Last week, Pantone announced Mocha Mousse as the Color of the Year for 2025, but it turns out it’s not the only shade of brown stealing the spotlight. T. Hasegawa, a California-based flavor development company, has named brown sugar the 2025 Flavor of the Year.
Described as both nostalgic and versatile, brown sugar’s rich and complex flavor is gaining traction in new and innovative ways. Already a staple in baking and sauces, it is now expanding into specialty drinks like brown sugar lattes, milk teas, and craft cocktails where it deepens flavor profiles.
Brown sugar is also a favorite in mainstream products such as Pop-Tarts, ice cream, and even chicken wing sauces, highlighting its growing popularity among foodies and culinary influencers on social media.
In addition to spotlighting brown sugar, T. Hasegawa’s report predicts other key trends for 2025. These include nootropics and adaptogens for mental health, increased use of fiber and prebiotics in unexpected categories, nostalgic flavor combinations, and fun “fantasy” flavors like “rainbow” and “unicorn.” The rise of mushroom-based health benefits and reduced-sugar options reflects the evolving focus on nutrition and wellness.
Brown sugar’s unique ability to balance nostalgia with innovation ensures it will be a key flavor in shaping the culinary landscape of 2025.