Discover the latest food industry trend that’s taking social media by storm: pink food. From sweet treats to savoury dishes, pink-hued food and drinks are generating buzz, with over 680 million views of ‘pink pasta sauce’ on TikTok alone. This report explores the appeal of pink food and drink, including its fun, visually appealing nature, and cultural associations with optimism, comfort, and feminine strength. With younger generations drawn to brightly coloured food and drink, pink is the colour du jour. But beyond its Instagrammable appeal, pink food has a long history and is more than just a passing fad. Pantone has also selected pink (Viva Magenta to be exact) as the Colour of the Year, underlining its importance in 2023.