Happy almost-Halloween! ‘Tis the season for sweets, and we’re celebrating the best way we know how: by overanalyzing how brands are playing into indulgence.
First, we’re sharing news about a fascinating innovation in sweetener science from Oobli and the latest from a forgotten friend in the modern soda aisle, Zevia (and why building a brand around a specific sweetener is risky behavior).
Then, we’re getting into two theories shaping the sweetest brands—“dessertification” and permissible indulgence—both backed by news stories from this week and recent launches.
What’s the spookiest sweet trend to you? Over-exaggerated dessert-themed marketing, portion-controlled indulgences, or function-packed treats?
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