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Van Leeuwen Ice Cream usually draws customers with gourmet takes on classics like vanilla and pistachio. But occasionally, the artisanal ice cream maker headquartered in New York slips in what it calls a shock flavor, like Hidden Valley Ranch or pizza.

Surprising flavor combinations think gravy-flavored Jones Soda or Sour Patch Kids Oreos — are showing up more frequently in grocery stores and restaurant chains.

Hershey recently introduced pink lemonade-flavored Kit Kats, while IHOP and Lays brought out Rooty Tooty Fresh n Fruity potato chips, designed to taste like strawberry-topped pancakes with a hint of bacon. In the United Kingdom, Little Moons made fish-and-chips mochi ice cream in 2021, while potato chip brand Walkers is known to celebrate Christmas with a Brussels sprout-flavored edition.

Usually, these are limited-time flavors, although occasionally theyre so popular they wind up on store shelves permanently, as Lays Flamin Hot Dill Pickle chips did in 2019.

While its tempting to pass them off as social media stunts, experts say theres more to the story. Food companies are responding to the changing and expanding tastes of consumers while also trying to keep brands relevant and distinct to win space on crowded store shelves.

Were in a really exciting time of flavor development where consumers are not just one thing. Youre not just a sour lover or a sweet lover. You want a little of this and a little of that, said Kristen Braun, the senior brand manager for Oreo innovation at Chicago-based food and beverage company Mondelez International. Companies are finding the freedom to explore a little bit more and get more creative.

Sour Patch Kids Oreos vanilla cream-filled cookies speckled with colorful bites of the sour candies are one of about a dozen limited-edition Oreo flavors that Mondelez plans to release this year. Braun said it takes the company one or two years to develop such products, which stay on shelves for about nine weeks. Shes already thinking ahead to future flavors that blur the lines between sweet, salty and spicy.

Oddball pairings arent entirely new in the food and beverage industry. Hubba Bubba released a bubble gum-flavored soda in the late 1980s, for example. But manufacturers and their suppliers have gotten more sophisticated and efficient, making it easier to experiment and put out limited-editions more frequently, said Mark Lang, a food marketing expert and associate professor of marketing at the University of Tampa.

Kyle Shadix, who as the corporate executive research chef for PepsiCo, has worked on beverages like Pepsi Maple Syrup and a strawberry shortcake Pepsi sold in Japan, said the members of Generation Z are also fueling innovation. Theyre diverse, adventurous and pick up on food trends quickly through social media, he said.

Theyre every chefs dream to design for, said Shadix, who is currently experimenting a lot with Mexican, Korean and Japanese flavors. Gen Z is going to drive us faster. Were going to start to see even more exploration quicker than in the past because theyre just so open to it.

Toying with flavors can boost brands in several ways. Sometimes they bring new customers to a brand. They might also nudge buyers to pick up the original flavor, Russell Zwanka, director of the food marketing program at Western Michigan University, said.

Sour Patch Oreos sound interesting, but nobody wants to risk buying Oreos that dont taste good, so people buy both, Zwanka said.

When companies combine brands, theyre trying to build an association in consumers minds. Peeps-flavored Pepsi, which came out last year, sends the message that Pepsi is current and fun, Lang said. Mustard-flavored Skittles, which came out last summer, made the 104-year-old Frenchs brand seem playful.

Enter Kraft Heinz, which approached Van Leeuwen Ice Cream a few years ago about macaroni and cheese-flavored ice cream. Ben Van Leeuwen, the companys co-founder and CEO, was doubtful at first but found that Krafts powder blended well with the Brooklyn-based companys ice cream.

Van Leeuwens Kraft Macaroni and Cheese ice cream came out to rave reviews in 2021 and was re-released for a short time last fall.

We will only do a shock flavor if we can make it good and distinct. We will not do a shock flavor where its just shock in name but taste like vanilla, Van Leeuwen said.

But novel flavor combinations dont always work. Van Leeuwen couldnt eat more than a few bites of his companys Hidden Valley Ranch ice cream, which contained onion and garlic powders. And shock flavors typically dont end up on the permanent menu because of their lower eat-ability, he said.

I think you would taste our mac and cheese and youd say, Oh, thats good, but do you want to take a pint of that mac and cheese from your freezer when youre watching whatever show on Netflix and eat the entire thing? Probably not, Van Leeuwen said.

Candy brand Brachs ran into that issue with its Turkey Dinner Candy Corn, a 2021 limited-edition version of the fall staple that tasted like turkey, stuffing, green beans, cranberry sauce, apple pie and coffee. Katie Duffy, vice president and general manager of seasonal at Ferrara Candy Co., which owns Brachs, acknowledged there was a gross-out factor.

