Food content on Instagram has always done well, but in 2025, the brands growing fastest are the ones leaning into personality. They’re working with the right creators, using short-form video smartly, and showing up in ways that actually make people want to share, react, and repost. The latest HypeAuditor report – Top Growing Food Brands on Instagram 2025 – shows exactly which brands pulled that off.
At the top of the list are three very different brands. Each of them had strong follower growth and reach, but what really stood out was how different their strategies were. One focused on reactions, another on edge and humor, and another on lifestyle and culture.
Let’s break them down.
Why Instagram still matters for food brands
Instagram continues to be one of the most important platforms for food and beverage content. But it’s shifted from a place where brands broadcast content to one where creators carry the story. That’s especially true in 2025, as Reels dominate attention and audiences look for content that feels more like entertainment and less like advertising.
What works now is simple: consistent content, short-form video, and the right creators. Brands that grow tend to show up through authentic partnerships, reaction-led storytelling, and behind-the-scenes visuals, not overly polished promo shoots. For food brands, it’s the platform where loyalty gets built one post at a time.
The 3 fastest-growing food brands on Instagram this year
Red Bull
Red Bull was the fastest-growing food and beverage brand on Instagram in 2025, gaining 6 million new followers. The brand’s content is fast, high-energy, and rooted in its connection to extreme sports and action culture. But the growth didn’t come from just repurposing event content. It came from partnerships with niche creators and a massive network of athlete-driven user-generated content.
The brand posted heavily, activating more than 12,900 creators and keeping its feed full of moments from Red Bull-sponsored events and teams. That constant activity, paired with smart creator curation, is what pushed engagement rates to nearly 8%, one of the highest in the category.
Follower Growth: +6M
Reach: 2.1B
Engagement Rate: 7.95%
Top Content Formats: Reels (extreme sports, branded events, UGC from athlete teams)
Liquid Death
Liquid Death grew its following by 2.6 million in 2025 by sticking to what it does best: being unapologetically weird and culturally sharp. The brand leans into alternative humor, dark visuals, and creators who reflect that identity. Its aesthetic is clear, and so is its voice.
While it has a much smaller creator network than Red Bull, it uses that community well. Most of its 2,722 creators aren’t traditional influencers. They’re tattoo artists, alt-comedians, barbers, muralists, and music fans who live in the brand’s world. Content includes extreme placements, occasional stunts, and curated product shots designed to look anti-commercial.
The result is one of the most distinct presences on Instagram, and a model for how niche brands can go wide when the content hits the right tone.
Follower Growth: +2.6M
Reach: 1B
Engagement Rate: 3.7%
Top Content Formats: Reels + stills (shock humor, extreme placements, dark product visuals)
Crumbl
Crumbl came in third with 1.7 million new followers, driven by weekly content drops, short-form video, and high creator loyalty. Their content is built for reactions, whether it’s someone unboxing cookies, reviewing new flavors, or sharing an ASMR close-up.
The brand activated more than 1,200 creators, focusing on food reviewers, local influencers, and lifestyle creators who already had engaged audiences. What worked was how repeatable the format was: a box of cookies, a camera, and an honest reaction. No fancy production needed.
Despite having the smallest reach of the top 3, Crumbl’s engagement rate was solid, showing just how powerful community-driven content can be, especially when it’s consistent and authentic.
Follower Growth: +1.7M
Reach: 86M
Engagement Rate: 4.4%
Top Content Formats: Reels (flavor reviews, ASMR, haul-style reactions)
What matters for marketing in this industry
Based on the data from this year’s top performers and industry analysis in the report, here are the most important things that set high-growth food and beverage brands apart:
1. Personality and positioning
Red Bull leans into adrenaline. Liquid Death leans into dark humor. Crumbl leans into indulgence and community. Each brand has a distinct identity, and everything from its visuals to its creators reflects that. In food and beverage, tone matters just as much as taste.
2. Creator community over celebrity
None of the top brands is focused on big, one-time partnerships. Instead, they activate mid-tier and niche influencers regularly. This helps build a steady drumbeat of brand-aligned content that doesn’t feel forced or transactional.
3. Consistency is key
Top brands post a lot, through their accounts or via influencers. They show up often, and their audiences respond because the content stays fresh and true to their brand.
4. Category crossover works
Food brands that tap into lifestyle and culture grow faster. Monster and Red Bull post from sports events. Liquid Death connects to music and tattoos. Going beyond “just food” content helps extend brand relevance.
5. Content should feel native to the platform
Forget the typical polished ad. Every top brand used Reels, memes, or short clips that felt like they belonged on Instagram, not repurposed TV spots or studio work. UGC, fan reactions, and the like consistently performed best.
Final thoughts
If there’s one thing 2025 proved, it’s that food and beverage brands don’t need to follow the same rules as before. The most successful accounts didn’t grow by flooding the feed with ads. They grew by building trust with creators, creating content people actually want to engage with, and posting regularly with a purpose.
Whether you’re a global beverage company or a fast-scaling food brand, the lessons are clear: find your tone, work with the right people, and use Instagram for what it’s best at: connection and community.
Want the full report?
The Top Growing Food Brands on Instagram 2025 report includes:
The full top 10 ranking
Brand-by-brand strategy and stats
Engagement benchmarks
Influencer trends and platform insights
Get it now and boost your strategy in the upcoming year.
