Six texture-focused food and drink launches in Germany

December 19, 2016
3 min read

Texture is a powerful driver affecting the taste perception of what we eat and also acts as a focal point of many food and drink innovations due to its ability to entice consumers to try a new product.

Here, Katya Witham, Senior Food & Drink Analyst at Mintel, explores the increasing focus on different textures in the German food and drink market, where brands are becoming more creative in leveraging texture claims to better appeal to consumers’ senses.




In Germany, yogurt brands are using textural ingredients to boost a product’s sensory experience, ranging from indulgent chocolate and biscuit pieces to muesli and granola mixes. For example, Rewe Beste Wahl Crunchy Apple and Banana Flavoured Yogurt features 10% crunchy muesli mix comprising oat flakes, almond, spelt, coconut flakes and barley malt extract.



ItalissimoThe German food sector has also seen a noticeable upswing of descriptors such as “thin” and “extra-thin”, which are used to lend products an elegant, sophisticated touch or to draw on the interaction between thinness and crispiness. Italissimo Thin & Crispy Pizza is stone-oven-baked and contains crunchy fresh baby spinach leaves and basil as well as Gorgonzola and Grana Padano cheeses.




Indulgent, thick textures have also become increasingly popular in Germany’s yogurt category over the last few years, with brands increasingly accentuating their creations’ creaminess. Kerrygold Yogurt from Pasture Milk, for example, is described as a specially creamy product containing 7% fat, ideal on its own or with fresh fruit, but also to prepare sauces and dips.

Chia Seeds



Chia seeds are increasingly featured in the German juice and smoothies sector, giving drinks the nutritious benefit of healthy plant protein, while also providing a thick and distinctive, food-like texture. Mega Chia Coconut Chia Seed Drink is a good example of this trend, containing omega-3 fatty acid and antioxidants.


Cookies Bakery


Sweet bakery brands, on the other hand, increasingly use a combination of textures. Beyond claims such as softness, moistness, lightness or sponginess which are typically the positive textural qualities associated with cakes, the ‘crunchy’ and ‘melt’ textural groups are perhaps the most interesting to observe. DeBeukelaer Nougat Cream Filled Cookies are described as being crispy and can be heated in the microwave to create a melting core of nougat.




Texture remains an undeveloped territory for drinks innovation, with few new drinks launches currently looking to promote alternative textures apart from carbonation. However, in the sports and energy drinks sector we have seen interesting launches that utilise gel texture such as Taxofit Sport Apple Flavoured Power Liquid Gel to convey convenience. The fluid features a non sticky texture and can be consumed without extra water intake.


Katya Witham is Senior Food and Drink Analyst at Mintel with a dedicated field of focus on Germany. Katya draws on her comprehensive knowledge of the market to identify and explore the major trends across various FMCG categories, providing the insights needed to successfully navigate the German market.

Katya Witham
Katya Witham

Katya Witham is Senior Food & Drink Analyst, identifying and exploring the major trends across various FMCG categories, giving invaluable insights into global markets.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
May 13, 2024
Who wants ice cream? Well, if we look at global ice cream consumption, the answer is: almost everyone! According to Mintel’s consumer research, nine in ten UK consumers enjoyed an…
May 10, 2024
As Indian consumers become increasingly health-conscious, the salty snacks market is undergoing a significant transformation. The traditional reliance on palm oil as a key ingredient in snacks is being questioned.
April 26, 2024
On April 23, 2024, Chicago-based premium convenience stores Foxtrot Market and Dom’s Kitchen & Market permanently and abruptly closed all 35 locations with news of a Chapter 7 filing for…

Download the Latest Market Intelligence