Speciality Food Magazine - May 2025

able to be enjoyed by all consumers but also a high quality take on restaurant classics is a great move. For shoppers, Darcy says, “Quality and functionality are major drivers, both can go hand in hand. Quality ingredients as consumers are even more conscious of what they put into their body, that’s why we never use artificial ingredients and have a clean label. Consumers like to know what the back of a packmeans so use quality and easy to understand ingredients, that is why we ensure our prawn crackers andmini poppadoms are restaurant quality to give the same eating experience at home and don’t compromise on taste or texture.” Elsewhere, look out for snacks based on roasted or freeze-dried fruit and vegetables – seasoned roasted chickpeas or seaweed snacks offer a point of differentiation as well as an option for health conscious and innovation-hungry shoppers. An experimental future “The future of the crisp and bagged snacks category lies in bold flavour innovation, responsible sourcing and authentic storytelling,” predicts Sas. “Consumers are looking for A s Brits are a nation of snackers, and the great news is that the UK snack market is more than ready to deliver. Whether your customers are hankering for indulgence in front of the telly or a health boost on-the-go, there’s plenty of options for you to choose from to ensure their cravings are satisfied. This opportunity is ideal for Speciality Food readers as, according to Mintel, 55% of UK shoppers believe that premium snacks are worth paying more for, and 69% thinking that they’re more of a treat than conventional snacks. Of course, format is just as important as flavour; while single serving snacks are ideal for on-the-go, sharing packs merchandised well – perhaps alongside dips, antipasti and other snacking options – could inspire a snack-fuelled gathering of family and friends. “Format is important to shoppers, who want the ability to get sharing packs and impulse packs, so it’s important for brands to cater for bothmarkets wherever it makes sense, and important for retailers to understand the kinds of consumption occasions that these different formats fit,” says Natasha Jones of Fairfields. The flavour outlook Meanwhile, familiar flavours sell say Mintel; 59% of British consumers opt for traditional flavours when it comes to crisps, but familiarity is less important in nuts and popcorn – 42% @specialityfood 24 Snacks are muchmore than an on-the-go food – they offer an opportunity to create a moment, meaning that there are upselling opportunities abound. Crisps and dips are a classic combination for a reason, and Sophie has recently launched an Olive Oil Hummus to cater for this demand. “Sharing with family and friends is definitely what we made them for, and we see lots of consumers enjoying them this way. Making a bit of a spread with dips, olives, salads and drinks is the perfect occasion.” For Darcy Ogston of Native Snacks, tweaking traditional foods has proven successful; their range of popular Asian snacks – in a convenient and suitable-for-all format – offers retailers a valuable opportunity to cash in on nostalgia and convenience in one hit. “Differentiation is key,” begins Darcy. “Our snacks are healthier and plant-based versions of prawn crackers andmini poppadoms that allowmore consumers to try our products, and those who due to dietary restrictions could not eat them can now eat them again. Nostalgia is very powerful when it comes to shoppers.” Providing a snack that is not only The UK snack market offers a heady mix of tradition and innovation, and fine food retailers are in prime position to benefit AN APPETITE FOR BETTER SAS HORSCROFT BURTS SNACKS NATASHA JONES FAIRFIELDS SOPHIE HARVEY SOFFLE’S MARK GREEN TWO FARMERS COMMENTATORS SUSTAINABILITY IN SNACKS It’s not only provenance that plays an important role in shoppers’ snacking decisions in 2025, sustainability does too. Two Farmers are a prime example of a brand with sustainability at their core; not only is their packaging compostable but their mission to be kind to the planet begins long before their potatoes hit the production facility. “To have good potatoes, you need good soil,” begins co-founder Mark Green. “In Herefordshire, where we’re based, and across the UK we’ve been blessed with good soil, but its quality is deteriorating with the current style of farming. In order to keep supplying the market with delicious, high quality produce – and for generations to come – we need to look after our soil.” Mark believes