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The trendsetters aligned with Innova Market Insights’ Top 10 Trends for 2021


1.            Transparency triumphs

Transparency will dominate consumer demand in 2021. Brands that stay ahead of the curve in meeting evolving ethical, environmental and clean label consumer demands will come out top.

Trendsetters, Nutella, Bakedin

Nutella Brioche Baking Kit

Nutella and Bakedin have partnered to launch a baking kit to capitalise on the home-baking boom this year.

The Nutella Brioche Baking Kit includes the exact amount of dry ingredients needed to create a dozen brioche buns – including flour, sugar and yeast – along with a 200g jar of Nutella, which provides just the right amount (a 15g heaped teaspoon) of the good stuff per brioche bun.

“The popularity of home baking exploded in recent months, with the term ‘baking’ mentioned in posts 130% more than over the last three months than in the previous period,”​ said James Steward, marketing director of Nutella UK.

“Lockdown saw a significant increase in people using Nutella as a topping in creative ways to produce innovative breakfast options, which has led to a value sales gain of +34% over the lockdown period.”

Joseph Munns, founder of the growing startup Bakedin, added, “We know consumers are turning to baking more than ever; membership to our subscription baking club grew 1,200% during lockdown.

“Our philosophy is all about homemade happiness, and this partnership paves the way to  offer a new, high quality and fun home-baking experience.”

Nutella maker Ferrero has used 100% sustainable RSPO certified palm oil in all its products since January 2015 and became one of the first global companies to achieve this. The confectionery giant joined the Roundtable on Sustainable Palm Oil (RSPO) in 2005 and has been continually publishing full lists of its mills every six months to ensure transparency in its supply chain.

Bakedin is also on a mission to ensure there is less fuss and no food waste from its perfectly proportioned baking kits. The Basingstoke startup also sources “only the best ingredients, including award-winning local flour, Belgian Chocolate and ground Madagascan vanilla”.

The Nutella Brioche Baking Kit is available from the Bakedin Baking Club from 26 October for an RRP of £9.99.

2.            Plant-forward

The Innova Consumer Survey 2020 indicated the top four reasons for considering plant-based alternatives are health, diet variety, sustainability and taste, with consumers preferring to power up on plant proteins.

Trendsetters: Mrs Crimble’s, On The Border, Soreen

Mrs Crimble’s Vegan Coconut Macaroons

Mrs Crimble’s has extended its gluten-free Vegan range of treats with Vegan Coconut Macaroons.

Launching in Tesco on 23 October (RRP £1.79/180g), the new variant follow the brand’s rollout of Vegan Choc Macaroons last year.

Mrs Crimble’s Vegan Coconut Macaroons are suitable for those following vegan, flexitarian, gluten-free and low-calorie lifestyles, popping at just 133kcal per macaroon.

Available in perfectly portioned 6-serving packs, in packaging that has a green, leafy design to signal its vegan-friendly ingredients. 

“Mrs Crimble’s is revolutionising the gluten-free bakery market, offering great taste and texture that is never compromised,”​ said Bryan Martins, marketing and category director at Wessanen UK.

“With Mrs Crimble’s vegan line driving incremental sales, the vegan market will continue to be a focus area for the brand.”

Brand owner Wessanen UK is dedicated to connecting people to nature through healthy food that’s better for people and the planet, and has been certified by B Corp.

Soreen Vegan Chocolate Loaf Bar and Multipacks

Malt Loaf bread brand Soreen has added a new Vegan Chocolate Loaf Bar, along with a new Multipack concept, which include three deliciously squidgy flavours – Chocolate, Banana and Malt.

The individually wrapped Loaf Bars are perfect for on-the-go and provide a healthier alternative to the average snack bar, containing over 30% less sugar and 70% less fat than the average cereal bar on the market, according to the producer.

“For the past six months, the majority of consumers have been spending more time at home than ever before, with many looking to cut calories and boost their general health and wellbeing, and as such healthy snacking choices are in demand,”​ said Mark Simester, MD of Soreen.

“Our Loaf Bar Multipacks will therefore enable shoppers to grab a healthy choice fast – whether they’re still at home, returning to the office or in need of an energy boost for pre, during or post exercise – this is an ideal, tasty and affordable snack.”

