What's the biggest flavor in food and beverage right now? It's a mystery.
Chips Ahoy!, SunnyD and Hi-Chew are among food companies selling a limited-edition snack this fall without disclosing what it tastes like and asking shoppers to guess instead.
Brands use mystery flavors to engage consumers and boost sales, with 25% of consumers reporting that discovering new or interesting flavors makes food fun, according to Michele Scott, director of insights at Innova Market Insights, citing the firm's 2026 Lifestyles and Attitudes survey. Scott said these flavors are fun and low-risk because they’re usually appealing and fit the product category.
Mystery flavors, which are usually offered for a limited time, also gamify the experience. More companies have looked for ways to allow consumers to play with their food – either through novel sensory combinations or experiences that allow them to connect with the brand.
“Consumers love having new flavors to try, but the added ‘guess the flavor’ element makes it even more engaging," Ali Brown, VP of marketing for sweet baked snacks at J.M. Smucker, said in an email. "It gives them a fun way to interact with a brand they love and feel like they're part of the experience.”
Mystery flavors, as an experience rather than a specific flavor, are also nostalgic for many consumers, including younger ones who “gravitate toward familiar brands and experiences that evoke comfort,” Mili Laddha, senior director of marketing at Mondelēz International, said in an email. Mondelēz-owned Chips Ahoy! launched its first-ever mystery flavor this year, with plans to reveal the answer on Halloween.
Brands say customer response has been strong. J.M. Smucker launched a mystery Twinkies flavor at Walmart two years ago and plans to do it again in 2027. Hi-Chew, meanwhile, capitalized on last year’s Halloween mystery flavor success by launching an Easter mystery mix this past spring. The brand is releasing a new Halloween mix this fall that includes a flavor-guessing challenge with a grand prize.
Joanne Hsu, senior brand marketing manager at Morinaga America, said in an email that a mystery flavor can build "anticipation and a sense of needing to try the product and join the conversation before the supply runs out for the season so they don't miss out on the fun."
The consumer response to Hi-Chew's 2025 mystery flavor was "phenomenal,” Hsu added, noting that "strong consumer enthusiasm inspired us to bring the seasonal product back for 2026."
Social media and gamification
Social media plays an essential role in driving consumer interest in mystery flavors. Mondelēz's Laddha says that social media influences the snacks that 30% of U.S. adults aged 18 to 44 try, making shareable moments an important way to help brands connect with consumers.
That’s why Mondelēz introduced its Chips Ahoy! mystery-flavored cookie through TikTok Shop, supported by mystery-inspired packaging and a digital storyline.
“Our first-ever Mystery Cookie put the product at the center of the experience, introducing an unidentified flavor that encourages fans to taste, debate and decode the mystery together,” Laddha said.
In addition, mystery flavors are often paired with contests or sweepstakes for consumers who can guess the right flavor. The Chips Ahoy! Challenge, for example, includes a $25,000 prize, upping the stakes for consumers to take part.
Brands that don’t leverage prizes are unlikely to reap the full benefits of a mystery flavor or challenge.
“It does seem like a lost opportunity to not lean into the gamification aspect,” Scott said. “If there isn't going to be a prize, at least encourage content creation and engagement.”
Still, experts agree that mystery flavors need to be more than a game. They also have to taste good.
“A successful mystery flavor should deliver a delicious product experience while giving consumers a compelling reason to engage with the brand,” Laddha said.
Mystery flavors also need to fit the brand. Hi-Chew's latest mystery flavor will be included alongside an assortment of three fan-favorite flavors, integrating the innovation as a flagship offering within its Halloween lineup. Consumers can guess the flavor combinations through an interactive Flavor Mash game online.
“A Mystery Flavor works best when it's created around fun and feels distinctive and exclusive, but still stays true to a brand's identity,” Hsu said.
