Snacking: Crave-worthy & unapologetic: 9 new snacks that bring the flavour

Why is it the topic trending?

• Seasonal Relevance: The launches are timed for warmer weather, longer days, and the energy of the spring/summer season.

• Consumer Demand: Consumers are actively seeking snacks and treats that align with seasonal activities like picnics, outdoor adventures, and casual gatherings.

• Industry Innovation: Producers are responding to this seasonal demand and evolving consumer preferences by launching a vibrant array of new products.

• Market Dynamics: The snack and bakery market is highly competitive, driving continuous innovation in flavors, forms, functions, and positioning to capture consumer attention.

Overview

The article highlights nine recent snack and bakery product launches that exemplify current trends in the industry. These new offerings showcase a focus on bold and novel flavors, convenience, plant-based and better-for-you options alongside continued indulgence, nostalgic twists, and unique consumption experiences, all timed to coincide with the warmer months.

Detailed Findings

• Introduction of vegan alternatives to traditional savory snacks (vegan pork scratching crisps).

• Expansion of established snack lines with limited-time, bold, and collaborative flavors (Utz cheese balls with Mike's Hot Honey, Zapp's Cajun-cheddar pretzels).

• Creation of convenient, flavor-packed dips with specific dietary considerations (Cedar's organic, vegan, gluten-free hommus).

• Rebranding and expansion of nostalgic snack cake lines with new flavors and focus on on-the-go convenience (Entenmann's Mini Snack Cakes).

• Entry into niche, lifestyle-driven markets with innovative formats (Benevolent Bakery's THC-infused baking mixes).

• Exploration of non-traditional distribution channels and premium positioning through partnerships (Higgidy on British Airways).

• Development of plant-based versions of iconic, long-standing dessert brands (Jell-O Oat Milk Pudding).

• Extension of popular bakery flavors into new CPG snack formats, emphasizing convenience and values (Sprinkles Chocolate Cupcake Cups).

• Reinvention and customization of classic fast-food desserts through new sauces and mix-ins (Wendy's Frosty Swirls and Fusions).

Key Takeaway

The snack and bakery industry is actively innovating to meet diverse consumer needs, focusing on dynamic flavors, enhanced convenience, catering to specific lifestyle choices (especially plant-based), and creating engaging, experience-led snacking moments.

Main Trend: Experience-Led Snacking

• Description: Consumers are increasingly seeking snacks that offer more than just basic sustenance. They desire products that provide a sensory experience through unique flavors, textures, and formats, are convenient for specific occasions, align with personal values or dietary choices, and offer an element of novelty or fun. Snacking is becoming a more intentional and diversified part of their lifestyle.

Consumer Motivation

• Flavor Exploration: Desire to try new, bold, and globally-inspired tastes.

• Convenience: Need for easy-to-consume options for busy lifestyles, travel, or specific activities (picnics, on-the-go).

• Lifestyle Alignment: Choosing snacks that fit dietary preferences (vegan, gluten-free), health goals (organic, better-for-you), or ethical values (charity support, sustainability).

• Indulgence & Comfort: Seeking moments of pleasure, treating oneself, and enjoying familiar or nostalgic tastes.

• Novelty & Excitement: Being drawn to limited-time offers, unexpected collaborations, and innovative product formats.

• Occasion Specificity: Finding the right snack for a particular moment, whether it's a pub visit, an airplane journey, a party, or a quiet moment at home.

What is Driving the Trend

• Changing Demographics & Lifestyles: Increased diversity in dietary habits (flexitarianism, veganism) and busier schedules.

• Social Media & Globalization: Greater exposure to diverse foods and trends from around the world.

• Focus on Wellness: Growing consumer awareness of health and ingredient choices, alongside interest in mental well-being (comfort, treating oneself).

• Technological Advancements: Improvements in food science allowing for better plant-based textures and flavors.

• Competitive Market: Brands constantly need to innovate to stand out.

• Cultural Shifts: Increased acceptance and legalization of cannabis in certain regions influencing product development.

Motivation Beyond the Trend

Beyond the immediate trends, consumers are motivated by deeper needs for:

• Self-Expression: Using food choices to reflect their identity and values.

• Connection: Sharing snacks during social occasions or feeling connected through nostalgic foods.

