A general view of the atmosphere during the “Sonic Desert” event presented by Coca-Cola Spiced and Topo Chico in collaboration with BPM Music on April 13, 2024, in Thermal, California, highlights the rising popularity of a new trend in the food and beverage industry. The year has seen a significant increase in interest for “swicy,” a blend of sweet and spicy flavors, which has become a favored description in restaurant marketing, despite not appearing on menus. The Food Institute referred to it as the “Summer of Swicy” for the current year.
According to market research firm Datassential, nearly 10% of restaurant menus now feature “sweet and spicy” items, marking a 1.8% increase over the past year. This trend is predicted to grow by 9.6% in the next four years. Various restaurant chains have embraced this trend, such as Shake Shack’s swicy menu, Burger King’s Fiery Strawberry & Sprite, and Starbucks’ Spicy Lemonade Refreshers. Commonly, these items pair fruity flavors with chili powder or incorporate sauces such as hot honey and gochujang, a popular Korean chili paste.
Despite most of these menu items being offered for a limited time, culinary experts believe the swicy trend will endure. Restaurants are increasingly relying on trendy, buzz-worthy menu offerings alongside discounts to attract customers and counteract declining sales. In August, U.S. restaurant traffic dropped 3.6%, marking the second-worst monthly performance this year following January, according to Black Box Intelligence. Limited-time offerings are especially appealing to Generation Z, a crucial demographic representing about a fifth of the U.S. population.
Kara Nielsen, a trendologist, notes that while the term “swicy” is relatively new, the flavor combination has existed for decades, with spice levels likely increasing over time. She recalls Jeffrey Saad’s 1993 opening of the fast-casual Mexican restaurant “Sweet Heat” in San Francisco, long before he became a celebrity chef.
The resurgence of the sweet-heat trend began around 2010 with the rise of Mike’s Hot Honey, according to Nielsen. The growing popularity of Korean cuisine and its sweet-spicy gochujang sauces has also contributed to this trend’s momentum. During the pandemic, consumers returned to comfort foods like burgers, fried chicken sandwiches, and pizza. However, the appetite for familiar favorites has waned, and diners are now seeking novelty or unique twists.
McCormick first identified this reemerging trend in its 2022 flavor forecast report, according to Hadar Cohen Aviram, executive chef for the company’s U.S. consumer division. They emphasized “plus sweet,” where sweetness acts as a flavor enhancer. Although there was discussion of naming the trend “swicy,” they opted for “plus sweet” to capture the broader trend. In the following year, McCormick highlighted “beyond heat,” focusing on using additional flavors to enhance spiciness.
The demand for spicy foods and drinks is influenced by increasing cultural diversity. Nielsen highlights the enduring appeal of sweet heat as a key component in global cuisines like Mexican, Thai, and Korean. This is reflected in Shake Shack’s limited-time Korean-inspired menu items, which included a Korean fried chicken sandwich in a sweet-spicy gochujang glaze. Their marketing team encouraged customers to choose between team swicy or team umami.
Swicy also appeals to Gen Z, with over half of this generation identifying as “hot sauce connoisseurs,” according to a survey by NCSolutions. Cohen Aviram notes the challenge in achieving the perfect sweet-spicy balance due to its personal nature. Feedback from Shake Shack’s customers has indicated diverse preferences, with some desiring more intense flavors.
Burger King’s recent Fiery menu ranked items by spiciness, with the mildest being the Fiery Strawberry & Sprite drink. This swicy offering stemmed from the “dirty soda” trend originating in Utah. Although Coca-Cola discontinued its spiced Coke after a short run, the swicy pairing is expected to remain popular for some time, despite the potential weariness of the name itself, according to Nielsen.
