FrieslandCampina identifies tomorrow's top trends in tasty treats and the trendsetters tailoring to those demands

By Gill Hyslop

- Last updated on GMT

Health and wellness, sustainability and the immersive experience will lead the way in tomorrow's snacks. Pic: GettyImages/Max2611
Health and wellness, sustainability and the immersive experience will lead the way in tomorrow's snacks. Pic: GettyImages/Max2611

Related tags Frieslandcampina Trends Snacks vegan non-GMO Fairtrade low sugar

Good4U’s Breakfast Boosts, Prewett’s range of ‘Enrobed’ indulgent gluten free cookies and the new variants of Propercorn’s Fairtrade accredited popcorn are among some of the trendsetters that answering the demand for conscious indulgence, an experience beyond the imagined, and shaping a better world.

Now that the dust is settling from the first wave of the global pandemic and the contours of a new world are starting to take shape, FrieslandCampina Ingredients shares its vision on where the industry is heading in a new normal.

Its latest Trend Report identified three major trends for next year – Conscious Indulgence; Experience Beyond The Imagined; and Shaping A Better World – that will not only give bakery and snack producers a deeper understanding of consumers’ needs in the turbulent days ahead, but also allow them to get ahead of the curve and competition.

“Increased interest in food and drinks that promote consumer health, bring new experiences to life and shape a more sustainable world will define the new normal. The challenge for manufacturers is to cater to these consumer needs without compromising on delicious taste and the sense of indulgence,”​ said Suzanne van den Eshof, global marketing director of FrieslandCampina Ingredients Food & Beverages.

Conscious indulgence

The pandemic has forced consumers to think more about their lifestyles – arousing a better understanding of ingredients, swapping out the (perceived) unhealthy elements for added goodness and things that will promote good health.

Trendsetters: Good4U and SkinnyDipped

Start the day right

Good for you

Irish health food company Good4U has launched a range of Milled Seed Breakfast Boosts, tailored by a team of dietitians and chefs to, as the name says, boost a standard breakfast bowl into a health whopper.

According to the Sligo-based producer, two tablespoons of its Immune Breakfast Boost provides 100% Reference Intake (RI) of vitamin D and 169% RI of vitamin C

Vitamin D – which plays a critical role in calcium and bone metabolism, and maintaining serum calcium levels – is known as the sunshine vitamin because it is produced by exposing the body to sunlight. However, according to the World Health Organization, vitamin D deficiency is a widespread public health problem and particularly prevalent in places with limited sun exposure. Recent research from the Mercer’s Institute for Successful Ageing (MISA) at Trinity College Dublin (TCD) reveals one in six Dubliner’s are deficient in vitamin D.

Good4U’s Vitamin Breakfast Boost is packed with nine vitamins and minerals, including omega 3 ALA which is important for maintaining normal cholesterol levels. One portion also boasts 100% of the Reference Intake of vitamin D.

Its Protein Breakfast Boost was conceived with plant-based lifestyles in mind, containing 12g of protein made from ethically-sourced produce per portion.

All the Breakfast Boosts are vegan, gluten and nut free with no added sugar and an excellent source of fibre.

The power of the peanut


SkinnyDipped has launched a new line of Thinly Dipped Peanuts that deliver on the brand’s commitment to continually threat the needle between health and indulgence.

The snacks contain non-GMO peanuts cultivated from an accredited family farm in Virginia and boast 5g of plant-protein per serving. They also have half the sugar of comparable snacks, are gluten-free and have no artificial colours or flavours.

Available in two playful variants – Milk Chocolate and PB&J – the line comes hot on the heels of other rollouts for the rapidly-growing brand, including two Almond flavours and a line of Cashews. 

“Peanuts are often perceived as the ‘less than’ nut, but nutritionally there is much to love, including the fact they have an even bigger protein punch than almonds,” ​said founder and chief of innovation Val Griffith.

“We worked hard to give the peanut its day in the sun. Our goal was to capture what we loved about peanuts as kids – yummy peanut butter and jelly sandwiches and that milk chocolatey peanuty candy – but in a much healthier way.”

SkinnyDipped Peanuts are available from the company and on Amazon with additional retailers to follow in 2021, for an RRP of $4.99 for a 3.5oz pouch.

Experience beyond the imagined

Consumers are keen to adopt new definitions of indulgence and today, it’s all about an immersive experience that tickles all the senses. Micro trends now emerging across continents include new takes on texture, re-inventing in-home indulgence and extreme experiences.

Trendsetters: Dr. Oetker and Prewett’s

Get baking

Dr Oetker

UK home baking brand Dr. Oetker has launched three new cake mixes – offering DIY bakers an easy and convenient solution to baking at home – along with a pack of decorating icing tubes to really get the creative juices flowing.

These cake mixes are Dr. Oetker’s first launch into the whole cake mixes category and are available in Vanilla, Chocolate and Red Velvet variants. The range contains no artificial flavours or colours, no palm fat, reduced emulsifiers and a higher percentage of cocoa powder than other products on the market, said the producer.

They also come in a handy pouch format, which significantly reduces packaging waste.

Dr. Oetker Simply Delicious Cake Mixes will be available from Tesco in November for an RRP of £2.00.

The Unicorn Decorating Icing pack also joins Dr. Oetker’s extensive range of home baking supplies.