• Emotional Well-being: Finding comfort, joy, and stress relief in snacking.

• Responsibility: Supporting brands that demonstrate ethical practices or contribute to social causes.

Description of Consumers Article is Referring To

The article implies a diverse consumer base, rather than a single demographic:

• Age/Gender/Income: Not explicitly stated for all. However, it targets "curious flexitarians and pub purists" (broad adult), "fans of bold Southern-inspired flavours" (likely diverse, potentially younger adults), "health-conscious consumers" (varied age/income), "younger consumers" (Entenmann's rebrand suggests targeting families/kids and potentially millennials/Gen Z), "flavor seekers" (diverse), "families" (Jell-O, Entenmann's), "quality-focused consumers" (premium products like Higgidy imply potentially higher income/discerning taste), and consumers in specific legal markets for THC products (adults).

• Lifestyle: These consumers are characterized by their:

  • Interest in food and flavor experimentation.

  • Need for convenience and on-the-go options.

  • Varied dietary needs and preferences (including plant-based, organic, free-from).

  • Desire for indulgence alongside potential interest in healthier/ethical options.

  • Engagement with specific occasions (travel, parties, home relaxation).

  • Potential interest in niche or alternative products (cannabis).

Conclusions

The snack and bakery market is characterized by rapid innovation driven by evolving consumer preferences for bold flavors, convenience, and alignment with diverse lifestyles and values. Brands are successfully leveraging collaborations, nostalgia, and new technologies to create products that offer unique "experience-led" moments.

Implications for Brands

• Must prioritize continuous innovation in flavor, format, and texture.

• Need to understand and cater to increasingly fragmented consumer segments (e.g., plant-based, specific flavor profiles).

• Opportunities exist in unexpected collaborations and partnerships.

• Brands must balance traditional indulgence with growing demands for perceived healthfulness and ethical sourcing.

• Packaging innovation for convenience and visual appeal is crucial.

• Exploring direct-to-consumer and non-traditional retail channels can offer new reach.

Implication for Society

• Increased availability of food options for specific dietary needs and preferences.

• Potential normalization and integration of cannabis-infused products into mainstream food discussions (where legal).

• Greater focus on ethical and sustainable practices within the food supply chain.

• Reinforcement of snacking as a significant part of modern eating habits.

Implications for Consumers

• More choices tailored to diverse tastes, dietary needs, and occasions.

• Access to novel and exciting flavor experiences.

• Increased convenience in accessing snacks.

• Opportunity to support brands aligned with their values.

• Potential for higher prices for premium or specialty products.

Implication for Future

The future of snacking will likely see continued advancements in plant-based technology, further blurring lines between indulgence and health, more personalized and customizable options, expansion in alternative ingredients (like cannabis where regulations allow), and increased importance of sustainability and transparency from brands.

Consumer Trend:

• Name: Elevated Convenience & Experiential Snacking

• Detailed Description: This trend describes consumers who seek snacks that are not only easy and convenient to consume but also offer a heightened experience through unique flavors, textures, formats, or alignment with personal values and specific occasions. It's about getting more than just a quick bite – it's about an enjoyable moment or a product that fits seamlessly into a desired lifestyle or activity.

Consumer Sub Trend:

• Name: Plant-Based & Lifestyle-Aligned Choices

• Detailed Description: This sub-trend highlights the growing segment of consumers actively seeking plant-based, vegan, organic, or free-from options. This is driven by health, environmental, or ethical concerns. Brands are responding by developing high-quality, flavorful alternatives that appeal to committed vegans and those simply looking to incorporate more plant-based options into their diet.

Big Social Trend:

• Name: The Pursuit of Wellness & Self-Care

• Detailed Description: A broad societal shift where consumers are increasingly focused on their physical, mental, and emotional well-being. This influences food choices through interests in healthier ingredients, specific diets, but also allows for indulgent treats as a form of self-care or stress relief. Ethical and sustainable choices also fall under this umbrella of conscious living.

Worldwide Social Trend:

• Name: Culinary Globalization & Exploration

• Detailed Description: Driven by increased travel, media exposure, and diverse populations, consumers globally are more open to and actively seeking flavors and food experiences from different cultures. This trend translates into snack products incorporating international spices, ingredients, and culinary concepts.

