Citrus and Spice Drive Asia’s Menu Innovation, Says Kerry Food Service Campaign

9 January 2026

SINGAPORE: Citrus and spice flavour pairings, once a staple in street food and home cooking, are now shaping menus across quick service restaurants (QSRs) and beverage offerings. Responding to consumer demand for bold yet balanced taste experiences, Kerry Food Service’s latest citrus and spice campaign highlights their growing influence.

For food service operators, citrus and spice profiles offer remarkable versatility. Citrus enhances fried or grilled proteins, while spice adds emotional warmth and depth, making the pairing ideal for limited-time offers and cross-category menu innovation.

According to Mintel GNPD data (2023–2025), there has been a 42% CAGR in spicy-citrus flavour combinations in Southeast Asia, significantly surpassing many other flavour trends. Globally, spicy flavours have seen a 22% growth in new product launches, with chilli-lime emerging as a standout across snacks, sauces, and ready-to-eat formats. This momentum is reflected in market value: the Asia-Pacific ghost pepper salsa market is now valued at USD 210 million, growing at a CAGR of 9.1% through 2033, whilst products pairing pickled jalapeño with lime and related spicy-citrus profiles are forecast to reach USD 2.13 billion by the same year.

“This data highlights how consumers seek excitement on the menu,” said Angeline Ho, Marketing Lead, Food Service Chains, Southeast Asia, Kerry Group. “Across Asia, diners are drawn to flavours that excite yet remain clean, adventurous but familiar. Citrus and spice succeed because they provide contrast: brightness that cuts through richness and heat that energises rather than overwhelms. From a food service perspective, it’s a highly adaptable pairing that works across cuisines, formats, and price points.”

The appeal of citrus and spice is deeply rooted in Southeast Asian culinary tradition. Thailand’s tom yum and som tum exemplify the balance of lime, chilli, and herbs; Vietnam’s lemon, tamarind, and chilli underpin lighter dishes; Indonesia layers lime, ginger, clove, and chilli into richly aromatic profiles; while the Philippines employs calamansi and chilli to add vibrancy to savoury dishes. Singapore and Malaysia continue to reinterpret sambal and citrus with contemporary ingredients such as gula melaka and black lime salt, blending tradition with modern innovation.

Award-winning Malaysian chef and restaurateur Yenni Law, co-founder of @meatfeds and recipient of the Le Cordon Bleu Ribbon ASEAN Award in 2025, emphasises the cultural resonance of this trend: “In Asia, we share similar spices and herbs, and food is the language that unites us. Together, citrus and spices bring harmony and completeness to a dish.”

For food service operators, citrus and spice profiles offer extensive versatility. Citrus elevates fried or grilled proteins, while spice provides emotional warmth and depth—making the pairing perfect for limited-time offers and cross-category menu innovation. Popular combinations, such as lime and chilli, orange and chilli, and calamansi and chilli, are now seamlessly transitioning between food and beverage.

As flavour expectations rise, so does the importance of responsible sourcing and sustainability. With 70% of global consumers favouring brands that demonstrate genuine environmental commitments, responsibly sourced citrus and spices, along with transparency and traceability, are becoming essential components of menu development.

As Asia Pacific continues to influence global foodservice trends, citrus and spice stand out as expressions of balance, culture, and innovation, positioning this flavour pairing as a cornerstone of the region’s evolving menus.