February 23, 2026

Chicken the Ultimate Canvas for Flavor Innovation

Trilogy Flavors, Inc.

CHICKEN – THE PROTEIN ALL-STAR

Protein is having a moment. Consumers seek animal protein in a variety of formats. Currently, chicken is the dominant animal protein in the U.S., and its availability is expected to reach 102.8 pounds per person in 2026, according to USDA projections¹. 210 Analytics² reports that in October, retail fresh chicken volume rose 4% year-over-year, outpacing fresh beef’s 2% gain. Similarly, Datassential³ found 27% of poultry consumers increased poultry consumption, and only 6% decreased consumption – the highest increase and lowest decrease among poultry, seafood, and red meat. Furthermore, the same held true for poultry-serving operators, 57% saw increased poultry sales, and only 2% saw a decrease. According to Technomic⁴, chicken is one of the fastest-growing categories globally among restaurant cuisines, with worldwide sales up 9% in 2024. For 2026, Technomic⁵called out breaded chicken snacks and “The Whole Bird” as trends to watch. Chicken is versatile; it can be grilled, fried, or roasted with distinct flavor profiles. It meets consumer needs across price points, applications, and cuisines. Fried chicken, chicken wings, new formats, and unexpected applications like candy are the ultimate canvas for flavor innovation.

FRIED CHICKEN GETS SAUCY

Thanks to the chicken wars that began in 2019, fried chicken and fried chicken sandwiches have propelled innovation. Fried Chicken is so popular that it has its own national food holiday celebrated annually on July 6. AF&CO + Carbonate⁶ identified What The Cluck! The Enduring Appeal Of Fried Chicken as a 2026 trend. “It’s a fan favorite that offers value, and a blank canvas for chefs to play with and has become the default pivot for brands across the spectrum.” Social conversations about fried chicken have increased by 29.28% year-over-year, according to Tastewise⁷. Protein is one thing, but sauce is another, and dipping sauces are a major consumer purchase driver. For example, 3 in 5 consumers are interested in signature sauces, condiments, or dressings at restaurants, with more than half specifically craving signature sauces (52%), per Datassential⁸. Interestingly, 34% of consumers prioritize a restaurant’s sauce and condiment offerings when choosing where to dine, according to Technomic’s 2024 Flavor Consumer Trend Report⁹. Yum! Brands’ 2026 Food Trends Report: What’s Next for Dining¹⁰ named Choice Therapy as a trend. It’s about personalization and consumers’ desire to build their own experiences, choosing what goes on their chicken, how spicy it is, and which sauces they want.

Quick Service Restaurants (QSRs) are responding with new fried chicken offerings and a variety of global sauces. In October 2025, Seafood QSR Long John Silver’s rebranded and replaced its fish icon with a chicken icon. The Chicken + Seafood restaurant wanted to “accurately reflect the breadth of their full menu, which includes both crispy, tender chicken and delicious, mouthwatering seafood.” Dave’s Hot Chicken, known for its slider-and-tender combos and seven distinct spice levels ranging from “No Spice” to “Reaper,” was on Yelp’s 2025 “Most Loved Brands” list. The brand launched Saucy Bites, chicken bites tossed in one of three sauces: Spicy BBQ, Spicy Buffalo, and Mike’s Hot Honey. Last year, in April, Wingstop launched a New York City 5-day Bar Tender by Wingstop pop-up featuring Wingstop’s crispy tenders in 12 bold flavors. Yum! Brands, parent company of KFC, launched “Saucy,” a new fast-casual sauce-forward concept that focuses on customizing chicken tenders and highlighting multiple dipping sauces. The 12 sauces range from sweet to savory to spicy, like Sweet Teriyaki, Chimichurri Ranch, and Thai Sweet ‘N Spicy. The brand is rapidly expanding, with four QSRs in Orlando, one in Tampa, and more store openings planned. El Pollo Loco introduced loco tenders, seasoned chicken tenders offered with Baja ranch and pollo dipping sauce. This year, the brand is testing a fire-fried chicken sandwich that has “the delicious crunch and flavor of a fried sandwich, but it is grilled, not fried.”

