Banana-flavored products and beverages are experiencing a notable surge in popularity across the United States, gaining traction in cafes, bars, restaurants, and grocery stores nationwide. This trend has been credited with revitalizing businesses and expanding the fruit’s presence beyond traditional uses.

In Portland, Oregon, Tae Kim, owner of Soro Soro Coffee & Dessert, attributes a recent uptick in sales to banana-flavored drinks amid increased local competition. His banana cream-topped matcha, garnished with Banana Kick—a popular South Korean puffed snack—has become the café’s top seller. Kim describes banana as both “familiar and approachable,” while maintaining a distinctiveness that helps it stand out in a crowded market.

The appeal of banana extends far beyond Portland. Major brands are launching banana-inspired products ranging from protein bars to candy. In May, Barebells introduced a banana nut bread-flavored protein bar, and Mars recently released banana-nut flavored M&Ms. Banana is also finding its way into a diverse array of beverages, appearing in matcha drinks, seltzers (both alcoholic and non-alcoholic), dairy-free creamers, and even canned water. Starbucks added banana protein cold foam to its menu last fall, with Dunkin’ following suit in March by promoting banana as the “flavor of the season.”

In Colorado, Leonid Yuffa, owner of 20 Dazbog Coffee locations, likened the popularity of banana lattes to the cultural impact of pumpkin spice, noting the drink’s ability to evoke vacation-like sensations for customers. Industry experts highlight banana’s broad appeal, characterizing it as one of the few “nonpolarizing foods” that resonates across demographics and cultures. Rob Smithson, founder of Banagua, a banana water company, emphasizes that bananas are universally enjoyed, citing their consistent flavor and widespread consumption.

Banagua produces a naturally pinkish banana beverage using enzymes to rapidly age two distinct varieties of Thai bananas for optimal flavor and aroma. Since its introduction last year, the product has expanded into more than 3,500 stores across the U.S., a testament to the rising demand for banana-based innovations.

Despite banana’s rising visibility, some banana-flavored products can be divisive. Traditional banana flavoring has often been based on an extinct variety known as Gros Michel, resulting in taste profiles that diverge from fresh bananas. Bartender Kevin Beary in Chicago has worked to recreate authentic banana flavor in cocktails, utilizing centrifuged banana juice to capture the fruit’s genuine taste, which he describes as “exactly like biting into a banana.”

This growing interest in banana flavors is partly influenced by South Korean trends, where bananas have long been integrated into snacks and beverages. A viral phenomenon began last year when consumers mixed coffee with banana milk, spreading rapidly on social media. Popular culture also played a role, with K-pop star Jennie Kim showcasing Banana Kick on a U.S. talk show, leading to a 69% increase in exports of the snack to America.

Market analysts see this as more than a fleeting fad. According to Miriam Aniel Oved of Tastewise, a research firm using artificial intelligence to track food trends, banana is experiencing a “reinvention moment.” Unlike other legacy fruits that have lost prominence to tropical global flavors such as pandan and ube, banana’s mild taste and starchy texture allow it to complement a wide variety of culinary applications.

New York chefs and caf é owners are also embracing banana in innovative ways. Eunji Lee, formerly at the Michelin three-star restaurant Jungsik, introduced a playful banana-shaped dessert in 2017 that inspired a wave of fruit-themed pastries. At Not as Bitter, a café in Manhattan’s East Village, banana lattes remain more popular than offerings featuring durian, ube, or papaya, with housemade coconut milk and banana pulp forming the core of their best-selling Banana Split drink.

Retailers and foodservice operators continue experimenting with combinations to keep banana flavors fresh and appealing. While some customers may find surprising textures—like banana pulp at the bottom of coffee drinks—such elements have largely been well received, reinforcing banana’s position as a versatile and enduring flavor in the American culinary landscape.