From Crunchy to Creamy: Anti-Texture Trend Is Taking Over Plates

What's the next food trend that needs to be on a restaurant operator's radar? Food industry experts predict we will see more creamy and indulgent foods as part of the anti-texture trend. 

Modern Restaurant Managment (MRM) magazine reached out to Shannon O’Shields, VP of Marketing at Rubix, to learn more on how anti-texture is redefining mouthfeel, why it's so important , and what restaurants can do to capitalize on this growing trend.

In what ways is texture important in the overall dining experience?

While individual preferences for flavor can be subjective, opinions on texture hardly vary. A negative textural experience can make or break our perception of an item, no matter how delicious and flavorful it may be. That’s because texture activates more than just our taste buds. The texture of a food or beverage item can make it appear more craveable, deliver a certain desirable mouthfeel, or even carry a particular sound that influences our perception. 

Texture, specifically creaminess, can elevate seemingly simple dishes by adding a twist to familiar recipes.

Texture, specifically creaminess, can elevate seemingly simple dishes by adding a twist to familiar recipes. In just the past 30 days, Google searches for creamy versions of common shareable side dishes have increased – creamy fruit salad (+90 percent), creamy broccoli salad (+80 percent) and creamy pasta salad (+60 percent). The incorporation of a creamy texture reinvented these basic items into unique, indulgent and comforting dishes (attributes that Gen Z is particularly drawn to) with minimal lift.

How do textural trends arise and why do you feel there is a rise in anti-texture products?

We eat with our eyes first, which makes visual platforms like Instagram, TikTok and YouTube ideal for discovering new and trendy food and beverage cravings. Social media is often the first stop for consumers to share a hot take, a bad review or the next viral sensation, which is frequently how new food and beverage trends emerge. These channels have become a breeding ground for must-try creations, and right now, unique textures and globally-inspired flavors are a buzzy combination. Viral sensations like Dubai Chocolate, with its crispy and gooey textures, or Brazilian Lemonade, made with frozen lime and sweetened condensed milk, show how social media drives widespread appeal and curiosity.

The growing demand for “anti-texture” is a response to consumer appeal for comfort foods, high-quality menu creations and simple indulgence. We identified the early beginnings of this trend last summer through our work with The NEXT Flavor Network, our collective of content creators and food influencers who help us to discover the wants, needs and cravings of their largely Gen Z audiences. Their audiences responded positively to the idea of creamy additions to popular beverages, like creamy lemonades and soft drinks and even traditionally spicy sauces, helping to add a more complex and balanced heat.

How can restaurant operators capitalize on this trend in beverages and across the menu?

Creamy beverages are all the rage right now. From dirty sodas to creamy refreshers and lemonades, adding a dash of smooth, velvety cream to carbonated or highly acidic beverages offers a deliciously balanced and visually pleasing treat for consumers. Cold foam is another high-impact way to deliver texture to beverages. Cold foam, which is projected to grow 256 percent on menus through 2028, can be added to hot or cold drinks to deliver a not-too-sweet but decadent flavor and silky texture. With more than 46,000 #ColdFoam posts (and growing) on TikTok, this is a trend that isn’t going anywhere. Even CPG brands like International Delight are capitalizing on the fanfare, offering cold foams that cream and foam beverages in a variety of flavors for the at-home experience. 

The growing demand for 'anti-texture' is a response to consumer appeal for comfort foods, high-quality menu creations and simple indulgence.

A leader in innovative beverage textures in the foodservice segment is Starbucks. The brand consistently rolls out LTOs that appeal to creamy-cravings like Glinda’s Pink Potion Refresher (which 57 percent of Gen Zers said they would be likely to purchase) that feature both a “creamy coconut milk” and “silky-smooth non-dairy strawberry cold foam.” Similarly, their Oleato line featured a variety of velvety olive oil-infused concepts delivering a rich mouthfeel that generated a lot of online buzz! 

How can this trend dovetail with the need for value and interest in health and wellness?

Creamy texture trends are perfectly aligned with today’s evolving consumer expectations around health, wellness and value. People aren’t just looking for better-for-you options anymore — they’re seeking out products that feel indulgent, soothing and sensory-rich while still delivering on functional benefits.

Soft textures like foams, whipped fillings and creamy spreads are no longer just about indulgence — they’ve become vehicles for clean-label ingredients and wellness boosts. The growth in cottage cheese consumption is a great example of this shift in consumer perspective and eating habits.

We’re also seeing growing interest in clean-label innovation, where texture is achieved through thoughtful manufacturing and natural ingredients rather than relying on gums and emulsifiers.  

This opens up exciting possibilities for brands to deliver both transparency and craveability.

And the protein trend? It’s still going strong. For QSRs and CPG brands, there's an opportunity to harness creamy textures in protein-forward sauces, spreads, dips and egg bites that also provide added functionality — from fiber to immune support — without adding calories or unwanted fats. Rubix’s protein base, for example, offers a versatile solution that can bring this idea to life across applications.