Speciality Food Magazine May 2024

brands like Prodigy Snacks investing in B Corp certification and partnering with charities tackling plastic in oceans.” Another trend the IFE teamnoticed this year was elevated versions of timeless classics. “Brands such as Denmark’s OK Snacks were showcasing Awfully Posh pork crackling and crunchy snacking cheese – taking pub snack classics and refining themwith some tasty results,” says Federico. “As is often the case in the world of snacks, many international brands were also leading the way in new product innovation and exciting flavours for the UKmarket. “Indian supplier, Makino, for example, showcased high protein Super Nachos Indian Chaat, and CornMunch Red Chilli Chatka, and Canada’s Dare Foods brought its Zesty Ranch and All Dressed 14 T he snackingmarket in the UK is storming...and that shows no signs of abating, with analysts at Mintel predicting sales of crisps, savoury snacks and nuts to exceed £7 billion by 2028. Today, what consumers are reaching for has changed, with serious innovation having transformed this sector. Beyond snuggling up on the sofa with a sharing bag of crisps, or eating a cereal or fruit snack bar on the fly, busy shoppers are relying ever more on snacks to fill nutritional gaps in their diet, boosting their intake of fibre, fruit and veg or functional vitamins andminerals. They’re also increasingly interested in ingredient decks, and the ‘natural’ claims of what they’remunching on at their desks, post-gym, or on the school run. TomGatehouse of strategic food consultancy group, Egg Soldiers, says the concept of snacking is evolving as peoplemove away frommealtime norms “in favour of quick, flavourful and affordable options enjoyed throughout the day”. He’s noticing brands skewing newproduct development towards a younger audience, fromMillennials and Gen Z to the incoming Gen Alpha, who are considered “the driving force behind the evolution of snacks”, with a strongmovement forming, revolutionising the look, feel and style of snacks “particularly focussed on being eye-catching to those younger demographics.” For example, “SMUG launched last year as a newUK crisps disruptor, with its first flavour being Cacio e Pepe. Its packaging is 100% compostable, and its branding as eye- catching as they come. This brand is a shining example of how snacking brands can revamp at every turn.” On a global scale, says Kate Kehoe of FMCG Gurus, the afternoon is peak snacking time, with the group’s insights revealing 51% of consumers snack between lunch and dinner. Chocolate comes out as top choice, followed by crisps, with 43% saying it’s their preferred snack. Healthier options Healthful snacking is entering something Tomconsiders almost a “new dawn”, driven by consumers and delivered by exciting new concepts particularly in the functional and natural arenas. “Lucid, which offers a targeted range of functional mushroomand adaptogenic snack bars, is a good example,” Tomsays, “with the London- based start-up having both ‘de-stress’ and ‘re-vitalise’ offerings powered by reishi and lion’smanemushrooms respectively. The playfulness comes through in both the design and the flavours, which range frombanana bread and cookie dough to peanut butter jelly and chocolate hazelnut.” Protein-based snacks, Tomadds, are also key players for retailers to stock. “I’ve seen some interesting protein-rich, low-fat jerky launches of late, with bothmeat andmeat-free options a health-forward route for brands pushing both at-home and on- the-go snacking benefits.” Of all the health claims on-pack, Kate says sugar content is themost sought-after information consumers are looking for, and FMCG Gurus predicts they will be increasingly mindful of how snacking impacts their health. This is something that is being considered widely in industry, with a tide of newHFSS compliant products having come tomarket in the last two years. “We expect to seemore HFSS-compliant products hitting the shelves,” says Vanessa Richardson of SNACMA (Snack, Nut and CrispManufacturers’ Association). “Consumers are keen to see healthier products without compromising on flavour.” Thismove is already being reflected in developments at large conglomerates such as PepsiCo, which has an ambition for 50% of its sales to be fromHFSS-friendly products under 100 calories per portion, by 2025. “Last year it was reported that major brands selling HFSS-compliant products saw an average increase of sales of 27% across British supermarkets,” Vanessa adds, saying nutrition is becomingmore of a concern as shoppers look for more ‘positive’ snacking options such as those high in fibre andminerals, or abundant with nuts and seeds. “Some brands are investing in alternatives to potato and wheat such as Taylor’s Lentil Waves and Burt’s Lentil Chips.” Snacking trends Trade events are hotbeds for innovation and inspiration, and the organisers of one of the UK’s biggest food and drink showcases – IFE – have a front row seat when it comes to spotting the ‘next big thing’. IFE event manager, Federico Dellafiore, says this year he saw snack brands continuing to invest in exciting free-fromproducts, and experimenting with ingredients such as pea protein, chia seeds and natural bacteria. “Plus, a number of brands were showcasing crisps that were popped not fried, focussing on reducing their fat content to create a healthier option.” Other than health claims, Federico sees sustainability as the trend to watch in snacks, adding that it remains at the top of the agenda for brands, “with even newer names like Soak’d Oats putting forward comprehensive carbon reduction plans and Net Zero roadmaps, and flavours of veggie crisps. Hopefully this reflects a consumer desire to be more adventurous when it comes to snacking, seeing out unfamiliar flavours and brands.” Food innovation consultant Jennifer Earle’s predictions for the direction of travel in snacking lead to dehydrated fruit and veg, legumes and Indian flavours or spicing. “I personally love dehydrated or freeze-dried fruits as a snack, plus kale chips, and productsmade with legume flours,” she says. “Recently I’ve particularly enjoyed Czech-based company Luskeeto’s handmade, baked lentil crackers which are still a similar fat percentage to crisps, but higher in protein and a bit more satiating.” Jennifer has also been snacking on newly launched chocolate-coated frozen raspberries fromFroot Pops, and chocolate-covered freeze-dried THE SNACKS TO SNAP UP The appetite for snacks and on-the-go bites is rising in the UK, but just what are consumers looking for? Speciality Food investigates @specialityfood TOM GATEHOUSE EGG SOLDIERS FEDERICO DELLAFIORE IFE KATE KEHOE FMCG GURUS JENNIFER EARLE FOOD INNOVATION CONSULTANT VANESSA RICHARDSON SNACMA TASH JONES FAIRFIELDS FARM CRISPS COMMENTATORS