Anuga 2025 once again proved why it’s the most important event in the global food and beverage calendar. With over 8,000 exhibitors from more than 100 countries, this year’s show in Cologne was buzzing with creativity, sustainability, and a clear sense of direction for where our industry is heading.
At Whatever Brands, we attended to explore the innovations shaping tomorrow’s shelves - and to see how our drinks and snacks can continue to meet evolving consumer expectations.
A Feel of the Show
This year’s Anuga theme, “Sustainable Growth,” set the tone. From functional beverages to clean-label snacks, every hall was filled with ideas that balanced indulgence and responsibility. The atmosphere was optimistic: brands are proving that doing good for people and the planet can also mean creating exciting, profitable products.
Three themes stood out everywhere we turned:
- Health & Wellness – Better-for-you food and drinks that support energy, focus, gut health, and overall wellbeing.
- Sustainability – Smarter packaging, ethical sourcing, and transparency across the supply chain.
- Affordable Indulgence – A rise in premium-tasting products that remain within everyday reach.
Top 5 Trends Defining the Future of Food & Drink
1. Functional Wellness
Wellness is no longer a niche — it’s the baseline. Consumers want drinks and snacks that do something: boost focus, improve gut health, support hydration, or deliver plant-based protein. At Anuga, we saw a new generation of products combining natural ingredients with tangible benefits, from probiotic sodas to energy waters.
2. Smarter, Sustainable Packaging
Innovation in packaging is accelerating. Recyclable, compostable, and monomaterial designs are becoming standard, alongside QR codes for full traceability. Many exhibitors showcased lighter packaging options that reduce emissions during transport — sustainability now goes hand in hand with efficiency and design.
3. Affordable Luxury
The “treat yourself” mindset is evolving. Shoppers are seeking small moments of indulgence that feel special without breaking the bank. Premium doesn’t have to mean exclusive — it can mean thoughtful flavours, beautiful packaging, and a sense of care in every detail. This “affordable luxury” trend continues to shape how brands build emotional connection through accessible quality.
4. Convenience with Quality
The ready-to-drink and on-the-go category continues to expand, but the message is clear: convenience should never compromise quality. Smoothies, vitamin shots, and functional freeze pops stood out as examples of how to combine practicality with wellness and taste.
5. Global Flavours & Textures
Innovation in 2025 is more multicultural than ever. Brands are drawing inspiration from Asia, the Middle East, and Latin America, creating exciting blends of fruit, floral, and herbal notes. Texture also plays a bigger role — drinks that fizz, chew, or pop are redefining how we experience flavour.
Innovation Highlights from the Show
From protein-infused waters to low-sugar functional sodas, Anuga 2025 was full of forward-thinking ideas. Some standout examples included:
- Protein-infused waters that merge flavour and fitness.
- Compostable bottles and caps reducing plastic waste.
- Functional shots designed for energy or relaxation.
- Hybrid formats that blur the line between snack and drink.
Each innovation reinforced the idea that consumers crave products that fit effortlessly into their lifestyle — with purpose, taste, and creativity at their core.
Looking Ahead to 2026
The path forward for the food and beverage industry is clear:
- More functional, health-oriented products.
- Continued exploration of new world flavours.
- Smarter, more sustainable packaging solutions.
- Greater transparency in sourcing and production.
At Whatever Brands, we’re ready to grow with these changes — staying agile, creative, and committed to producing drinks and snacks that feel good, taste great, and make everyday moments a little more special.
In Summary
Anuga 2025 reminded us that the future of food and drink isn’t just about innovation — it’s about connection. Connection to wellbeing, to the planet, and to the simple joy of great taste.
We’re proud to be part of this journey, creating products that embody health, sustainability, and affordable indulgence — the ingredients that define tomorrow’s consumer experience.