Key takeaways:
- Bold flavors remain the biggest driver of innovation in the global bakery and snacks market.
- Cross-cultural taste mashups are shaping everything from crackers to seaweed snacks.
- Convenience formats like singles, grab-and-go packs and bites are redefining how flavor is delivered.
Flavor is king in bakery and snacks. Texture, format and packaging may influence purchases, but taste wins loyalty. Consumers are seeking bolder experiences – smoky, spicy, sweet, global or nostalgic – and brands are responding with innovation across every aisle.
The global bakery and snacks market is worth hundreds of billions of dollars, with growth tied closely to how well companies excite taste buds. Heritage favorites are being reimagined with smoky or spicy twists, while indulgence formats are becoming more accessible. High-protein yogurts, convenient dips and shareable snack packs all have one thing in common: flavor first.
Generational shifts are shaping demand. Gen Z and millennials drive ‘swicy’ launches and globally inspired tastes, while older consumers lean toward premium comfort. At the same time, nostalgic profiles like birthday cake and cookies & cream are being reinvented for new snacking occasions.
Brands are also using flavor as a storytelling device – linking products to sports culture, chef collaborations, or gifting traditions. These 11 launches show how flavor continues to evolve as the ultimate differentiator.
Jambar plays the sports card
Jambar has unveiled new athlete-themed wrappers across its five organic energy bars. Chocolate Cha Cha now features runners; Peanut Butter Malt Medley cyclists; Jammin’ Jazzleberry skiers and snowboarders; Musical Mango soccer players; and Tropical Trio surfers. Founded in 2021 by PowerBar co-creator Jennifer Maxwell, Jambar is made with gluten-free grains, natural sweeteners, fruit or premium chocolate, and protein.
“So many active people – ranging from weekend warriors to professional athletes – have told us that Jambar is their go-to energy bar,” said Maxwell. Olympic skier Jonny Moseley added: “I’ve tried a lot of energy bars, and Jambar is my favorite – I really appreciate the whole food, organic ingredients and the great taste.”
Jambar is available online, in select US retailers and at hundreds of races and events nationwide, and is also the official energy bar of Aspen Snowmass, Penn Relays and more than 20 collegiate athletic departments.
Pringles cranks up the smoke
Pringles is rolling out six bold new flavors this September. The smoky lineup includes Smoky Bacon, Smoky Mesquite BBQ and Smoky Cheddar, while Sharp White Cheddar adds a nutty aged cheese note. The puffed Mingles range expands with Cinnamon & Sugar – the brand’s first sweet launch since 2016 – and Jalapeño & Queso.
“We’re constantly thinking of new ways to satisfy our fans’ cravings,” said Mauricio Jenkins, US head of marketing. To mark the launch, NYC chef Calvin Eng is serving a limited-time Smoky Mesquite BBQ squab dish at Bonnie’s.
All six new flavors will be on shelves across US retailers in September, with a first-taste of Smoky Mesquite BBQ offered at Bonnie’s NYC throughout the month.
Gimme doubles down on swicy
Seaweed brand Gimme has added Korean BBQ and Chili Lime to its Grab & Go range, tapping Gen Z demand for bold, globally inspired flavors. Joining Sea Salt, Avocado Oil and Teriyaki, the new five-packs are priced at $5.99.
The new additions are part of a broader push by the brand to showcase seaweed as more than a healthy alternative. By leaning into smoky-sweet Korean BBQ and tangy Chili Lime, Gimme is positioning itself at the intersection of wellness and indulgence, where consumers don’t want to compromise on taste.
Both flavors reflect two of the fastest-moving trends in snacks: the rise of ‘swicy’ profiles and the popularity of global street food cues. Korean BBQ balances savory depth with caramelized sweetness, while Chili Lime delivers a zesty, citrus-forward bite with gentle heat. Together they offer a way to keep seaweed snacking fresh and relevant to younger audiences.
Gimme’s timing also aligns with the back-to-school season, where parents and students are looking for convenient, portion-controlled packs that deliver both nutrition and excitement. By updating its lineup with flavors rooted in cultural inspiration, the brand is broadening its appeal while staying true to its healthy snacking credentials.
The five-pack pouches are available now in the US nationwide and on Amazon.
