Pinkster, Edgerton, Hoxton, Gordon’s, and Beefeater – do these names mean anything to you?

Perhaps the gin drinkers will recognise these to all be prominent brands of mother’s ruin. But these are also a small selection of the increasing number of brands who have also developed pink gins. They’re pretty but, in most cases, just add synthetic fruit flavour (I’ll allow angostura bitters).

I have even learnt that port wine, made in tawny, ruby, and white varieties since the 1700s has fallen to the trends of rose-hued booze. First released ten years a go, rosé port has become incredibly popular in recent years. Much like pink gin, it is often served with tonic, or else neat in a pretty port glass. It is delicious, but almost like candy rather than the elegantly sippable taste of a more traditional port.

And now the Kitkat has fallen victim.

They are releasing the ruby Kitkat to the UK, rumoured to be with a higher price than the original, and with – as we could’ve guessed – a slight berry taste (why all the sweetness?)

Unless you’ve been hidden under a rock, you’ve seen the evolution of food crazes; we’ve had unicorn food (lots of swirls, stars, and purple), and seen charcoal– everything, rainbow grilled cheese sandwiches, not to mention intrically crafted smoothie bowls more photogenic than most mere mortals.

Don’t get me wrong: I love Instagram.

I’m one of those people who delight in a well-framed shot from a city getaway or, indeed, a chance to document my Sunday brunch particularly visually appealing shot of avocado toast (I’m a ’96 baby – a proud millennial).

However, I’m also a foodie with a penchant for pecorino, chili oil, and damn good quality gin. That is to say, looks can be deceiving.

In a world where one can publish a picture on Instagram at the tap of a finger (of course, only once you’ve added 30 hashtags and your obligatory filter– maybe Valencia?), it seems the Instagram-aesthetic is becoming the most important foodie factor, sacrificing flavour for the sake of ‘no filter-needed’ food art.

As much as I appreciate the allure of attractive, colourfully tinted drinks and foods in all shades of pastel, let’s be honest: the tastiest dishes are usually brown.