Unicorn themes and pastel shades have been a massive trend across baking in recent months and the icing tubes can be used in conjunction with other unicorn themed items in the Dr. Oetker range, including sprinkles, placements and cases.

The pack contains 4x 19g tubes of decorating icing in four flavours: Tutti Frutti, Apple, Vanilla and Strawberry to match their pastel colours. The small tubes are easy to hold and give greater control to get kids involved and excited about baking.

“We know that families are baking more than ever and these on-trend, unicorn icing tubes are a great way to show the youngsters how fun baking can be, whatever their age,” ​said Jen Brown, head of marketing, Cake & Dessert at Dr. Oetker, UK.

The decorating icing kits are available at ASDA for an RRP of £2.00.

Enrobed, vegan and indulgent


Prewett’s is rolling out a number of new offerings, including the ‘Enrobed’ range of gluten free biscuits; ‘Vegan by Prewett’s’ cookies and additional flavours in its free from range.

Enrobed’ – available in Vanilla Creams and Orange Creams – are all about indulgence and fill a gap in the market for gluten-free sandwich biscuits to give consumers a wider choice.

The range will be available in Waitrose stores around the UK for an RRP of £2.29 for a 192g pack, which includes six biscuits.

“2020 has seen a significant trend in indulgence and flavour, which are two key characteristics of Enrobed Vanilla Creams and Enrobed Orange Creams,”​ said Neil McAndry, MD of brand owner Northumbrian Fine Foods.

“Demand for sandwich biscuits is also high on the consumer agenda, which again is reflected in the new products.”

Waitrose is also expanding its range of Prewett’s free from range with the addition of Cookie & Cream sandwich biscuits at a RRP of £1.89 for a 142g pack (eight biscuits).

Further product innovation in line with changing market demand is Prewett’s range of Vegan by Prewett’s gluten free and milk free cookies. Flavours include favourites from Chocolate to Flapjack-inspired cookies, as well as some using superfood ingredients.

The Vegan by Prewett’s range will be in shops in time for Veganuary.

Shaping a better world

Prior to COVID-19, consumers wanted ingredients that were ethically sourced, came from closer to home and boasted green credentials. Nowadays, they want products that will make lasting positive changes and shape a better world, with back to our roots, no waste and great taste serving as important drivers.

Trendsetters: Proper and OGGS

A proper treat


UK snack brand Proper has added to its better-for-you popcorn collection with the Night-In range.

The only Fairtrade accredited popcorn on the market, Propercorn’s new Salted Caramel and Sweet flavours provide a healthier alternative for at indulgent night at home.

The variants are both vegan and gluten-free, and made from all-natural-ingredients: Propercorn’s Sweet recipe is made from a mix of unrefined, raw cane and caster sugar, while the Salted Caramel flavour – a blend of caramel, vanilla and salt - contains 40% less sugar than market leaders, according to the producer.

With consumers now spending more time at home, there has been an increase in evening snacking moments. Sharing formats are more popular than ever, accounting for 66% of all popcorn sales. Propercorn – whose sharing range is in 10% growth – is  looking to further capitalise on this trend, as shoppers look for more permissible, everyday treats and formats suitable for at-home sharing.

Founder Cassandra Stavrou said: “Popcorn has gained strong momentum since lockdown began, as more people stay at home and make more of their nights in.

“We’ve reimagined the much-loved cinema classics to create two flavours for those who are looking for a healthier alternative for their big night in. Packed full of Proper nostalgia, our Night-In range balances health and taste, for the ultimate sweet treat that you don’t have to feel bad about.”

Propercorn’s Salted Caramel and Sweet popcorn are available from Tesco and Sainsbury’s across the UK in 90g sharing bags for an RRP of £1.59.

Snacking without compromise

OGGS Mini Bites Varieties (1)

Based on its mission to change the world – one mini bite at a time – OGGS has rolled out vegan-friendly Mini Bites.

These fun-sized snacks comprise of Brownie or Millionaires Shortbread and like the entire OBBS range, are designed to be better for the planet, animals and people, made from ethically sourced plant-based ingredients.

The new Mini Bites are also powered by OGGS Aquafaba – the UK’s first patented liquid egg alternative for home-baking and cooking – which OGGS launched earlier in the year.

With nine bites in every pack, there are enough to share with loved ones, but the handy packs mean they’re perfect to grab just one and go.

The packaging is also FSC sustainably sourced and made from 100% recycled plastic that is fully recyclable and biodegradable, so even if it finds its way to landfill, it won’t harm the planet.  

Available from Sainsbury’s and WH Smith stores in January 2021 for an RRP of £2.25.

FrieslandCampina Ingredients is a passionate ingredient specialist focused on adding goodness to the products that nourish the world. Its clear segmentation of Early Life Nutrition, Adult Nutrition, Food & Beverages and Animal Nutrition strengthens the €1.8bn company’s position as an innovative partner and global player in healthy and functional ingredients.

The central office is located in the Netherlands, with offices in the US, Singapore, China and Brazil.

“Brands and companies that are able to jump quickly on these trends, together with their ingredient supplier supporting them via recipe innovation and sustainable products, will be the ones that come out on top after these difficult times,”​ added Van den Eshof.

“Close collaboration will increase the speed to market, while at the same time leveraging opportunities to get creative with and for the consumer.”

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