Crosse & Blackwell Surveyed Consumers for Product Feedback
Michael Hemsworth — December 24, 2025 — Lifestyle
References: crosseandblackwell & grocerygazette
Consumers in the UK are more willing to experiment with their food choices as denoted by research conducted by food brand Crosse & Blackwell to gauge interest in new soup flavors.
The brand asked consumers how they felt about three potential flavors for soup including Flaming Hot Tomato Soup, Cornflake Crunch Broc & Stilton and Chocolate Mixed Bean Chilli. The flavors respond to data revealing that more than half of survey respondents (53%) were willing to experiment through lunches, while 39% would be willing to try an unconventional topping if it were communicated through an advertisement.
Crosse & Blackwell Soup Development Chef Ben Jones spoke on the soup research saying, "Cornflakes on broccoli & Stilton might sound playful, but there’s real flavour science behind it—the toasty crunch cuts through the creaminess, and that hint of sweetness softens Stilton’s bold edge. This trend shows that Brits aren’t just experimenting for the fun of it, they’re leaning into combinations that genuinely work. So if you’re curious, trust your taste buds and give these twists a try. They’re unexpected, yes, but each one brings balance, warmth and a little bit of festive comfort to the table.”
The brand asked consumers how they felt about three potential flavors for soup including Flaming Hot Tomato Soup, Cornflake Crunch Broc & Stilton and Chocolate Mixed Bean Chilli. The flavors respond to data revealing that more than half of survey respondents (53%) were willing to experiment through lunches, while 39% would be willing to try an unconventional topping if it were communicated through an advertisement.
Crosse & Blackwell Soup Development Chef Ben Jones spoke on the soup research saying, "Cornflakes on broccoli & Stilton might sound playful, but there’s real flavour science behind it—the toasty crunch cuts through the creaminess, and that hint of sweetness softens Stilton’s bold edge. This trend shows that Brits aren’t just experimenting for the fun of it, they’re leaning into combinations that genuinely work. So if you’re curious, trust your taste buds and give these twists a try. They’re unexpected, yes, but each one brings balance, warmth and a little bit of festive comfort to the table.”
Trend Themes
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Novel Flavor Combinations — Exploring unexpected ingredient pairings, such as cornflakes with broccoli & Stilton, reveals opportunities to create complex and intriguing flavor profiles.
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Consumer-driven Product Development — Engaging consumers directly in the flavor creation process allows brands to align more closely with evolving taste preferences and create more personalized culinary experiences.
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Adventurous Eating Habits — The growing willingness of consumers to try unconventional flavors highlights a shift towards more exploratory eating, providing a market for innovative food product offerings.
Industry Implications
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Food and Beverage — The food and beverage industry can leverage consumer interest in unique flavor profiles to introduce products that blend unconventional ingredients for novel eating experiences.
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Culinary Arts — Chefs and culinary professionals can use consumer interest in experimental flavors to develop new dishes that offer distinct taste experiences.
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Food Marketing — The field of food marketing can capitalize on the trend of willingness to try unique toppings through creative advertising strategies that emphasize novel and engaging food experiences.
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