New snack brands provide a canvas for flavor experimentation and alternative ingredients

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New snack brands provide a canvas for flavor experimentation and alternative ingredients

28 Dec 2021

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

WASHINGTON, DC — New flavor combinations are as hot as ever in the world of snacking. And that bodes well for emerging brands breaking into the snack category, according to David Walsh, VP of membership and communications for SNAC International.

In a recent webinar hosted by the Emerge Network, Walsh outlined how flavor innovation is a top trend that new snack brands should be on the lookout for.

“Flavor innovation is a big trend I always talk about, though it’s not new,” Walsh said. “Flavors that sizzle, ones that are super-hot, paired with sweet flavors, remain very popular, and we see it playing out in various snack categories.”

In the early stages of novel snack flavor development, the easy mantra was, “The hotter, the better” as young consumers sought adventure in their foods. But as consumers’ palates have grown accustomed to heat, they have begun to crave more depth. Combinations such as jalapeño lime and jalapeño ranch, combining a kick with another flavor element, have emerged in many products like pretzels and puffed snacks.

“On the other side, sweet flavors are becoming very popular,” Walsh suggested. “You see fruit, chocolate, maple and nuts start playing toward the indulgence trend.”

This desire for adventure is starting to play out in the “Other Snacks” category, as defined by IRI. It started as a veritable catch-all for products that didn’t fit into the traditional buckets that have typically defined snacks such as popcorn, pretzels or chips. Today, this is where products like puffed snacks and veggie chips call home. And it’s also where a big chunk of the flavor development has been happening in recent years.

Walsh noted that, according to IRI, the Other Snacks category has grown 14.8% over the past year and reached $4.8 billion in sales, placing it as the third largest salty snacks category, behind only potato chips and tortilla chips.

“This is going to be the home for a lot of innovation,” Walsh said, noting the opportunities for alternative ingredients like chickpeas, seaweed and cauliflower.

Puffed snacks and curls in particular lend themselves well for innovative product development with these kinds of functional ingredients, especially with health and wellness so top of mind for consumers today.

“‘Snacking on air’ is a phrase we like to use for this category because these products don’t feel like they fill you up,” he said. “And it really provides a good way to explore with different flavors and provide that kind of guiltless indulgence that has become so popular.”

Products like Hippeas Organic Chickpea Puffs are making a splash in the category. And the larger brands known for traditional snacks are seeing success in this space as well. Walsh noted that Frito-Lay’s Off The Eaten Path brand has grown more than 25% over the past year.

“It goes to show how much consumers are looking toward this category specifically for helpings of vegetables, and that’s’ something you wouldn’t have thought of years ago,” Walsh said. “We expect to continue seeing this category satisfying that craving for snacking on fruits and vegetables from consumers looking for a more healthful kick from their snacks.”

With vegan and plant-based protein claims gaining more popularity as well, innovation for extruded products like puffs have plenty of opportunity to serve the needs of adventurous, health-conscious snackers. This is good news for emerging brands who have surpassed proof of concept and are ready for the broader market.

The industry’s only snack-centric trade association, SNAC International is a strategic partner with the Emerge Network, developed as a hub for emerging post-startup CPG brands to network and discover business opportunities.

SNAC’s State of the Industry webinar was a first in a webinar series, with more to follow throughout 2022. More information about webinars and other member benefits can be found at www.moreshelfspace.org.

“This is going to be the home for a lot of innovation,” Walsh said, noting the opportunities for alternative ingredients like chickpeas, seaweed and cauliflower.

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