Health-conscious consumers are redefining what they expect from a snack and Kallø is right there with them.
As demand grows for food that delivers on both function and flavour, the better-for-you brand owned by Ecotone UK is leaning into the moment with products that blend nutrition, simplicity and real benefits – like cholesterol-lowering beta glucan from oats.
Enter Puffed Oat Cakes, a crunchy, sweet snack designed not just to taste good, but to do good, too. Made with naturally gluten-free oats and packed with fibre, they’re Kallø’s response to the growing call for snacks that support heart health, energy and overall wellbeing without overcomplicating things.
“Kallø is a real pioneer in innovation and we’re always looking to uncover the next favourite healthy snack for the modern consumer,” says Jackie Wilson, Kallø brand controller.
“We knew there was a gap in the market to innovate in sweet snacking formats that deliver on nutritional value without also losing out on flavour.”
From bowl to bite-sized: Rethinking the role of oats
Oats have long been a breakfast staple, but increasingly, they’re stepping into the spotlight as a versatile, functional ingredient for snacking. Recognised for their role in supporting heart health and providing sustained energy, oats are now being used in new ways – like Kallø’s puffed format, which uses the same technique as its Jumbo Rice Cakes to deliver a light, crispy texture.
“Our research showed that consumers were looking for satisfying, energy-sustaining options in the breakfast and morning snacking space,” says Wilson.
“And they already associated oats with heart health and long-lasting energy – so puffing the oat felt like the perfect evolution.”
Why beta glucan is on everyone’s radar
Found in oats and barley, beta glucan is a soluble fibre that helps reduce cholesterol levels when consumed daily. The European Food Safety Authority (EFSA) recommends 3g per day to support heart health and consumers are increasingly aware of that science.
With wellness no longer confined to the gym or the supplement shelf, ingredients like beta glucan are gaining ground in everyday foods.
“Modern consumers are more engaged than ever – they’re savvy and this is great news, especially for Kallø,” says Wilson.
“Functional claims such as ‘lower cholesterol’ help put consumers at ease and demonstrate that snacking doesn’t have to mean empty calories.”
With consumers seeking more from their snacks than ever before – whether it’s fibre, plant-based proteins or proven health benefits – brands that can deliver real function alongside taste are winning shelf space and loyalty.
Kallø’s Puffed Oat Cakes are a timely response to this shift. By combining the health halo of oats with the proven functional benefits of beta glucan, the brand is giving snackers what they want: a simple, delicious way to support heart health as part of their everyday routine.
Oats, fibre and function
Let’s talk market muscle: the global oat-based snacks category is already booming, valued at $22.4 billion in 2024, according to Zion Market Research. Oats are naturally gluten-free (when certified), high in fibre and known to help regulate blood sugar. Their sustainable credentials also make them a go-to for eco-conscious brands like Kallø.
Meanwhile, beta glucan is gaining prominence as a hero ingredient in functional food. Backed by EU and FDA-approved health claims for cholesterol reduction, the market for beta glucan is expected to reach $1.06 billion by 2030, according to Grand View Research.
Though puffed oat cakes are a fresh innovation, the wider category is already gaining traction. The rice cakes segment, for example, is projected to reach $810 million by 2031, says Valuates Reports.
The appetite for low-calorie, functional snacks is clearly growing.
Redefining the snack format
Kallø’s move into sweet puffed oat cakes complements its already successful Veggie Cakes range, which has captured the attention of snackers looking for something different in the savoury space.
Made with a base of lentils and peas – rather than the typical potato or corn – the Veggie Cakes are a plant-based alternative that also happens to be lower in fat and higher in protein than many traditional crisp snacks. It’s a format that’s resonating especially well with consumers seeking snacks that feel indulgent but still support their wellness goals.
“We’re always looking to create and uncover new combinations,” says Wilson. “Kallø Beetroot & Balsamic Veggie Cakes are a real example of this – with an unforgettable taste that truly delights, while delivering on being delicious and good for you at the same time.”
Today’s consumer wants shorter ingredient lists, cleaner labels and snacks that genuinely satisfy. Kallø’s approach to flavour innovation reflects that: unexpected but accessible combinations, always with nutrition in mind.
Beyond the classic Lightly Salted Rice Cakes, the brand offers savoury flavours like Spinach & Pesto, Caramelised Onion Chutney and Sea Salt & Cider Vinegar, along with indulgent options like Belgian Milk Chocolate Thins and Yoghurt-Topped Corn Cakes - all designed to give shoppers more interesting ways to enjoy simple, nutritious ingredients.
And even discontinued favourites, like Sea Salt & Black Pepper Rice Cakes or Sriracha Stock Cubes, point to Kallø’s willingness to test bold ideas and stay in step with flavour trends.
Driven by consumer curiosity
Kallø’s innovation isn’t led by novelty – it’s led by need. Every product is developed in response to real consumer demand for better, smarter snacking.
“We want to provide our consumers with healthier options while delivering flavour and formats that satisfy their curiosity and meet their needs,” says Wilson. “It’s not just about doing healthy – it’s about doing it with boldness, joy and innovation.”
And in an increasingly crowded snack market, it’s that combination of purpose and creativity that keeps Kallø ahead of the curve.