Golden Milk Emerges as a Leading Trend in 2024

by Ella

The allure of Indian cuisine and its associated flavors is predicted to dominate the culinary landscape in 2024, according to various flavor companies and market researchers. Recent developments surrounding golden milk suggest that this trend is rapidly gaining traction.

Baltimore magazine has heralded the New Year with a Food & Drink feature titled “Golden Milk Lattes Are Taking Winter Menus by Storm.” Simultaneously, Yahoo has spotlighted turmeric golden milk as “the traditional Indian home remedy you can drink anytime.”


Golden milk, known as haldi doodh in India, is a non-caffeinated beverage distinguished by its vibrant golden hue achieved by adding yellow turmeric to white cows’ milk. Traditionally served warm, often as a nighttime beverage, contemporary iterations include iced lattes and smoothies. These can be infused with additional spices such as cardamom, cinnamon, or ginger, along with sweeteners like honey. Some variations refer to the concoction as turmeric milk, emphasizing the inclusion of the ayurvedic plant-based ingredient.


McDonald’s Corp.’s innovative CosMc’s concept has embraced this trend, featuring turmeric-spiced lattes in both iced and hot variations, with a choice of cows’ milk or dairy alternatives. The small-format, beverage-centric establishment focuses on exploring diverse flavor combinations, vibrant colors, and functional boosts, thereby contributing to the mainstream popularity of turmeric.


Turmeric powder, with its black pepper-like flavor and earthy, mustard-like aroma, has been a staple in Indian culture for centuries, valued for its perceived benefits in treating the common cold, reducing inflammation, and alleviating stomach issues. Rich in curcumin, turmeric serves as an antioxidant and is associated with immunity and overall health improvement.


Shannon Cushen, director of marketing at Fuchs North America, Hampstead, Md., notes, “Flavors inspired by Indian cuisine have been trending due to a variety of factors. Indian cuisine’s increasing mainstream appeal makes it approachable to less adventurous consumers, while its exotic nature appeals to those seeking adventurous culinary experiences. Additionally, Indian cuisine’s complex spicy flavor profiles, vibrant colors, and the use of trending plant-based ingredients and spices, such as turmeric, contribute to its popularity.”

The influence of turmeric is not limited to beverages, as it has begun to make its mark in foodservice and prepared meals. Research from Tastewise, Tel Aviv, Israel, indicates that the golden milk flavor is becoming associated with vegan foods and is making its way into snacks and ice cream formulations.

Dr. Bronner’s, based in Vista, Calif., has incorporated golden milk into its new line, Magic All-One Chocolate, made with oat milk. The vegan confection, designed for health-conscious and ethically aware consumers, features cocoa beans grown using regenerative organic farming practices. The Golden Milk Chai bar includes turmeric, cinnamon, cardamom, and ginger.

Michael Bronner, President of Dr. Bronner’s, explains, “Our new plant-based oat milk chocolate offers the smooth, creamy texture and sweetness milk chocolate lovers desire. We seek to model how chocolate can be sourced ethically, by respecting labor and the environment.” As golden milk continues to make waves, its integration into diverse culinary offerings signals a broader shift toward embracing the rich and health-conscious traditions of Indian cuisine.



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