Key takeaways:
- Better-for-you snacks are now bold, functional and mainstream.
- Matcha is this summer’s breakout flavor across formats.
- Indulgent treats are going functional – from protein to THC.
With summer in full swing and health top of mind, the snacking landscape is undergoing a quiet revolution. Long gone are the days when healthy snacks were synonymous with dry rice cakes and unseasoned trail mix. Today’s better-for-you (BFY) movement is about satisfying, craveable options that deliver more – more protein, more fiber, more function – without compromising on taste or texture.
This shift is being driven by consumers who want to eat well and feel good doing it. Functional foods are now part of the mainstream snacking repertoire, as people look for easy ways to support energy, digestion, immunity and mental clarity. In the US alone, snacks with added health claims grew by over 20% in the past year, according to Circana, and the global BFY snacks market is expected to surpass $150 billion by the end of the decade.
Millennials and Gen Z are leading this charge, often blending aesthetics with health goals. For these groups, snacking is no longer a guilty pleasure – it’s a form of self-care, a performance tool and even a social flex. Whether they’re choosing avocado oil over seed oils, plant-based protein over whey or grabbing compostable packaging instead of plastic, younger shoppers are voting with their tastebuds and wallets. And brands are responding with more nuance, delivering bold flavors, innovative formats and wellness benefits in every bite.
Matcha, for instance, has gone from niche tea shop staple to full-blown flavor icon. With its earthy profile and clean caffeine lift, it’s now appearing in baked goods, frozen treats and even cannabis edibles. Matcha’s health halo – thanks to its high antioxidant content and calming amino acids – is making it the standout ingredient of the summer. In the US, cafés and patisseries from coast to coast are showcasing it in creative ways: think the Matcha Strawberry Ice Cream Sandwich at 53 in New York, the Mixed Summer Berry & Matcha Shortcake at New June in Philadelphia, the Matcha Croissant at High Street in Philadelphia and the Warm Chocolate Fondant with Matcha Ice Cream at Mizumi inside the Wynn Las Vegas.
But matcha is only the tip of the BFY iceberg. Across categories – from bread to dips, granola to oats – brands are dialing into the moment with better-for-you innovation.
New York Bakery
The UK’s top-selling bagel brand is breaking new ground with the launch of its Health & Wellness line, developed to meet rising demand for functional, feel-good foods. The range includes three variants: Lighter, which offers 30% fewer calories than the brand’s Original Bagels; Fibre Plus, made with a high-fiber multiseed and grain recipe; and Protein Boost, delivering 10g of plant-based protein per bagel.
Each bagel is pre-sliced for convenience and retains the chewy, authentic texture customers expect, thanks to New York Bakery’s traditional boil-and-bake method. The launch arrives amid a 39% year-on-year increase in sales of healthy baked goods, and as 77% of consumers actively seek more protein. It also speaks to a pressing public health need, with 90% of UK adults not getting enough daily fiber.
“This launch brings something genuinely new to the bakery aisle,” said Claire Kong, marketing director at New York Bakery. “Consumers want simple swaps that support their health goals whether that’s more fiber, protein or fewer calories.”
Available at Tesco, Morrisons, Ocado and Waitrose, with broader rollout to Asda in September, the range is priced at £1.90 per five-pack.
Good Health
In response to growing consumer skepticism around seed oils, snack brand Good Health has relaunched its veggie line using 100% avocado oil. The reformulated range – available in Veggie Stix, Straws and Chips – is made with real vegetables like spinach, green pepper, tomato and potato, and contains no artificial preservatives or ingredients.
Avocado oil is the fastest-growing culinary oil in the US, with 47% year-over-year growth. Good Health is the first brand in its category to fully embrace the switch. All products in the new range are certified gluten-free and Non-GMO Project Verified, making them an easy win for families looking for transparency and trust at snack time.
Dr Norm’s
Cannabis brand Dr Norm’s has entered the matcha chat with a first-of-its-kind edible: the Matcha Crispy Rice Bar. Infused with 100mg of THC and 50mg of THCV, the plant-powered treat uses ceremonial-grade matcha from Japan and contains naturally occurring caffeine for clean energy and focus.
“My daughter was the inspiration behind this product – she’s long preferred matcha to coffee as a natural energy boost,” said cofounder Roberta Wilson. “There is currently no other product like it in the California cannabis market.”
