Trendspotting in 2022: Entemann’s celebrates dads, Mr Kipling goes stateside and GoGo squeeZ gets kids going

By Gill Hyslop

- Last updated on GMT

Snacks for big and small in our lineup. Pic: GettyImages/ridvan_celik
Snacks for big and small in our lineup. Pic: GettyImages/ridvan_celik

Related tags Entemann's Bimbo bakeries usa Mr kipling Premier foods Lenny & Larry's GoGo SqueeZ SkinnyDipped Tostitos

There’s swag galore up for grabs, including $50,000 and a year’s supply of Entenmann’s Donuts, and a bespoke cake and cake consultation from My Baker; Mr Kipling’s exceedingly good cakes launch in the US; and GoGo squeeZ gives kids the fuel they need to make the most of their adventures.

Show your hunger who’s boss

Lenny & Larry's

Protein cookie innovator Lenny & Larry’s has launched The BOSS! Immunity Bar, a protein bar powered by 18g of dairy, plant protein and probiotics.

The bar comprises crunchy wafer layers woven with creamy filling, covered in chocolate and comes in four variants: Peanut Butter Cup, Chocolate Mint Brownie, Caramel Macchiato and Maple French Toast.

Additionally, the probiotic bar supports immune health and protein utilisation, with 2g of sugar, non-GMO and no artificial flavours or sweeteners.

Available online for an RRP of $7.99 for a 4-count box.

Exceedingly good British cakes go stateside

Mr Kipling

UK’s number one cake brand Mr Kipling has expanded its footprint to the US, to introduce a new snacking occasion to Americans.

Each cake slice is packed in individual pods to keep them moist and fresh, but the portable packs also allow consumers to take a cake break anywhere, anytime.

The slices are available in Lemon, Chocolate, Vanilla and Salted Caramel and can be found on the bakery shelves of 219 Target stores across the nation.

“Mr Kipling is the perfect fit for the US market, filling the gap between consumers' desire for high-quality sweet treats and the need for convenient, easy snacking formats,”​ said Diana Horwitz, US country manager for brand owner Premier Foods.

“Our research revealed consumers are wowed by the quality of our cakes and how fresh they taste, plus they loved their look – the European patisserie aesthetic.

These beautiful cakes are perfect for a coffee break at home or easy to slip into a backpack for snacking on the go.”

A get up and go for kiddies

Go go

GoGo SqueeZ has expanded its portfolio to give kids some of the fuel they need to make the most of their adventures.

Happy BrainZ and Happy ImmuneZ provide two of the most in-demand benefits for growing children: brain health and immune support. The shelf-stable, go-anywhere snacks are great to pop into backpacks as kids head outside to enjoy the summer.

Happy BrainZ mixes a melange of fruits (apple, banana, pineapple and orange) with the benefits of iron and omega-3 fatty acids to help support a child’s brain health. Each serving provides plant-based prebiotic fibre to help nourish the growth of good bacteria in the gut, which is linked to the brain.

Happy ImmuneZ is a fruit and vegetable snack (apple, strawberry and rhubarb) that contains immune-supporting nutrients like zinc and vitamin B12, along with plant-based prebiotic fibre to help nourish the growth of good bacteria that exist naturally in the gut, making this portable snack a differentiator in supporting a child’s brain health and overall wellness as part of a balanced diet.

“We were inspired to develop these new products after hearing from parents that brain health and immune health were the top areas of importance for their kids,”​ said Mark Anthony Edmonson, chief marketing officer at GoGo SqueeZ.

“GoGo SqueeZ knows parents are juggling incredible loads and we’re proud to be parents’ ally in nourishing the whole child via smart snacking to build strong futures.”

Added Marina Chaparro, founder of Nutrichicos, a children’s and family practice in Miami, “As a paediatric dietitian and mom, I know snacks can be challenging for parents who are trying to find convenient yet nutritious snacks their kids will love and feel good about offering.

“I often tell parents to think of snacks as an opportunity to add nutrition that might be missed at mealtimes. Snacks can be a great way to complement meals and optimize kids’ nutrition, and these new products absolutely deliver on that.”

