Forget flavor alone—205 is all about texture. From crispy chickpeas to roasted grains and ASMR-inspired TikToks, the “Crunchy Everything” trend is turning sound and sensation into the main event of modern eating. Across grocery shelves, restaurant menus, and social media feeds, consumers are craving that satisfying crunch—an experience that evokes freshness, fun, and multisensory satisfaction. This is more than a fleeting snack fad; it’s a movement reshaping how we cook, eat, and connect with food emotionally and socially. As digital culture amplifies the sensory thrill of crunch, brands and chefs are responding with increasingly inventive, sound-forward creations. But what’s driving this craving—and where is it going next?
Trend Snapshot
| Aspect | Details |
|---|---|
| Trend Name | Crunchy Everything |
| Key Ingredients | Roasted chickpeas, sprouted nuts, chili crisp, granola, mushroom chips |
| Current Distribution | North America, East Asia, European metros, upscale fast casual |
| Notable Examples | Trader Joe’s Crispy Broccoli Florets, Momofuku Chili Crunch, LesserEvil Snacks |
| Popular Hashtags | #CrunchTok, #ASMRfood, #CrispyChallenge, #SnackCrunch |
| Target Demographics | Gen Z, Millennials, sensory-seeking consumers, digital natives |
| Wow Factor | Multi-sensory appeal: texture, sound, visual drama |
| Trend Phase | Rising / Peak |
The Rise of Crunch: More Than Just a Snack Obsession
From puffed quinoa to crispy shallots, crunch is crossing categories and cuisines. Once confined to chips and croutons, texture is now the star across all meal moments. Brands are building entire lines around crispy components, like Seed + Mill’s tahini-coated granola shards or Goodfish’s salmon-skin crisps. The appeal lies in contrast: a soft yogurt becomes elevated with nut clusters, a soup gains character with toasted seeds, a salad turns memorable with spicy roasted chickpeas.
Even sauces are getting a textural upgrade. Chili crisp—once a niche condiment—has gone mainstream, inspiring spinoffs featuring puffed rice, fried shallots, and crunchy garlic. Restaurants and recipe developers are taking note: texture isn’t an afterthought but a primary design element.
Crunch as Evolutionary Cue: The Psychology of Texture
There’s a reason crunch feels so satisfying: our brains are wired to associate crispy textures with freshness and safety. The audible snap of a raw carrot or the shattering shell of a candy-coated nut triggers evolutionary cues that food is unspoiled and nutrient-rich. That sound doesn’t just please the ears—it enhances the entire flavor experience.
A compelling explanation of this comes from Forage Kitchen, which highlights how crunchy foods not only convey freshness but also activate our brain’s reward circuits, providing a sense of satisfaction and even reducing stress. Texture provides trust. It reassures and delights. And as brands compete for attention, sound becomes a secret weapon in shaping perception.
Social Media, ASMR, and the Viral Crunch
On TikTok, #CrunchTok is a bona fide genre. Millions of users tune in to watch influencers crunch through pickles, candy, and fried mushrooms, often with hyper-amplified soundtracks. The appeal is primal: the crisp crackle taps into ASMR (Autonomous Sensory Meridian Response), delivering a soothing, even addictive viewing experience.
Social platforms have transformed crunch into a digital performance. Sound-forward snacks like Korean honey butter chips or freeze-dried fruit don’t just taste good—they play well on camera. For brands, that’s a goldmine. Crunchy products invite user-generated content, increase dwell time, and provide viral fuel.
Multi-Sensory Eating: Texture as a Flavor Amplifier
Flavor isn’t just taste—it’s texture, aroma, temperature, and appearance combined. Increasingly, chefs and food developers are designing for full-spectrum sensory impact. A silky soup might get topped with toasted nuts; a soft brownie gains crunch from caramel shards.
This fusion of textures isn’t just indulgent—it’s experiential. It encourages mindful eating, invites playfulness, and often elevates otherwise ordinary dishes. Think: crème brûlée espresso martinis, granola-studded smoothie bowls, or sesame brittle atop avocado toast. The more contrast, the more memorable.
Crunch in Unexpected Places: Beverages, Candy, and Fine Dining
Crunch is no longer just for snacks. In upscale patisseries, chefs are incorporating crispy layers into mousses and entremets. In mixology, bartenders play with popping boba, brûléed garnishes, and ice that cracks like glass. Even hard candies are experiencing a revival, thanks to their satisfying sound and nostalgic crunch.
Fine dining is embracing this trend subtly but deliberately. Michelin-starred menus now include puffed rice with ceviche, candied nuts with cheese courses, or crispy chicken skin as garnish. Crunch signals craft and care—a way to create contrast and communicate creativity.
The Digital Dining Effect: How Screens Reshape Sensory Desires
As much of our food discovery happens online, digital culture is reshaping how we crave. We want meals that look striking, sound crisp, and feel alive on screen. Texture, once intangible, is now broadcasted and branded.
Influencers stage slow-motion crunches. Brands invest in sonic identity. And consumers, saturated with screen-based food media, seek real-life dining that matches the drama. This screen-to-plate feedback loop is accelerating innovation—and texture is its loudest voice.
This media-driven craving echoes what we explored in our story on Västerbottenspaj: A Biannual Food Trend. That report revealed how texture-driven appeal plays a role in food trends’ cyclical popularity—and how crunchy formats consistently re-emerge as attention-getters.
Generational and Cultural Texture Preferences
Gen Z, raised on mukbangs and ASMR, views crunch as a form of entertainment. Millennials associate it with health (think: sprouted granola and kale chips), while older generations may prioritize chew or softness. Meanwhile, cultural influences shape what kind of crunch is valued: Japanese cuisine cherishes the crackle of tempura, Middle Eastern menus feature toasted spices and seeds, and Mexican street snacks thrive on crisp layers.
Understanding these nuances is essential for brands. Crunch isn’t one-size-fits-all; it’s contextual, emotional, and evolving. The future of food may not be louder, but it will certainly be crunchier.
Crunch Types Across Food Categories
| Category | Crunch Element | Notable Example |
| Snack | Roasted legumes, puffed grains | Biena Chickpeas, PopCorners |
| Dessert | Candied nuts, sugar glass, brittle | Honeycomb parfaits, nut toffee bars |
| Beverage | Caramel shards, brûléed foam | Crème brûlée martinis, boba teas |
| Breakfast | Toasted granola, seed clusters | Acai bowls, Greek yogurt toppers |
| Fine Dining | Puffed rice, crispy herbs, skins | Gourmet ceviche, haute charcuterie |
Final Thought
Crunch isn’t just a texture—it’s a statement. As consumers crave richer, multi-dimensional eating experiences, sound and sensation are stepping into the spotlight. For brands, chefs, and marketers alike, the message is clear: the future of flavor is loud, layered, and irresistibly crisp.