Key takeaways:
- Snacks are doubling as cultural moments, from football tie-ins to pop fandom rollouts.
- Nostalgia sells, with puddings, minis and retro mashups reimagined for today’s shelves.
- Health and fun now go hand-in-hand, with protein, fiber and gluten-free twists driving NPD.
The global snack market continues to prove itself recession-resistant, with growth projected to top $1.2 trillion by 2026. Consumers are snacking more often, swapping traditional meals for multiple smaller occasions throughout the day, and seeking a mix of indulgence, functionality and convenience. From protein-boosted bars to playful collabs, brands are competing fiercely for those ‘third spaces’ between meals — and novelty is proving just as powerful a sales driver as nutrition.
At the same time, culture has become a critical ingredient. Snacks aren’t just eaten, they’re worn, shared and performed online — whether that’s TikTok-ready mashups, packaging that taps into fandoms or limited editions tied to football season. Today’s new launches reflect those pressures and possibilities. We’re seeing pudding nostalgia wrapped in chocolate bars, bread protected in a suitcase and condiments crossing borders to spice up the classics.
This latest crop of NPD shows how brands are experimenting to stay relevant and why shoppers keep reaching for something new.
Pringles go cookie mode
Chip City and Kellanova have reunited for a limited edition Pringlicious Cookie – a sugar cookie loaded with milk chocolate chips and caramel bits, drizzled with dark chocolate ganache and salted caramel sauce, and finished with a crunch of crushed Pringles Original and sea salt. First released last year, it sold out fast, so it’s back by popular demand. Available until August 21 at all 40+ Chip City locations across the US, the decadent mashup goes for $7 per cookie. The collab plays directly into the sweet-meets-savory craze that has defined so many viral dessert trends. For Chip City, it’s also proof that limited runs can become annual fan-favorite rituals. And for Pringles, it’s another step in proving that its iconic crunch belongs well beyond the chip aisle.
King’s Hawaiian goes full showbiz
Hot on the heels of a certain ‘orange era’, King’s Hawaiian has dropped Original Hawaiian Showrolls – the brand’s beloved sweet rolls reimagined in glittery orange packaging. The playful rename leans into pop-culture fandom, with the limited edition only available through an Instagram giveaway. Fans should head to @kingshawaiian to enter, because once these rolls are gone, they’re history. The move shows how bakery brands are tapping into music culture to create buzz beyond the bread aisle. It’s a tongue-in-cheek stunt, but one that reinforces King’s Hawaiian as a brand that doesn’t take itself too seriously while keeping fans hungry for more.
Lay’s calls the play
Game day is sorted thanks to Lay’s, which has unveiled three football-season exclusives: Hot Sauce, Wavy Loaded Nachos and Kettle Cooked Cheesy Buffalo Dip. Each flavor riffs on stadium favorites, from the jalapeño-kissed nacho chip to the tangy Buffalo dip crunch. Available online and on Snacks.com, the new chips come in standard (around $4.99) and grab-and-go bags (around $2.69). Fans can also scan bags to enter the NFL Experience Sweepstakes, tailoring their prize around their favorite team.
Quinn stuffs the snack gap
Better-for-you disruptor Quinn has launched the first-ever gluten-free Filled Pretzel Sticks. Available in Peanut Butter and Peanut Butter & Honey, the sticks deliver salty crunch with a creamy center – 3g of protein, 2g of sugar and no artificial ingredients. Founder Kristy Lewis calls them ‘crazy delicious’, adding, “People are busier than ever, and they’re demanding more from their snacks.” SRP $5.99 at Sprouts and Whole Foods Market now.
Premier Foods throws a wonderland party
Sometimes NPD isn’t just about the product, it’s about the story. Premier Foods marked Afternoon Tea Week (August 11-17) with a whimsical Alice in Wonderland party for Harrogate Neighbours, winners of its Unleash Your Imagination storytelling competition. Residents’ jelly-filled tale inspired a fantastical spread featuring Jelly in a Teacup, Queen of Hearts Tarts and Mini Angel Delight Banana Milkshakes. “It’s been a real boost to everyone’s wellbeing,” said CEO Sue Cawthray.” For Premier Foods, it’s proof that Angel Delight and McDougalls Jelly can still spark joy across generations.
Gnaw champions the pud renaissance
With English Heritage warning that homemade puddings are disappearing from British tables, Norfolk’s Gnaw is staging a chocolate-bar counterattack. Building on its ‘pudfolio’, the brand has introduced Spiced Apple Strudel (cinnamon, biscuit, date, apple in milk chocolate) and Cherry & Almond Tart (biscuit, almond, cherry in milk chocolate). “We loved the thought of portable, pocket-sized pud-themed bars,” said spokesperson Josh Patterson. Following hits like Banoffee Pie and Sticky Toffee Pud bars, these launches keep the nostalgic torch burning.
