What’s trending in 2022: KIND releases ‘its tastiest protein bar yet’, Just Desserts ramps up indulgence and AirSnax bursts onto the UK scene

By Gill Hyslop

- Last updated on GMT

This round-up focus is on health, convenience and satisfaction with a little bit of indulgence. Pic: GettyImages/Eva-Katalin
This round-up focus is on health, convenience and satisfaction with a little bit of indulgence. Pic: GettyImages/Eva-Katalin

Related tags vegan Protein better for you low calorie Indulgence plant-based Gluten-free convenience Snacks Bakery

KIND has expanded its Protein bar line-up with a flavour it expects to be a hit with customers; Just Desserts has created uber indulgent cheesecakes; and a new kid on the block is hoping to take the UK by storm with its flavour-forward, vegan, low calorie snacks that are, most importantly, satisfying.

‘Tastiest bar yet’


KIND, the UK’s fastest growing healthy snack bar brand, has expanded its highly successful Protein bar line-up.

The 50g Hazelnut Dark Chocolate bar contains 12g of plant based protein, high in fibre and contains heart healthy fats, as well as being gluten-free and lower in sugar.

However, its designed to deliver as much on taste as it does on nutrition and punted as ‘its tastiest bar yet’, comprising a blend of nuts – hazelnut being front and forward – enrobed in dark chocolate.

“We’re so excited to be adding a new variant to our trio of tasty plant based protein bars,” ​said Audrey Arbeeny, UK marketing director.

“The range has been so popular, and we believe there remains to be a huge opportunity in this category here in the UK.

“Not only are we seeing the functional health trend continue, but people are still on the lookout for convenient products that deliver on both taste and nutritional value. We’re confident this new Hazelnut and Dark Chocolate flavour combination will be a hit with our customers and can’t wait to hear what they think.”

Since founding in 2004, KIND has been on a mission to make the world a little kinder, one snack and one act at a time. What began as a line of premium Fruit & Nut bars sparked the creation of an entirely new healthier snacking category. Its recipes include nutrient-dense, simple and premium ingredients like whole nuts and fruit. All of its snacks are gluten-free and have no artificial ingredients or preservatives.

Hazelnut Dark Chocolate is available in selected retailers across the UK, including WHSmith Travel, BP, Amazon, Nisa and Costcutter, along with independents via wholesalers like Simply Heavenly, DDC Foods and Tree of Life for an RRP of £2/50g bar.

Safe snacking

Partake 1

Black-owned and female-founded disruptor brand Partake Foods – backed by the likes of mega stars Rihanna and Jay-Z’s Marcy Venture Partners – is rolling out in Walmart outlets and online.

The introduction of the brand’s best-selling crunchy and soft-baked cookies across 964 Walmart outlets provides even more Americans access to safe-to-share snacks. Partake’s line of snacks and baked goods are certified gluten-free, vegan and free of the top 9 allergens.

“We are excited to bring Partake to Walmart stores in 47 states, contributing to our 2022 goal of making our better-for-you, allergy-friendly cookies accessible to new towns and cities coast-to-coast,”​ said founder and CEO Denise Woodard.

The cookies come in four flavours - Crunchy Chocolate Chip, Crunchy Ginger Snap, Crunchy Birthday Cake, and Soft Baked Chocolate Chip – and have an RRP of $3.98.

Partake’s products can also be found in more than 8,000 stores nationwide, including Trader Joe’s, Kroger’s, Whole Foods and Target.

Simply divine

Just Desserts New Luxury Cheesecake Range (002)

Yorkshire-based Just Desserts has introduced a range of handmade luxury cheesecakes to their burgeoning portfolio of over 130 handcrafted desserts.

The line-up collaborates with some mega brands, and includes five additions that are rolling out in farm shop, deli and hospitality avenues across the UK.

Raffaello Cheesecake – biscuit crumb base, coconut-flavoured cheesecake, toasted coconut, fresh dairy cream, Raffaello truffle.

Lindt Chocolate Cheesecake – chocolate crumb base, dark chocolate ganache, milk chocolate curls, Lindor milk chocolate truffle.

Lindt White Chocolate Cheesecake – biscuit crumb base, white chocolate cheesecake, white chocolate curls, Lindt Lindor white chocolate truffle.