Each bar contains 10 individually dosed servings, complete with a cutting guide for easy portioning. Rolling out now to compliant dispensaries throughout California, the product joins Dr Norm’s wider range of baked edibles and fast-acting snacks that reflect what Wilson calls the “current foodie zeitgeist.”
Good Foods x Taylor Farms
Elote gets a wellness makeover in this latest collaboration between dip specialists Good Foods and fresh food leader Taylor Farms. The Mexican-Inspired Street Corn Snack Pack features a creamy Greek yogurt dip made with corn, jalapeños and Monterey jack cheese, paired with crunchy vegetables and toasted corn kernels.
At only 180 calories and offering 5g of protein, the pack is designed for on-the-go snacking with no compromise on flavor. “We have no doubt that consumers will resonate with this newest product, especially given the success of our first collaboration,” said Shannon Maher, chief growth officer at Good Foods.
The snack pack is available at select Walmart stores nationwide, with an RRP of $2.97.
Brekki
The overnight oats brand is bringing its most popular flavor - Vanilla Cinnamon – to 270 Sam’s Club locations across the US in a six-pack format for a limited time. The plant-based recipe features a blend of rolled oats, ancient grains, almond milk and coconut nectar, delivering 7g of protein and 4g of fiber per serving, with no added sugar.
Ideal for busy mornings or mid-day fuel, brekki’s dairy-free, vegan-friendly oats are known for their creamy texture and clean ingredient deck. The brand was inspired by Australian breakfast culture and has grown steadily since its founding in 2017, now offering 12 flavors across mainstream retail channels.
Premier Protein x Milk Bar
In a collaboration blending indulgence with function, Premier Protein and cult-favorite bakery Milk Bar have teamed up to launch a limited edition lineup of protein-infused desserts available throughout August. The three-item menu includes a Blueberry Pancake Super Cookie packed with 10g of protein and made with Premier Protein’s Vanilla Whey Protein Powder; a Power-Packed Tiramisu Truffle soaked in their Café Latte High Protein Shake and dusted with chocolate protein powder; and the Mega Milkshake Caramel Cake, a sponge cake meant to be drenched in your Premier Protein shake of choice for an ooey-gooey finish.
The collection is available in store at Milk Bar locations in New York, Los Angeles and Washington DC, with the cookie also stocked at the Chicago outpost and nationwide via milkbarstore.com.
The campaign also includes a sweepstakes and giveaway initiative as part of Premier Protein’s ongoing Shakes for Shifts program supporting healthcare workers.
Throughout August, nurses can receive 20% off any Milk Bar in store purchase by showing a valid ID. Additionally, nurses in NYC, LA, DC and Chicago can enter to win a Premier Protein x Milk Bar Power Hour delivery, bringing free protein-packed treats to their hospital floor. The sweepstakes is open all month long, with details available at premierprotein.com.
Bubbies Ice Cream
Known for its mochi ice cream made with real dairy and fruit puree, Bubbies is expanding its environmental mission with two beach cleanup events in California and Florida this summer. The initiative is part of the brand’s ongoing commitment to reduce plastic waste and follows its switch to certified home-compostable packaging, projected to divert more than 300 tons of plastic annually.
“Bubbies’ mission has always been about more than just creating premium, better-for-you treats,” said VP of Marketing Katie Cline. “We’re committed to keeping paradise clean.”
Bubbies Ice Cream is available nationwide at Whole Foods, Publix, H-E-B and other major retailers.
Catalina Snacks
Catalina Crunch is entering the granola game with a three-flavor launch of protein-packed, low-sugar granola made from nuts, oat crisps and Catalina’s signature cereal blend. Each serving provides 13g of protein, up to 2g of sugar and a hefty dose of fiber.
The flavors – Honey Cashew, Peanut Butter and Vanilla Almond – are available now at major national retailers including Walmart, Amazon, Sprouts and Target.
“We created this granola to fill a real gap,” said Sam Martin, chief revenue and marketing officer. “Most granolas are either loaded with sugar or don’t keep you full. Ours delivers on both taste and substance.”
With demand surging for pantry staples that are as functional as they are flavorful, Catalina’s new launch cements its role as a leading voice in the BFY category.
