flavour of the month

flavor of the month

Something temporary. The phrase is often used to describe fleeting romantic relationships. I wouldn't get too attached to Katie, she's just Ralph's flavor of the month—they'll break up in no time. You change majors all the time, and biology is just the flavor of the month, trust me!
See also: flavor, month, of

flavour of the month

mainly BRITISH
COMMON If someone or something is flavour of the month, they are very popular at the moment. Note: `Flavour' is spelled `flavor' in American English. One minute you're flavour of the month, top of the bestseller charts, and the next minute you're forgotten. Filmstars seem to be interested in whatever cause is the latest flavour of the month. Note: People sometimes mention other periods of time such as year, week, or moment instead of month. Monetarism was the flavour of the year. Suddenly, he was flavour of the moment on both sides of the Atlantic. Note: These expressions are often used to suggest that the popularity of someone or something is unlikely to last long. Note: American ice cream parlours used to select a particular flavour of the month in order to encourage people to try different flavours of ice cream.
See also: flavour, month, of

flavour of the month

someone or something that enjoys a short period of great popularity; the current fashion.
This phrase originated in a marketing campaign in American ice-cream parlours in the 1940s, when a particular flavour of ice cream would be singled out each month for special promotion.
See also: flavour, month, of

flavour of the ˈmonth

(especially British English) a person who is especially popular at the moment: If I were you, I’d keep quiet at the staff meeting. You’re not exactly flavour of the month with the boss at the moment.In the past, ice cream companies in the US would choose a particular flavour each month to advertise in their stores.
See also: flavour, month, of
References in periodicals archive ?
A man, who, every World Cup, tells the British media that England will make the final and whoever is the Three Lions' flavour of the month will be hailed the new Bobby Charlton.
He said the police service had become too "politically correct" with a lack of coherency and officers never really knowing which direction to take as that was decided by what the flavour of the month would be from above.
But considering Terry would show Chelsea have more of a plan than just hiring whoever is flavour of the month.
Keep It in the Family ITV, 7pm It would seem Bradley Walsh can do no wrong at the minute - he's certainly flavour of the month where various game shows are concerned.
30pm BBC1) TERRY R Spraggan must be enjoying being flavour of the month because Bianca and ex-wife Nikki are both throwing themselves at him at the moment, and he'sn't even noticed the hungry looks he's getting from new stall-holder Donna Yates.
Craig and Charlie Reid, currently flavour of the month as the Sunshine on Leith film featuring their songs does big box office all over Britain, will join Poppyscotland staff at Princes Street Gardens East this morning.
He said that there'll be time when he is flavour of the month and times when he is not, but his wife and kids are what matters to him.
We just enjoyed any sport that was flavour of the month.
ANDRE VILLAS-BOAS is flavour of the month in north London and so chairman Daniel Levy is being blamed for Tottenham's failure to reach the top four after his refusal to sign another striker in January.
The former England striker, 34, who was unable to find a club after being released by Aston Villa at the end of last season, is certainly the flavour of the month Down Under.
I'm just riding the wave because you can't be flavour of the month for anything longer than, well, a month.
Other standout acts on the bill include flavour of the month Emile Sande, Madness, Ed Sheeran and Example.
MATCH Of The Day presenter Gary Lineker was flavour of the month after a food artist created a gastronomic portrait of him.
And hapless Steve Kean, hardly flavour of the month with Blackburn fans, may have sealed his fate with his astonishing admission he had forfeited this week's Carling Cup game at Cardiff.
The 44-year-old is currently flavour of the month thanks to her magnificent turn in The King's Speech, but she's not letting her career renaissance change her love of clashing clothing.