Supermarkets are bringing unexpected food items to the shelves. What's driving this food trend forward?

Remember when the most adventurous thing about Twisties was choosing between cheese and chicken? Those days are long gone.

Australian food brands are unleashing flavour combinations that would have seemed absolutely barmy just a decade ago, and somehow, Aussies are all lining up to try them.

In December 2024, Twisties announced a limited-edition 'Caviar' flavour, available only through social media giveaways.

The campaign reached over 155 million people, proving that when it comes to bizarre food combinations, Australians are more than ready to take the plunge.

The method behind the madness

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'Young consumers are craving bold and unusual flavour combinations, driven by social media's influence and a desire for novelty,' Avinash Lal, Kerry's Market Research & Consumer Insights director explained.

Yet, this phenomenon isn't just about the young ones—it's tapping into all markets, including seniors.

The Australian food flavours market reached $490 million in 2024 and is expected to grow to $784.58 million by 2033, indicating that this isn't just a fad—it's a booming business built on our collective curiosity.

When nostalgia meets novelty

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What makes these weird combinations work isn't just their shock value.

Research shows that 67 per cent of adults are actively seeking foods that evoke memories of their childhood, but with a twist that makes them feel contemporary and adventurous.

These brands understand that we're not just buying a snack—we're buying a memory with a modern makeover.

That familiar orange packet of Twisties still triggers the same childhood associations, but the caviar flavour makes us feel sophisticated and daring.

The psychology of weird food choices

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The appeal goes beyond simple curiosity. Consumers are actively seeking distinctive taste experiences that embody global culinary trends, driven by exposure to diverse global tastes through travel, migration, and digital platforms.

Asian flavours, such as matcha and gochujang, have shifted from 'Emerging' to 'Up and Coming' on Australian taste charts, reflecting our increasingly multicultural palate.

The trend isn't just about being weird for the sake of being weird—it's about expanding our culinary horizons in bite-sized, affordable ways.

The 'swicy' revolution, and why you're probably buying them

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One of the biggest trends driving these combinations is the 'swicy' movement—spicy plum popcorn and hot honey everything are showing up everywhere from crackers to chocolate bars.

This sweet-and-spicy combination appeals to our desire for complex flavour experiences that surprise people's taste buds.

Meanwhile, umami-rich alternatives like kimchi chips and miso popcorn are challenging traditional cheese powder flavours, showing how global influences are reshaping what we consider 'normal' Australian snacks.

These products aren't designed to become permanent fixtures on the shelf. Most will disappear after their limited run, and that's precisely the point.

The scarcity makes them more desirable, turning a simple snack purchase into a collector's hunt.

Even during periods of cost-of-living pressure, these products offer what researchers call 'affordable indulgence', or small moments of excitement that don't break the bank.

Interestingly, this trend isn't just driven by young people glued to social media.

Australia's increasingly multicultural society and growing fascination with global cuisines mean that people across all age groups are becoming more adventurous, with food producers adopting intricate and unconventional flavour combinations to remain competitive.

Many seniors are just as likely to grab a packet of unusual Twisties as their grandchildren—partly out of curiosity, partly to stay connected with contemporary culture, and partly because after decades of life experience, why not try something new?

What this means for your shopping trolley

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The functional food market in Australia is expected to reach $4.2 billion by 2025, suggesting that future unconventional combinations may also offer health benefits.

Imagine antioxidant-rich blueberry Shapes or probiotic Tim Tams—they're probably not far off.

The brands aren't showing any signs of slowing down either. Industry experts say 'the possibilities for flavour creation are boundless' as companies look to 'craft the next big flavour phenomenon'.

Previously an April Fool's joke, Tim Tam embraced the joke and produced Tim Tam Jatz, combining saltiness and sweetness in one package. Image Credit: Arnott's

These bizarre flavour combinations aren't just marketing gimmicks—they're sophisticated psychological strategies that tap into our desire for both comfort and adventure. They work because they respect our intelligence while indulging our curiosity.

Whether you're grabbing fairy floss Twisties for your grandkids or secretly enjoying them yourself, you're participating in a uniquely Australian food culture that's constantly evolving while staying true to its playful roots.

What's the strangest flavour combination you've tried recently? Did it live up to the hype, or did you immediately reach for a glass of water? Share your most adventurous snacking stories in the comments below—we'd love to hear about your food adventures!