Bethan Brown, Soreen marketing director, added, “Veganism has been a key trend within the food industry for the past few years now, so we’re immensely proud to bring a vegan, plant-based chocolate product to market that retains that flavoursome, treat like taste without being high in sugar or fat – important for a healthy and nutritious diet.”

Soreen Loaf Bar Multipacks are now available from Ocado.

3.            Tailored to fit

Personalised nutrition is in the spotlight as consumers look for snacks that fit their unique lifestyles.

Trendsetters: Biena, Forest Feast

Biena Keto Puffs

Biena Snacks is yet again redefining category expectations with the launch of a Keto Puffs, the only plant-based keto puff available on the market.

The US brand was borne to deliver satisfying snacks that replace empty calories with real nutrition, and recently recognised a void in the Keto market, which, according to Fior Markets, is projected to grow from $10.3bn in 2018 to $17.8bn by 2026.

“We created this product for two reasons. First, the consumer response to our Chickpea Puffs launch last year was incredible – fans were drawn to the low carb and high protein content. And second, we saw a major void in the keto snack market – everything was meat and cheese,”​ said Poorvi Patodia, CEO and founder of Biena.

“With this launch, we’re excited to continue our mission of reinventing the snack aisle by creating products that are made with the best plant-based nutrition.”

Made from a simple list of ingredients (including chickpeas and lentils), Biena Keto Puffs also contain pea hull fibre to bring down the net carb count and make them Ketogenic diet compliant. The plant-based Puffs are also gluten-, grain- and dairy-free, non-GMO, and contain 12g of fat, 3g of fibre, 5g of protein and 5g of net carbs per serving.

Keto Puffs will be available nationwide at Whole Foods from 28 October and can also be purchased online from Biena and on Amazon (from January 2021) for an RRP of $3.99 for 2oz bag, or $23.94 for a 6-count case.

Forest Feast Signature Chocolate Nuts

Forest Feast has launched a Signature Chocolate Nut range, tapping into the growth in demand for premium and indulgent snacks.

The range is handcrafted inhouse, using oven roasted nuts coated in real Belgian chocolate.

 Bronagh Clarke, marketing director at Forest Feast, said, “Take-home chocolate is currently growing 15% YoY, with 98% penetration, and we are seeing between 150-250% growth in our own chocolate ranges.

“With more people spending time together at home, the range is well primed to meet demand from  the current trend of in-home snacking. Each one has its own unique ingredient twist and they are all oven-roasted with their skin-on to give real depth of flavour.”

The range includes Sea Salted Dark Chocolate Almonds (gluten-free and vegan); Belgian Milk Chocolate Brazils (sustainable Amazonian brazil nuts, gluten-free and vegetarian); and Cookies & Cream Almonds (vegetarian).

Available at select outlets across the UK for an RRSP of £3.00/120g bag.

4.            New omnichannel eating

Consumers are seeking convenience, richer experiences and accessible indulgence – eating what they want, when and where they want it.

Trendsetters: Ginger Bakers, Snyder’s of Hanover

Ginger Bakers Speciality Home Delivery Boxes

Artisan cake makers Ginger Bakers has collaborated with Rinaldo’s Coffee Roastery to launch two speciality home delivery boxes.

Whilst nothing beats calling in and choosing your own indulgence from Ginger Bakers based at Plumgarth’s Farm Shop near Kendal in the South Lakeland District of Cumbria, the next best thing is getting a selection of its treats delivered directly to your door. To top it off, these deliveries come with Rinaldo’s Coffee Roastery’s premium coffee and teas.

The coffee and cake box contains five individually wrapped Ginger Bakers tray bake portions of Caramel Shortbread, Chocolate Brownie, Chocolate Nancy, Cranberry White Chocolate & Orange Flapjack and Ginger Jake, along with a 227g  pack of Rindaldo’s Casa Blend 100% single origin Arabica coffee that can be delivered as whole beans or ground.

The speciality tea and coffee box also contains five individually wrapped delicious tray bake portions of Caramel Shortbread, Chocolate Brownie, Chocolate Nancy, Cranberry White Chocolate & Orange Flapjack, Ginger Jake, along with a 125g pack of Rindaldo’s English breakfast loose leaf tea.

The home delivery service is fast and efficient, and the specially designed letter box packs ensure that your Ginger Bakers treats arrive in perfect condition every time.