In January, for a limited-time, Shake Shack brought back its Korean-Style Menu. The K-Shack Fried Chicken Bites are a new addition highlighting “antibiotic-free, whole white-meat chicken bites coated in a spicy-sweet sesame gochujang glaze, finished with fresh scallions and served with your choice of dipping sauce.” Inspired by the high-end restaurant trend of adding a bump of caviar to fried chicken, McDonald’s debuted a McNugget Caviar kit for Valentine’s Day. In collaboration with Paramount’s Baerii Sturgeon, the limited-edition kits were available exclusively online at McNuggetCaviar.com. It contained a 1oz tin of Baerii Sturgeon Caviar, a $25 Arch Card for Chicken McNuggets, crème fraiche, and a Mother of Pearl caviar spoon. From February until March 7, Chick-fil-A tested two new chicken sandwiches, available in three styles: Original (classic breaded), Spicy (breaded), or Grilled. The Avocado Sriracha BLT Sandwich, featuring the protein, lettuce, tomato, seasoned avocado mash, and strips of bacon served on Sriracha Swirl Toast with Cayenne Ranch on the side, was test-marketed in the Oklahoma City area. The Sweet Chili Lime Crunch Sandwich was served on a buttered white bun with a creamy ginger-lime cabbage-and-kale slaw drizzled with Sweet Chili sauce and was test-marketed in North Carolina’s Piedmont Triad area.

Join the fried chicken evolution. Rule the roost and elevate your formulas with Trilogy’s flavors to satisfy consumer demand for bold experiences. Contact us or request your samples to schedule a consultation.

SUPERBOWL DRIVES CHICKEN WINGS CONSUMPTION

Game days, particularly football, are a popular time for individuals to consume chicken wings. A poll of 2,202 U.S. adults from January 16 to 19, 2026¹¹, revealed that 86% of Americans plan to eat chicken wings on Super Bowl Sunday, while 56% would consider trying a plant-based alternative such as Baked Buffalo Cauliflower Bites. In the four weeks before the Super Bowl (playoff window), chicken wings surged nationally 19.8% year-over-year, and sales rose 11.4% versus the prior period, according to the National Chicken Council (NCC)¹². Super Bowl Sunday is the most popular day for consumption. NCC predicts Americans will eat 1.48 billion chicken wings, an increase of 10 million more wings than last year, while watching the game.

DoorDash¹³ named Championship Sunday the #1 day for restaurant chicken wings with orders for the year, up nearly 25% more than any other day. It was reported that 639,000 wing orders were placed, with 44 of 50 states ordering more bone-in wings than boneless. Like fried chicken, chicken wing flavors are important. DoorDash found some regional differences. The classic Buffalo flavor dominated the map, ranking as the #1 choice in 39 states, while Georgia opted for Lemon Pepper wings, and New Mexico chose Ranch.

QSRs are launching a variety of flavored chicken wings. For example, Saucy Sriracha Hot Honey and Sweet Garlic Hot Honey joined Wingstop’s Hot Honey Rub, dubbed the “Hot Honey Trio.” Detroit Wing Company introduced limited-time Truffle Parmesan wings and house-made Lemon Pepper Ranch and Spicy Ranch dips. Dairy Queen has added Parmesan Garlic Chicken Strips as a permanent menu item. Datassential⁸ reported that Mango Habanero (103%) and Nashville Hot (96%) sauces are experiencing significant growth in menu penetration over four years.

Shake your tail feather and reach out today to kick off your next food project, great for game day innovation or group gatherings.

WHAT’S IN STORE?

Ready-to-eat and frozen food brands offer chicken products that rival QSRs, and sauce and condiment manufacturers are doing the same. Consumers’ Super Bowl food shopping behavior mimicked DoorDash’s findings. InstaCart’s 2026 Snacktime data¹⁴ shows Buffalo sauce dominated Super Bowl orders, skyrocketing 201%. Ranch dressing is 886% more likely to be purchased alongside it. Chicken wings are 956% more likely to appear in the same order, while frozen wings are close behind at 740%.

