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Innovation

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Innovation
What makes a winning dirty soda?
October 20, 2026
Take a soda like Coke, Dr Pepper, Sprite or Mountain Dew, add a creamer like cold foam or sweet cream, then a flavored syrup, a splash of fruit juice or a fun garnish, and you’ve got a dirty soda. It ...
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zappi pumpkin spice
Blog Innovation
The economics, marketing and psychology behind Pumpkin Spice: Fall’s most enduring flavor
September 30, 2026
Pumpkin spice is the ultimate fall flavor. The global pumpkin spice market is valued at $1.25 billion. Starbucks alone sells 20 million Pumpkin Spice Lattes every year, accounting for nearly 10% of ...
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smash burger trend zappi
Blog Innovation
How the smash burger reinvented the burger category
September 22, 2026
62% of American consumers say they love a burger. And this love has translated into a love for the simple, caramelized, crispy edges of a smash burger. The smash burger exploded in 2014 with ...
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Innovation Spotlight: Fanta’s Haunted Collection
Blog Innovation
Innovation Spotlight: Fanta’s Haunted Collection
September 22, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Fanta’s Haunted Collection, ...
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Blog Innovation
How to win with protein now that it’s a mainstream CPG trend
September 8, 2026
Protein is everywhere across food and drink categories right now — bread, pasta, snack cheese, even coffee. Mintel data shows food and beverage launches carrying a high-protein claim quadrupled ...
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Blog Innovation
Why America loves dirty soda: The consumer psychology behind the trend
August 26, 2026
9% of consumers now call the dirty soda their favorite drink. A combo of soda, flavored syrups, creams, fruit purees and citrus juice — dirty soda was created in Utah as a luxury-yet-affordable ...
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Blog Innovation
How matcha moved from tradition to trend
August 14, 2026
Matcha has become one of the biggest trending products in 2026. The matcha market is currently worth $5.5 billion in 2026, with experts predicting the market will hit $8.9 billion by 2033. A historic ...
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Blog Innovation
Innovation Spotlight: Eggo Zero Waffles
August 11, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Eggo Zero Waffles, the ...
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Blog Innovation
How brands are turning up the heat on the “everything spicy” trend
July 21, 2026
One interesting flavor trend that’s been making its way across food and drink is heat. Spicy has spread into virtually every category — snacks, baking, even spirits — sometimes paired with sweetness ...
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