The COVID-19 pandemic has accelerated the move to healthier foods and beverages, with startups and challenger brands disrupting the category. PeaTos founder, Nick Desai, says the main driver for this is access to information. Consumers are better informed, and this puts pressure on food companies and regulators. Shaunak Amin, founder and CEO of SnackMagic, says new brands, many launched online, are “more holistic lifestyle brands”, but “taste is always king…brands should strike the right balance between marrying good taste with function, innovative brand messaging and sustainability.” Nick Desai said “PeaTos has always looked to bridge the gap between our desire for tasty and fun snacks with our desire to be better about nutrition,” and that the brand wants to eliminate the need for a compromise. According to SnackMagic’s CPGpulse data, consumers want to try new products but stay close to well-known formats. Shaunak Amin said that while it’s “important to explore new flavors”, there should be “a familiar form factor.” 

Keto snacks company Catalina Snacks is seeing fast growth and proving that 'keto' has broader consumer appeal beyond low-carb diet followers. Founded in 2017 as a direct-to-consumer brand, Catalina Snacks built up a loyal base of consumers looking for low-carb snacks to fit their dietary needs. It has since grown a more diverse following and attracted consumers without dietary needs but with interest in reducing carbs and sugar. Founder Krishna Kaliannan accredits this to the widespread popularisation of the keto movement that has educated consumers on the harms of eating high-carb and sugar diets. Catalina Snacks has 22 SKUs across three product categories of cereals, cookies, and snack mixes. All its products contain low sugar and high fiber and protein by using a mix of pea protein, potato fiber, non-GMO corn fiber and chicory root fiber combined with sugar alternatives such as stevia, monk fruit, and allulose. Catalina Snacks products are sold in over 15,000 stores nationwide including Kroger, Whole Foods Market, Costco and Target. According to the company, Catalina Snacks has become the #6 fastest-growing natural brand in the conventional channel registering 381% year-over-year growth. It is also reportedly the #1 selling SKU and #4 brand by dollar sales in the natural cereal channel.

Pulse-based snacks are gaining ground within the long-standing, grain-free snack market. Prominent examples include longstanding chickpea-based snack brand Hippeas and the UK’s new lu-based hummus brand Tarwi Foods. While there are multiple alternatives to wheat and rice such as cassava, nuts and root vegetables, pulses are gaining popularity due to its high nutritional value. Pulses contain high levels of protein and fibre and can reduce the fat content of formulations by bulking it out. Pulses also have the potential to improve the texture and shelf life of products. Therefore, pulses align well with health-focused consumers, especially those prioritizing more sustainable, plant-based protein. Despite their growing presence, pulse flours represented only 0.9% of the 2021 global flours market. However, the global pulse ingredients market is predicted to reach $3.06 billion by 2032, growing at a CAGR of 5.2%. Peas are predicted to be the dominant pulse option for manufacturers in the future. 

Chip brands, including as Walkers and Golden Wonder, are reformulating existing products and launching new ones to avoid upcoming HFSS regulations in October. However, making chips HFSS-friendly has proven difficult as they are normally fried in oil and covered in salty seasonings. To overcome these challenges, companies are changing cooking method, using potato alternatives and adapting seasonings. Manufacturers have been experimenting with different cooking methods long before the announcement of HFSS regulations. KP Snacks' Popchips launched in the UK a decade ago and air-pops dried potato and rice to create its lower-calorie snacks. Companies have also looked to vegetables and pulses as an alternative to potatoes. Hippeas has been air-popping chickpeas since 2016 and KP brand Tyrrells recently launched two low-fat lentil chip lines. However, these efforts must be met with changes to the chip seasoning, as most of them are high in sugar and salt. Some flavors like salt & vinegar avoid sugar but make up for it by having lots of salt. On the other hand, cheesy and smoky chips flavors tend to have a high sugar content. Spicy and chilli-based seasonings tend to be non-HFSS friendly as its intense flavor reduces the need for added sugar and salt.  


Some brands are choosing not to go through the trouble of making products non-HFSS. For example, Kettle Foods has decided against reformulating its core line for now. There is still uncertainty over how well non-HFSS chip lines will sell, even if they can be promoted. Many consumers are sceptical of BFY snacks and tend to purchase chips as an indulgent treat, knowing it isn’t a healthy option. However, the long-term hope is that the new wave of non-HFSS ranges will gradually change consumer tastes and behaviors. 