Social Drive:

• Name: The Quest for Novelty & Personalization

• Detailed Description: In a world of abundant information and options, there is a social drive to seek out new and unique experiences. This applies to food through trying novel products, flavors, and formats. Hand-in-hand with this is the desire for personalization – products that feel tailored to individual tastes, needs, or identities.

Learnings for brands to use in 2025:

• Flavor Forward Development: Invest in R&D to bring innovative, often global or unexpected, flavor combinations to market, understanding that consumers are eager to experiment.

• Plant-Based as a Core Pillar: Treat plant-based innovation not as a niche but a significant growth area requiring investment in taste and texture technology to compete with conventional products.

• Strategic Collaboration: Actively seek partnerships with brands inside and outside the food sector to create unique products, expand reach, and generate buzz.

• Format Flexibility: Offer products in multiple formats catering to different needs – single-serve for on-the-go, larger packs for sharing, or formats suitable for specific occasions like travel or home preparation.

• Leverage Nostalgia with a Twist: Revisit classic products and flavors but reimagine them with modern attributes (e.g., plant-based, new formats, bold flavor additions) to appeal to both existing fans and new consumers.

• Embed and Communicate Values: Integrate ethical sourcing, sustainability efforts, or social give-back into the brand's core identity and communicate these values transparently to consumers.

• Explore Diverse Distribution: Don't be limited by traditional retail; consider e-commerce, direct-to-consumer models, and strategic partnerships in unconventional locations (like airlines or entertainment venues).

Strategy Recommendations for brands to follow in 2025:

• Implement Agile Product Development: Create faster pipelines for testing and launching limited-time, trend-driven flavors and products to stay relevant and create excitement.

• Build a Dedicated Plant-Based Portfolio: Develop a range of high-quality plant-based options across different snack categories, focusing on deliciousness that appeals beyond just vegan consumers.

• Establish a Partnership Task Force: Dedicate a team to identify and vet potential collaboration opportunities that can offer mutual brand benefits and unique consumer offerings.

• Innovate in Packaging Design: Develop packaging solutions that prioritize convenience (easy open/close, portion control), visual appeal that stands out, and clearly communicate key attributes and brand story.

• Create Nostalgia-Driven Campaigns: Use marketing that taps into the emotional connection of classic snacks while highlighting the innovative aspects of new versions.

• Integrate Social Impact Initiatives: Partner with relevant non-profits or adopt sustainable practices throughout the supply chain and make these efforts a visible part of the brand's messaging.

• Develop a Multi-Channel Strategy: Invest in e-commerce platforms and explore strategic placements in non-traditional retail environments where target consumers spend time.

Final sentence describing main trend from article:

The modern snack market is defined by "Experience-Led Snacking," where consumers crave innovative flavors, convenient formats, and products aligned with their diverse lifestyles, turning every bite into a moment of pleasure and personal expression.

To benefit from this trend in 2025, brands and companies should prioritize Integrated Innovation – combining product development with strategic partnerships, novel distribution channels, compelling packaging, and clear communication of values, thereby offering consumers not just a snack, but a curated experience tailored to their evolving desires and occasions.

Final Note:

• Core Trend: Elevated Convenience & Experiential Snacking (Consumers seek snacks that are easy to consume but also offer unique flavors, textures, formats, and align with their lifestyle and values for a more engaging experience).

• Core Strategy: Integrated Innovation (Brands must innovate holistically across product attributes, packaging, distribution channels, partnerships, and value communication to meet diverse consumer demands).

• Core Industry Trend: Diversification & Premiumization (The market is expanding with a wider variety of products catering to niche needs and offering higher-value, specialty, and experience-driven options).

• Core Consumer Motivation: Pursuit of Pleasure & Lifestyle Alignment (Consumers are driven to snack for enjoyment, comfort, and self-care, while also choosing products that align with their dietary preferences, values, and desired lifestyle).

• Final Conclusion: The dynamic snack landscape demands brands continuously evolve beyond traditional offerings, embracing innovation in flavor, format, and values to deliver the elevated, convenient, and experiential moments consumers increasingly desire.

