A guide to selling the ‘swalty’ food trend

The rise of ‘swicy’, or sweet and spicy flavours, was a food trend to watch over the past few years.

But while this flavour combination is still hot on consumers’ minds, a new trend is picking up steam: this time, it’s all about ‘swalty’ or ‘swavoury’. Think sweet-and-salty favourites like bacon jam, salted caramel and complex ferments. 

“The ‘swalty’ trend taps into our natural preference for flavour contrast, where a touch of salt can bring out sweetness and round out other flavours,” explains Damian McKinney, CEO at the non-alcoholic drinks company DioniLife. 

“While the pairing itself isn’t new, it has seen a surge in popularity recently, with the Food Institute naming it as one of the top TikTok trends reshaping food retail,” he adds.

Roger Olsson, culinary director at Clays Bar, says that as a Swede, sweet-salty flavour combinations have always been a part of his life. “Salt liquorice, for example, is a staple. I think this flavour combination has always been present in different forms: salted caramel, Christmas roasted spiced nuts, devils on horseback, honey-cured bacon.”

So why is it seeing a boom in popularity in the UK now? “Gen Z’s appetite for experimentation, combined with the influence of social media as a trend catalyst, has encouraged people to try bolder flavour combinations when choosing both food and drink,” Damian says.

With people today being more educated and well-travelled than ever, Roger adds, “naturally we’re always looking to push boundaries and discover something new. The accessibility of global cuisines through supermarkets and online retailers is constantly fuelling that curiosity, which makes sweet-salty combinations a great space for experimentation”.

And brands are ramping up the excitement, often by labelling their product as “premium, limited-edition or innovative,” meaning that curiosity is only enhanced, says Tash Jones, commercial director at Fairfields Farm.

Why does ‘swalty’ food work?

“Salt is a flavour enhancer, so any saltiness added to sweetness will increase the perceived sweetness of the product or dish,” explains Sophie Steenberg, co-founder of Steenbergs Organic, the sustainable spice company. “So that addition of salt intensifies sweetness but also suppresses bitter notes.” For instance, Steenbergs’ organic Sweet Sensations rub is blended specifically to enhance the flavour of salty meats like gammon and ham.

Flavour expert Mike Bagshaw, who is the owner and founder of I.T.S, creators of all-natural flavours for the food and beverage industry, explains that sweet and salty flavours create a ‘layering effect’ in the mouth when combined. 

“The contrast between opposite flavour types stimulates multiple taste receptors and so the opposing flavours end up complementing one another in a ‘sweet-salt synergy’. The addition of texture, a creamy element, or a heat, such as with spice, really helps to enhance mouthfeel too,” he says.

So what does a good ‘swalty’ product look like? It “will have a good balance of sweet and salt resulting in a rounded flavour that makes you want to come back for more – think salted caramel or dark chocolate and sea salt,” Sophie says.

A timely example is the new launch of a crisp-filled Easter egg from a collaboration between Fairfields Farm and TEMPRD. “The idea sits firmly in that ‘so wrong it’s right’ space, combining familiar flavours in a new format,” says Tash. “By reimagining a classic sweet-and-salty pairing as chunky chocolate egg pieces with a crunchy potato crisp centre, the product delivers something both unexpected and surprising.” 

How ‘swalty’ and ‘swavoury’ are breaking new ground in 2026

“Not long ago, mixing sweet and savoury, or ‘swicy’, felt a bit unexpected,” begins Jenny Costa, founder of condiments brand Rubies in the Rubble. “Now it’s quickly becoming the new normal. It’s similar to how sweet and salty popcorn went from sounding strange to being a firm favourite.”

“Consumers today are much more open to bold, layered flavours and a bit of contrast on their plate. There’s also a strong influence from global cuisines, where sweet and savoury combinations have always been part of everyday cooking… we’re just catching up!” Jenny explains.

Indeed, Sophie agrees that the growth of exciting flavour combinations like ‘swalty’ and ‘swicy’ have grown out of our increasingly adventurous palates, which have become “accustomed to a plethora of global flavours, so we are constantly looking for those astonishing flavour hits that are interesting for our palates and make eating food a joy”.

Rubies in the Rubble, which is launching a hot honey next month made with fermented chillis that would otherwise have gone to waste, is looking to capitalise on consumers’ broadened horizons. But it’s not all about pushing new-new-new, Jenny says. “At the same time, people still want food that feels familiar and easy to use. ‘Swavoury’ products hit that sweet spot – they bring something new and exciting, but slot effortlessly into dishes people already love,” she says.

And while ‘swalty’ and ‘swavoury’ existed for many years before now, the difference in 2026 is that brands are pushing this flavour combination beyond the basics.

For example, DioniLife owns Mash Gang, which has come out with Journey Juice, a hazy IPA that blends fruity, bitter, salty, spicy and sweet on a juicy, mango-forward pale ale base.   

“Trends such as ‘swalty’ allow drink makers to innovate with their brews, adding subtle twists on familiar flavours without becoming too niche or polarising,” Damian says. “By balancing sweet and salty elements, brands can create drinks that feel both interesting, tapping into consumer curiosity, while maintaining broad appeal.” Mash Gang’s Journey Juice, he says, has “earnt the title as the perfect ‘beer and juice in one’”.

