From fruit-forward and tongue torching confections to authentic mole tortilla chips and microwave popcorn backed by celebrity chef Guy Fieri, sweets and snack brands are racing to bring the next viral food to market – or at least cut through the competition to drive initial trial and repeat purchases in a crowded market.
And some of the best ways to do that are with bold flavors, global inspiration and a touch of heat. Other strategies include layering in health benefits without sacrificing fun or flavor, and collaborations that lend authenticity to limited edition offerings and new product launches.
For example, at the Sweets & Snacks Expo in Las Vegas, market research firm Circana’s Sally Lyons Wyatt noted flavor-led snacking “is big and getting bigger” with core flavor sales up 2.5% and “expanded snacking” flavors up 8.5% year over year. She also noted the power of branded flavor collaborations is exemplified by Tabasco-flavored snacks delivering about a 35% increase in dollar growth.
Spins data shared at the event also showed bold and unique flavors are leading mainstream snacking, but established flavors remain relevant through better-for-you product innovations. For example, emerging flavors of pickle and sriracha saw triple digit dollar gains in the 52 weeks ending March 22. And sales of pistachio flavored products grew nearly 10,400% in the same time. According to Spins, these flavors are driving growth by blending recognizable profiles with “bold and unique twists to spark discovery, influence and edge.” Think sriracha flavored Doritos, spicy dill pickle chips from Siete and, of course, Dubai style chocolate from players large and small.
While these are big gains, their dollar share is meager compared to more established fan favorites, such as lime and coconut, both of which captured 0.4% of dollar share – twice that of pistachio. And, of course, vanilla – a standby that has 2% of dollar share, according to Spins, which explains “established flavors are sustaining their relevance in snacking by leveraging their familiarity with consumers and elevating functional snacking trends. Examples include, Late July’s sea salt & lime tortilla chips or Built Puff’s cookies ‘n cream.
In this episode of FoodNavigator-USA’s Soup-To-Nuts podcast, executives from Hot Tamale maker Just Born, premium macadamia nut manufacturer Hawaii Host and others showcasing at the Sweets & Snacks Expo breakdown how they are deploying these strategies and using the power of flavor to drive sales and consumer engagement. They also share strategies for balancing novelty, accessibility and functionality in an increasingly adventurous snack market.
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How to balance flavor and familiarity to drive trial
According to Circana data, consumers increasingly are curious about flavor innovation – as illustrated by viral posts on social media showing people’s reactions when they bite into an intensely spicy, sour or novel flavored product.
But shoppers inspired to try something new, may still be hesitant to go all in on a full-size package without knowing if they will like it – or if they can stand the heat. In response, Lyons Wyatt said companies are innovating around format to boost trial, including minis, canisters and small packs, which she says are delivering double- and triple-digit growth.
Lana Jones, the senior director of innovation and portfolio management at Hawaiian Host explains the company walks the tightrope between these two consumer needs by launching new flavored macadamia nuts in trial- and full-size bags and by featuring a heat indicator on the front of pack.
“We had not innovated within Mauna Loa snack nuts for probably five to seven years, so we knew we needed to do that,” she said. She explained the company started with the big trends in snacks including bold acidity and spicy heat.
The company launched a dill pickle flavor alongside a sea salt vinegar that is “dill pickle adjacent” for “people who don’t love dill, but really like some of that vinegary acidy taste.”
It also launched a pineapple habanero to tap into the swicy trend but with flavors that were authentic to the brand’s Hawaiian roots and which leaned more sweet than heat so “people can eat the whole bag without burning their tongue off.”
Because habanero can sound intimidating, the company included a heat indicator icon on the front of pack – signaling the snack was on the milder end of the spectrum.
Hawaii Host’s use of a spice meter on its pineapple-habanero macadamia nuts not only gives consumers permission to try something new, it underscores the broader shift in spicy from a trend focused on heat to one focused on dimension.
Lyons Wyatt explained that while shock heat still plays a role in driving trial, they perform best as part of a broader “heat ladder,” or portfolio of products with varying levels and layers of heat, which might include sweet-heat, which show outsized gains of more than 50% year-over-year growth.
She also notes that fusion concepts that blend heat and fruit are performing well and can be both an entry point for consumers tiptoeing up on spicy or those looking for more sophisticated and complicated flavor profiles.
Hot Tamales, an OG confection in the sweet heat space made by Just Born, is tapping into this trend with the recent launch of Tropical Heat, which brand manager Zachary Greenfiled describes as “multi-dimensional.”
“The tolerance for heat with people has really increased over the years. So, what was once topped out where people were comfortable from a heat perspective has increased, and so I think people are really looking for that, particularly in confections now,” he said.
How celebrities and endorsements can bolster curiosity and trial
Another strategy for driving initial trial of new flavors, especially if they are unexpected, is to use trusted celebrities or influencers to validate the flavor profile and encourage trial.
This is the approach that SNAX-Sational Brands is using to promote a new line of boldly flavored microwave popcorn that it created in partnership with celebrity chef, restauranteur and television personality Guy Fieri.
SNAX-Sational Brands CEO Mike Hagen explains how Guy Fieri’s fame and influence is sparking excitement in a stagnant category and encouraging consumers to try something new and potentially unexpected.
“Microwave oven popcorn in the US and the supermarket channels is about a $600 million category, and we thought that we could come out with a product that would resonate and we could get 5% to 10% of that category,” by introducing a flavor-forward line with a trusted celebrity in the food space, Hagen said.
“Guy Fieri is actually a popcorn aficionado. He loves microwave oven popcorn. He does a lot of movie nights at home with his family,” so the partnership felt authentic and not forced, Hagen said.
Together they developed a line of five flavors – Cinnamon Butter Bomb, Mexican Street Corn, Straight Up Popcorn, Prime Time Kettle and Big Bite Butter.
Restaurant culture helps brings global flavors home
While Guy Fieri lends celebrity to SNAX-Sational’s Flavortown Microwave Popcorn, the flavors, including Mexican Street Corn, reveal a larger trend in CPG: Brands increasingly are borrowing from restaurant menus and global cuisines to bring consumers new experiences without asking them to leave their comfort zones.
For Xaca Cantina founder Ali Aksu, that means introducing shoppers to one of Mexico’s most celebrated culinary regions, Oaxaca, through an organic corn tortilla chip made with premium seasonings and cooked in avocado oil or grassfed beef tallow.
“Oaxaca is the place where mole was born,” and the Oaxaca cuisine is very underrepresented, “so we wanted to make sure that we highlight how beautiful it is as a culture,” Aksu said.
“Our mole is a mole roja,” that has more than 20 spices in it to deliver a rich taste with a slow burn and “really nice aftertaste,” he said.
Takeaways
As illustrated by these examples, flavor remains one of the most effective tools brands have for driving engagement and differentiation, but successful flavor innovation isn’t just about finding the next big taste trend.
It’s also about reducing the risk of trial, whether through trusted partnerships, familiar formats, smaller pack sizes or flavors that balance discovery with recognition.
From sweet heat and regional Mexican cuisine to celebrity-backed popcorn and tropical fruit with a chili kick, brands are finding new ways to satisfy consumers’ curiosity while giving them a reason to come back for more.
