival brands, leveraging the brand’s popularity in a competitive marketplace.

In the US, many regular drinkers are choosing to stay at home, opting for RTDs that deliver a different kind of consumption. Tequio taps into this via a range of additive-free, tequila-based canned cocktails, speaking to desires for Latin American flavors and a premium drinking experience.

Haribo has launched a product that consists of flavours from Brazil’s different regions. As snacking continues to play a prominent role in consumers’ lives, hyper-localised offerings can bring a sense of novelty and create stronger connections to local market audiences.

Mexican flavors have captured the hearts – and stomachs – of many Americans. But with a rapidly diversifying Hispanic population, people are searching for new, authentic takes on Latin American cuisine. How are supermarkets driving discovery, and how can brands keep developing this interest?