The UK's advertising regulator, the Advertising Standards Authority, has banned two adverts for The Hundred cricket tournament following public complaints they promote unhealthy eating to under-16s. The ASA sent a warning to the England and Wales Cricket Board and sponsor KP Snacks; both companies assured the ASA it would not happen again. The first ad was an email sent by the ECB to people on its database who had bought an under-16 ticket or indicated they had children in their household. The email offered free bats and balls and featured a bright, colorful cartoon image of cricket players accompanied by logos for The Hundred and KP Snacks brand McCoy's crisps. The second ad was a paid-for post on KP Snack’s Butterkist UK's Instagram account, which featured a picture of its Crunchy Toffee Popcorn alongside a cricket bat and ball. Sustain’s Children’s Food Campaign and Food Active were behind the public push to ban these ads. These complaints are part of their larger mission to bring new food and drink advertising restrictions and to eradicate HFSS food sponsorship of sports.  

Proper Snacks has rolled out a Properchips multipack range, following its launch in both sharing and singles formats. The launch is motivated by the growing multipack market as more customers are traveling again and looking for healthier, on-the-go snacking options. The multipacks are available in two flavors - Salt & Vinegar and Barbecue – and contain under 70 calories per pack. They are currently available in Ocado, ASDA, Tesco, Morrisons and Waitrose, retailing at £1.79 for five 14 gram bags.  In addition, Fairfields Farm has completed its transition to a fully plant-based range with the vegan reformulation of its Cheese & Onion chips. The transition to an all-vegan brand follows the increased demand for plant-based snacks and Fairfield’s successful vegan Bacon & Tomato and Rib of Beef flavors. The company is initially launching its reformulated Cheese & Onion chips in 40 gram bags, with a sharing 150 gram pack to follow in May. The product will be sold in the East of England Co-op, independent retailers nationwide, and Fairfields Farm’s online website for carbon neutral delivery. 

According to Mondelez SnackFutures VP, Brigette Wolf, consumers are looking for healthy and diverse snacking options. During COVID, Mondelez saw sales in its core business of cookies and crackers rise as customers sought out familiar comfort foods. Wolf finds that customers are now looking to expand their snacking routines and discover new brands and products. COVID also contributed to the already growing trend of healthy snacking as consumers became more conscious of their wellbeing and immunity. To better tap into emerging snack trends, Mondelez launched its innovation arm SnackFutures in 2018. Since its launch, SnackFutures has developed new in-house brands (Dirt Kitchen Snacks, CaPao) and invested in others (Uplift Food, Hu). Last year it started CoLab, a startup program for early-stage, mission-driven brands that helps build start-ups by connecting them with internal and external resources at Mondelez. This year’s class include Popcorn for the People, Moonshot, Yolélé and Nunbelievable. 

Health snack company Snackible was founded in 2015 with an aim to make healthy snacking more accessible and appealing in India. Snackible offers over 75 products as well as gift and subscription boxes of its products. Its snacks are inspired by both Indian flavors and Western health trends and ingredients. Popular products include Jowar Cheese Puffs, Bombay Chaast Makhana, Pizza Sticks, Energy Bars and Coffee Cookies. Some of Snackible’s new launches include Dosa Khakra (Ragi-based crispy dosa disks) and Crackling Nuts (Nuts coated in rice flour and flavoring). Although the majority of Snackible’s sales come from its website, its products are also available on other online stores and in 2,500 retail stores in 28 cities. Snackible is backed by key investors, including angel funds, syndicates and HNIs. It is also in talks to raise an institutional round of Series A funding by Q2FY23. These funds will be invested to build Snackible into an omni-channel FMCG brand, expand physical footprint across the country, invest in R&D and also start exports.

This week, pop rock band the Jonas Brothers launched Rob’s Backstage Popcorn at 2,800 Walmart stores nationwide. The savory and sweet vegan popcorn is marketed as ‘the Jonas Brothers’ favorite backstage snack.’ The brand was created by the three Jonas Brothers, consumer good business The Naked Market, and family friend Rob Garbowsky, who introduced the brothers to his popcorn in 2011 during rehearsals and performances. The brothers decided to introduce it to fans in 2021 during the Jonas Brothers’ Remember This Tour until they decided to bring it consumers nationwide with Walmart. Rob’s Backstage Popcorn joins a growing range of celebrity founded vegan products. Last year, Hall of Fame basketball player Scottie Pippen co-founded popcorn brand Husk, which sells organic and all-natural popcorn in six. Vegan snack brands are also drawing celebrity investment. In 2017, Leonardo DiCaprio invested an undisclosed amount into chickpea-based snack brand HIPPEAS, and he has since invested in other environmentally friendly food products. Outstanding Foods has received investments from celebrities such as musical artist Snoop Dogg, actress Daniella Monet, and NBA player Javale McGee. The brand is known for its PigOut Pigless Pork Rinds and has recently launched its vegan Outstanding Cheese Balls. 

