Because tortillas and flatbreads are usually enjoyed as a base for other toppings, producers typically don’t need to reinvent the wheel when it comes to flavor. However, simple yet elevated offerings are gaining traction with consumers. 

“Vegetable flavors such as sweet potato and spinach and herb tortillas have provided consumers with additional options other than more traditional plain tortillas,” said Dawn Aho, client insights principal, bakery vertical, Circana. “For flatbreads, flavor expansions were on trend. A sourdough flatbread from The Rustik Oven was introduced in addition to a garlic flatbread from Nature’s Own.”

Kontos Foods recently launched a flatbread infused with extra virgin olive oil that has performed well.

“It's not necessarily flavored, but there is a lot of interest in breads made with EVOO,” said Demi Kontos, commercial strategy and analytics, Kontos Foods. “They will seek out our product for that reason.”

Karen Toufayan, vice president of marketing, Toufayan Bakeries, said incorporating international flavors like Middle Eastern za’atar or Indian naan appeals to consumers seeking out global cuisines. The company offers Tandoori Naan in Original and Garlic varieties, as well an Authentic Lavash. 

Brands that incorporate both heirloom recipes like these with innovative takes on classic flavors can appeal to both multicultural and adventurous consumers, said Julia Mills, food and drink analyst, Mintel.

“New tortilla and wrap flavors often draw inspiration from other categories, featuring options like ranch dressing-flavored tortillas, everything bagel tortillas, and sweet Hawaiian flavors,” she said. “As global cuisine become more popular in the United States, spicy and hot flavors in addition to garlic flavors are trending.”

This article is an excerpt from the February 2025 issue of Baking & Snack. To read the entire feature on Tortillas & Flatbreads, click here.