Shannon O’Shields is the Vice President of Marketing at Rubix Foods where she is responsible for creating and accelerating the company’s marketing strategy and brand recognition in the foodservice industry. She is focused on building customer-centric marketing programs to promote Rubix’s one-of-a-kind product innovation and value-added capabilities in the flavor and ingredient space. In her role, Shannon oversees brand management, digital, go-to-market strategy and consumer insights.
Prior to joining Rubix, Shannon led the marketing strategies for dynamic organizations in the retail, food & beverage, consumer packaged goods and hospitality industries.
Shannon O’Shields highlights the resurgence of floral flavors—particularly lavender, hibiscus, and rose—as a key driver of beverage and menu innovation in 2025, fueled by Gen Z’s interest in unique, globally inspired flavors and a growing emphasis on health and well-being. She notes that consumer demand for novelty is at an all-time high, with social media and global influences accelerating flavor experimentation, while authenticity remains important but is evolving into a more flexible, fusion-driven concept for younger generations.
Shannon O’Shields highlights the growing influence of the "swalty" flavor trend—balancing sweet and salty—as a key driver of menu innovation in 2025, appealing to Gen Z’s preference for bold, indulgent flavors over brand loyalty.
Shannon O’Shields, vice president of marketing at Rubix Foods, explores how fandom marketing is reshaping the food and beverage industry.