Companies
India’s D2C Health Snacks Face “Clean Label” Scrutiny
India’s direct-to-consumer health snack sector is building its appeal on “clean label” marketing, but growing nutritional analysis is challenging that. What experts call the “health halo” effect leads consumers to perceive products as healthier than they are. Jaggery, widely used as a refined sugar substitute, carries a glycemic index of around 84, higher than table sugar at around 65, and updated Indian Council of Medical Research guidelines count it toward the recommended 25–30g daily added sugar limit. A metric called CFP (Calories From Protein) shows that typical protein bars from brands such as The Whole Truth deliver only 18–21% of calories from protein, far below whey protein’s 70%-plus. The Food Safety and Standards Authority of India is evaluating front-of-pack warning labels, and influencer-driven campaigns are encouraging consumers to examine nutritional breakdowns more carefully.
Xochitl Shifts Entire Chip Line To Avocado Oil
Xochitl is transitioning its entire tortilla chip portfolio to 100% avocado oil in response to demand for snack products positioned as BFY alternatives. Avocado oil has a high smoke point and contains fats often associated with heart health. Updated packaging will carry a “Made with Avocado Oil” label and new flavor-specific color blocking. The new lineup rolls out to major US retailers in March.
Jackson’s Launches Avocado Oil Snack Variety Packs
Jackson’s introduced new avocado oil snack variety packs at Natural Products Expo West 2026. The 30-count multipack includes single-serve bags of sweet potato chips, kettle potato chips and veggie straws, all cooked in avocado oil. They are gluten-free, vegan and free from the top nine allergens. The launch supports a broader strategy to expand single-serve and bulk formats for club, grocery and mass retailers, and the multipacks will roll out through Costco, Walmart, Whole Foods and others during 2026. Snack Food & Wholesale Bakery named Jackson's the Snack Producer of the Year for its innovation, retail expansion and BFY snack leadership.
Cactus Crunch Builds BFY Snack Range
Cactus Crunch produces tortilla chips made with prickly pear cactus, positioned as a plant-based, clean-label snack option. Founder Diana Gonzalez developed the concept after personal health challenges and used cactus for its fiber content and role in traditional cuisine. The chips combine cactus with stone-milled corn and simple ingredients. They are naturally green and are baked then lightly fried to reduce oil use. Current flavors include Sea Salt and Jalapeño Citrus, with further retail expansion and new flavor development planned.
Innovations
Protein And Fiber Chips Hit Shelves
Americans' growing appetite for protein- and fiber-rich snacks is driving a wave of new chip formats made from unusual ingredients including cassava, tempeh, mushrooms, chicken breast and whole eggs. Potato chip sales dropped 1.2% in the 12 months through late February, while nutritional snacks and trail mix rose 2.1%, according to market research firm Circana. Smaller "disruptor" companies accounted for about 2% of food sales in 2025 but drove 64% of sales growth over the same period, according to a BNP Paribas analyst.
Research & Insights
Fiber Returns To Everyday Snacking
Fiber is moving back into the spotlight as snack brands respond to growing interest in gut health, fullness and everyday nutrition. While only a small share of Americans meet the recommended fiber intake, consumer search and social activity around fiber continues, partly on consumers’ clean-label preferences and changing needs tied to digestion and satiety, including among people using GLP-1 medications. Brands are increasingly positioning fiber alongside protein rather than as a niche add-on.
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