A blend of mint and chocolate has become the most trending flavour this summer

Mint, a timeless herb, is renowned for its cool and refreshing aroma. Not only is mint a common flavouring, but it’s also widely used in foods, beverages, health products, and personal care items. This summer, the combination of mint and chocolate has become a trending flavour in China. While this pairing has long been popular in Japan and South Korea, it has yet to become a mainstream choice in China. Various brands are introducing mint chocolate-flavoured products in drinks, ice cream, and baked goods, simultaneously educating the market and refining long-lasting products that can withstand market tests.

Many milk tea and yoghurt brands including Blueglass Yoghurt, 7fentian and MOREY Yoghurt have launched their chocolate flavoured yoghurt and milk shakes squeezable/Nienie cups (捏捏杯) this summer. Nienie cups: The chocolate clinging to the cup solidifies at low temperatures, and when you squeeze the cup, the chocolate chunks mix into the mint beverage. The design of the squeezable cup not only adds fun but also enriches the layers of flavour. Image: Xiaohongshu @Blueglass Yogurt @7分甜鲜果茶 @MOREY YOGURT 茉酸奶

In June this year, Dove and DOUBLEMINT collaborated to launch a mint chocolate ice cream, which has already garnered over 60,000 posts on Xiaohongshu when searching for "Dove Mint Chocolate Ice Cream." Additionally, many dessert brands like Honeymoon Dessert and ice cream brands like DQ have also introduced mint chocolate ice cream. Image: Xiaohongshu @ 努力的张飘飘 @ DQ冰激淋 @满记甜品

The innovative baking industry certainly hasn't missed out on the mint flavour trend either. Mint chocolate-flavoured bread and cakes are popping up everywhere. Convenience stores like Lawson and brands like ALDI have introduced their own mint chocolate-flavoured iced bread and sandwiches. Image: Xiaohongshu @ 爱吃的蛋蛋 @mae @好吃的趣多多

Globally, mint flavors are equally popular. Beyond the common uses in gum, ice cream, and beverages, mint has found its way into unexpected categories, such as South Korea's Muhak's mint soju, KFC's limited-edition mint dipping sauce for fried chicken in Korea, and mint-flavoured whey protein powder from a U.S. sports nutrition brand Ghost.

South Korea's Muhak's mint soju, KFC's limited-edition mint dipping sauce for fried chicken in Korea, Ghost and Oreo have teamed up to launch a new mint-flavoured protein powder. Image: Xiaohongshu @你每天都很薄荷 @大马吃喝玩乐ETL @Melody

Why the combination of mint and chocolate? It can be understood from the following aspects:

• Controversy for mint: Mint is a polarizing flavor; whether people love or hate it, this controversy can generate buzz and increase a product’s visibility and discussion, just like cilantro. Chocolate, being more universally accepted, can balance out mint's niche appeal in terms of both flavour and audience.

• Flavour contrast: The cool intensity of mint contrasts sharply with the rich smoothness of chocolate, creating a unique taste experience that entices consumers to try it.

• Visual appeal: The fresh green of mint and the deep brown of chocolate create a striking visual contrast that photographs well and is easy to promote and share. The popularity of the “Mint Mambo(薄荷曼波)*” in the fashion world this year highlights the aesthetic value of mint hues.

  *In late February, GQ China and Douyin joined forces once more to unveil a new fashion trend: the Mint Mambo, marked by a blend of vibrant green hues and earthy tones.

For brands looking to capitalize on this trend, drawing on the experiences of Japan and South Korea with bold combinations can be an effective way to attract short-term attention. However, for those aiming for long-term success, refining the flavour combination of mint and chocolate to appeal to the broader public, and incorporating innovative and interactive features (like Nienie cups), could be a smart move.