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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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Politics

Wes Streeting denies Labour has made ‘mistakes’ with ‘unpopular’ policies despite poor local election results

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Wes Streeting denies Labour has made 'mistakes' with 'unpopular' policies despite poor local election results

Health Secretary Wes Streeting has defended “unpopular” policies such as the cut to the winter fuel allowance despite Labour’s poor performance at the local elections.

Mr Streeting denied the government had made any mistakes when asked whether the policy was partly to blame for the party losing 189 council seats less than a year since the General Election.

Since coming into government last July, Labour has enacted a number of policies that were not in its manifesto.

These include means-testing winter fuel payments for pensioners, increasing employers’ national insurance contributions and slashing £5bn from the welfare bill.

Asked what mistakes his government had made so far that had led to its drubbing at the ballot box, Mr Streeting told Sunday Morning with Trevor Phillips: “Well, we will make plenty of mistakes.”

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Pressed again on whether he believed “mistakes” had been made, the health secretary replied: “No. When we made those choices, we knew they would be unpopular. And we knew that they would be opposed.

“The reason we made those choices is because we genuinely believe they’re the right choices to get the country out of the massive hole it was left in. And right across the board. Whether it’s the NHS, whether it’s schools, whether it’s prisons, whether it’s our defence and security, whether it’s crime and policing, there were enormous challenges facing this country when we came in.

“And we’ve had to make big and sometimes unpopular decisions so that we can face those challenges and deal with them. People might thank us if we just kind of go for the easy but we want to make the right choices.”

Some Labour MPs have urged the government to change direction, with one telling Sky News the cut to winter fuel was a “catastrophic error” that must be “remedied” if the party is to see any improvement in public opinion.

Others have warned that in courting Reform voters, the party risks fracturing its coalition of voters on the left who may be tempted by the Liberal Democrats and Green Party.

However, in the aftermath of the local elections, Sir Keir Starmer suggested the poor results meant he needed to go “further and faster” in delivering his existing agenda.

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Inside Reform’s election success

The real victor to emerge from Thursday’s local elections was Reform UK, which won control of 10 councils and picked up 677 council seats largely at the expense of the Conservatives in the south.

However, Reform also won the Runcorn by-election from Labour by just six votes, as well as control of Doncaster Council from Labour – the only local authority it had control of in this set of elections – in a significant win for Nigel Farage and his party.

The Reform UK leader declared that two-party politics was now “finished” and that his party was now the official “opposition” to Labour.

Asked whether the results meant that Labour would now treat Reform as “your most serious opposition”, Mr Streeting said: ” I certainly do treat them as a serious opposition force.”

“As I say, I don’t know whether it will be Reform or the Conservatives that emerge as the main threat,” he added.

“I don’t have a horse in that race, but like alien versus predator, I don’t really want either one to win.”

Read more:
Reform’s mission to ‘remoralise’ young people
Reform has put the two traditional parties on notice

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Reform UK are ‘fighting force’

Tory Party chairman Nigel Huddleston said Reform UK was not just a protest party and that Mr Farage was “a force in British politics”.

He told Trevor Phillips: “But the one thing about Nigel Farage is, and we’re seeing this again and again and again, he is a populist.

“He is increasingly saying everything that anybody wants to hear. He’s trying to be all things to all men.”

“We are establishing ourselves as a credible alternative government based on sound conservative principles and values and our values and our principles, and therefore our policies, will define the future of our party,” he added.

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Environment

It’s back: Hyundai IONIQ 5 qualifies for $7,500 tax credit – again!

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It's back: Hyundai IONIQ 5 qualifies for ,500 tax credit – again!

The Hyundai IONIQ 5 got a raft of upgrades and sporty, rally-focused XRT trim level for 2025 – but the biggest upgrade for the Made in America Hyundai might be this: the 5 has regained eligibility for the full $7,500 federal EV tax credit!

Despite being assembled at Hyundai’s Georgia meta plant for the last four month, the 2025 Hyundai IONIQ 5 was nowhere to be found on the EPA’s list of rebate-eligible vehicles. But that was then – with a fresh updated to the list coming online May 1st, Hyundai’s new-age electric hot hatch is back in the rebate game.

It’s worth noting that lease customers had been able to access the incentive under some circumstances, but this latest update to the EPA list makes it possible for cash and payment buyers to take advantage of the full Federal incentive, too – as long as they earn less than $300,000 as a married couple filing jointly, less than $225,000 as a head of household, or less than $150,000 as an individual.

With the $7,500 federal tax credit in the equation, you can get a new 2025 IONIQ 5 for somewhere in between $36,575 and $49,475, well under the $80,000 Federal MSRP cap.

