Instagram Dessert Excess

Freakshakes - milkshakes topped with donuts, candy, cake, cookies, whipped cream, creating towering Instagram-worthy desserts - became 2016-2017’s viral food trend. The excessive treats represented peak food-as-content culture before health backlash.

Origin: Patissez café (Canberra, Australia) coined term (2015); Instagram spread globally

Characteristics: Milkshake base, rim coated with frosting/chocolate, stacked toppings (entire brownie, donut, candy bars), easily 1,500-2,000 calories

Instagram appeal: Visually outrageous, shareable, FOMO-inducing, “treat yourself” culture

Spread: Restaurants worldwide added freakshakes; became tourist destination desserts

Peak: 2016-2017; every café had version

Backlash:

• Wasteful (most people couldn’t finish)
• Health concerns (serving 2-day calorie allowances)
• Performance over taste (often tasted bad, melted mess)
• Environmental (single-use plastic)

Decline: 2018+ wellness culture shift, sustainability concerns, Instagram fatigue

Freakshakes epitomized 2016’s food philosophy: maximum visual impact regardless of practicality, taste, or health - pure content creation.

Sources:
https://www.bbc.com/news/business-41009047
https://www.theguardian.com/