An array of new BFY snacks have recently been released in the UK. Clif has launched Clif Thins, a crunchy, thinner version of its Clif Bar and marketed as a nutritious, on-the-go snack for consumers returning to their pre-pandemic routines. The Thins are plant-based, low in calories and sugar and are available in three flavors: Chocolate Chip, Chocolate Peanut Brownie and White Chocolate Macadamia Nuts. Cliff’s competitor, Kind, has added a Hazelnut Dark Chocolate flavor to its Protein bar range. Additionally, nut-based snack company Real Handful has announced the launch of Air Nuts, a line of aerated nut snacks. Air Nuts are created by blending peanuts, rice flour and flavoring before baking and aerating them through a patented process. Real Handful claims the snacks are 60% lighter than regular nuts, offering comparable protein and fiber with fewer calories. Air Nuts will be available in U.K. supermarkets in four flavors: Sea Salted, Salt & Black Pepper, Cheese & Onion and Hot Chilli. Lastly, low-sugar snack company Nibble Simply has launched its Divinely Dark Madagascan Chocolate Chips. The vegan chocolate chips are made with responsibly-sourced Madagascan cocoa and sweetened with natural coconut sugar. Coconut sugar offers a natural sweetness and helps reduce blood sugar spikes, and feed beneficial gut bacteria. a

Creative Nature makes snack bars, baking mixes, sweet treats and superfood ingredients that are free of the top 14 allergens. Its mission is to provide safe, healthy and tasty snacks for people with allergies and intolerances. Creative Nature has crowdfunded twice successfully and is expected to hit £2 million in turnover during 2022. Its products can be found in major U.K. supermarkets, independent cafes and online retailers. Snack Thyme is another snack brand that will launch with vegan, gluten free seeded crackers. The crackers are made with flax, sesame and pumpkin seeds and come in three varieties: Chilli and Lime, Rosemary and Za’atar, and Everything. Snack Thyme currently sells its crackers in London through local markets, artisanal stores, and online deliveries. However, the brand will officially launch in May following an expansion in production. 80Noir Ultra is a health-oriented, premium dark chocolate company. It sells a variety of bars and drinks that claim to improve mental and physical wellbeing as well as fitness performance. 80Noir Ultra’s products can be bought in health foods stores or directly through its website 

A wave of new snacks has recently entered the Singapore market. The snack market in Singapore is increasingly competitive, with an expected revenue of $440 million this year. It is expected to grow by 4.08% in 2022, with 300 new snacks released in 2021. Local and Asian flavors are a popular category within the snacking market. Snack company Crusty's has recently launched deep-ridged potato chips in Singapore Chicken Rice and Singapore BBQ Seafood flavors. The snacks are available on Crusty's websites and other online retailers along with its popular popcorn and fish skin products. New home-based business Kelly Snacks also debuted prawn cracker and crab stick snacks with flavors such as salted egg, cereal butter and honey butter. Better-for-you snacks are also popular in Singapore, fueled by the pandemic and an increase in food healthier snacks. E-commerce business Un-Possible Kitchen has recently launched its Arrowroot Paleo Torti Chips. The chip is similar to corn tortilla chips, but made with psyllium husk, coconut and arrowroot flour. Un-Possible Kitchen offers other allergen-free and preservative-free foods such as Black Bean Noodles and Plant-based Paleo Wraps. Biotechnology company Soynergy has released its Fibreworks Chocolate Cookies, which are made with bio-okara, a fermented by-product from soya milk and tofu manufacturing. Snack brand Soyami has debuted with its Soy Chips made from soya bean and potato flour. The chips are positioned as a healthier alternative to potato chips, with 50 percent more protein and 40 percent less fat. Soyami’s Soy Chips come in three plant-based flavors: Original, Honey Butter and Sriracha.

