Bakery sees 'the rise of the hybrid'
“Snacks are one of the most innovative markets, especially in the UK where you are now able to get a meal on a crisp or cracker," said Watkin, adding that this 'category crossover' is enabling the snack market to be one of the fastest growing.
Snack products lend themselves well to a blurring of categories, and manufacturers can expect to see more drink-flavoured or meal-flavoured snacks filing the shelves. The UK, for instance, recently saw the launch of Will Chase’s Smoky Bloody Mary flavoured popcorn.
Textures will also come into play, interacting with flavours.
“In bakery we are seeing the rise of the hybrid, truly clashing categories to deliver to consumers a ‘best of both worlds’ product. The flavours and textures used are defining the in mouth experience – be it soft and crunchy, sweet and sour, the consumer is getting a more customised final product.”
