Companies
Ella's Flats Launches Seed Cracker Three-Flavor Variety Pack
Ella's Flats’ Variety Minis Three-Pack of its superfood seed crackers come in three flavors: Sesame, Everything and Sweet Minis. Each variety contains seeds and spices only, with no fillers or artificial ingredients. They provide 6g of protein and 5g of fiber per serving and are gluten-free, grain-free and non-GMO. Using dates for sweetness, other key ingredients include sunflower, flax, chia, sesame and hemp seeds, as well as seasonings such as pink Himalayan salt, garlic, onion and black pepper.
Breakfast Brand MUSH Expands To 36,000 US Stores
Clean-label breakfast brand MUSH expanded to over 36,000 US retail locations in April, supported by partnerships with Starbucks and 7-Eleven. Chocolate Peanut Butter overnight oats, which contain 15g of protein and 7g of fiber per serving, are available in nearly every US Starbucks location. A nationwide rollout later this month to 7-Eleven will include Speedway and Stripes locations.
Healthy Master Scales India's Clean-Label Snacking With Global Ambitions
Healthy Master, co-founded by CEO Tarun Agrawal in 2018, is a clean-label snack brand positioned around maida-free, preservative-free and non-fried products across more than 250 SKUs. It turned profitable in FY25, with FY24/25 revenue of Rs 9.23 crore. Agrawal credits a Shark Tank Season 2 appearance for driving growth. Healthy Master operates health-focused vending machines in offices and hospitals and is now in over 30 countries. Agrawal stated a long-term goal of reaching all 4,500 US Walmart stores and building a Rs 5,000 crore global brand.
Function, Fuel, And Fun Drive Snacking Behavior At SNX Conference
Speaking at the SNX conference in Dallas, Sally Lyons Wyatt of Circana reports that although BFY snacks have trended for three years, indulgence shows signs of resurgence. Americans seek snacks for function, fuel and fun, with social media increasingly influencing purchasing decisions. Wyatt says “healthy enough” resonates with many consumers, who may satisfy health goals through portion control. 60% of consumers say they would pay more for premium healthier snacks, up five percentage points since 2021. Trending flavors include sweet heat, creamy-spicy combinations and fusion concepts.
Consumers
Consumers Turn To Healthy Snacks As Meal Substitutes
Research from market research firm Culinary Tides indicates that 56% of consumers replace traditional meals with snacks or smaller meals, primarily for financial reasons, and that these consumers gravitate toward healthy snacks rather than salty or sweet options. YouGov data shows that consumer snack priorities include understanding ingredients and knowing nutritional value. Culinary Tides says brands should position products as "mini meals" that are balanced, portion-controlled and nutrient-rich, and that value in 2026 means "intelligent spending, not minimal spending".
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