Bold colour emerges as key driver in innovation, says GNT

Bold, expressive colour is set to play a central role in the next wave of food and drink innovation, according to new research from GNT Group.

The company’s latest Gather Together report reveals how vibrant, plant-based shades can help brands create products that foster connection, cultural exploration, and comfort at a time when consumers are navigating instability and digital overload.

As shared eating and drinking occasions become increasingly important for identity and social expression, colour is moving to the forefront of product design. The report highlights how natural shades can inspire sensory-rich experiences that feel more communal and emotionally resonant.

“People are looking to food and drink for connection, comfort, and creativity – and colour helps spark those moments,” said Dieuwertje Raaijmakers, marketing communications specialist at GNT Group.

“Gather Together shows how brands can tap into this momentum using plant-based shades that resonate with how consumers want to eat and share today.”

The analysis identifies four trend directions shaping the use of colour in food and drink:

1 Joyful Unity celebrates communal eating in familiar or reinvented spaces, expressed through warm, hearty shades inspired by seasonal, nourishing dishes.

2 Cultural Celebration reflects growing interest in regional authenticity and hyper-local flavour exploration, characterised by bold, saturated tones rooted in culinary heritage.

3 Sensory Escape showcases surreal, multisensory food experiences that offer a break from routine, with unconventional, mysterious, and futuristic hues.

4 Branded Bites highlights the rise of hybrid brand collaborations, from retail cafés to limited-edition snacks, using fresh citrus and floral tones to create uplifting visuals.

To support manufacturers, GNT is offering category-specific guidance, prototype concepts, and application support across beverages, confectionery, dairy, and bakery. Its Exberry portfolio provides a complete spectrum of plant-based, sustainable colour solutions designed to help brands bring these trends to life.

“We want to make it easier for brands to turn insight into compelling visual experiences,” Raaijmakers added. “Exberry offers a complete spectrum of plant-based, sustainable colour shades, helping manufacturers bring these trends to life in the food and drink consumers love to share.”

With colour increasingly seen as a tool for emotional engagement, GNT’s insights underline how bold, natural shades can help brands create products that resonate with consumers’ desire for connection, creativity, and comfort in challenging times.

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