Key insights:
- Classic snacks get a clean-label upgrade for today’s lunchboxes.
- Brands are backing big causes, from mental health to school funding.
- New launches bring bold flavor and on-the-go ease to busy school days.
As the golden glow of summer begins to fade, parents everywhere are swapping paddling pools for pencil cases and sunscreen for school shoes.
While many reflect wistfully on their own childhoods – filled with hide-and-seek marathons, dance routines in the living room and that all-important cake mix spoon – today’s families face a different rhythm. A recent survey by Boundless, a UK membership club for public sector workers, found 63% of parents believe summer was more fun before social media, and nearly four in five say it’s harder to keep their kids entertained without screens. Now, with the school year on the horizon, attention turns from nostalgia to nourishment.
What hasn’t changed is the role snacks play in keeping kids going throughout their busy day.
Whether they’re stuffed into lunchboxes, slipped into backpacks or handed out on the car ride home from football practice, snacks are more than just fuel – they’re mini morale boosters. They offer comfort, consistency and sometimes, even a little surprise. And with parents juggling tight schedules and rising food costs, convenience and nutrition are non-negotiables.
The back-to-school snack category is growing fast. Global sales are expected to exceed $100 billion in 2025, driven by parental demand for healthier, more convenient and classroom-friendly options. Sugar-conscious labels, plant-based formats and products free from allergens or artificial ingredients are dominating this space. But there’s still room for fun and indulgence, especially when combined with a little nostalgia or a cause that matters.
This year’s snack launches bring together the best of both worlds: classic comfort with a modern conscience. From fish-shaped cheddar crackers to crunchy pizza-inspired bites and sprouted almonds that support mental health awareness, here are some of 2025’s standout back-to-school snacks.
A sweet salute to teachers from Welch’s Fruit Snacks & Crayola
Welch’s Fruit Snacks is teaming up with Crayola to honor the real MVPs of the school year: teachers. As part of its back-to-school campaign, the limited edition snack boxes feature Crayola-designed coloring panels and a dedicated space where kids can write thank-you notes to a favorite teacher – turning snack time into a moment of appreciation.
Families can also participate in the Thank You Teacher Sweepstakes, which invites nominations for inspiring educators. One grand prize winner will receive a $10,000 classroom makeover, while 250 additional teachers will be awarded gift cards to stock up on school essentials. The sweepstakes runs until September 17 and is open to US residents aged 18 and older.
Available in Mixed Fruit, Berries ‘n Cherries, and Fruit Punch, these snacks are made with real fruit as the first ingredient. The launch also marks a major step in Welch’s Fruit Snacks’ transition to using only colors from natural sources across its entire portfolio by early 2026.
“We’re thrilled to partner with Crayola to shift the spotlight and put teachers where they truly belong this back-to-school season – first,” says Jason Levine, chief marketing officer at Pim Brands. “Educators quietly lay the foundation for each school year, and we wanted to create something meaningful that celebrates their lasting impact.”
The limited edition boxes are available in 10ct, 22ct, and 40ct sizes at Walmart, Target, HEB, and other major US retailers.
McDougalls adds a modern twist to a classic dessert
Premier Foods has unveiled McDougalls No Added Sugar Vegan Jelly, a modern update on a nostalgic favorite designed to meet the evolving needs of today’s school caterers. Developed with inclusivity in mind, the jelly is non-HFSS, vegan, gluten-free and free from all 14 major allergens, making it suitable for virtually every pupil, regardless of dietary restrictions or health concerns.
Available in four familiar flavors – strawberry, raspberry, orange and lime – each 1.4kg pack yields 17 litres of jelly (around 174 x 100ml servings) and sets in just one hour. This high-yield format offers caterers an efficient, cost-effective dessert solution that doesn’t compromise on taste or visual appeal.
“With growing demand for lower sugar, allergen-free and more inclusive options, we’re seeing renewed interest from caterers,” says Louise Wagstaffe, senior culinary advisor at Premier Foods. “Jelly remains a firm favourite on school menus – it’s bright, fun and familiar - but now we can offer it in a format that meets the highest nutritional standards without sacrificing flavour, colour or texture.”
The McDougalls No Added Sugar Vegan Jelly range is now available through all major UK foodservice wholesalers, both in depot and online.
Goldfish Crackers: Smiles in every schoolbag
The Pepperidge Farm brand are a perennial lunchbox hero and for good reason.
This year’s back-to-school range includes a 20-count Dynamic Duo Variety Pack featuring 10 single-serving packs of Goldfish Colors Cheddar and 10 packs of Flavor Blasted Xtra Cheddar, retailing for $11.99. A second 20-count pack includes the original Cheddar variety, made with 100% real cheese and no artificial preservatives.
For younger fans, the 24-count Minions Cheddar Crackers are perfect for adding a bit of fun to snack time. Smaller 9-count snack packs in Xtra Cheddar, Colors and Cheddar Cheese are available at $7.79.
For larger families or classrooms, Costco offers a 45-count Sweet & Savory Variety Pack with Cheddar, Colors, Pretzel, and Vanilla Cupcake Grahams for $16.49.
All are available at Amazon, Walmart, Target, Kroger and Costco, with Amazon offering 15% off select packs during its Back to College (August 12-18) and Back to School (August 29-September 7) promotions.
Doughbrik’s Wavers: School-ready pizza snack with social flair
Back-to-school snacking just scored a TikTok-worthy upgrade with Wavers – the wavy, crunchy chip launched by YouTube star David Dobrik.
