As hard as the Government might try to protect British kids by banning ads for fatty and sugary foods , it seems those aged 14 and under still have an enormous appetite for food and drink brands, with the sector remaining the undisputed “coolest” category in children’s lives.
That is according to insights consultancy Beano Brain’s fifth annual 100 Coolest Brands 2026 report, which is a comprehensive study into the tastes, preferences, and cultural currents driving Generation Alpha in the UK.
Built on responses from 10,000 UK kids, the 2026 data shows major shifts in what captures young consumer loyalty, with food and drink brands – especially those high in fat, sugar and salt (HFSS) – representing nearly a third ( 29%) of the entire Top 100 list.
While YouTube leads the field, McDonald’s has leapt two spots to claim the number two position, while KFC ranks at 12, Coca-Cola at 13, Cadbury 14, and Pringles 15, with Haribo breaking into the Top 25 at 17 followed by Domino’s Pizza at 20, Nutella at 21 and Oreo at 24.
According to the report, the immense popularity of food and drink brands is not merely about nutrition or flavour; it acts as a form of social currency and a vehicle for creating shared real-world memories.
Fast food brands are performing particularly strongly because they combine those qualities with a physical place to be. McDonald’s, KFC, Burger King and Nando’s are familiar family destinations, but they also act as accessible, welcoming third spaces for tweens beginning to spend time independently with friends.
Value menus and recognisable formats lower the barrier to entry, while cultural collaborations, collectables and limited-edition products keep the experience feeling current.
McDonald’s rise has been in part driven by its Happy Meal collaborations and World Cup themed activity. KFC combines the appeal of a more occasional treat with a place for older children and teens to meet, while its Saver menu keeps the occasion within reach.
Beyond restaurants, Coke’s heritage and family rituals, Cadbury’s role in seasonal sharing, and Pringles’ association with movie nights, sleepovers and parties show how enduring brands can remain relevant without relying on a single advertising channel, the report states.
While Gen Alpha is entirely fluent in digital life, they show an increasing affinity for real-world retail experiences and “occasions marketing”, such as sensory-driven summer rituals or hands-on play concepts).
Kids are also continuing to naturally adopt and “remix” adult culture – from streetwear aesthetics and beauty products to their parents’ nostalgic music preferences – meaning successful brands are the ones that blend heritage with active community innovation.
The food and drink sector is about far more than just products alone. Food brands offer familiar rituals, affordable enjoyment and moments of choice and autonomy.
Head of Beano Brain Helenor Gilmour said: “Food and drink’s performance in this year’s ranking shows that children’s relationships with brands are shaped by much more than advertising alone. The best performing brands are woven into everyday life through family routines, shared experiences and familiar moments. Alongside products children enjoy, they often offer affordability, consistency and experiences that feel accessible.
“Fast food brands stand out because children don’t just associate them with food. They also associate them with family outings, treats and opportunities to spend time with friends. As expectations around food and wellbeing continue to evolve, understanding how these relationships are formed, and the role brands play in children’s lives, will be increasingly important.”
“Coolest Brands isn’t about endorsing brands, it’s about understanding children. These results help adults see children’s worlds more clearly and understand the experiences that shape their perceptions. The popularity of food and drink brands often reflects the wider experiences children associate with them, from family days out to celebrations, treats and spending time with friends.”
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