“It’s designed to appeal even to people who think they don’t like beer,” he says, “showing just how widely appealing these flavour combinations can be.”

Indeed, while the 90s was the golden era for sweet-salty flavours, according to Colin Scott, expert development chef at Brakes Foodservice, with the likes of chocolate-covered pretzels, peanut-butter cracker cookies and fruit and sour combinations being all the rage, the 2000s brought us the ever-popular salted caramel explosion. However, Colin says, “These were often high-fat, artificial snacks, which since then, have evolved into healthier, lower-processed dishes.”

Today, the development and diversity of the culinary landscape means chefs have learnt new skills and have the means to experiment with different flavours. “More complex pairings involving fermented, spicy (often referred to as ‘swicy’) or fatty ingredients are gaining traction, with unusual pairings, like tropical fruits paired with chilli-lime salt or avocado blended into smoothies and mousse-like desserts, making their way into the mainstream. Thanks to viral social media trends and improved accessibility to sweet, salty and spicy flavours used in global cuisines, there is real scope to play with more ingredients, textures and techniques - offering up exciting opportunities and encouraging experimentation among chefs.”

But it’s not just about who can dream up the most unusual pairing; it’s about how you build the flavour. “The balance and contrast is integral to making a great ‘sweet-salty’ product,” Colin says. If one flavour significantly overpowers the other the entire concept falls apart. “Flavour layering is a culinary technique that builds more complex and intense flavours in stages or through distinct layering rather than just blending them together and is an important part of professional kitchens.”

Laura Jackson of Popcorn Shed agrees that ‘swalty’ foods are evolving from the simple (ie salted caramel) into “something much more considered”.

“Brands are now playing with texture, richness and balance, so it’s less about just adding salt to something sweet, and more about creating a proper flavour experience,” she says. 

For the snacking sector, the trend reflects a shift to more sophisticated choices, Laura believes. “It comes down to balance and complexity. Sweetness on its own can feel a bit flat, but when you add salt, it lifts everything. It makes flavours feel deeper and more rounded. Consumers are becoming much more aware of that. They’re not just looking for sugar hits anymore; they want something layered that feels a bit more premium.”

Popcorn Shed’s customers, she says, are drawn to flavours that feel indulgent but not overwhelming. “It’s a more grown-up way to snack without losing that sense of fun.”

Tash agrees that the ‘swalty’ category offers “huge opportunities for experimentation” for brands.

“Consumers already understand and enjoy sweet-salty combinations, which gives brands the confidence to innovate across formats, textures, and flavour pairings, making it an exciting space for food producers looking to stand out,” she says.

Will the ‘swalty’ trend last?

The ‘swalty’ or ‘swavoury’ pairing works across a wide range of formats and occasions, explains Tash, from everyday snacks to seasonal treats like Easter, giving it lasting versatility. “Its appeal lies in its ability to satisfy multiple taste preferences at once, while still leaving room for creativity and innovation,” she says.

In fact, it will likely outlast more niche flavour trends that come and go. “Because sweet and salty is such an accessible flavour pairing, it’s likely to remain a consistent feature in both food and drink, alongside trends like sweet-and-spicy ‘swicy’, which has seen huge growth in popularity over the past few years,” Damian says.

“It’s a timeless combination that continues to evolve,” Roger adds. Having been around for a long time, ‘swalty’ is already deeply embedded in how we eat. “You see it everywhere, from crispy salted plantain to sweet and salty popcorn, to mature salty cheeses paired with crackers and sweet red onion marmalade.” 

In the UK, it will continue to be a firm favourite, but what will continue to evolve, Laura believes, is how it is used. “We’ll probably see more interesting pairings, different levels of saltiness, and more crossover into other categories. But the core idea isn’t going anywhere.

“From our side,” she continues, “it’s consistently one of the most popular flavour profiles we produce, which says a lot about how much people genuinely enjoy it, not just as a trend but as a long-term preference.”

What’s more, ‘swalty’ is prime territory for brand collaborations, which offer opportunities for exciting, limited-edition products. “As consumer appetite for high-quality, craft-led products with a twist continues to grow, collaborations such as [Fairfields Farm and TEMPRD’s Easter egg] highlight how brands can reimagine familiar flavour combinations in exciting new ways,” Tash says. “Sweet and salty will remain a key flavour trend within the food industry, with significant scope for continued experimentation.”

Our love of ‘swalty’ can be explained quite simply, according to Sophie. “We need sugar and salt for our bodies to function and having both in one hit is a double whammy of positive reinforcement to the brain,” she says. “It’s why so many ultra-processed foods have become adept at tuning into this and dialling up the sweetness and the saltiness, often to unsustainable levels.”

Despite being a tool for UPF food makers, ‘swalty’ creates opportunities for reducing the sugar content of products. “It gives chefs more flexibility to create dishes that feel indulgent without relying on high levels of sugar - which is particularly important among those consumers searching for more ‘balanced’ treats,” says Colin.

With moreish ingredients, exciting experimentation and interesting collaborations all on the cards, ‘swalty’ is a flavour combination that’s here to stay.