Bitchin’ goes single-serve
Bitchin’ Sauce has launched Chipotle Saucy Singles in 16-packs at Costco Northwest Roadshows.
“These little cups of our fan-favorite Chipotle flavor are perfectly portioned and ready to make school lunches and snack time way more Bitchin’,” said founder and CEO Starr Edwards. The smoky almond-based dip is ideal for lunchboxes, road trips or after-school snacking.
The 16-count packs of Chipotle Saucy Singles are available at Costco Northwest Roadshows from August 21, including stops in Seattle, Portland, Salt Lake City and more.
Regal takes baklawa global
Regal Foods is releasing three limited-edition baklawa flavors – Dubai Style Chocolate, Caramelised Biscuit and Choco Nut – in UK retailers this September for £3.50-£3.75.
“Dubai Style Chocolate, Caramelised Biscuit and Choco Nut Baklawa are a first in the market, and we’re thrilled to launch them in-store in time for Diwali,” said Arainn Cleland, sales director.
The limited-edition baklawa will roll out across UK retailers in September.
Sprinkles shrinks the cupcake
Sprinkles Chocolate is extending its Cupcake Cups success with new Cupcake Bites, rolling out nationwide in September. The bites feature a soft cupcake-like center coated in frosting-flavored shells, available in Birthday Cake, Cookie Dough, Red Velvet and Sprouts-exclusive Cookies & Cream.
Cupcake Bites will be available nationwide in the US this September, with Cookies & Cream sold exclusively at Sprouts.
Tusol and Kostow rethink the protein bar
Tusol’s organic protein bar was co-developed over two years with Michelin-starred chef Christopher Kostow and brand strategist Martina Kostow. Certified organic and free from seed oils and sugar alcohols, the bar was created for balance rather than performance trends. First introduced in luxury hotels such as Four Seasons and Auberge, it reflects a hands-on chef collaboration that shaped flavor and function from the ground up.
The bars are now expanding from luxury hotels into select premium US retailers and direct-to-consumer channels.
Lance gets hot and cheesy
Lance is heating up its classic Toast Chee Cheddar crackers with limited-edition Nashville Hot, its first new flavor in four years. The crackers combine cheddar with bold spice and pickle zing.
“With Lance Nashville Hot, we’re honoring a flavor inspired by our Southern roots in a way only Lance can,” said Chris Hood, director of marketing.
The limited-edition Nashville Hot crackers are available in 10-packs for $5.69 at Walmart, Kroger, Food Lion and other retailers across the US.
Tipiak tucks in the brie
Tipiak has introduced mini French country bread rolls filled with Brie and mozzarella to the UK food service market. Ready in 12 minutes from frozen or eight in an air fryer, the 13g vegetarian rolls are available in 32-piece packs.
“French bread and cheese are a classic combination… a simple, yet tasty, product that is at the heart of current trends,” said Marie-Emmanuelle Chessé, international development project manager.
The frozen mini French bread rolls are available in the UK through Central Foods and are already listed by Brakes.
Painterland Sisters make skyr dreamy
Painterland Sisters’ organic skyr yogurt is now available nationwide at Whole Foods. With up to 21g of protein per cup, BB12 probiotics and flavors including Strawberry Fields, Blueberry Lemon, Passion Fruit and more, the lactose-free skyr offers creamy indulgence with functional nutrition.
The full skyr yogurt range is now stocked nationwide in the US at Whole Foods Market.
Artesano goes tropical with Hawaiian buns
Sara Lee Artesano has launched Hawaiian Bakery Buns nationwide at $3.49 SRP.
“With our new Hawaiian Bakery Buns, we’re offering a soft, subtly sweet option that brings top tier quality and indulgence to summer grilling season and beyond,” said brand manager Ana Melo.
The Hawaiian Bakery Buns are available across US retailers nationwide at a suggested retail price of $3.49.
Organico keeps biscuits simple
Organico has debuted three organic biscuit varieties – Choc Chip, Speculoos and Petit Beurre – priced at £2.59 for 110g-125g packs.
“We deliberately choose simple yet instantly recognisable biscuit recipes that allow wholesome, gently baked ingredients to shine,” said founder Charles Redfern.
The biscuits are available in the UK in 110g-125g packs for £2.59 through Organico Realfoods and select retail partners.