“Our coffee and tea boxes have been specially created to allow people to enjoy our delicious treats in the comfort of their own home, and enjoy a drop of freshly brewed tea or coffee from Rinaldo’s range of speciality beverages at the same time. Because our boxes are delivered direct to the door, they make a perfect thank you gift for friends or neighbours or work colleagues at affordable prices,”​ said Lisa Smith, owner and founder of Ginger Bakers.

Order from Ginger Bakers online, for an RRP of £13.50 + P&P.

Snyder’s of Hanover Milk Chocolate Pretzel Rounds

Snyder’s of Hanover is ‘round-ing’ out its latest pretzel collection with perfectly pop-able pretzels coated in creamy milk chocolate.

The limited edition Snyder’s of Hanover Milk Chocolate Pretzel Rounds are light and crispy pretzels that have been oven-baked.

Rolling out nationwide in late October for a limited time in Publix, Kroger and Target in the US for an RRP of $3.49 for a 5oz. bag.

On The Border Squeezable Salsas and Queso

Truco Enterprises has rolled out On The Border Squeezable Salsas and Queso to be enjoyed with its popular On The Border tortilla chips.

The dips are available in Original Medium Salsa, Queso and Guacamole Salsa flavours, made with real avocados, tomatoes, cheese, onions and peppers.

The easy control lid is easy to use and satisfies consumer demand for less mess, less waste and more convenience, while the BPA-free, microwaveable packaging means the dips can be enjoyed both hot and cold.

“We are thrilled to bring this game-changing innovation to the salsa and dip categories, solving for long-standing consumer challenges of portability and ease of single-use, which we know are barriers to expanded usage occasions,”​ said Shane Chambers, CEO of Truco Enterprises.

“On The Border Dips grew 58% in Total MULO in the 26 weeks ending 9 June 2020. We are confident this new innovative packaging will further that growth in the nearly $2bn shelf-stable dip segment, just as condiments did when they adopted similar packaging in their categories.”

Available from Target outlets across the US, as well as online.

5.            In tune with immune

The pandemic has certainly bolstered focus on overall health and immunity, with consumers seeking out snacks that support personal health.

Trendsetters: Myprotein, Banza

Myprotein Protein Chips and Protein Wafers

Sports nutrition brand Myprotein has launched two guiltfree snacks for consumers looking to tone up, build muscle or lose weight.

Getting the right amount of protein is vital to improve health and meet fitness goals and Myprotein Chips and Wafers keep tummies feeling fuller for longer.

Protein Chips won’t derail training, providing a crunchy, well-seasoned alternative to the UK’s favourite snack.

At 120 calories per bag (each box includes 6 packets), the chips come in all-natural flavoured Salt & Vinegar and Barbeque variants … a great little snack to pop into a gym bag for a post-workout treat.

Myprotein’s Protein Wafers are made from a blend of milk and whey protein isolate, packing 15g of protein and just 5g of sugar for those who have a sweet tooth.

Available in easy grab-and-go packs of 10 individual bars in two flavours: Chocolate and Vanilla.

Available from health shops and selected retail outlets across the UK.

Banza Chickpea Frozen Pizzas

Banza is again disrupting the comfort food category with the introduction of ‘the first ever frozen better-for-you pizzas made with chickpea crusts’.

According to Banza, its chickpea pizzas contain more protein and fibre, along with fewer net carbs and sodium, than typical wheat-based and even cauliflower-based frozen pizzas currently sold on the market.

Banza relies on whole ingredients like chickpeas, olive oil, yeast and oregano to deliver on taste, but still get a crispy crust with a doughy centre that doesn’t flop over when you pick up a slice.

“Chickpeas are one of the most nutrient-dense and environmentally-friendly foods available, yet we consume far less of them than we should,” ​said Brian Rudolph, CEO and cofounder of Banza.

Watch this space for more on Innova’s Top Trends for 2021.

“At Banza, we’re demonstrating the versatility of the ingredient and increasing consumption by using them to upgrade some of America’s favourite foods – pasta, rice and now, pizza.”

The chickpea pizza range is available in three ready-to-eat varieties including Four Cheese, Roasted Veggie and Margherita, and a two-pack, build-your-own Plain crust option. Each pie cooks in the oven for less than 15 minutes and provides either 2-8 servings.

Banza Pizza is now available nationwide at Target, Whole Foods Market, Wegmans and Heinen’s, as well as online at Amazon and from the company at an RRP of $8.99.



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