How Pumpkin Spice Became a Billion-Dollar Flavor Trend

How does a simple blend of cinnamon, nutmeg, and cloves become a global phenomenon?

In this episode of The OG Spice Guy Podcast, HQO’s VP Jonathan Raju unpacks the surprising story behind Pumpkin Spice—from the first Starbucks latte in 2003 to today’s billion-dollar seasonal empire. Learn what makes some flavors stick while others fade fast—and how timeless ingredients, when paired with great storytelling, can turn into cultural icons. You’ll discover:

- The spice-trade roots of cinnamon, nutmeg, and cloves

- How the Pumpkin Spice Latte became a symbol of the season

- The 4-part formula behind every lasting food trend—culture, versatility, virality, and scarcity

- What brands can learn about authenticity and timing from one of the most successful flavors in history.

From matcha to avocado toast, Jonathan explores how trends are born, evolve, and inspire the next wave of innovation in the food industry.

Available on YouTube, Spotify, Apple Podcasts & everywhere you listen!

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