_______________________________________________________________________________________________________________
LTOs
for a limited window, they offer operators a low-risk, highreward opportunity to tap into viral trends and flavors. Recent examples include Dutch Bros’ innovative Mochi Berry offering for spring- which plays into the growing appeal of textures and global flavors in beverages- and the widespread adoption of pistachioflavored beverages by global operators such as Starbucks and Blank Street.
It’ s not just about flavor. The ephemeral nature of LTOs brings a slew of other strategic benefits. They generate excitement, boost brand engagement, and create a sense of urgency that’ s often hard to replicate through core range offerings. Crucially, this is helping address a critical operational challenge: footfall as consumers get increasingly judicious about where, when and how they spend. According to recent research by Technomic, 91 percent of consumers say they’ re more likely to visit a chain that offers LTOs or new items.
To fully harness the potential of LTOs and their strategic benefits, operators must deliver novelty and new experiences- without compromising on accessibility or value. One of the most effective ways to do that?
Lean into the growing convergence between pop culture, flavor trends, and brand collaboration. Adjacent categories such as desserts and sweet snacking offer obvious inspiration, as seen in the success of Starbucks’ Tiramisu range or Pret A Manger’ s Ube Crème Brûlée Latte in the UK.
But the opportunity doesn’ t stop at sweet. More unexpected inspiration- from sauces to savory condiments- is also gaining traction. Think hot honey coffees or miso caramel lattes: bold, boundary-pushing flavor profiles that speak directly to consumers’ appetite for the new and unexpected. With a dedicated product development team and insightsled innovation at its core, Finlays is uniquely positioned to help operators stay ahead of the curve, bringing LTOs to life that are not only trend-forward but commercially effective. ■
Megan Conceição www. finlayssolutions. com
Megan Conceição is an Insight Analyst at Finlays Solutions. Finlays Solutions is a global leader in beverage innovation, specializing in highquality tea, coffee and botanical solutions. With generations of expertise through its parent company Finlays, Finlays Solutions blends tradition with cutting-edge technology to craft exceptional, sustainable and innovative beverages.
foodchainmagazine. com 27