Summer Just Got Yummier as New Flavors Hit the Market
Summer: the season when innovation rapidly defrosts. New menus drop, fresh flavors hit the shelves, and ads for juice, ice cream, beer, cider, and restaurants fill the air. As people flock outdoors to soak up the sun (or just slightly more consistent weather in the UK), brands hustle to meet them in bars, stores, and eateries.
But with everyone launching something new, who’s actually going to stand out?
It’s a crowded playing field. Just this past week, four different ice cream brands launched ads that scored 4 or 5 Stars in System1’s Test Your Ad Premium. Warm weather naturally draws people to chilled treats and sunny-day ads. But that also means breaking through the noise is tougher than ever. Without standout creative, even the most exciting launch risks melting into the background.
Of course, it’s not just about the ad. The product itself plays a huge role in how well it performs in-market. A roast dinner burger might raise some eyebrows in July. A chilled iced slushy, on the other hand? That’s much more appealing. Consumers are eager to cool down, and brands are sprinting to be their go-to summer pick.
So, we decided to put the latest summer menus and product launches to the test to see which brands have the edge this season. And honestly? Even I’ve been swayed.
If you catch me at McDonald’s more than once this summer… no, you didn’t.
The Taste Test
Food spending is a big deal in both the US and UK, and while grocery shopping still takes the bigger slice of the pie, a good chunk of cash goes toward eating out. That’s why we’ve handpicked some new product launches you can take home in the US, but in both markets about a quarter of food spend happens away from the kitchen table. And despite inflation pushing prices up, spending is still expected to rise year on year.
When it comes to winning over hungry customers and cutting through the noise, it turns out that bigger, bolder, or downright weird does not always win. Nope, people actually prefer familiar flavors. As John Kearon revealed in his book System1 Unlocking Profitable Growth, it’s the products we know and love that open our wallets. New and exciting ideas definitely have their place, but the magic formula is roughly 80% familiar, 20% surprise, something the most successful innovations stick to like peanut butter and jelly.
So how do we test, tweak, and launch these tasty creations? Like any good chef, we believe in trying before serving. Using the predictive power of consumer emotion, System1’s Test Your Innovation platform checks how well a product connects with people, whether the ingredients blend just right, the packaging fits perfectly, or the product claims hit the mark. We put everything to the test with real folks, so there is no guessing if your innovation will be a hit. You get to launch with confidence.
Here’s what we assess:
- Emotional Pull: Using our FaceTrace® tool, we measure emotional resonance to determine how effectively products resonate with consumers.
- Share Trading: We gauged consumers’ willingness to “buy” or “sell” the collab, revealing key insights into purchasing behaviour and preferences.
- Decision Speed: We tracked how quickly and instinctively consumers engaged with the product or menu. Fast reactions were positively weighted, while slower responses were penalised, offering a nuanced view of enthusiasm and spontaneous engagement.
So, will consumers be as happy as a Happy Meal, or are they ready to kiss sun-kissed crackers goodbye? Let’s find out what they felt and what they had to say.
You Scream, I Scream, the US Screams for Ice-Cream!
Coming in at number one is a summer staple with a creative twist: Van Leeuwen’s latest seasonal ice cream range. These new flavors are winning over consumers with their tempting looks, wide variety, and strong seasonal appeal.
The lineup includes indulgent options like milk chocolate with white chocolate swirl and marshmallow chocolate crisps, gooey buttercake, and caramelized banana honeycomb. It’s a mix of innovation and nostalgic flavors that’s helping build both trust and favor among consumers.
The range performed especially well on attributes like “high quality” and “fits with the brand,” showing that even with new flavors, it still feels unmistakably Van Leeuwen.
As for constructive feedback, there was just one clear request: more container size options. Consumers are ready for more, in every sense.
Runners-Up: Ritz Sunkissed Crackers and Starbucks Iced Energy Drinks Take the Podium
Following closely behind Van Leeuwen are two standout contenders: Ritz Sunkissed Crackers and Starbucks’ new iced energy drink range.
Ritz’s latest offering, a crispier and more golden take on the classic cracker that comes individually wrapped, earned a 2.6 Star Rating. It’s a solid start with room to grow. Starbucks, meanwhile, entered new territory with a plant-based caffeinated drink designed to deliver an energy boost, landing a respectable 2.3 Star Rating.
That said, both products showed some imbalance in how they were received. Ritz leaned too heavily on familiarity, with some consumers feeling it didn’t offer anything new. Starbucks, on the other hand, may have ventured a bit too far into the unfamiliar.
Consumer feedback offers clear direction for refinement:
1. Ritz – A new flavor variety could help break away from the overly familiar taste. Additionally, the term “sunkissed” led some to believe the crackers were burnt, so rewording may help better set expectations.
2. Starbucks – While many appreciated the concept, several consumers found the 160mg of caffeine too much for an energy drink. Reducing the caffeine content could help broaden its appeal.
Both products show promise, and with a few thoughtful tweaks, they could climb even higher in the rankings.
The UK Backs Maccies this Summer
This summer, the UK is McLovin’ McDonald’s latest seasonal lineup, featuring standout items like the Cheesy McCrispy Halloumi, the all-new Big-Arch Burger, a Toffee Crisp McFlurry, and a Hershey’s S’mores McFlurry. By pairing big brands with big bites, McDonald’s is serving up familiar favorites with a fresh twist, and it’s clearly paying off. The menu has earned an exceptional star rating, and I, for one, will be heading there soon to see (and taste) what all the fuss is about.
Consumers are responding with a winning combination of 60% happiness and 13% surprise, which shows that familiarity still reigns supreme. The success boils down to two key factors:
1. High-impact brand collaborations
2. Recognisable, nostalgic flavors
The range strongly over-indexes on being “easy to understand” and “recognisable,” reinforcing how powerful a familiar flavor profile can be when delivered with creative flair.
The UK says please to Chicken & Cheese
Coming in second and third place with strong 3-Star Ratings are Greggs’ Mega Menu and Nando’s Summer Menu.
Greggs has stepped up with a crispy chicken burger, BBQ wrap, spicy baguette, veggie alternatives, and a tempting dessert range, hitting the sweet spot with consumers. People love that it offers something different from the typical burger fare, and the limited-time offer adds a sense of urgency and intrigue. As expected, Greggs significantly over-indexes on “Good Value,” with price frequently mentioned in spontaneous consumer comments.
In third place, a cheeky Nando’s brings the heat with their new Big Cheeseburger, halloumi sticks, summer grains, and charred corn, scoring an impressive 3.7 Stars. Consumers were drawn to the unique flavors and the nostalgic feel of a summer barbecue. The only strong opinion? A passionate plea to “GET RID OF THE PINEAPPLE.” Hey, it’s not everyone’s cup of tea!
With exciting, craveable menus like these, it looks like eating out might just overtake grocery shopping for UK consumers this summer.
Create with Confidence
Launching a new seasonal product or menu? System1’s Test Your Innovation platform enables you to test new products, packaging, messaging, taglines and claims before launching to market, predicting their success well before launch.