As part of our World Cup flavours series , we’re kicking off with a look at the American tastes scoring big in the UK. For years, European consumers have looked across the Atlantic for food and drink inspiration, and today that influence is stronger than ever. Major US brands like Shake Shack, Wingstop and Cinnabon are expanding across British high streets, bringing with them a wave of unmistakably American flavours. 

From protein powders inspired by iconic US candies to classic American desserts blowing up on TikTok. Shoppers can’t get enough of American flavours, and with the World Cup in the US next year this is the perfect time for companies to take notice. 

Sweet Nostalgia meets Nutrition Performance 

One place the American flavour boom is really showing up is in performance nutrition. Just last month, C4 Energy partnered with the Hershey Company to launch the UK’s first protein powders in two classic flavours: Hershey’s Milk Chocolate and Reese’s Peanut Butter Chocolate. Alongside this, Hershey’s has cemented itself further in the nutrition space by teaming up with ONE Bars to launch a Hershey’s Milk Chocolate protein bar, delivering 18g of protein and 1g of sugar per serving. 

These dessert-inspired launches tap into a wider trend for indulgent flavours in healthier products, with nostalgic tastes offering comfort. The vanilla, butter and sugar combo of birthday cake flavour is gaining popularity in the UK. PhD’s Smart Bar in Birthday Cake flavour was named Best Protein Bar for Choice of Flavours by The Telegraph, while Grenade’s Birthday Cake bar remains a go-to for anyone wanting to indulge without the usual guilt. 

Savoury Bites take Stateside Inspiration 

Savoury flavours inspired by the US are making their mark, and momentum is only set to grow as the 2026 FIFA World Cup heads to North America. The craze for hot sauce continues to grow with Aldi launching its own Buffalo sauce last month and big restaurants jumping on board. Both Wendy’s and Popeyes have announced new Buffalo chicken lines for their UK menus, including Wendy’s Biggie Bag with Buffalo or BBQ chicken nuggets and Popeyes’ classic fried chicken twist. 

Classic US companies are seeing the value of the European audience, popular Texas born chain Velvet Taco confirmed its European debut this year, declaring that Velvet Taco will “feel right at home” in a buzzing, globally influenced spot like Piccadilly Circus. Whilst Wingstop has expanded to more than 50 sites since its London launch. 

Meanwhile in the middle aisle, Aldi has relaunched its “Taste of America” range just in time for BBQ season. Limited-edition picks like “hot dog and onion crisps” and “Philly cheesesteak-style wraps” feature in the line, to tap Britain’s appetite for big, bold, American-inspired savoury delights. 

Classic Bakes With an American Twist 

In the bakery aisle, US classics continue to tempt British shoppers so much so that over 20% of Europe’s bakery sales come from American formats like cookies, brownies and s’mores. This number could be set to rise with World Cup tie-ins sparking more filled muffin and cookie innovations inspired by classic American stadium snacks. 

Similar to the nutrition space nostalgia is playing a pivotal role with classic American flavours gaining momentum online. S’more cupcake recipe pulls in over 223,000  TikTok searches a month, with recipe, whilst “Apple and cinnamon snack” has a search increase of 63.1%. As consumers lean into comforting flavours Aldi’s Holly Lane bakery range has picked up on the trend with its new cinnamon swirl cake. Even British bakery royalty Paul Hollywood has weighed in, calling the classic American Key Lime Pie his favourite US baked good. 

Dessert-Inspired Drinks Keep Rising 

Beverages are also tapping into nostalgic American flavours. The iconic stateside staple pumpkin spice latte has become so ingrained in Starbucks worldwide that it now launches the seasonal cuppa earlier than ever, rolling out in August this year to meet demand. Dedicated guides online have been created to help fans track exactly when they can get their hands on it. 

Brands are also giving traditional drinks a playful spin with sweet, dessert-like twists. Black Sheep Coffee has added a selection of lemonade drinks to its line-up including a new “Passionfruit Lemonade,” while Sainsbury’s exclusive iced coffee newcomer Rodd’s has launched a “Waffle Latte” as one of its first core flavours. The trend however isn’t limited to coffee, Aldi’s Ballycastle liqueur range is embracing classic dessert flavours of America too, announcing “Birthday Cake” and “Cookie Dough” options for shoppers who want a sweet hit in their glass. 

How can you incorporate the trend? 

From nostalgic sweet treats to bold savoury bites and playful drinks, it’s clear that British shoppers are hungry for American flavours in every aisle. With the World Cup on the horizon and US brands gaining an ever-stronger foothold, there’s never been a better time to tap into this growing appetite for stateside favourites. 

Our product development team have been working on some American-inspired food and drink concepts to inspire limited edition launches in celebration of the 2026 World Cup. If you’d like to learn more, contact our team.

insights