What’s On the Menu for Kids in 2025?

From YouTube-fuelled sweet obsessions to rising cost-of-living considerations, the way kids experience food is shifting - and fast. Beano Brain’s latest Thought Leadership Report, Food For Thought, offers a peek into what kids really crave - not just flavour-wise, but culturally, socially and emotionally. Here are five food trends we think kids will be devouring in the next 12 months, and why they matter.

1. Summer Flavours That Spark Joy

For kids, food isn’t just fuel - it’s a mood. 94% of kids in the UK and US told us that occasions with food make them feel happy. And nothing brings the feelgood factor like tropical tastes. With Disney’s Lilo & Stitch making waves again and Summer Fridays’ beauty line bringing sun-drenched vibes to shelves, expect kids’ palates to follow suit.

Cue a rise in flavours like pineapple and passionfruit - but also bolder choices like coconut curry, Caribbean spices and tangy yuzu. Drinks could also ride the tropical wave… could this be the (unlikely but nostalgic) comeback of Lilt?

2. Value Brands Win Big

The cost-of-living crisis is shaping not just what families buy, but how kids shop, snack and spend their own pocket money. Two-thirds of adults in the UK and US say they’re worried about household costs - and kids are watching closely. Already fluent in dupes, hacks and deals, kids are applying that same savvy thinking to food.

McDonald’s has long championed value meals, but brands like Aldi are stepping up - with their house labels and global food specials they are bringing in younger shoppers and expanding their food horizons

3. Home Becomes the Hotspot

With eating out increasingly downgraded to dining in, families are leaning into mealtime creativity. From DIY fakeaways to themed nights like Taco Tuesday, kids are seeing home food as an opportunity for connection, experimentation and fun.

This is backed by kids themselves, who consistently tell us they want more time with family. It’s a space where clever food brands can thrive, offering imaginative at-home experiences that fuel not just hunger but bonding too.

4. Swedish Candy Is the New Sweet Gold

If it’s on TikTok, it’s already trending. And right now, Swedish Candy is the internet’s sugar obsession. Brands like Bubs, Sweetish Candy and BonBon are taking over taste buds, helped by influencers showcasing candy hauls, flavour tests and even the wait times for viral orders.

This is about more than sugar, it’s discovery, bragging rights and cultural cool rolled into one. Globalisation in a chewy wrapper!

5. Turning Up the Heat

Spicy food has gone from adult-only to a must-try dare for kids. With spice influencers like The Spice King making it a challenge rather than a chore, spice-loving kids are pushing limits.

Thanks to UK favourite Nando’s and snack brands like Takis, spicy isn’t staying in the savoury lane. It’s turning up in soft drinks, candy, peanut butter — even baked goods. Hot is no longer niche. It’s mainstream mischief and kids are loving it.Food for kids isn’t just about nutrition — it’s about identity, emotion, discovery and belonging. Whether it’s choosing value brands, exploring global treats or bonding over DIY meals at home, kids are approaching food with creativity and curiosity. The brands that get this and serve it up with a side of cultural relevance are the ones that will stick.

Want to know what kids will crave next? Get in touch with Beano Brain.