TO WIN WITH GEN Z, DON’T TWEAK, REINVENT

Every generation has its snack drawer heroes, but the brands that defined childhood for Gen X and Millennials are no longer the go-to choices for Gen Z and Gen Alpha. Instead, a new wave of brands is stepping in, reshaping what indulgence, health, and even fun look like. The shift isn’t just about taste or nostalgia. It’s a complete rewrite of the rules.

Snickers once positioned itself as a meal replacement, a candy bar that filled you up before energy bars even existed. Today, that same snacking need is met by brands like Perfect Bar or Aloha, which emphasize real ingredients, protein, and purpose. Lunchables sold convenience in a bright yellow box. Now, parents and teens reach for Goodles or GrownAs* Foods, which deliver the same ease with a side of identity and self-expression.

But this transformation isn’t limited to food. In alcohol, Gen Z is bypassing big beer and traditional spirits in favor of brands like Cannonball Wine and De Soi, which center flavor, vibe, and moderation instead of legacy and volume. In beauty, household names like Maybelline are being replaced in cultural relevance by brands like Youthforia, Topicals, and Dieux. These newcomers speak directly to Gen Z skin concerns with transparency, humor, and TikTok-native storytelling.

What connects these brands across categories? They’re not simply cleaner or better-for-you. They are strategically rewriting the category playbook in three powerful ways.

1. Flip Category Conventions on Their Head

Modern breakout brands don’t just improve on what already exists. They disrupt by borrowing from unexpected places and creating something entirely new.

Liquid Death, borrowed from the world of heavy metal and made water look like beer. Youthforia made blush that feels like skincare and wrapped it in a Gen Z art project aesthetic. In alcohol, Loverboy built a brand that blends reality-TV sparkle, clean ingredients, and fashion-forward packaging, becoming more of a social accessory than a beverage.

Reinvention today means pulling from fashion, wellness, tech, or music to reframe stale categories in a surprising way. The goal is not to be slightly better. It’s to be unmistakably different.

2. Do More Than the Job. Deliver Excitement. 

Function is expected. The brands breaking through make you feel something, delivering joy or even just a little levity in an anxious world.

Starface transformed acne patches into fun, expressive moments of self-care. In food, Fly By Jing delivers bold flavor alongside even bolder cultural identity. In alcohol, Free AF reframes non-alc cocktails as a tool for self-liberation, not just a compromise.

In beauty, Topicals focuses less on perfection and more on care. Their voice sounds like a best friend, not an expert. Their emotional tone builds trust that a clean ingredients list alone can’t earn.

Modern brands thrive by making people feel something. Personality, confidence, joy, and vulnerability are emotional rewards that build connections far deeper than any product claim can.

3. Build for Micro-Identity, Not Mass Appeal

Legacy brands tried to please everyone. Today’s most successful brands know exactly who they’re for and double down on that.

In haircare, brands like Ceremonia have gained traction by centering culture, ritual, and representation, delivering results while celebrating identity. And in whisky, Uncle Nearest leans into heritage and multiculturalism, telling a specific story that resonates deeply with a younger audience looking for meaning and authenticity. These brands win not by casting a wide net, but by becoming cultural symbols for a focused audience.

In a world where identity is curated, public, and constantly evolving, consumers don’t want products for everyone. They want products that feel made just for them.

What This Means for Brands

This isn’t the next step in better-for-you branding. It’s a full reset. From snacks to spirits to skincare, the brands winning today aren’t refining old models. They’re building new ones, grounded in cultural fluency, emotion, and identity. 

The next generation isn’t waiting for brands to grow up with them. They’re choosing brands that already get them. They’re choosing brands that are less about polishing the past and more about writing something entirely new.

A cleaner product is just the beginning… reinvention starts by asking what your category has never dared to be.

Discover how we helped Spindrift redefine what sparkling can be.