Are you prepared to add some spice to your life with a new trend in beverages? It seems that golden milk is poised to take centre stage in 2024, and it’s set to become the latest sensation in the world of drinks.

So, what exactly is golden milk? Well, it’s an Indian elixir known as haldi doodh, and it’s causing a stir with its vibrant golden colour and potential health benefits. This non-caffeinated potion is traditionally created by blending yellow turmeric with white cows’ milk, resulting in a vivid and captivating hue. Originally served warm, and often as an evening elixir, contemporary versions include iced lattes, smoothies, and a multitude of other imaginative concoctions. Some variations incorporate additional spices such as cardamom, cinnamon or ginger, as well as sweeteners like honey, to introduce an extra layer of flavour to the mix.

One establishment that’s wholeheartedly embracing this trend is McDonald’s Corp.’s innovative CosMc’s concept, offering turmeric-spiced lattes in both hot and iced forms. This compact, beverage-centric venture is all about astonishing its patrons with bold flavours, vivid colours, and functional enhancements, and it’s certainly helping to bring turmeric to the forefront.

But what’s all the hype about turmeric, you ask? Aside from its distinct taste and aroma, it has been utilised in Indian culture for centuries as a remedy for various ailments such as the common cold, inflammation, and stomach upsets. More importantly, it’s brimming with curcumin, an antioxidant linked to immunity and overall well-being. The use of turmeric and other spices in golden milk aligns with the ongoing fascination with plant-based ingredients and the trend of integrating functional benefits into food and drinks.

Shannon Cushen, director of marketing at Fuchs North America, is of the opinion that the surge of interest in Indian cuisine can be attributed to various factors. Not only has Indian cuisine become more mainstream, making it accessible to those who may not be so adventurous, but it also offers an exquisite blend of spicy flavours, vibrant colours, and health-boosting ingredients that are proving to be highly sought-after by consumers.

And it’s not just beverages that are getting the golden milk treatment. Research suggests that the golden milk flavour is starting to emerge in vegan foods, snacks, and even ice cream formulations. For example, Dr. Bronner’s has introduced a golden milk chocolate made with oat milk, turmeric, cinnamon, cardamom, and ginger, appealing to health-conscious consumers who are environmentally and ethically aware. They are embracing the trend, intertwining it with their principles of ethical sourcing and respect for the environment and labour.

With all this attention, it’s evident that the golden milk trend is here to stay, and we can look forward to seeing it continue to sparkle and leave its mark on the food and beverage scene in 2024. So, get ready to encounter more golden milk lattes, smoothies, and snacks in your vicinity!