With one in four global consumers increasing their consumption of confectionery over the past year because there is more variety & novelty available, the food industry is responding. New data from Innova Market Insights finds a 15 percent average annual growth in global confectionery launches with a discovery claim (CAGR 2013-2017). Consumer curiosity to discover something new and different is leading to more unusual and often bolder flavours and blends, surprise textures and a greater focus on visual appeal in the sweets and snacks arena. Heightened sensory delivery is also being increasingly combined with an element of the unexpected. As such, we are seeing activity in areas such as unusual colours, popping candy, hot & spicy options, cooling effects and more interactive, personalized packaging.