Transparent Labs recently released its Uncut Protein Cereal which contains 20g of protein per serving. The gluten-free protein puffs are made of rice starch, milk protein concentrate and medium-chain triglycerides and are sweetened with monk fruit extract, stevia, and allulose. The milk protein concentrate contributes to the cereal’s high protein while the MCTs provide high fat content. The brand says the high protein and fat levels create a satiating breakfast while supporting muscle growth, metabolic function, and energy levels throughout the day. Uncut Protein Cereal is currently available on Transparent Labs’ website in two flavors: Cocoa Crunch & Fruity Splash. Each box retails for $14.99 for 8oz, the equivalent four servings. 

Private equity firm CapVest Partners LLP has acquired Michigan-based Second Nature Brands, which makes premium better-for-you treats and snacks, such as Kar's Nuts and Second Nature Snacks. It focuses on health-conscious consumers’ demand for products meeting nutritional and lifestyle trends. The Second Nature Snacks brand, for example, offers natural, non-GMO premium snacks and trail mixes for on-the-go lifestyles. 

MUSH, a plant-based, ready-to-eat overnight oats brand, is launching nationwide at over 1,000 Kroger stores. Its flavors are Blueberry, Vanilla, Dark Chocolate and Apple Cinnamon, and are sold in 5-ounce cups in the chilled aisle. MUSH’s retail expansion follows growth in club with Costco Clubs. Launched six years ago, MUSH uses a small number of simple ingredients. It’s free of dairy, gluten and added sugar. MUSH is now available online and around 11,000 stores nationwide, including Whole Foods Market, Target, Publix and Albertsons.

Seawood Agogo, launched in 2019 in Grimsby, a coastal town in the northeast of England, has closed a distribution deal with Lulu Group, which is based in Abu Dhabi and has stores across the UAE. Expansion to other countries in the region is on the cards. The brand plans to develop new products and sees a recovering hospitality sector as a good opportunity. As well as seaweed, the product’s other “functional ingredients are really healthy, and low sugar”, according to the owners, as well as vegan-friendly. 

KP Snacks is marking all wholesale boxes of its non-HFSS products with a clear ‘non-HFSS’ label. This marking will help retailers navigate the wholesale aisle and locate products free from restrictions on positioning and promotions. In-store staff can also benefit by making it easier for them to arrange and replenish non-HFSS stock. KP Snacks has also developed a step-by-step HFSS retailer guide to provide tips for optimizing retailers’ fixtures to prevent lost sales as they adapt to the new regulations. The label and retailer guide will roll out ahead of the enforcement of HFSS legislation in October 2022.

Kellogg's has cut the salt content across the Special K range by an average of 19.8%, meaning five of its seven products are now non-HFSS. Salt has been used in Special K to add flavor and enhance other ingredients. To maintain flavor, Kellogg’s used new equipment and techniques that consider how people's taste buds react to flavors and said it tested the new recipe with shoppers, of which 59% said they preferred the new recipe. This reformulation follows a series of moves from Kellogg's to make its products non-HFSS ahead of government regulations. This includes decreasing salt and sugar from its ranges as well as launching new non-HFSS cereals such as a trio of Wheaties flavors, which launched in October 2021.

British snack manufacturer Pladis has launched a non-HFSS version of its Mini Cheddars, named Mini Cheddars Nibblies, which are designed to replicate the original Mini Cheddars but with 75 calories per portion and 30 percent less fat. Nibblies will launch in multipacks and sharing packs in two flavors - Cheddar & Smoked Paprika and Double Gloucester & Chive. 

Egg white crisp company Quevos is preparing to enter the national retail market. Quevos appeared on Shark Tank at the beginning of 2021 and received a deal from Daniel Lubetzky, the founder of KIND Snacks. Since the deal, Quevos has made steady growth - expanding its manufacturing facililties and reaching over $3.2 million in lifetime sales. It currently sells its low-carb, high-protein chips on its website and in-store in GNC, Wegman’s, and Illinois branches of Whole Foods. In preparation for the jump to retail, Quevos has updated its packaging and changed its recipe to improve the taste and texture of its snack chips.

BFY snack brand Popchips has announced a complete brand overhaul, including updated packaging design and the debut of two new flavors. Popchips’ brand update follows better consumer understanding from in-depth market research. Its new packaging is bolder and more modern and includes playful typography and bright colors on a black backdrop. Popchips’ two new flavors, Fiery Buffalo and Fully Loaded, were inspired by consumer demand for exciting and flavorful healthy snacks. The new flavors are currently available online at Popchips.com, Amazon, and Kroger stores nationwide.