The new GoGo SqueeZ snacks are exclusively available in a 10-pack for $6.98 at Walmart outlets across the US.

Happy birthday

My Baker

Network of UK independent bakers My Baker is celebrating its second birthday with a Birthday Prize Draw, which gives one winner a bespoke cake and cake consultation worth £250.

Only subscribers are eligible, however, the campaign is a handy reminder to never miss a birthday again, pinging its clients two weeks before the big day, along with a 10% discount code to make life that little bit sweeter.

My Baker’s range of fresh-to-order cakes are also available on a Next Day delivery service – delivered anywhere in the UK within 24 hours for an additional £10. It not only helps to take the stress out of your festive preparations, but also benefits the baker who pulls out all the stops to get you your cake on time.

The Cake SOS phoneline is manned seven days a week, 10am to 6pm for any last-minute concerns or queries about your order.

In June 2020, husband and wife team Mark Sinjakli and Mel Sinjakli bought My Baker (from the original founders Noreen and Yvonne). They had always been very impressed with the My Baker platform and felt with their combination of baking talent and business acumen, they could propel My Baker to even greater success. So, Mel went from baker to owner (though she freely admits her passion is still baking!).

We’re proud of our achievements thus far as we celebrate our second birthday,”​ said Mark Sinjakli, CEO of My Baker, who acquired the platform from the original founders in June 2020 and expanded it UK-wide.

“There’s nothing that gives us greater satisfaction than getting positive feedback from our customers who tell us that they love our cakes. We can’t wait to see what the future brings for My Baker, and we hope that everyone gets as much joy out of our cakes as we get making them.”

The Birthday Prize Draw will be drawn quarterly throughout 2022.

Celebrating dad



Entenmann’s is putting dads front and centre with its Dads of Glory: A Father Figure Showcase, giving fans the chance to celebrate the father figure in their life and win $50,000, along with a year’s supply of Entenmann’s Donuts.

Until 1 July, snackers are invited to nominate the deserving man by submitting a video clip at that shows why he is a Dad of Glory in one of the five categories: Humour, Dad Feats, Dad Engineering, Dad Fashion and Dad Love.

“At Entenmann’s, we remain committed to celebrating our loyal fans, and this Father’s Day we wanted to take the opportunity to showcase the father figures that have made such a meaningful mark on their lives,”​ said Jason Amar, director of Marketing at Entenmann’s.

“The Dads of Glory: A Father Figure Showcase is the perfect way for the brand to pay tribute to dads across the country for their continuous dedication and compassion, and to provide a little sweetness along the way.”

In September, one winner in every category will be awarded $1,000 and a year’s supply of doughnuts.

A panel of judges, including actor Jerry Ferrara, will then review these submissions to determine the Golden Donut Award entry, which will receive $50,000, a year’s supply of doughnuts and the oversized Golden Donut Award.

The nominator of each winner will also receive a year’s supply of doughnuts.

“I share a kinship with the brand as a native Brooklyn-ite, and I’m a proud father to two young boys. I couldn’t be more excited to team up with Entenmann’s to honour all of the deserving dads out there,”​ said Ferrara.

In time for Father’s Day on 19 June, specially marked Dads of Glory: A Father Figure Showcase boxes of Entenmann’s Donuts will be available for purchase, while supplies last.



Frozen Greek yoghurt brand Yasso celebrated its recently 10 year anniversary with a rebrand, including a new logo and a bigger and bolder packaging.

In 2011, Yasso launched as the first brand to offer frozen Greek yoghurt as an alternative to ice cream.

It quickly became one of the fastest-growing dessert brands in the world and attracting a loyal following of brand enthusiasts.

Since debuting with the bars, the brand – founded by kindergarten friends turned entrepreneurs Drew Harrington and Amanda Klane – has expanded its offerings to include sandwiches, coated bars, bite-size poppables and most recently, mochi.

Yasso is also an active, positive contributor to the community via its Game On! Foundation, which inspires health and wellness for people of all ages.

Yasso products are available online and from select retailers around the US.

LesserEvil keeps it real

OP_Mockups_4p6oz_Summer_RIND (1)

Better-for-you snack brands LesserEvil and RIND Snacks have collaborated to create a limited edition Cherry-Lime popcorn flavour for summer.