Philadelphia Cheesecake – digestive crumb base, Philadelphia cream cheese mousse, chocolate drizzle, marble chocolate shard.

Red Velvet Cheesecake – chocolate red velvet sponge base, red velvet icing, red velvet crumb.

According to the family-run business, the NPD is in response to an increasing demand for their luxury cheesecakes, which also include Lotus Cheesecake, Ferrero Rocher Cheesecake, and Oreo Cheesecake.

The new cheesecakes are the first to be launched under the acquisition of Regal Food Products Group and customers can look forward to more NPD later in the year.

Laughing on the run


French bakery manufacturer Bridor has partnered with The Laughing Cow to launch an indulgent Cheese Lattice for the on-the-go market.

The ready-to-bake 100g savoury pie is made with Bridor’s pure butter croissant dough and filled with The Laughing Cow’s instantly recognisable creamy cheese.

The Laughing Cow was established in France in 1921 and today is the seventh biggest cheese brand in global sales. The partnership between Bridor and The Laughing Cow addresses the fast-growing demand for eat-on-the-go products, with research showing that 88% of adults take regular snack breaks, while 82% tend to snack at least three times in place of a sit-down meal.

“Snacking is becoming more widespread for consumers worldwide, so we are pleased to have launched a product with The Laughing Cow that caters towards this trend,”​ said Erwan Inizan, UK sales director of Bridor.

“Providing high-quality products to as many people as possible is something that is high on our agenda and this new launch does exactly that, whilst also addressing consumer’s needs for more snack-based items on shelf.”

Branding is designed to pop on shelf in The Laughing Cow’s stand-out brand colours, and is wrapped in practical greaseproof paper. The Cheese Lattice can be eaten hot or cold.

Proper sic


Today, many young people use ‘sic’ to describe something good, amazing or cool.

Proper Snacks is hoping to accelerate its ‘unrivalled growth in the better-for-you (BFY) snacking space’ with the roll out of a Properchips multipack range.

The move follows the launch of Properchips in both sharing and singles format and the ongoing success of multipack for its Propercorn range. Multipacks currently account for 43% of BFY sales and 32% of total CSN sales, presenting a strong growth opportunity with new snacking occasions.

The multipacks are available in two of its best-selling flavours – Salt & Vinegar and Barbecue – and, upholding its healthier commitment, come in under 70 calories per pack and 30% less fat than its competitors.

After popping for eight years, Properchips was the brands first venture outside popcorn. Based on lentils, the chips use only natural seasonings and are vegan and gluten-free. The range has posted significant growth, delivering in excess of £10m in value sales in 2021, up 88% from the year prior.

“Properchips was a seriously exciting move for Proper Snacks,”​ said founder Cassandra Stavrou.

“It took us from the leading premium popcorn-maker to the biggest independent brand in better-for-you. The range has exceeded expectations with unprecedented demand.

“As more people begin travelling and heading back to the office, healthier, on-the-go snacking options are in strong demand.

“Taste remains the number one priority at PROPER Snacks. Launching in our two most popular flavours, we’re proud to provide snackers with a healthier alternative to two classics they know and love.”

Properchips multipack are available in Ocado, ASDA, Tesco, Morrisons, Waitrose and Booths across the UK, for an RRP of £1.79 for 5 x 14g bags.

Fully vegan


Fairfields Farm has completed its transition to a fully plant-based range with the relaunch of its Cheese & Onion crisps following a 100% vegan recipe.

Launching in 40g format – with a sharing 150g pack to follow in May – Fairfields has adapted its existing Cheese & Onion crisps to create a dairy-free version that stacks up to the flavour expectations of consumers.

“The demand for plant-based snack choices is greater than ever and after the success of both our Bacon & Tomato and Rib of Beef vegan-friendly crisps, we decided it was time to launch another much-loved flavour,”​ said cofounder Laura Strathern.

“We’re particularly happy at this delicious development because it marks our brand’s transition to being entirely free of dairy and meat, as well as gluten.”

All Fairfields Farm crisps are made using potatoes grown on the independent family farm on the border of Essex and Suffolk, with renewable energy used in their production.

Fairfields Farm Cheese & Onion Flavour crisps are available from the East of England Co-op and independent retailers nationwide, as well as online for carbon neutral direct-to-consumer delivery. RRP is 80p for a 40g bag, and £1.99 for a 150g bag.

