Apple Pie Spice: The sequel no one saw coming (except us)

Food & Beverage

Although pumpkin remains dominant, apple, caramel and cinnamon blends are surging. Is there room for all three on this year’s fall menus?

November 5, 2025 by Suzy Badaracco — President, Culinary Tides Inc

(A sequel to “A Fresh Twist on Fall: Apple Pie Spice Takes Aim at Pumpkin’s Reign,” 2024. Culinary Tides, Inc. called it last fall — and the data now confirms it: Apple Pie Spice is officially sharing the seasonal spotlight.)

Scene: The Spice Agency — One Year Later

(The same sleek, modern office from last fall. The “Seasonal Spokesperson” sign still hangs above the reception desk, but this time it’s polished to a high shine. The lobby hums with activity — Cinnamon’s on a conference call, Nutmeg scrolls through data charts, and Clove looks nervously at the elevator.)
(Doors slide open. In strides Apple Pie Spice, confident but composed, apron freshly pressed. It’s stitched with new embroidery that reads “Predicted by Culinary Tides, Inc. 2024.” A murmur of admiration ripples through the crowd.)

Interviewer(off-stage): Well, well… look who’s back for the annual review. Apple Pie Spice — our breakout star from 2024. Last year you said consumers were craving something fresh, familiar, and versatile. How’d that prediction pan out?

Apple Pie Spice (grinning): You could say it aged like cider. According to McCormick Flavor Solutions, 88% of consumers now say they’re “extremely interested” or “very interested” in apple-pie flavor. That’s not just curiosity — that’s commitment.

Interviewer: Impressive. So, the audience warmed up to your pitch.

Apple Pie Spice: They did more than that. They started cooking, sipping, and baking with me everywhere — desserts, teas, even protein bars. I told you I wasn’t just a pie filling. Turns out versatility sells.

(The spotlight widens to reveal Pumpkin Pie Spice, looking a bit frazzled but still proud, latte in hand.)

Pumpkin Pie Spice: Don’t count me out yet. I’m still on every menu and candle shelf from here to December. People love me.

Apple Pie Spice: Of course they do — you’re an icon. But even icons need a little rest. Surveys from Bakery & Snacks and PepsiCo Partners show that 45% of consumers now admit they’re tired of basic pumpkin-spice flavors. Some even say 58% prefer new fall flavors over pumpkin altogether. Consumers want comfort — not copy-and-paste.

Pumpkin Pie Spice (defensive): So what if they’re tired? They always come back.

Apple Pie Spice: Maybe. But this year they’re coming back with me. You could say I’m the refresh button on tradition.

(The Interviewer flips through a clipboard thick with data printouts.)

Interviewer: So, what’s fueling this “apple ascension”? Is it nostalgia, novelty, or nutrition?

Apple Pie Spice: A little of all three. Nostalgia keeps me relatable — apple pie is Americana. But novelty makes me relevant. People are rediscovering me with cardamom twists, caramel pairings, and even smoky bourbon notes. That subtle sophistication fits the 2025 mood: comfort with depth.
And the health angle matters too. I work in low-sugar recipes because my warmth enhances natural sweetness. As consumers focus on metabolic health, flavor must pull more weight — and mine does.
Interviewer: You mentioned in your 2024 interview that you had range — sweet and savory. Still true?

Apple Pie Spice: Truer than ever. Brands are experimenting: apple-spiced pork roasts, roasted root veggies, cider glazes. I even showed up in cocktails and wellness teas. That’s what Culinary Tides, Inc. meant last year when they predicted I’d “escape the pie dish.” I’ve gone global.

(Pumpkin Pie Spice crosses arms.)

Pumpkin Pie Spice: Global, huh? I saw your name on a Korean honey-apple drink and a Thai-inspired snack mix. You’ve been busy.

