Hype vs. Substance

What the data shows

• Starbucks Fall Menu — WBC Trend Score 58/100. Strongest dimension: longevity (20/25). Starbucks has launched its highly anticipated Fall lineup, with the Pumpkin Spice Latte returning alongside new seasonal drinks. The annual release, always late August,…
• Biscoff Cookies — WBC Trend Score 51/100. Strongest dimension: longevity (20/25). Biscoff resurges as a default speculoos flavor in yogurt-cheesecake jars, cookies, and quick baking hacks. Its caramelized profile works as crumb base, spread, and…
• Sparkling Protein Sodas — WBC Trend Score 48/100. Strongest dimension: reach (13/25). North American functional beverage brands are moving protein from creamy shakes into clear, lightly carbonated sodas. Fruity and candy-style flavors, zero-sugar positioning and ready-to-drink…
• Dirty Soda QSR Rollout — WBC Trend Score 47/100. Strongest dimension: reach (14/25). Creamy, syrup-spiked sodas move from Utah soda shops into national quick-service menus and bottled soft drinks, turning customizable soft drinks into affordable, camera-friendly treats.
• Swicy Sweet-Heat Flavor — WBC Trend Score 46/100. Strongest dimension: reach (18/25). ‘Swicy’—sweet plus spicy—is accelerating as a default flavor preference in sauces, snacks and cocktails. Posts highlight chili-honey drizzles, chamoy-style fruit, and sweet-heat burgers, signaling…

How to read this chart

Each signal is placed by reach (horizontal) and longevity (vertical) on the WBC 0–25 scale. The quadrants split at the midpoint of the scale.

About the WBC Trend Score

The WBC Trend Score combines four dimensions — reach, novelty, longevity and market impact — each rated from 0 to 25, for a total of 0 to 100. Scores are Wild Bite Club’s editorial assessment of the available evidence and are reviewed over time. They are not measurements of market size, sales or demand.