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Victory lap

As if to celebrate, Hyundai announced that it was taking on the celebrate One Lap of America road rayy and race event in a factory collaboration with the track-focused enthusiasts at Grassroots Motorsports this week with One Lap veterans Andy Hollis and Tom Suddard campaigning a stock, 601 hp 2025 Hyundai IONIQ 5 N in the Alternative Fuels class.

“After winning our class in a gutted, caged race car last year, we wanted to compete in the best-of-all worlds this year: A vehicle that’s incredibly fast, incredibly comfortable on a road trip, and incredibly capable on a racetrack,” explains Suddard. “Electrification means it’s finally possible to have huge power without huge compromises in a street car, and the IONIQ 5 N promises to pair that huge power with the durability and capability to survive a week of racing.”

One Lap is widely regarded as one of the toughest street-legal motorsports events in the world, pitting amateur and professional drivers alike compete in stock and heavily modified vehicles of every description, battling it out in a series of scored challenges, including timed events at road courses, drag strips, skid pads, and autocross courses.

In between tracks, competitors safely travel thousands of miles around the country, proving the mettle and durability of the vehicles and the teams that drive them. This year, 86 teams from all over the country will compete in 17 scored events over the course of eight days at tracks like Virginia International Raceway and NCM Motorsports Park.

The Tire Rack One Lap of America is currently underway – you can track the Hyundai’s progress here, then let us know what you think of this new tax development in the comments.

SOURCES | IMAGES: Hyundai, One Lap of America; FuelEconomy.gov.


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It is ‘feasible’ Nigel Farage could be the next prime minister, says Kemi Badenoch

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It is 'feasible' Nigel Farage could be the next prime minister, says Kemi Badenoch

Kemi Badenoch has admitted it is “feasible” that Nigel Farage could become the next prime minister.

The Tory leader told the BBC’s Sunday With Laura Kuenssberg programme Mr Farage’s party was “expressing the feeling of frustration that a lot of people around the country are feeling” – but added it was her job to “come up with answers and solutions”.

Asked if it was feasible that Mr Farage could be the next prime minister, she cited how Australian Prime Minister Anthony Albanese had won re-election this weekend.

“As I said, anything is feasible,” she said. “Anthony Albanese: people were writing him off. He has just won a landslide, but my job is to make sure that he [Farage] does not become prime minister because he does not have the answers to the problems the country is facing.”

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Could Nigel Farage be prime minister?

Asked what Mr Farage was doing right, Ms Badenoch said: “He is expressing the feeling of frustration that a lot of people around the country are feeling.

“But he also doesn’t have a record in government like the two main parties do. Now he’s going to be running some councils. We’ll see how that goes.”

Mr Farage was the undoubted winner of Thursday’s local elections, in which 23 councils were up for grabs.

His party picked up 677 council seats and took control of 10 councils.

By contrast, the Conservatives lost 677 council seats as well as control of 18 councils in what was their worst local elections performance on record.

Mr Farage said the outcome spelt the end of two-party politics and that his party was now the official “opposition” to Labour – with the Tories having been rendered a “waste of space”.

Read more:
Reform has put the two traditional parties on notice

‘I get it’: Starmer responds after losing Runcorn by-election

Ms Badenoch said she believed the vote for Mr Farage on Thursday was partly down to “protest” but added: “That doesn’t mean we sit back. We are going to come out fighting.

“We are going to come out with the policies that people want to see, but what we are not going to do is rush out and tell the public things that are not true just so we can win votes.

“This is not about winning elections; this is about fixing our country. Yes, of course, you need to win elections to do that, but you also need a credible plan.”

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‘Farage is a force in British politics’

Conservative co-chairman Nigel Huddleston sought to play down the threat from Reform UK, telling Sky News: “When they’re in a position of delivering things, that’s when the shine comes off.”

He told Sunday Morning with Trevor Phillips: “The one thing about Nigel Farage is, and we’re seeing this again and again and again, he is a populist.

“He is increasingly saying everything that anybody wants to hear. He’s trying to be all things to all men.”

“We are establishing ourselves as a credible alternative government based on sound conservative principles and values and our values and our principles, and therefore our policies, will define the future of our party,” he added.

Asked whether the results meant that Labour would now treat Reform as “your most serious opposition”, Health Secretary Wes Streeting told Trevor Phillips: ” I certainly do treat them as a serious opposition force.”

“As I say, I don’t know whether it will be Reform or the Conservatives that emerge as the main threat,” he added.

“I don’t have a horse in that race, but like alien versus predator, I don’t really want either one to win.”

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