Posted: September 19, 2025
MEDIA CONTACT:
Ellen Grall
NEWS RELEASE
WIXON DEBUTS STORIED FLAVORS LINE
New flavors inspired by real-life moments, cravings and unmet needs
FRANCIS, Wis. (Sept. 22, 2025) – The latest flavors developed as part of the Wixon Innovates research program are inspired by consumers’ desire for an emotional connection with the products they buy. Today people crave more than great taste when selecting a food or beverage; they want to feel a connection to it. This is reflected in research from Datassential, which shows that 63% of consumers would choose a product because they felt connected to its story.
“Storytelling in food marketing isn’t new or simply a trend,” says Rachael Jarzembowski, marketing manager at Wixon. “It’s a proven strategy that creates emotional resonance, builds brand loyalty, and drives consumer connection.” Moreover, most breakthrough ideas are drawn from the experiences of their creators. “Each flavor concept in the Storied Flavor series is firmly rooted in a real-life experience or story. The flavors reflect our innovation team’s travels, traditions, daily rituals, and/or global curiosities.”
Tales of two flavors
Every concept in the new line tells a story while addressing the latest food trends. Here are two of the new concepts:
- Taro Milk Tea – A functional twist on a popular global beverage, it was inspired by a food scientist’s desire for a low sugar, protein-enriched milk tea. Smooth and creamy, this flavor features the signature nuttiness of taro, lifted by soft vanilla and delicate floral notes, ultimately, creating a mellow, comforting sip.
- Campfire S’mores – Drawn from a fond memory of childhood camping trips and a cherished family tradition of creating banana-stuffed s’mores over a roaring campfire, this nostalgic blend of toasted marshmallow, rich cocoa, and golden graham cracker is layered over the natural sweetness and crunch of a banana chip. The result is comfort food in a playful, portable format—familiar, yet modern.
Other notable flavors included in this line range from exotic fruits (e.g., mango, yuzu, tamarind) and global flavors (e.g., affogato, miso, mezcal) to nostalgic and comforting (e.g., black cherry, marionberry).
“With mass production and commoditization dominating the foodscape, stories matter,” comments Ryan Kukuruzovic, executive chef – culinary manager at Wixon. “They give flavors and ingredients a connection to their origins, an emotional credibility that can’t be manufactured.”
Multiple applications, featuring the new Storied Flavors are available for sampling. To request them and/or custom flavor systems, contact service@wixon.com.
PHOTO CREDIT: Courtesy of Wixon
Wixon Innovates
Research-driven trend identification unites imagination and science in Wixon innovation. Our constant state of creation leads to value-driven custom taste solutions for food and beverages. For more information on the latest flavor trends influencing today’s food culture, visit www.wixon.com/gated/storied-flavors.
About Wixon Inc.
As a trusted manufacturer of dry and liquid custom taste solutions since 1907, Wixon provides seasoning blends, flavors, and flavor technologies to food, beverage, and nutritional companies across all retail and foodservice channels. Wixon also offers consumer packaging options for companies seeking turnkey solutions for dry mix food, beverage, and nutrition products. Combining creative taste capabilities and solutions with a passion for service, Wixon drives innovation and differentiation for its customers. Located in St. Francis, Wis., Wixon is certified FSSC 22000, a Food Safety System certification fully recognized by the Global Food Safety Initiative (GFSI). Visit www.wixon.com for information on products and capabilities.
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