We have learned from consumers that we dont want to have something where they eat a few pieces of candy and then they toss it because theres some things that they dont want to repeat, Duffy said. We want it to be a delicious flavor journey.

Brachs recently introduced Easter Brunch-flavored jelly beans, and they hit that mark, she said. The candy beans mimicked the flavors of blueberry maple pancakes, chocolate doughnuts, caramel cold brew, cinnamon rolls, berry smoothies and mimosa cocktails.

Shannon Weiner, senior director of insights and analytics at Ferrara, said the company closely tracks social media to see what flavors are trending. People are increasingly looking for dessert and dairy-flavored candies, she said. Theyre also seeking more international flavors like Tajin, a brand of chile-lime spice from Mexico that recently did a collaboration with Pop Tarts.

Lang thinks the more time people spend in restaurants or trying out new foods, the more they seek out unusual flavors.

We are variety-seeking animals. We constantly are seeking something new and different; its in our wiring, he said. We like to experiment.

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Gillian Anderson warns UK homelessness ‘will only get worse’

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Gillian Anderson warns UK homelessness 'will only get worse'

Gillian Anderson has warned homelessness is a growing problem in the UK – one that will only get worse if we enter a recession.

The award-winning actress, who is playing a woman facing homelessness along with her husband in her latest film, The Salt Path, told Sky News: “It’s interesting because I feel like it’s even changed in the UK in the last little while.”

Born in Chicago, and now living in London, she explained: “I’m used to seeing it so much in Vancouver and California and other areas that I spent time. You don’t often see it as much in the UK.”

Her co-star in the film, White Lotus actor Jason Isaacs, chips in: “You do now.”

“It’s now becoming more and more prevalent since COVID,” said Anderson, “and the current financial situation in the country and around the world.

“It’s a topic that I think will be more and more in the forefront of people’s minds, particularly if we end up going into a recession.”

Pic: Steve Tanner/Black Bear
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Gillian Anderson and Jason Isaacs in The Salt Path. Pic: Steve Tanner/Black Bear

The film is based on Raynor Winn’s 2018 memoir, which depicts her and her husband’s 630-mile trek along the Cornish, Devon and Dorset coastline, walking from Minehead, Somerset to Land’s End.

Written from her notes on the journey, The Salt Path went on to sell over a million copies worldwide and spent nearly two years in The Sunday Times bestseller list. Winn’s since written two more memoirs.

Isaacs, who plays her husband Moth Winn in the movie, told Sky News that Winn told him she “hopes [the film] makes people look at homeless people when they walk by in a different light, give them a second look and maybe talk to them”.

With record levels of homelessness in the UK, with a recent Financial Times analysis showing one in every 200 households in the UK is experiencing homelessness, the cost of living crisis is worsening an already serious problem.

Pic: Steve Tanner/Black Bear
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Pic: Steve Tanner/Black Bear

The film sees Ray and Winn let down by the system, first by the court which evicts them from their home, then by the council which tells them despite a terminal diagnosis they don’t qualify for emergency housing.

Following the loss of their family farm shortly after Moth’s shock terminal diagnosis with rare neurological condition Corticobasal Degeneration (CBD), the couple find solace in nature.

They set off with just a tent and two backpacks to walk the coastal path.

Isaacs says living in a transient way comes naturally to actors, admitting like his character, he too “lives out of a suitcase” and is “away on jobs often”.

Read more:
Is this every actor’s bucket list job?

Pic: Steve Tanner/Black Bear
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Pic: Steve Tanner/Black Bear

Shot in 2023 across Somerset, Devon, Cornwall and Wales, Anderson says as a city-dweller, the locations had an impact on her.

Anderson reveals: “As I’ve gotten older, I have become more aware of nature than […] when I was younger, and certainly in filming this film and being outside and so much of nature being a third character, it did shift my thinking around it.”

Meanwhile, Isaacs says he discovered a “third character” leading the film just the day before our interview, when speaking to Winn on the phone.

Isaacs says the author told him: “I feel like there’s three characters in the film,” going on, “I thought she was going to say nature, but she said, ‘No, that path'”.

Isaacs elaborates: “Not just nature, but that path where the various biblical landscapes you get and the animals, they matter.

“The things that happen on that path were a huge part of their own personal story and hopefully the audience’s journey as well.”

The Salt Path comes to UK cinemas on Friday 30 May.

