Have you noticed tiramisu showing up in more places than the just dessert menu lately? The classic dessert is popping up in new forms. So, why is this decades-old Italian dessert suddenly at the center of a tiramisu trend?
This isn’t just something we’re seeing on social media. The Guardian reported that tiramisu sales are increasing, with Marks & Spencer (M&S), a major U.K. retailer, reporting a 27% increase in tiramisu sales this year. In the U.S., tiramisu is also gaining attention. Tastepoint by IFF , a global food and beverage ingredients company, ranked tiramisu as the number 1 flavor trend in North America for 2026, noting that tiramisu-inspired products are expanding beyond desserts into beverages, dairy products, and chocolates.
Marrone, for example, a tiramisu-focused cafe in London’s Soho, opened in August and quickly became a hit. According to The Guardian, the cafe sold out of its tiramisu within just two and a half hours of opening. Founder Giancarlo Fanigliulo said he expected some buzz, but not lines around the corner. Before the opening, Marrone had already attracted attention online. Secret London covered the cafe ahead of its launch and noted that Fanigliulo had been documenting his journey on social media.
Of course, Starbucks wasn’t going to miss out on the trend either. It is also giving tiramisu a coffee shop makeover. In early 2026, Starbucks introduced a Tiramisu Latte, bringing the familiar flavors of the classic dessert into a coffee drink.
Florist Bar in New York City has been serving a tiramisu latte since the spring. The company posted a video about the drink in early September, receiving more than 470K views. One commenter even wrote, “See now and I want one… I’ll be there in the morning.”
Dunkin’ is also getting in on the trend, offering four tiramisu-inspired drinks on the fall menu. The menu includes a Tiramisu Cloud Latte, Tiramisu Shakin’ Espresso, Tiramisu Marshmallow Matcha, and Tiramisu Protein Latte.
So, why is tiramisu becoming so popular again now? One reason could be a feeling of nostalgia because many people already know tiramisu. It also fits into the idea of little treat culture in today’s world.Yes, it’s a dessert we already know but adding our own ideas to a traditional classic makes it feel more exciting. In other words, tiramisu doesn’t have to become a completely different dessert to feel new again. Maybe its nostalgic feeling is enough to make us feel cozy trying something new.
In the end, tiramisu’s comeback may not be just about social media trends or algorithms. It may be about how we can make the things we already know more shareable and unique. For Gen Z, tiramisu brings us nostalgia, little treats, and the chance to try something new. Maybe that’s why tiramisu is back, and why we’re already ready to try it all over again.