Designed with lunchboxes, after-school munchies and late-night dorm cravings in mind, Wavers channel the nostalgic flavor of pizza into a clean‑label, bold-snack format. Available in four varieties – Late Night Pizza, Extra Cheesy, Spicy Pickle and Hot Honey – they’re non‑GMO, salt-free, preservative-free, trans-fat-free and just 140 calories per serving.
David Dobrik and childhood friend Ilya Fedorovich transformed their LA-based Doughbrik’s Pizza into a snack sensation under The Original Doughbrik’s Snacks label. Partnering with Tastemaker Foods co-founders Adam Cohen and Jerry Bello, they crafted a chip featuring a ripple‑cut shape for maximum crunch and memory-inducing flavor. “The main focus had been perfecting the snack flavors and design ahead of our launch,” says Dobrik. “We wanted every bite to taste like a memory – fun, bold and made to share.”
Part of the buzz comes from their vibrant social media storytelling: David regularly shares behind-the-scenes glimpses into Wavers’ creation on TikTok and Instagram, with fans remixing and reposting every crunchy reaction. The brand’s social channels – @eatdoughbriks and the original @doughbriks – are filled with unboxing videos, user-generated recipe ideas and school-lunch hacks that keep snack time trendy.
Wavers are available in variety bags and multi-packs via Amazon and the brand’s official website. They’re also rolling out this school year across Albertsons banner stores including Safeway, Vons, Jewel-Osco and Acme – just in time for families to stock up before the school term kicks off.
Sprouted power from Daily Crunch
Daily Crunch is redefining the school snack game with its sprouted nut snacks, made using a unique soak-sprout-dehydrate method that delivers a signature crunch and boosts nutrient absorption. The process, which involves soaking almonds in purified water to activate germination before dehydrating them, results in a lighter, crispier texture that’s easier to digest - making them ideal for lunchboxes, after-school munching or mindful snacking between classes.
The women-owned brand offers clean label, plant-based flavors including Cherry Berry Nut Medley, Cacao + Sea Salt, Cinnamon Java, Nashville Hot, and Golden Goodness. Each 5oz bag retails for $7.99, while grab-and-go mini multipacks are available for $40. All products are non-GMO, vegan, keto and paleo, and the almonds are now exclusively sourced from bee-friendly certified farms - reflecting the brand’s wider sustainability mission.
Beyond nutrition, Daily Crunch is deeply rooted in purpose. Co-founders Diane and Laurel Orley launched the brand not just to fill a gap in better-for-you snacking, but to support mental health awareness. A portion of proceeds goes to The Support Network, a nonprofit focused on student well-being and suicide prevention, in honor of Diane’s late son George.
“We wanted to create snacks that taste great, feel great, and do good - for your body and for the world,” says Laurel Orley. “Our mission is about more than food - it’s about fueling change, conversation, and compassion, starting with every bite.”
Daily Crunch products are available online and on Amazon.
GoodSam’s regenerative snacks that give back
GoodSam’s snack lineup is as wholesome as its mission – creating food that’s good for you, good for farmers and good for the planet.
As a Certified B-Corp, the brand champions regenerative farming, direct trade and transparency at every step, working closely with smallholder and Indigenous farmers to ensure that every ingredient is grown sustainably and ethically.
Its school-friendly snacks are simple, satisfying and classroom-safe, including Crispy Crunchy Sweet Plantain Chips and Pineapple Chips, each priced at $2.99. Parents looking for a sweet treat can opt for Chocolate Dipped Mango at $6.99 or choose from a range of dark chocolate bars made with ethically sourced cocoa, including 70% Sea Salt & Nibs and Hazelnut, priced between $5.99 and $6.99.
“With every bite, you’re choosing food that reflects our commitment to sustainability and community,” says founder Heather K. Terry. “We’re not just creating snacks – we’re building long-term relationships with our farmers, preserving ecosystems through regenerative agriculture, and helping parents feel confident about what they’re feeding their families. Food is a powerful tool for change, and we’re here to prove that snacks can be both delicious and deeply impactful.”
GoodSam products are available online and through Amazon, making it easy for families to stock up on planet-positive snacks with just a few clicks.
Laoban’s takeout classics go back-to-school
The frozen food brand known for elevating takeout-style dishes has expanded its Crunchy Bites range just in time for back-to-school snack planning.
The collection includes Scallion Pancakes ($6.99), Crab Rangoon ($7.99), and launching this August, Taiwanese Popcorn Chicken ($8.99). Airfryer-ready and made with premium ingredients like antibiotic-free chicken and no preservatives, the bites are ideal for after-school snacks, late-night study sessions, or quick family dinners.
“We set out to capture the joy of Asian takeout classics while making them easy to enjoy anytime at home,” said Chef Tim Ma, Laoban’s co-founder and culinary director. “They’re perfect for busy school nights when you want big flavor without the hassle.”
The Crunchy Bites range is available at select Whole Foods Market stores nationwide.
Bake sale favorites from Zbar
Zbar – part of the Clif Kid range from Clif Bar & Company, now owned by Mondelez International – is serving up two new soft-baked flavors just in time for the back-to-school season: Cinnamon Roll and Cookies ‘n Crème.
Inspired by cozy weekends and bake sale favorites, these bars are made with USDA Organic ingredients and deliver 11g-13g of whole grains to help fuel active kids throughout the school day.
The collection also supports Zbar’s partnership with KABOOM!, a nonprofit working to close the outdoor play gap. Through this collaboration, Zbar is helping fund the construction of eight nature-based playgrounds in underserved communities.
“The delicious new flavors deliver the delightful taste kids want while highlighting the work we are doing with KABOOM!,” says Valerie Van Arkel, director of Marketing. “It’s about giving kids the fuel to learn and play – inside and outside the classroom.”
The bars are available in 6- and 12-packs at major retailers across the US.