that the old style of farming, incorporating crop rotation alongside other traditional techniques, is the way forward. “These days we’d call it regenerative farming, but it’s simply the way my father and generations before him used to work the land.” The potatoes used for Two Farmers crisps are grown within two miles of the factory, and the team is utilising technology to make the business as carbon neutral as possible. With consumers displaying an appetite for both delicious snacks and sustainable options, Two Farmers is guiding the way towards a future which incorporates both. Sas. “By using Quicke’s, Burts not only ensures the freshness and quality of the cheese but also supports the local economy and reinforces its dedication to sustainability and provenance.” “Provenance remains important, even in the light of cost of living,” says Natasha, “with consumers looking for more British-made, local produce that extends from their fresh veg all the way through to their snacks.” A taste for new Innovation is rife in the snacking sector, but it’s often variations of well-loved and recognised foods – given an on-the-go glow-up – that particularly succeed. Soffle’s is a prime example, offeringmoreishly crunchy pitta chips in familiar, flavour-packed variations. According to Sophie Harvey, founder of Soffle’s, the British snack market offers opportunities for discerning shoppers. “Crisps are so wildly popular but now healthier alternatives also are. As innovative snacks are becomingmore available for the consumer, they can nowmake different choices when choosing what to buy. Seeing oyster mushroom crisps is a big sign that not only is any snack possible it is also being bought by the consumer.” Soffle’s offers a range of flavours, with Rosemary & Thyme the top seller, but Sophie can see less familiar flavours becoming increasingly popular. “I can see more natural flavoured snacks gaining popularity along with seasonal offerings, but tangy sriracha, Asian flavours, truffle... all seem to be going down a storm, yet sometimes you just can’t beat the salted OG!” and 39% respectively. At Burts Snacks, a blend of innovation and delicious well-known flavours is the order of the day – the brand is celebrating the launch of its new ridged crisps inMature Cheddar & Caramelised Onion Chutney flavour. “The launch was inspired by a desire to meet the growing consumer demand for bold, unique, and premiumflavours in snacking,” explains Sas Horscroft, head of marketing and innovations. “Approximately 33% of global consumers are intrigued by new, unique, and different flavours [McKinsey] and with the addition of deep ridges in this product format allows for more intense flavour capture, delivering a richer taste experience.” Classic flavours – think salt and vinegar, cheese and onion and simply salted – will always be strong sellers, but many shoppers have an appetite for taste innovation. “The spice train shows no sign of relenting into 2025,” says Natasha, “and at Fairfields Farmwe’re seeing that our redeveloped (and even spicier) Sweet Chilli crisps are winning both new fans and awards. Brands like Takis are disrupting the UKmarket and redefining heat. At the same time – and hand in hand with that –we are seeing a rise in global influence in flavours. The British shopper has always loved to try new things, and Korean, Middle Eastern and Mediterranean cuisines having a bit of a ‘moment’.” Fairfields have recently announced the launch of its 2025 summer edition, which is sure to impress guests. “Our summer edition leaps on the Mediterranean ‘picky bits’ trend with a Chorizo & RedWine flavour, which is rich and smoky with the sweet acidity of red wine having a bit of a boxingmatch on your tongue with deep, smoky paprika undertones,” explains Natasha. Provenance sells Players in the fine foodmarket can offer a story behind their products to set themselves apart from mainstreambrands, and provenance is a valuable way to do just that. Burts has opted to source ingredients from local suppliers, in an added boon for speciality retailers. “As a company based in Devon, Burts values the importance of using high-quality, regionally produced ingredients to create premium snacks that reflect the rich culinary heritage of the area. Quicke’s Cheese, renowned for its exceptional Cheddar and is produced just a short distance fromBurts’ own headquarters, making it the perfect partner for delivering an authentic flavour,” says THE VALUE OF THE CRISPS , SAVOURY SNACKS AND NUTS MARKET GREW TO £6.38 BILLION IN 2024 MINTEL