2024: A Flavorful Return to Nature

Flavors of 2024 reflect the lush flavors of vegetables.

2024 returns to organic flavors.

Last year, we highlighted cookie butter as a trending flavor. For 2024, Senior Staff Food Editor for the New York Times, Tanya Sichynsky, sees a new trend, as evidenced by her article, “The Year of the Vegetable.” This is because consumers are returning to incorporate vegetable-based flavors into their diet.

In regard to laws of kosher, raw fruits and vegetables must be cleared of any bug infestation issues, and if grown in Israel, the laws relating to tithing or Shemitah (produce grown in the seventh year) would apply. Once processed, kosher supervision is necessary due to the concern of unknown factory equipment or the combination of ingredients.


Ube is a trending 2024 flavor.

Flavored ube ice cream.

Forbes noted that ube, a purple-colored yam, was named flavor of the year based on a report from a company involved in flavors. With a coconut scent and sweet taste, it serves as the perfect base for many food items.

OU Kosher flavor houses such as Bell Flavors & Fragrances and Flavor Waves supply ube flavors to many outfits. The flavor is being used in striking ways, including as an ice cream and cheese cake base and as a glaze for donuts.

Acai Bowls

The Acai Bowl is full of flavors and part of 2024 trending flavors.

The Acai Bowl.

Regarding fruit, the acai berry, purple-colored as well, is enjoying popularity. It hails from the Amazon rainforest. They are full of antioxidants and fiber. They have become popularized to be made into smoothies and then poured into a bowl with added toppings. MarketWide Research predicts strong growth in this category.


Elderberries are trending in 2024.

The lavish elderberry.

In a recent NPR interview, Patrick Byers from the University of Missouri, said, “Elderberry products are a $320-million-a-year business.” With a black lush color, this fruit has a desirable tart taste. Their health benefits are vast. It can boost the immune system and has been used to fight the flu and colds.

In this regard, OU kosher-certified Echinacea & Elderberry Herbal Formula is pertinent. From Simple Truth Organic, you can experience the taste in a tea, with their Simple Truth Organic® Elderberry Herbal Tea.

Foods that Remain Popular

Fermented vegetables are part of a larger type of eating that has great health benefits. It's always trending and a good choice for 2024.

Fermented vegetables.

Fermented foods, tinned fish, gluten-free chickpea pasta, cranberries and charcuterie boards remain as favorites for the general consumer. Besides taste, these diversities offer a bounty of nutrition, increased brain function, a wholesome gut and other health benefits.


Coined the “Year of the Vegetable” by one food columnist, 2024 flavors are returning to their natural state. With ube as a favorite vegetable and fruit acai bowls and elderberries standing out, an organic tasting experience has evolved for this year. Some foods will always remain popular and what the future has in store should be rousing.

Steven Genack
Steven Genack has worked at OU Kosher for more than ten years with a specialty in ingredients. He is an attorney and former editor of a newspaper. He has a wide array of interests including playing tennis, golf and basketball and reading biographies and memoirs.