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Emmeline Kemperyd

From crunchy to creamy, Americans want food that feels as good as it tastes

#CrunchTok has racked up more than 1.5 billion views on TikTok. Social media usage of the word “velvety” to describe food is up 40% quarter over quarter, and nearly half of American restaurant-goers now say texture is just as important as taste. Flavor used to be the star,

Butter is back, and Americans are eating more of it than ever

The global butter market is valued at an estimated $45.2 billion in 2026 and is projected to grow even higher. There are more than 1.6 million videos on TikTok alone featuring people cooking with, churning and even eating raw butter. After years of margarine and other smooth spread