Core Trend Detailed: Elevated Convenience & Experiential Snacking

• Description: This core trend signifies a significant evolution in how consumers approach snacking. It moves beyond the simple act of consuming food for quick energy or hunger satiation. Instead, snacking occasions are viewed as opportunities for enjoyment, personal expression, and multi-sensory experiences, all while maintaining or enhancing the element of convenience. Consumers are willing to explore novel flavors, appreciate innovative formats, seek products that align with their values or lifestyles (like plant-based or ethical sourcing), and engage with snacks that offer a unique or memorable moment, whether it's a nostalgic treat with a modern twist, a product tied to a specific activity (like travel), or even a customizable creation. Convenience remains essential, but it's now elevated by layers of flavor complexity, functional benefits, ethical considerations, and experiential value.

• Key Characteristics of the Trend (Summary):

  • Flavor Innovation: Emphasis on bold, global, and unexpected flavor combinations.

  • Format Novelty: Introduction of new product shapes, textures, and packaging that enhance the eating experience and convenience.

  • Lifestyle Alignment: Products catering to specific diets (vegan, organic, gluten-free) and values (sustainability, social impact).

  • Nostalgia Reimagined: Modern updates to classic and beloved snack/dessert concepts.

  • Occasion Specificity: Snacks designed or positioned for particular moments or activities (on-the-go, travel, social gatherings, self-care).

  • Layered Value: Offering benefits beyond just taste, including functional aspects, ethical sourcing, or experiential elements.

• Market and Cultural Signals Supporting the Trend (Summary):

  • Growth in demand for ethnic and global flavors in mainstream food.

  • Rising adoption of plant-based, flexitarian, and specific dietary lifestyles.

  • Increased consumer interest in sustainability and ethical brand practices.

  • The continued fast pace of modern life driving the need for convenient food solutions.

  • The influence of social media showcasing unique and visually appealing food experiences.

  • Brands actively collaborating across categories (food, beverage, hospitality) to create novel offerings.

  • The success of limited-time offers (LTOs) driven by unique flavors and formats.

• How the Trend Is Changing Consumer Behavior (Summary):

  • Consumers are more adventurous in their snack choices, willing to try bold and unfamiliar flavors.

  • Snacking is becoming more frequent and purposeful, often replacing traditional meals or serving as mini-breaks.

  • Purchasing decisions are increasingly influenced by factors beyond taste and price, including convenience, brand values, dietary suitability, and the perceived "experience."

  • Consumers are seeking snacks that fit seamlessly into specific consumption occasions (e.g., desk snack, post-workout, travel treat, evening indulgence).

  • There's a greater expectation for transparency regarding ingredients, sourcing, and brand practices.

• Implications Across the Ecosystem (Summary):

  • For Brands and CPGs: Requires continuous investment in R&D for flavor and format innovation; necessitates understanding niche consumer segments; creates opportunities for strategic partnerships; demands balancing indulgence with perceived health and ethical attributes; highlights the importance of packaging for convenience and communication; opens doors for exploring non-traditional distribution channels.

  • For Retailers: Need to curate a diverse snack aisle that offers variety in flavors, formats, and dietary options; opportunities for dedicated sections highlighting new or trending products (e.g., plant-based snacks, global flavors); potential for partnerships or in-store experiences related to snacking; requires efficient stocking and display of convenient packaging formats.

  • For Consumers: Benefits include wider variety, more options catering to specific needs and preferences, exciting new taste experiences, and increased convenience. Potential implications could include navigating a more crowded market and potentially higher price points for premium or specialty products.

• Strategic Forecast: The trend of Elevated Convenience & Experiential Snacking is expected to intensify. Future innovations will likely include more complex flavor profiles, increased focus on functional benefits integrated into indulgent formats (e.g., added protein, probiotics), further advancements in plant-based and cellular agriculture technologies for snack components, hyper-personalization options (where feasible), and deeper integration of sustainability and ethical sourcing throughout the product lifecycle, which will be key selling points. The lines between snacks, desserts, and even mini-meals will continue to blur.

• Final Thought: Elevated Convenience & Experiential Snacking reflects a fundamental shift in how food fits into modern life – it's not just sustenance, but a source of discovery, comfort, and personal expression, demanding that brands deliver layered value in every bite.

Source: https://www.bakeryandsnacks.com/Article/2025/04/22/9-new-snacks-bringing-bold-flavour-to-summer/