I don’t have a sweet tooth. I have a bitter-loving molar, to paraphrase comedian John Hodgman. If you like radicchio, extra-dark chocolate, and the bracing liquid challenge of Campari, you’re in good company. Even my nephew, inexplicably at age 9, declared broccoli rabe—the bitterest of greens—his favorite vegetable. So when Whole Foods named “Bitter Done Better” one of its top food trends for 2027, I (and my nephew) felt seen.
The retailer’s 2027 trend report predicts that bitter flavors will keep showing up in grocery aisles, restaurants, and home kitchens. Think amaro-inspired drinks, dark chocolate with unexpected ingredients, and salads with an assertive bite from endive, escarole, and mustard greens. The idea is that we’re not just putting up with bitter—we’re actively seeking the complexity it brings.
Why bitter flavors appeal
Bitter flavors can be an acquired taste, but they also make food more interesting—and they’re hiding in some familiar favorites. Think of the toasty char on a marshmallow or the burnt-sugar crust on crème brûlée. Radicchio’s sharp edge can cut through a rich dressing; bold, roasty espresso gets mellowed by creamy milk in a latte; and Campari keeps a negroni’s sweet vermouth from tasting cloying. That contrast is part of the appeal: bitterness brings a little tension to a dish or drink, especially when it’s balanced with salt, fat, acidity, or sweetness.
Bitter wasn’t the only 2027 prediction that caught my eye. Whole Foods also called out “Beautrition,” the growing overlap between food and beauty; “The Yōshoku Effect,” a rise in Japanese comfort foods like milk bread and curry; and “Dish Reinvention,” familiar favorites remixed into unexpected forms.
Bitter is having a moment in drinks, too
To learn what Whole Foods is seeing, I spoke with Samantha Fletcher, the retailer’s senior category merchant for adult non-alcoholic beverages. “Right now, items with bitter profiles are outpacing non-bitter items in growth,” she says. “We’re seeing stronger sales spikes around things like negronis, amaros, and amaro spritzes.” She says bitter flavors give brands “a strong, distinctive base” for building layered, recognizable profiles—and that shoppers are responding to the complexity.
Fletcher sees a renewed appreciation for classic cocktails as one reason for the shift, along with people drinking less overall but spending more on what they do drink. That creates an appetite for higher-quality, more complex flavors. “Bitter fits perfectly into that ‘less but better’ mindset,” she says.
The trend also extends to nonalcoholic drinks. “This trend proves that non-alcoholic doesn't have to mean boring or flavorless,” Fletcher says. “We’re well past the days of ‘it tastes good… for being non-alc.’ These products are delicious and complex.” She adds that shoppers are paying attention to what’s in the can—and what isn’t.
How to bring bitter flavors to the table
You don’t have to start by chewing on a dandelion leaf or ordering the most punishing drink on the menu. A little bitter flavor can go a long way, especially alongside ingredients that mellow or balance it.
- Toss bitter greens with a bright dressing. Radicchio and endive are delicious with lemon or vinegar, olive oil, salt, and something slightly sweet, like fruit or a touch of honey.
- Cook broccoli rabe with garlic and olive oil. Blanching before sautéing helps temper its bite. Add lemon, chile flakes, or grated cheese to round it out.
- Pair dark chocolate with something salty or nutty. A higher-cacao bar can bring roasty, complex notes; nuts or flaky salt make each piece feel balanced.
- Try an aperitif-style drink. If Campari feels like too much of a bitter baptism, Fletcher recommends starting with something carbonated, like a spritz or a mixer with soda. “The bubbles help soften the bitterness and make it really approachable,” she says.
For food pairings, Fletcher suggests thinking about a charcuterie board: “cured meats, rich cheeses, roasted vegetables. Those savory, umami-forward flavors complement bitter beautifully.”
Try the trend with these products
Whole Foods included several products in its report that show how bitter flavors are turning up across categories:
Ghia Non-Alcoholic Le Spritz and The Pathfinder Hemp and Root Non-Alcoholic Spirit bring intriguing layered herbal notes to drinks.
Alter Eco Burnt Caramel Dark Chocolate Bar pairs the intense, almost coffee-like notes of 70% cacao with toasty sweetness.
Yogi Egyptian Licorice Tea offers an earthy, herbal cup, while Darrell Lea Original Australian Black Licorice brings a chewy, old-school sweetness with a distinctly bold licorice flavor.
Bitter curious? Try these recipes
For home cooks, bitter greens may be the easiest place to start—but a drink can be just as inviting. Try radicchio or escarole in a salad, fold Brussels sprouts into pasta, and tuck garlicky broccoli rabe into sandwiches. Then pour yourself an Italian holiday at home with a spritz or negroni—an easy excuse for a little aperitivo hour. These recipes show how a little bitterness can bring balance and complexity to the table.
I’m glad bitterness is getting its moment. Sweet is fine, but sometimes what a meal—or a person with a bitter-loving molar—really needs is a little bite.