According to the marketing director of food solution company ADM, John Powers, adding pulses to snack products can be an effective way for brands to attract health-conscious consumers. Pulses such as beans, lentils and chickpeas offer high nutritional value compared to cereal grain such as wheat, rice and oats. Pulses are also a good source of protein, fiber, calcium and minerals and are also filling.  In addition, pulses can contribute to the sensory experience of a snack as they add different textural, flavor and color profiles. Furthermore, as a natural ingredient, they give customers the illusion of being ‘closer to nature.’ However, pulses do come with difficulties such as choosing the right type of bean and bean-to-water ratio to use to achieve the desired function and texture. 

Calbee America Inc. is refreshing its Harvest Snaps brand with a more modern packaging design.  Its new packaging design is similar to its old packaging, but has been simplified and features an updated, prominent logo. Its rebranding also includes unifying its sub-brands such as Crunchy Loops. Harvest Snaps is known for its Baked Green Pea Snacks and its other baked snacks from beans and lentils. 

Chattanooga startup Bean Thinkin’ has recently launched with its navy bean-based snack puffs. The bean puffs are marketed as a healthier and more nutritious alternative to corn or potato-based snacks, with 4g of protein and 4g of fiber in every 4oz bag. 4 bags retail for $17 on its website and are available in three flavors: Smokey’s Chipotle, Silky & Smooth White Cheddar, and Friggin’ Hot Cheddar. 

Canadian-based plantain chip company Mr. Favourite is planning to expand into the U.S. Mr. Favourite’s Plantain Chips are marketed as healthy natural snacks that are vegan, high in fiber, potassium and vitamins, and contain three ingredients: green plantains, canola oil and salt. They are sold in three flavors: Regular, Sour Cream and Onion, and Chilli Garlic. Mr Favourite’s products can be purchased through online retailers and will soon be available at Canadian retail chains. 

New snack brand FFUPs has launched with its unapologetic line of ‘not healthy, just delicious’ puffs. FFUPs takes a different approach than other puffs on the market by prioritising flavor and quality ingredients over health claims. The puffs are available in five flavors: Semi-Historic Sour Cream & Onion, Professional Salt & Vinegar, Grocery Store Cheddar, Unambiguous Cinnamon Toast, and Instant Hot Chocolate. FFUPs can be bought on its website for $35 for six bags. 

Snack company Joyfull Bakery has relaunched its brand and its Parmesan Crisps. Joyfull Bakery initially released its popular Parmesan Crisps in specialty and natural retail stores in 2015. However, its bakery experienced a fire in 2020 that destroyed its production area. With help from its staff and the San Francisco community, the company has been able to rebuild and relaunch the products. The snack is made of 100% baked parmesan cheese and now comes in two flavors: Original and Everything.   

Australian brand Fodbods has launched a new gut-friendly and allergy-free snack called Nibbles, nuggets made of plant-based ingredients such as sunflower seeds, chia seeds and buckwheat flour. The snack is high in healthy fats and fiber, which aids digestion and keeps customers full for longer. Nibbles will be available in three flavors: Dark Chocolate, Ginger Spice and Rosemary Sea Salt. The snack will be sold online and in health food stores, along with the company’s protein bars. Fodbod was founded in 2019 with the aim to sell gut- and FODMAP-friendly snacks. Its bars are now in 300 locations in Australia and New Zealand. 

U.K.-based healthy snack company, graze, will expand its ‘crunch’ line to pubs. The move is aimed at targeting the growing number of customers who are looking to be more health-conscious post-pandemic. Its crunch line will launch in pubs in new snack pouches and will be available in three flavors: Marmite, Smoky Barbeque and Salt & Vinegar. Crunch is marketed as a healthier alternative to potato chips, a popular pub snack, and is made of roasted corn, broad beans and corn hoops. 

As India experiences a growing obesity problem, its government wants to use labelling to stem the tide and has delegated the Food Safety and Standards Authority of India to implement the changes. Government departments, including the health ministry, also have a role to play, and the consumer affairs ministry will provide advertising guidelines to limit the promotion of junk food. The issue of labels on the front of packaging, detailing how much fat, salt and sugar processed food contains, has been a discussion point for a while. These details are currently on the back of packs, but government pressure could accelerate change. Obesity is a major problem in the country. The Indian Journal of Community Medicine found that over 135 million people there are obese.

