The smart-snack moment: why now?

Welcome to this week's edition of GRATE,

We all know that moment at the till: shelves stacked with sugar bombs, iconic big brands, and the same old flavour formulas. But the snacking category is undergoing a reinvention. Consumers are migrating toward smarter, cleaner, more nuanced snacks — and the tailwinds are strong.

I've been looking to the US for trends in the snacking space, and can see clear evidence that snacking is big, still growing, and healthy/”better-for-you” niches are outpacing the average. 

An emerging wild card in snack development is the rise of GLP-1 medications (e.g. Ozempic, Wegovy, etc.), which are changing both appetite and dietary behaviour. The snack world is responding: chewy, long-lasting textures (e.g. gummies, jerky, protein bites) are gaining traction, because they “make every portion count” when appetite is suppressed. Some brands are openly positioning products to be “GLP-1-friendly” (low net carbs, high satiety, protein-forward) and thinking in terms of “fewer occasions, higher impact per bite.” 

So the imperative is shifting: snack brands must do more than just “trim sugar.” They need to deliver emotional reward, flavour complexity, and functional purpose within tighter portion budgets.

Here are seven dynamics to watch — and use:

1. Sweet–Savoury Crossovers

Dessert-inspired nuts, fruit + spice mashups, salted caramel + pretzel hybrids — the borders between sweet and savoury are dissolving. Snackers want the indulgence but without excess sugar.

2. Natural, Clean Ingredients

No synthetic nasties, simpler ingredient decks, transparency in sourcing — “less processing” is now part of the flavour story.

3. Pickled (Tang, Brine, Acidic Punches)

From pickle chips to brined nuts, that tangy, vinegar/brine character is popping into new formats — giving contrast, brightness, and digestive interest.

4. Extra Spicy / Heat-forward

Chili, Szechuan, fiery pepper blends — spice continues to be a differentiator. It livens up clean formulations which may otherwise feel muted.

5. Functional + Indulgent Hybrids

More protein, more fibre, prebiotics, mood/brain ingredients — but wrapped in “dessert” or “treat” aesthetics so they don’t feel like medicine.

6. Limited-Edition Flavour Drops

Occasional exclusives generate buzz, invite trial, and allow brands to test adventurous flavour combos without committing to full SKUs.

7. Matcha & Herb-forward Flavours

Matcha is emerging as a flavour anchor in snacks (not just beverages). Its green appeal, mild bitterness, antioxidant halo, and visual intrigue make it appealing in bars, clusters, nut coatings, etc.

Here are five examples that caught my eye over the last few weeks, whilst researching snacking! 

As always, enjoy the read and let me know what interesting developments you have going on in snacking within your business.

Annie x

FREE STYLE SNACKS 

(PICKLE-FLAVOUR CHIPS & MINI PICKLES)

Pickle is popping everywhere, and these Free Style snacks tap into that tangy brine appeal. Their formats range from classic chips to mini pickles. They package for portability, ditch artificial preservatives, and lean into authentic deli-style slices. They use “brine intensity” as a flavour lever (light pickling vs deep fermented tang). Offer a heat-enhanced version (e.g. chili-brine).

Play with formats beyond chips (nuts, crisps, crisps + brine spray, etc.).

KEYA'S SNACKS

Keya's Snacks lean into Indian snack heritage (e.g. spiced nuts, legumes, regional flavour profiles) but present them through a clean, modern lens. They translate tradition into broader appeal, while striking a balance between authenticity and “snackability.”  They are using cultural heritage as a creative flavour foundation. Don’t dilute it — instead translate it to consumer-friendly formats (crunch, bite-size, flavour layering). They are really testing regional flavour motifs (e.g. masala, tamarind, chatpata heat) in small-batch drops to probe appeal.

SMACKIN' STRAWBERRY CHEESECAKE SUNFLOWER SEEDS

This is a daring pivot for Smackin' Sunflower seeds are typically salty/spicy, but here they become dessertish — layered with tang, creamy notes, hints of “crust.” The brand balances bold flavour with restraint and positions it as a limited-edition twist.  I like that they are using unexpected format-flavour pairings to surprise and generate conversation and they're incorporating “crumb” or “crust” texture layers (e.g. crushed biscuit, nut meal) to evoke dessert. Very clever.

GOOD HEALTH AVOCADO OIL CHIPS

These chips from Good Health offer a cleaner fat narrative and differentiation via “avocado oil” instead of standard oils. That positioning adds health/ingredient halo without asking consumers to compromise on texture or crunch.  They're  combining better lipids with flavour layering (herbs, umami, spice) to show you’re not trading off taste for “better oil.”

LEGENDARY VARIETY PACK (GLP-1 / KETO-FRIENDLY THEMED)

Legendary’s curated bundle includes indulgent items (S’mores Protein Pastry, Caramel Sticky Bun Protein Sweet Roll) that are keto / low-net-carb / high protein. They explicitly reference “GLP-1 friendliness” in their marketing. They’re bridging indulgence and utility — giving users something taste-forward that still fits stricter eating constraints.   For brands pursuing the GLP-1 or diet-adjacent audience: design “treat but smart” SKUs with strong satiety metrics (protein, fibre, low net carbs).