The popcorn is tossed in coconut oil then upcycled cherry and lime fruit powders from RIND, along with LesserEvil’s signature hint of Himalayan pink salt.

“In choosing a partner to collaborate with for our first co-branded product, we knew it was important to work with a brand that embodied our core mission and values,” ​said Charles Coristine, president and CEO of LesserEvil.

“Having worked with RIND in the past for the Clean Oil Crew, social media giveaways and more, we knew that synergies existed between our brands. Now, after months of collaboration, we’re excited to share our sweet and tangy Cherry-Lime popcorn – a minimally-processed, sustainable and better-for-you snack that we know fans of RIND and LesserEvil will love.”

The collaboration follows a year of exciting growth for both brands, including their partnership for the Clean Oil Crew in March. LesserEvil most recently acquired R.E.D.D. Bar and launched new sustainable product innovations last fall, while RIND Snacks is rolling out several new product launches and expanded national distribution. Additionally, RIND is on track to exceed its sustainability goals of diverting one million pounds of food waste this year.

“It’s great when two brands align so well on a shared mission of delivering sustainable, flavourful, and nutritionally impactful products,”​ said Matt Weiss, Founder and CEO of RIND Snacks.

“We love taking snacking to the edge and this irresistible Cherry-Lime combo with our good friends at LesserEvil is the fun, fruitful result.”

The LesserEvil x RIND Cherry-Lime popcorn joins a brigade of innovative variants from LesserEvil, including Watermelon Hibiscus, Lemonade and Peach Mango, and is available at selected retail outlets across the US.

Never again FOMO

Dan Levy Tostitos 2

After more than two years of missing out on many of festivities, Tostitos is making sure fans never experience flavour FOMO (fear of missing out) again with its Don’t Miss the Good Stuff Campaign.

Can’t decide between your favourite Tostitos? Sorted! Limited edition No Mo’ FOMO Chip Kits include a mix of Tostitos most popular flavours – Hint of Spicy Queso, Hint of Guacamole, and Habanero – packaged inside an interactive box with party sound and lighting.

To get your hands on one of these limited-edition bags, head to Tostitos’ Instagram to find out how you can win.

A game around a bowl of chips with friends is the epitome of togetherness, so Tostitos has introduced FOMO or F No! on Snapchat, using chips as the cards. Open the app and you’ll see a word or phrase representing a trend – think Frosted Tips and Jazzercise – displayed on your chip when you hold it up to your phone. Players will then have to decide if they would fear missing out on the trend or say, “F*** No!” to join in.

To support the campaign, Tostitos has partnered with FOMO expert Dan Levy for the second year with a TV commercial to show fans that you don’t want to miss out on the memories made around the chip bowl.

Squeeze of summer


SkinnyDipped continues to expand its robust portfolio of better-for-you products with a new limited edition flavour.

Refreshing and tangy and evocative of summertime nostalgia, Strawberry Lemonade Almonds are thin-dipped in lightly-sweetened yoghurt and kissed with real lemon and berry. Like all SkinnyDipped products, they contain no artificial ingredients and are gluten-free, non-GMO and Kosher; they also use only almonds sourced from certified bee-friendly farms.

SkinnyDipped has also released a Beach, Don’t Kill My Vibe bundle, which includes the new flavour, along with Lemon Bliss Almonds, a tote bag and branded stickers.

“Strawberry Lemonade is the perfect extension for us since we’re all about creating amazingly delicious flavours that are both familiar and unique,”​ said Breezy Griffith, SkinnyDipped CEO and founder.

“It’s an even more summery and nostalgic riff on Lemon Bliss, which people go crazy for. We’re already seeing a ton of excitement and can't wait for more people to try it.”

Strawberry Lemonade Almonds are available in retailers like Kroger, HelloFresh, HEB and Hungryroot for an RRP of $4.99 for a 3.5oz pouch, and on Amazon as a 5-pack for $26.99. The Beach Don't Kill My Vibe bundle is exclusively available on Amazon for an RRP of $14.99 on Amazon, while stocks last.

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