Jaipur startup Gladful was founded in 2020 with the aim to create convenient protein foods and snacks for children. Gladful started by selling cookies made of peas, rice and milk protein available in a variety of flavors – including Indian masala, ajwain, almond and butter garlic. In February, it launched its second product, Sprouted Chilla-Dosa mix available in Beetroot and Spinach varieties. At the end of last year, Gladful raised an undisclosed amount of funding in a seed round led by Antler India. These funds will go towards expanding Gladful’s reach and product range. Its products are available online on its website, or on Amazon, Cred, Flipkart, and smaller marketplaces like One Green and LBB. The startup faces competition from other companies in India’s fast growing healthy snacking market such as Snackible, The Green Snack Co and Habbit Health.

BFY snack brand LesserEvil announced it has acquired a majority stake in plant-based bar brand R.E.D.D. Founded in 2010, R.E.D.D. has built a growing business on its low sugar, high protein and fiber bars. The deal is LesserEvil's first acquisition and will allow the company to enter the snack bar category. R.E.D.D.’s high-quality health bars align with LesserEvil’s mission to make healthy, sustainable and less processed snacks. LesserEvil will take over R.E.D.D.’s production at LesserEvil's Connecticut facility and integrate the bars into its broader portfolio of snacks. This may lead to updates in R.E.D.D’s products’ taste, ingredients, texture and packaging. 

More snack brands are launching and reformulating products ahead of the U.K. government’s upcoming HFSS embargo, which limits the placement and promotion of HFSS snacks. PepsiCo's Walkers has also announced the launch of its first non-HFSS chip range named 45% Less Salt. The range will debut with three flavors: Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar. Healthy snacking startup Simply Roasted recently launched with a range of non-HFSS crisps. The crisps are made using three different ovens to remove the moisture from potatoes, which lowers the amount of fat required. Last year, Emily Veg Thins, Snack a Jacks, and Eat Real also announced reformulated non-HFSS recipes. 

Master Food Lab, contract manufacturer of healthy snacks, announced the launch of their equity crowdfunding campaign via the StartEngine platform. This crowdfunding campaign will offer an opportunity for investors to buy direct ownership in the company. The growth capital round will provide Master Food Lab with the resources to increase factory footprint, add machinery, hire more employees and increase production output. Master Food Lab currently produces products for brands with distribution in stores such as Walmart and Big Lots. Its products include snacks such as cookies, brownies, spreads and edible cookie dough.

Plant-based snacks manufacturer Kestrel Foods has acquired vegan and non-HFSS granola brand Just Live a Little. The brand sells granola, trail mix and granola bars in UK retailers Waitrose, Ocado and Tesco. Kestrel Foods already owns vegan granola and snacks brand Acti-Snack, along with its dried fruit and nuts brand, Forest Feast. Kestrel Foods said the deal would expand upon Kestrel Foods’ portfolio and is a step toward the company’s "ongoing commitment to becoming an innovative leader in the plant-based snacking market."

Gourmet popcorn brand Opopop is promoting its Flavor Wrapped Popcorn Kernels, which Opopop claims are the first to market and are made through a proprietary process. Its flavors include Vanilla Vanilla, Cinnalicious, Maui Heat, Chedapeno, Fancy Butter, Salty Caramel, Vanilla Cake Pop and Salted Umami. Opopop is gluten-free, non-GMO, and over half of its flavors are vegan. Opopop has promoted the kernels ahead of the 2022 Oscars and its products were included in the ‘Everyone Wins’ gift bags delivered to Oscar Nominees. The same ‘Oscars Discovery Collection’ kit can be bought for a limited time on Opopop’s website. 

Calbee's Nure Jaga (translated as 'wet potato') look like regular chips but are sticky to the touch and described as soft and chewy. Nure Jaga are apparently based on a chewy rice cracker, Nure Senbei, invented in 1960 by Yuji Yokoyama, a confectionery shop owner in Choshi, Chiba Prefecture. These rice crackers attained unexpected success and today are a popular accompaniment to green tea. Calbee is hoping to emulate this success with its wet chips.