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Politics

PM could lift controversial benefit cap in budget – as Farage makes two big election promises

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PM could lift controversial benefit cap in budget - as Farage makes two big election promises

Sir Keir Starmer could decide to lift the two-child benefit cap in the autumn budget, amid further pressure from Nigel Farage to appeal to traditional Labour voters.

The Reform leader will use a speech this week to commit his party to scrapping the two-child cap, as well as reinstating winter fuel payments in full.

The prime minister – who took Westminster by surprise at PMQs by revealing his intention to row back on the winter fuel cut – has previously said he would like to lift the two-child cap if the government could afford it.

There are now mounting suggestions an easing of the controversial benefit restriction may be unveiled when the chancellor delivers the budget later this year.

According to The Observer, Sir Keir told cabinet ministers he wanted to axe the measure – and asked the Treasury to look for ways to fund the move.

It comes after the government delayed the release of its child poverty strategy, which is expected to recommend the divisive cap – introduced by former Tory chancellor George Osborne – is scrapped.

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Why did Labour delay their child poverty strategy?

Ministers have already said any changes to winter fuel payments, triggered by mounting political pressure, would only be made when the government’s next fiscal event rolls round.

The Financial Times reported it may be done by restoring the benefit to all pensioners, with the cash needed being clawed back from the wealthy through the tax system.

The payment was taken from more than 10 million pensioners this winter after it became means-tested, and its unpopularity was a big factor in Labour’s battering at recent elections.

Before Wednesday’s PMQs, the prime minister and chancellor had insisted there would be no U-turn.

More from Sky News:
PM’s winter fuel claim ‘not credible’
Starmer vs Reeves – the ‘rift’ in Downing Street

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Will winter fuel U-turn happen?

Many Labour MPs have called for the government to do more to help the poorest in society, amid mounting concern over the impact of wider benefit reforms.

Former prime minister Gordon Brown this week told Sky News the two-child cap was “pretty discriminatory” and could be scrapped by raising money through a tax on the gambling industry.

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Brown questioned over winter fuel U-turn

Mr Farage, who believes Reform UK can win the next election, will this week accuse Sir Keir of being “out of touch with working people”.

In a speech first reported by The Sunday Telegraph, he is expected to say: “It’s going to be these very same working people that will vote Reform at the next election and kick Labour out of government.”

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Politics

Sir Alan Bates attacks ‘kangaroo court’ Post Office scheme after ‘take it or leave it’ offer

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Sir Alan Bates attacks 'kangaroo court' Post Office scheme after 'take it or leave it' offer

Sir Alan Bates has accused the government of presiding over a “quasi kangaroo court” for Post Office compensation.

Writing in The Sunday Times, the campaigner, who led a years-long effort for justice for sub-postmasters, revealed he had been given a “take it or leave it” offer that was less than half of his original claim.

“The sub-postmaster compensation schemes have been turned into quasi-kangaroo courts in which the Department for Business and Trade sits in judgement of the claims and alters the goal posts as and when it chooses,” he said.

“Claims are, and have been, knocked back on the basis that legally you would not be able to make them, or that the parameters of the scheme do not extend to certain items.”

More than 900 sub-postmasters were prosecuted between 1999 and 2015 after faulty Horizon accounting software made it look as if money was missing from their accounts.

Many are still waiting for compensation despite the previous government saying those who had their convictions quashed were eligible for £600,000 payouts.

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‘It still gives me nightmares’

After the Post Office terminated his contract over a false shortfall in 2003, Sir Alan began seeking out other sub-postmasters and eventually took the Post Office to court.

More on Post Office Scandal

A group litigation order (GLO) scheme was set up to achieve redress for 555 claimants who took the Post Office to the High Court between 2017 and 2019.

Sir Alan, who was portrayed by actor Toby Jones in ITV drama Mr Bates Vs The Post Office, has called for an independent body to be created to deliver compensation.

He added that promises the compensation schemes would be “non-legalistic” had turned out to be “worthless”.

It is understood around 80% of postmasters in Sir Alan’s group have accepted a full and final redress, or been paid most of their offer.

Read more:
Post Office scandal explained

Who are the key figures in the scandal?

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‘Lives were destroyed’

A Department for Business and Trade spokesperson told Sky News: “We pay tribute to all the postmasters who’ve suffered from this scandal, including Sir Alan for his tireless campaign for justice, and we have quadrupled the total amount paid to postmasters since entering government.

“We recognise there will be an absence of evidence given the length of time which has passed, and we therefore aim to give the benefit of the doubt to postmasters as far as possible.

“Anyone unhappy with their offer can have their case reviewed by a panel of experts, which is independent of the government.”

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