Firstly, in retail (and in digitally adjacent sectors); innovator snack brands are united in a common goal to revolutionise the look, feel and style of options, pushing possibilities in all aspects of product and packaging development to create eye-catching concepts that appeal to the change-making younger generations.
Seen both in the US and the UK, traditional snacking product styles are being challenged and/or revamped, from the likes of crisps, nuts and sweets, to all manner of snack bars and healthy bites.
Our parent food development agency, Egg Soldiers
, places huge emphasis on the importance of a defined food ID when working with clients, and the point here is that disruptive snacking brands are nailing their respective IDs in the pursuit of success.
They're working with branding agencies and designers to create retro and/or minimalist packaging that just pops off the shelf; they're developing leaner ingredient decks with artisanal components; they're dabbling with previously unseen flavour profiles, regularly collaborating with like-minded F&B brands, and going wild on socials with dynamic marketing campaigns; and many are launching with targeted sustainability credentials that immediately elevate not only overall product, but the brand itself. SMUG
, for example - the new UK crisps disruptor - launched in the summer with 100% compostable packaging, with its first flavour being cacio e pepe, and its branding as simple-yet-eye-catching as they come.
And in the US, we're big fans of HEY CHAMP
- a new brand pushing 'chef-made' artisan chocolate bars in recyclable packaging boasting boldly minimalist designs, with launch flavours including brown butter rice krispie with miso caramel and dark milk chocolate; and pretzel shortbread with salted caramel and dark milk chocolate.