UK-based snack brand Eat Real has recently been added to the NuTree portfolio for distribution in Australia. NuTree will initially sell Eat Real’s 10 best-selling SKUs, which include Hummus Chips, Lentil Chips, Quinoa Chips, Quinoa Puffs, and Veggie Straws. All of Eat Real’s snacks are free from all 14 declarable allergens and are made with alternative ingredients such as lentils, quinoa, chickpeas and vegetables. 

Singapore snack brand Fupi launched beancurd skin sticks in two flavors: Thai Green Curry and Seaweed Wasabi. The sticks mark a new format for the brand, which previously only sold beancurd skin crisps in three flavors: Sichuan Mala, Hot Pot Tomato and Nyonya Laksa. Founded in 2020, Fupi takes a modern twist on traditional Asian beancurd by making it more accessible and introducing new flavors. Its products are vegan, low carb, and high in dietary fiber. Fupi snacks retail at $5.20 a bag and can be bought in stores in Singapore and online on its website and Amazon. 

Northern Irish chip manufacturer Tayto Group is reformulating its brands and launching new non-HFSS snacks. It will reformulate two non-HFSS Golden Wonder products next month and will release new line 'Ringos Puffs' in BBQ and Sweet Chilli flavors. Tayto will also reformulate its other snacks including Spicy Bikers and Tangy Toms before the end of the year. 

Walkers has followed in other brands’ footsteps by releasing plans to introduce non-HFSS alternatives ahead of UK government restrictions. Walkers states it will change its Walkers Baked, Doritos Dippers and Popworks products so they are not considered HFSS. The company also plans to invest £35 million over the next three years into healthier product lines. This will include developing new products as well as reformulating some of its existing ranges. Walkers aims to make at least half of its sales from non-HFSS or low-calorie snacks by 2025, but alterations to its iconic products risk upsetting its loyal fanbase. In the wake of Walkers’ new launch of its '45 per cent less salt' chip range, fans have taken to Twitter to describe the alternatives as ‘terrible’ and ‘rubbish.’ Other fans have pledged to not buy the low-salt alternative and instead buy ‘proper’ chips. Despite this backlash, Walkers claimed the new non HFSS range has performed strongly in consumer taste testing.

In December 2020, Indian retail sales and execution company NextGApex released Mamafeast, a range of healthy yet affordable breakfast foods made in India. The brand currently sells cornflakes, fruit & nut muesli, peanut butter and hazelnut chocolate spread that are all vegan and gluten-free. Mamafeast was created to increase the accessibility of breakfast products made in India within the country’s growing, yet Western-dominated, breakfast cereals market. Its products are currently available in over 30 towns, 25,000 stores and online retailers such as Amazon.com, Flipkart.com and Snapdeal.com. NextGApex is planning to expand the range to over 200 towns and 100,000 stores by the end of 2023. 

San Francisco-based start-up and B Corp, 12 Tides, has launched with its Puffed Kelp Chips. The vegan, gluten-free snack is positioned as healthy and environmentally sustainable and comes in three flavors: Sea Salt, Chili Pepper and Everything. 12 Tides developed its kelp-based chips to improve the food system’s impact on the oceans and make use of regenerative resources. Kelp requires no pesticides, fertilizers, land, or freshwater and positively impacts the ocean by removing excess CO2 and restoring its ecosystem. Furthermore, it is high in vitamins, minerals, omega-3s and antioxidants.  All kelp used in 12 Tides’ products is locally sourced from regenerative ocean farms in Frenchman Bay, Maine. To align with its eco-conscious values, the Kelp Chips are packaged in plastic-free, industrially compostable materials, and the company donates one percent of all sales to SeaTrees, an organisation that helps conserve oceans, including through the reforestation of Californian kelp. 

SunRidge Farms is a large-scale manufacturer and distributor of organic and natural foods based in Monterey County, California. Its products include nuts, dried fruit, candies, chocolates and trail mix. SunRidge Farms started selling its products in bulk, but has since expanded to packaged consumer products, which have seen increased popularity since the pandemic. However, it is advocating for more bulk sales due to its commitment to reducing waste. Its products can be found in over 10,000 retailers and health food stores across the country.  

Valeo Snackfoods has reformulated core lines of its upmarket tortilla brand Manomasa to make them non-HFSS. The reformulated lines are expected to launch later this year. It follows a series of moves from Valeo to make its products non-HFSS compliant, including fully reformulating its Metcalfe popcorn line and launching a new bread snacks line via its Kettle Foods brand. Valeo’s marketing director Russell Tanner hinted that more non-HFSS snacks are to come from the company.