What’s new on shelf: Umami-rich mushroom bites, organic nut butter covered nuts and breakfast probiotic bars

By Gill Hyslop

- Last updated on GMT

A cornucopia of exciting treats. Pic: ©GettyImages/ninitta
A cornucopia of exciting treats. Pic: ©GettyImages/ninitta

Related tags Pillsbury company Kind snacks Bahlsen Sabine's Collections Hormel foods Justin's Mcvitie's pladis Post Consumer Brands Oreos

This month, we are placing oyster mushrooms, activated nuts and seeds, and probiotics in the spotlight, along with the indulgence of Jaffa cakes and a mega stuff Oreo O’s cereal.

Crunch time

TMB Umamis Crunch snack all

Israeli startup The Mushroom Benefit has introduced a line of Umamis Crunchy Snacks.

The mushroom snacks are manufactured using traditional extrusion technology applied with novel adaptations that yields a generous 40g equivalent hit of fresh mushrooms per serving.

The result is an all-natural, wholesome, umami-rich bite that fits easily in today’s on-the-go lifestyle.

Each package contains a combo of king oyster mushrooms and corn to give it a crispy puffed texture.

The zero trans-fat, plant-based product contains no cholesterol or sugar, and no artificial flavoring or coloring.

“The mushroom base enabled us to design a snack that is all-natural and tasty, as well as delivering mycotherapeutic functionality,”​ said Mira Weigensberg, CEO and co-founder of The Mushroom Benefit.

“Our product line is compliant with the FDA regulations for defining healthy food products. This is a significant milestone, as it sets The Mushroom Benefit far ahead of the majority of crunchy snack food brand products currently on the market that often contain trans-fats and higher calories with minimal nutrients.”

In addition to vitamins, minerals, protein and fiber, specialty mushrooms are touted for their naturally occurring beta-glucans, a polysaccharide complex with acknowledged benefits for boosting immunity and balancing metabolic functions.

The Umamis Crunch Snacks portfolio comprises four flavors – Natural, Barbeque, Salt & Vinegar and Salt & Pepper – to be showcased at the Fancy Foods Show New York being held 23-25.

Easy bake


Pillsbury invites fans to fire up their ovens in anticipation of the arrival of two quick and easy homemade treats: Pillsbury Place and Bake Brownies and Pillsbury Sweet Biscuits with Icing.

The brownies are available in three flavors – Fudge, Peanut Butter and Marshmallow – and each package contains 12 brownie dough rounds for a suggested price of $2.80 per package.

The biscuits come in two fan-favorite muffin flavors – Blueberry and Chocolate Chip – and both include a pack of icing from the brand’s signature Pillsbury Cinnamon Rolls. Each 12.4oz tube contains eight biscuits for a suggested price of $2.69.

Pillsbury’s Place and Bake Brownies and Sweet Biscuits are available now at select retailers in the US and will roll out nationally at the end of July.

Probiotics for breakfast


The KIND Breakfast Probiotics bar line brings probiotics to the on-the-go snack market.

Each two-bar pack serving of KIND Breakfast Probiotics provides 500 million CFU probiotic cultures in three new flavors: Apple Cinnamon, Orange Cranberry and Peanut Butter Dark Chocolate.

The probiotics – GanedenBC30 – are shelf-stable and wait to germinate until they reach the intestines (where the temperature is just right for absorption). They also do not affect the taste of the bars.

In its breakfast research, Kind found the average American only spends 12 minutes eating breakfast, often while on the way to work or school.

This product gives them the opportunity to enjoy probiotic benefits on-the-go.

Like other KIND products, the bars do not contain genetically engineered ingredients, are not sweetened with sugar alcohols or artificial sweeteners, are made with 100% whole grains and are gluten free.


In other news, the BE-KIND brand – which has enjoyed phenomenal success in the US – will be rolled out in France from the beginning of September through Mars Wrigley.

The move follows the minority acquisition in Kind Inc. last year by the Mars Group.

KIND was founded by entrepreneur and philanthropist Daniel Lubetzky in 2004.

Its success is based on its two principles: Simple recipes without gluten, dyes, preservatives or artificial aromas, relying on transparent packaging that enhances its ingredients; and a closeness of values with its consumers around kindness and benevolence.

“Given the phenomenon in the United States, we expect a lot from the launch of BE-KIND in France. In less than three years, BE-KIND is the leading brand in fruit-based bars and the largest contributor to the growth of its category. [Through] our trading partners [mass distribution], we will share the idea that this product responds perfectly to the new consumer expectations towards more taste, authenticity and naturalness,”​ said Lionel Trapet, marketing director of Mars Wrigley France.

Six flavors will be rolled out, including Dark Chocolate, Walnut & Sea Salt, Honey-roasted Nut & Sea Salt, Peanut Butter & Dark Chocolate, Maple Iced Pecan & Sea Salt, Caramel, Almond & Sea Salt and Almond & Coconut.

Ready, steady, go


UK snack startup Boundless is using ancient Aztec and Aborigine processing techniques to create activated nuts and seeds.

The gut-friendly snacks are activated using the company’s FAB method, based on ancient methods that unlock specific nutrients for better digestion.

Flood: The nuts and seeds are drenched in water to kickstart nature’s natural activation process.

Activate: The nuts are then soaked to remove the bitter phytic acid and protective enzymes, enabling better digestion.

Bake: Finally, the snacks are gently baked using natural ingredients for a fuller flavor and lighter crunch.

