Coffee chains across the U.S. are leaning hard into fruit flavours and fluffy cold foams as customers chase Instagram- and TikTok-worthy drinks that mix bold tastes with eye-catching visuals.
Starbucks, the nation’s largest coffee retailer, is leading the charge. More than 60 per cent of its new beverages launched since 2024 have featured fruit flavours, a trend that continues even as CEO Brian Niccol works to simplify the menu as part of the company’s turnaround.
“Over time, we’ve seen customers increasingly gravitate toward fruit-forward flavours, particularly in cold beverages,” said Dana Pellicano, who leads global product experience at Starbucks.
A prime example is a popular custom order shared by TikTok/Instagram influencer Sarah Margaret Sandlin: a tall decaf espresso roast with vanilla and raspberry syrups, oat milk, extra ice, raspberry cream cold foam, and caramel drizzle, creating a striking layered purple, brown, and pink drink.
“Social media has especially popularised drinks featuring fruit flavours because they are colourful, pretty, and look unique on camera,” Sandlin said. “I am OBSESSED!”
Starbucks’ flavoured cold foams, first introduced in 2014, have become a major hit. They now make up one-third of all beverage customisations. Customers are happy to pay the typical $1.25 premium for the light, airy topping.
Cold foam sales jumped 40 per cent year-over-year in the second quarter, according to Niccol. The volume of fruit-flavoured cold foams sold has doubled this fiscal year. Popular combinations include strawberry, raspberry, and banana toppings on coffees, lattes, and refreshers.
This shift is helping boost Starbucks’ average ticket price in the U.S. by three per cent.
The rise of fruit flavours and foams reflects the growing “experiential economy,” where consumers seek fun, shareable moments rather than just basic coffee, according to industry experts.
Other coffee shops are following suit with mango, coconut, raspberry, pistachio, and similar vibrant options to stand out in a crowded market and capitalise on social media buzz.