Apple Pie Spice: Adaptability is the new authenticity. And, between us, I think consumers respect a spice that evolves.
Look, Pumpkin — you walked so I could run. But even you must see it’s getting crowded out there. “Pumpkin on everything” fatigue is real. A flavor can only headline so many years before the audience wants a remix.

(The Interviewer nods.)

Interviewer: And the market seems to agree. Innova Market Insights’ latest “Global Fall Flavor Innovation” report says that while pumpkin remains dominant, “apple, caramel, and cinnamon blends are surging.”
(Glances at Pumpkin Pie Spice.)
It looks like you’re sharing more of the stage these days.

Pumpkin Pie Spice (sighing): Sharing. Right. I suppose even legends need supporting acts.
Apple Pie Spice (softer): It’s not about dethroning you. It’s about expanding the cast. Think of it as a buddy movie — Pumpkin and Apple vs. the World of Flavor Fatigue.

(A moment of laughter breaks the tension. The interviewer shuffles notes.)

Interviewer: Speaking of buddy movies — rumor has it we might see some collaborations?
Apple Pie Spice: Absolutely. “Pumpkin Apple Pie Spice Lattes,” “Apple-Pumpkin Butter Spread,” even bakery hybrids with both profiles. Consumers love crossover storylines — they get comfort and discovery in one bite.

Interviewer: Sounds like a box-office hit.

Apple Pie Spice: It’s also strategic. Collaboration extends longevity. Culinary Tides calls that navigating the trend’s trajectory, not just riding it.

(A projection screen lowers. Charts flicker on-screen — line graphs, social-media mentions, flavor-launch counts.)

Interviewer: Let’s look at the numbers. The Bakery & Snacks fall 2025 report shows candy apple flavors scoring 36% preference compared with pumpkin spice’s 32%. That’s the first time apple variants have outperformed pumpkin in consumer polling.

Apple Pie Spice: Data doesn’t lie. Apple’s not the “underdog” anymore — it’s the evolution. We called it last year, remember? Culinary Tides forecasted that my versatility and cardamom twist would carry me into the mainstream. And here we are.

Pumpkin Pie Spice: I’ll admit it — you were right. Maybe I got too comfortable. But I’m not going anywhere. I’ve survived decades of diet trends, sugar scares, and even peppermint encroachment. There’s room for both of us if consumers keep craving balance.

Apple Pie Spice: Agreed. You bring tradition; I bring transformation. Together we keep fall flavors alive.

(The Interviewer smiles, setting the clipboard aside.)

Interviewer: So, what’s next? Where does Apple Pie Spice go from here?
Apple Pie Spice: Beyond fall. My momentum shows that seasonal boundaries are blurring. I’m moving into winter comfort foods and even spring wellness menus. Remember, apples are perennial — not bound to a single holiday. That flexibility makes me forecast-proof.
Interviewer: And you’re already influencing other categories — sauces, proteins, spirits …
Apple Pie Spice: Exactly. I’m not just a flavor; I’m a format for innovation. Culinary Tides, Inc. calls it “Adaptive Nostalgia” — when familiarity evolves just enough to feel new again.

(Pumpkin Pie Spice smiles, offering a handshake.)

Pumpkin Pie Spice: Guess the throne has room for two after all.
Apple Pie Spice: Or three — if Caramel Chai keeps trending.
(They laugh as the lights dim. A spotlight hits the “Seasonal Spokesperson” plaque, where two names now share the title: Pumpkin Pie Spice & Apple Pie Spice.)

Voice-Over Narrator: Last fall, Culinary Tides called it: Apple Pie Spice was poised to rise. One year later, the data proves the prediction. With 88% consumer interest, 45% pumpkin fatigue, and a 36%-to-32% flavor-preference edge, Apple Pie Spice has become the co-star of the season — and a case study in how foresight beats hindsight.
(Screen fades to black. Text appears:)

“Trend foresight isn’t guessing — it’s decoding what’s already in motion.”

About Suzy Badaracco

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