Taking your tastebuds on holiday


Pringles is inviting Brits to take their tastebuds on holiday with the launch of two limited-edition flavours – New Style Cheeseburger and Italian Style Pepperoni Pizza.

The new additions are part of Pringles’ Passport Flavours collection and will be on shelves for just six months. Inspired by the delicacies of New York and Italy, the new flavours are expected to prove popular with Pringles fans.

There have been more than 100 flavours introduced to the UK market since Pringles launched in the country, including the weird and wonderful such as Pigs in Blankets, Mint Choc and Sweet Cinnamon.

Florence Kayll, Pringles UK brand lead, said, “We’re really excited to introduce our new range of Passport Flavours and we can’t wait to see which flavour Pringles fans like best. The limited-edition cans will be in stores for six months only, so get your hands on them whilst you can.’’

The roll-out follows the launch of Medium Sweet Chilli and Spicy Chorizo Pringles in January, and can be found in stores, including Aldi and B&M, for an RRP £1.65. 

Snacks with a purpose

all bags white

A new range of healthier, nutritious, chickpea-based puffed snacks has made its debut on the UK snacks scene.

Bursting with health credentials, AirSnax are vegan, gluten-free, high in fibre and protein, low calorie, and, according to the startup, are both tasty and satisfying. 

The 30g bagged snacks are designed to satisfy cravings between meals, averaging only 115 calories per bag.

Created by Nati Azar, the snacks were born out of a desire for a snack that ticked all the boxes and fitted into today’s contemporary lifestyles and eating habits. 

Azar said Airsnax will appeal to consumers with a ‘think before you buy’ mentality, who look at nutritional content, enjoy plant-based foods, and balance their diets with gluten-free, low-calorie foods. The AirSnax founder saw a gap in the market to deliver a better-for-you treat that was also filling, “because snacks aren’t healthy if they leave you hungry.

“Food is such an important part of our lives, so why not make it fun as well as nutritious. I’m so excited to see my idea come to life and I truly believe we’ve created the ideal snack for today’s busy lifestyles and eating habits, plus the branding and packaging is so vibrant, youthful and cool, we’re confident it will stand out on the shelf. 

 “Many demographics want to eat more healthily, consume products without the use of animal products, cut back on gluten consumption, and generally eat better-for-you snacks. These were important factors for me and I know they are critical in many people’s purchasing decisions.

“While our key audience is Gen Z and millennials, in reality, they’re for anyone looking for a healthy, wholesome, satisfying snack for on-the-go or at-home consumption. We see them pairing well with no and low alcohol beers and ciders, tapping into the trend for moderation and mindful eating and drinking.

“Consumers are constantly looking for new and unusual options in the snacks aisle, perhaps opting for something they might not have heard of and are curious to try. Airsnax satisfy cravings for a savoury hit and bring new tastes and textures to snacking.”

Made with a base of chickpea, green pea and yellow peas, the range launches in four flavours – Salted, Salt & Vinegar, Black Pepper and Sweet Chilli.

AirSnax are available online for £11 a case of 12 packs and available to retailers for an RRP of £1 for a 30g bag.

Doughnut/cake combo


McKee Foods has launched Little Debbie Zebra Mini Donuts to give Americans a new snacking experience.

Zebra Mini Donuts consist of yellow cake doughnuts covered in vanilla frosting and finished with the brand’s well-known wave of fudge stripes. 

By offering a fresh way to experience yellow cake in doughnut form – along with stripes of moreish fudge – the brand owner believes the NPD will be the go-to choice for both doughnut connoisseurs and cake enthusiasts.  

“When you go into a doughnut shop in your neighbourhood, you expect to see a wide variety of choices,”​ said Hannah Stoker, the McKee food scientist responsible for crafting the treat.

“Some of the ones that always stand out are the doughnuts with stripes. The Little Debbie brand knows a thing or two about stripes, so it only made sense to develop Zebra Mini Donuts.”

Added Erica Harrison, Little Debbie product manager, “We’ve been looking forward to this product launch for a long time, and it’s rewarding for us to finally see it on store shelves.

“We know Zebra Mini Donuts are going to be just as loved by consumers as they are by those who made them happen.”

Little Debbie Zebra Mini Donuts are available on US store shelves, packed in convenient grab-n-go resealable bags with a RRP of $2.19. 

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