Warburtons says don’t squash the loaf
Research shows 65% of Brits miss home comforts abroad – with nearly one in five packing bread in their suitcase. Warburtons has responded with ‘Baked Baggage’, a hard-shell holdall designed to protect loaves on holiday. Available via Warburtons’ Instagram for five lucky winners, the quirky promo ties into a wider Jet2holidays partnership. “No more squashed loaves or sad sandwiches – our way of making sure you can enjoy your Warburtons loaf wherever you are,” quipped chairman Jonathan Warburton.
Beckham’s BEEUP signs with Inter Miami
David Beckham’s honey-based snack brand BEEUP has been named an official partner of Inter Miami CF Academy. The partnership includes sponsorship of tournaments and team events, with rising star Benjamin Cremaschi joining as ambassador. Beckham said: “The two most important things are to work hard and have fun – and that is what BEEUP is all about.” Available online and across the US at Target, BEEUP continues to lean into active kids and families.
Simply Ice Cream gets small
Kent’s Simply Ice Cream is scaling down for its latest expansion: 120ml mini pots, now available for home delivery across the UK in themed 12-packs (£36). Collections range from Mini Classics to Mini Fruity and Seasonal assortments. “They’re ideal for those wanting to try more flavors without committing to a sharing tub,” said founder Sally Newall. Crafted in small batches with natural ingredients, the mini pots are tailored for parties, lunchboxes and freezer-friendly indulgence.
Fly By Jing spices up ketchup
Fly By Jing, the cult chili crisp brand, has reimagined America’s favorite condiment with its Chili Crisp Ketchup. Made in collaboration with Frankie Gaw of Little Fat Boy, the small-batch product swirls Sichuan spice into tangy ketchup for a blend that’s both nostalgic and fiery. “We’re excited to bring ketchup back to its little-known Chinese roots,” said founder Jing Gao. Available online, the launch included a one-day New York hot-dog cart giveaway. The convenient squeeze bottle is designed to encourage everyday use, whether on eggs, fries or BBQ staples. It also taps into chili crisp’s explosive category growth, which has tripled in size over the past two years. With more than 11,000 retail doors already carrying its portfolio, Fly By Jing is positioning the new ketchup as a gateway product that could introduce its bold Sichuan flavors to an even wider mainstream audience.
Higgidy shows off its ingredients
Higgidy has given its full savory pastry range a packaging makeover, with bold illustrations and wide windows to show off the product inside. The packs feature Red Tractor logos, free-range egg labeling and colorful illustrations designed by agency Bloom. “Our new design really brings to life how packed full of tasty ingredients Higgidy’s range is,” commented marketing director Sarah Jackson. The refreshed packs roll out this summer, starting with quiches.
Kellogg’s flood the snack aisle
Six new products are hitting UK shelves under the Kellogg’s banner. Pop Tarts get a Frosted Choco Orange flavor (RRP £3.00/8 pack), while Rice Krispies Squares launch Honeycomb & Chocolate (RRP £2.25/4 pack). The big news: new High Protein Bars (8g protein, in Almond & Dark Chocolate and Almond & Salted Caramel, RRP £2.50/4 pack) and Oaties Bars (55% wholegrain oats, Chocolate & Oat and Honey & Oat flavors, RRP £2.25/4 pack).
BEAR bites into fun shapes
The kids’ fruit snack brand has launched Fruit Bites in Berry and Tropical flavors. Aimed at older ‘cubs’, the embossed shapes are made from 100% fruit, high in fiber, with no added sugar – delivering one of five-a-day. RRP £2.85 (5 x 20g), available now at Waitrose, Ocado, and Sainsbury’s, rolling into Tesco September 3. “Made from 100% fruit and high in fibre, BEAR Fruit Bites are our juiciest range yet,” said Jo Agnew, marketing director at Lotus Bakeries.
Matthews Cotswold Flour gets a pizza ambassador
The heritage UK miller has named Rich Payne — better known on Instagram as @dough_and_behold — as its first-ever Pizza Ambassador. Payne, who fell in love with baking after buying an Ooni oven in 2017, has built a loyal following by documenting his experiments, successes and failures. “I’m not an expert and I don’t claim to be. I love to experiment, sometimes fail and then share those experiences with the community,” he said. In his new role, he’ll be sharing tips and techniques to help home bakers elevate their pizza game using Matthews’ flours. “His authentic approach and love for creating delicious, homemade pizzas will inspire bakers everywhere,” said MD Bertie Matthews.
JWoww joins the lunchbox lineup
Jenni ‘JWoww’ Farley is swapping reality TV drama for snack-time credibility with a new partnership with Too Good & Co. The star is fronting the launch of Too Good & Co. Pouches, made with real fruit, whole ultra-filtered milk and 30% less sugar. Available in kid-approved flavors like Pear Berry, Strawberry Banana and Peach Mango, the portable packs are positioned as a back-to-school lifesaver. JWoww is rallying parents with her new mantra — LTG (Let’s Too Good!) — and encouraging families to join the conversation. For parents chasing convenience without cutting corners on nutrition, the pouches deliver a little bit of both.