According to Conagra’s The Future of Frozen Food 2026 report¹⁵, “Takeout-style” frozen foods total $14.3 billion in annual sales, driven by iconic chicken formats, global flavors, and shareable snacks. In response, brands are developing a diverse array of chicken products. For example, Rastelli Foods Group introduced a line of ready-to-cook chicken wings and drumsticks as convenient meal solutions. The chicken products are available in a variety of flavors, including Butter, Caribbean Jerk, Hot Honey, and Italian-style Drumsticks, as well as Barbeque-Style and Garlic Wings. Mason Dixie introduced two frozen chicken sandwiches: Crispy Chicken Sandwich and Spicy Chicken Biscuit, seasoned with Nashville hot, exclusive to Whole Foods. Kevin’s Natural Foods debuted three limited-time entrées featuring its signature sous-vide chicken: Buffalo-Style Chicken, Mango Habanero Chicken, and Queso Blanco Chicken, made from Parmesan and cheddar cheese, and a hint of hatch chili. In Canada, Maple Leaf Foods introduced Musafir, a new South Asian-inspired brand, which means “traveler.” Butter Chicken Bites is “a savory blend of tender Halal chicken chunks in a rich, creamy butter chicken sauce, all nestled in a golden flaky pastry crust.” Barvecue, the wood-smoked, plant-based brand, added Rotisserie Seasoned Chicken available in the frozen aisle. It is said to “deliver the classic flavor and texture of traditional rotisserie chicken.”

From ready-to-eat to shelf-stable to frozen food, Trilogy has the flavor solutions, applications, lab capabilities, and technical know-how to support your next food formulation. Contact us today to discuss your project needs.

FORMAT & FLAVOR INNOVATION

2 in 3 consumers are interested in engaging with new foods, according to Innova Market Insights¹⁶. Food experimentation is particularly popular with the younger demographics. Brands are designing new applications and collaborations to deliver familiar flavors in unexpected formats. With the adoption of GLP-1 medications, consumers are seeking protein and smaller portions. In response, brands are introducing smaller sizes, with an emphasis on cups. For example, inspired by a popular menu hack, Chipotle now offers a cup of chicken with 32 grams of protein. Tyson Foods added Chicken Cups to its portfolio in Grilled Boneless Chicken, Lightly Breaded Boneless Chicken, Mini Dino Nuggets, and Popcorn Chicken Bite varieties. Nissin unveiled the limited-edition Cup Noodles Wings in three flavors: Garlic Parmesan, Lemon Pepper, and Spicy Buffalo with Ranch, exclusively at Walmart. The soy-sauce-based, soupless noodles “are designed for game day, and aim to mimic chicken wing flavors without the mess, featuring high-seasoning profiles in a microwavable cup.” Aldi’s brought back its seasonal Clancy’s Buffalo Wing Kettle Chips for a limited time. Wingstop and PopUp Bagels teamed up on a limited-edition Lemon Pepper Schmear made with Wingstop’s seasoning. The cream cheese is described as “citrusy with a pepper-forward kick.” In collaboration, KFC and Frankford Candy released Colonel’s Favorite Jelly Beans, a trio of flavors inspired by KFC’s iconic menu. The savory candy flavors include Fried Chicken, Gravy, and Sweet Corn. Last year, KFC partnered with Hismile on a limited-edition Fried Chicken-flavored Toothpaste inspired by KFC’s 11 herbs and spices and a matching electric toothbrush.

Although not a food, a novel product inspired by fried chicken is the Australian QSR brand Red Rooster’s Fried Lights Fried Chicken Candles. In partnership with Angel Aromatics, the “unique savory chicken smell takes on notes of Red Rooster’s iconic Chicken Salt.” The candles resemble two large and one small drumstick in authentic Red’s packaging. Similarly, Bloomingdale’s sells an unscented Gohar Fried Chicken Candle that is modeled to resemble four pieces of fried chicken.

Don’t chicken out – bold ideas are welcome. Contact us to collaborate on your next novel food or beverage project.

WINNER WINNER CHICKEN DINNER

A staple protein, chicken delivers on value, health, and flexibility. Its versatile use spans snacks, sandwiches, bowls, and salads. Brands and QSRs are experimenting with a variety of chicken formats, including fried chicken, chicken wings, cups, and unexpected applications. Sauces as an accompaniment to chicken are driving flavor innovation. According to Datassential¹⁷, Lemon Pepper, a wing staple, is emerging as a bright, craveable seasoning across categories, with 66% of consumers liking or loving it. Additionally, Butter chicken is described as the “ultimate global flavor chameleon.” It is one of the standout 2026 food trends and is predicted to grow by 29% on menus over the next four years. Chicken is the ultimate canvas for flavor innovation and experimentation and shows no signs of slowing down.

Trilogy’s Flavor Chemists specialize in reaction flavors and marinades and sauces that bring out the best in chicken. Contact us today to schedule a consultation on your next project.

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