The activated nuts and seeds are available in four flavors – Cayenne & Rosemary, Tamari & Aleppo, Orange, Ginger & Maple, Turmeric & Smoked Paprika – in 30g bite-size pouches from Barrecore, Sourced Market, Revital, As Nature Intended, Amazon and Borough Box at a RRP of £1.00 ($1.25).

Biscuit rebrand


Family-run biscuit company Bahlsen is relaunching two of its indulgent treats under new brand names and packaging.

‘First Class’ has be rebranded Praline Squares, while ‘Messino’ will now be known as Luxury Jaffa Cakes.

The new descriptive product names are designed to help UK shoppers recognize what is behind the pack. Both new product names come at a time when the Special Treat biscuit category is growing at 2.9% YOY and consumers are demanding more choice across the sector.

“With the increased growth in the Special Treats category we felt the time was right to enhance Luxury Jaffa Cakes and Praline Squares with new brand names that will help shoppers understand both products more,”​ said Julien Lacrampe, trade marketing manager at Bahlsen.

“The new brand names will also help to drive trial amongst new shoppers bringing further growth to the sector. We look forward to rolling out the rest of the range in new packaging and providing further impetus for retailers to keep a well-stocked shelf of Bahlsen biscuits.”

The Luxury Jaffa Cakes are a light sponge biscuit topped with Italian Messino orange jelly and dark chocolate, available in 125g boxes exclusively in Waitrose with a RRP of £1.25 ($1.57).

The Praline Squares offer a layer of crispy wafer and smooth praline, topped with chocolate, also available in 125g containers from Sainsbury’s and Waitrose at a RRP of £1.50 ($1.88).

Double baked, never fried


Sabine’s Collections is introducing a new guilt-free Baguette bite – that is made the old-fashioned way with slow fermentation – to its lineup.

Available in three flavors – Olive Oil & Rosemary, Jalapeno & Cheddar and Roasted Garlic & Chives – the artisan-style snacks can be eaten as alone as a snack, as an alternative to bread, or added to regular meal times in soups or salads.

“The new Sabine’s Collections Baguette bites are on trend with consumer demand for quality snack options,”​ said Camille Krupa, director, Marketing & Business Development at Sabine’s.

“The Baguette bites fit the need for both, healthy and portable snacks. Paired with fresh fruits and savory options, the bites offer new and fun ways to satisfy the need to snack. They also fit the bill for consumers seeking clean label ingredients as they engage in healthier lifestyles.”

Sabine’s Collections baking process is simple. European-style baguettes are sliced, double baked – never fried – seasoned and packed at its bakery from beginning to end.

The bites feature all-natural flavors free of cholesterol, MSG, ADAs, PHOs, saturated fats and trans fat free. All Sabine’s Collections products – including Sabine’s Collections Crisps, available in Original with Olive Oil & Sea Salt, Garlic-Chives & Parsley, Rosemary and Eight Grain – are Kosher and vegan certified.

The Baguette bites are available in US retail outlets for a RRP of $3.99 to $4.99 for a 3.5 oz. bag and through foodservice and catering channels in 21g snack packs and 16oz bags.

World first


Hormel Foods has expanded its Justin’s portfolio in the US with what it touts to be the ‘world’s first’ Organic Nut Butter Covered Nuts.

Available in two flavors – Almond Butter Covered Almonds and Cashew Butter Covered Cashews – the snack comprises protein-packed roasted almonds and cashews coated in ‘the perfect amount of Justin’s Nut Butter for a sweet-and-salty snacking experience.’

“It’s been 15 years since we first changed the way nut butter was done with my one-of-a-kind grind and, soon after, our original Squeeze Pack. Well, we’re at it again with a new plant-based snack – Nut Butter Covered Nuts,”​ said founder Justin Gold.

The new snacks are made with USDA-certified organic ingredients and are Non-GMO Project Verified, gluten-free, dairy-free and Kosher.

They also contain 2g-3g of plant-based protein per serving.

Justin’s Organic Nut Butter Covered Nuts will debut at Whole Foods and Sprouts and will roll out nationwide across the US in the coming months. They are available in 3 oz. bag, made with a minimum of 25% post-consumer recycled content, for a RRP of $5.99.

New taste adventure


pladis has expanded its McVitie’s Jaffa Cakes portfolio in the UK with limited edition Pineapple Cake bars.

The new variant is available in packs of five individually wrapped bars that pladis says are ‘perfect for adult lunchboxes or for on the go.’

Each bar contains only 97 calories.

“We’re thrilled to launch our limited-edition McVitie’s Jaffa Cakes pineapple cake bars, offering consumers a new taste adventure for a product they already know and love,”​ said David Carey, senior brand manager for McVitie’s Cake at Pladis UK&I.

“Our McVitie’s Jaffa Cake bars range has become one of the fastest growing products in the cake category over the last few years.

“We’re excited to build on this momentum with a new zesty, potentially controversial flavour which we’re sure will spark debate with consumers around one of the country’s most loved brands.”

The introduction follows on from the launch of Jaffa Cakes Nibbles and limited edition Lemon & Lime Jaffa Cakes last year.

The Pineapple Cake Jaffa Cakes are available in Tesco and Asda at a RRP of £1.00 ($1.25) and will be rolling out across all major grocery and convenience channels in the UK later this month.

Mega stuff


Mega Stuf Oreo O’s is Post Consumer Brands’ newest cereal offering to start the day.

The new cereal combines crunchy, chocolate cereal with marshmallows to create the bang-on taste of the crème-filled cookie.

Cereal is far from boring these days and the rollout is following the trend of sweet, cookie-inspired cereals, from Pop Tarts to Chicken and Waffles.

The Mega Stuf Oreo O’s is available exclusively at Walmart for a RRP of $3.98.

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