We live in an additive culture, particularly when it comes to snacking. We want our proverbial snack cake, and to eat it, too—but without undue guilt for such a small, but meaningful, indulgence.

For American consumers, the eating experience reigns supreme. Formulators seek to craft peak organoleptic experiences, laying in multisensory texture and flavor opportunities to build craveable indulgence.

But more developers are also bringing additive bonuses of protein, fiber, and even gut-health helpers like prebiotics to new product launches to meet the growing demand for snacks that deliver with craveable appeal while also aspiring to a higher nutritional purpose.

Chipping Away at Indulgence

When it comes to rankings of the most-craveable foods, salty snacks like chips and popcorn always land near the top of the list. According to Circana, the salty snacks segment was responsible for nearly $43 billion in retail sales across the U.S. over the past year (see the SF&WB “State of the Industry, Snacks” for details). But the category is flat, and snack companies are seeking new ways to engage with consumers—including those with growing concerns about health and wellness.

The Doritos brand of tortilla chips is one of the most successful and widely recognized salty snack brands. But some consumers might avoid the category altogether unless the snacks can bring an additive nutritional benefit.

PepsiCo introduced Doritos Protein tortilla chips in March. The products deliver 10 grams of protein per 1-oz. serving. A single-serve format with 17 grams of protein is reportedly coming to market later this year. Available in Nacho Cheese and Sweet & Tangy BBQ, the products gain their protein boost from dairy-based casein, and the chips do not contain artificial colors or flavors. PepsiCo notes that the formulation seeks to maintain the brand’s standard flavor and texture profile while increasing protein content.

While the public often taps protein as a top nutritional concern, fiber should be on that list, too. According to a recent International Food Information Council report, only one in three Americans is getting enough fiber in their diet. This is a chronic issue in American health, and some snack formulators are addressing the fiber gap.

PepsiCo’s SunChips brand recently joined the growing movement of nutritionally elevated snacks with the introduction of a fiber-fortified line. The SunChips brand has long served as a better-for-you option in the company’s snack offerings, but the new SunChips Fiber takes on renewed nutritional relevancy. The chips, made with black beans and whole grains, comes in two flavors—Spicy Jalapeño and Southwestern Queso—and contain 3 grams of fiber, along with 16 grams of whole grains, per serving.

The company’s Smartfood popcorn brand has also entered the fight to boost fiber. Popcorn inherently brings dietary fiber, but Smartfood FiberPop elevates levels via soluble corn fiber. The line offers two new flavors, Sweet & Salty and Toffee & Sea Salt. The products serve as an “excellent source of fiber,” with 6 grams of fiber and 10 grams of whole grains per serving.

Super Functional

Given the consistent messaging related to the positive health benefits of protein, it’s no surprise that the nutrient is squarely atop the list of healthy ingredients for snack foods. J&J Snack Foods took notice and has introduced Superpretzel Protein Soft Pretzels and Superpretzel Mini Soft Protein Pretzels, two new protein-fortified frozen soft pretzel products designed to meet evolving snack habits.

In marketing materials related to the product launch, J&J Snack Foods noted 60% of frozen snack consumers today prioritize protein in their purchase decisions. Superpretzel Protein Soft Pretzels contain 10 grams of protein per serving, while the Superpretzel Mini Soft Protein Pretzels offer 7 grams of protein per serving. The soft, Bavarian-style pretzels are also made with whole grains, and are dairy-free and vegan.

Inherently Appealing

Inherently protein-rich foods stand to gain in an environment celebrating the nutrient. Thanks to the periodic rise of high-protein, low-carbohydrate diet trends—like the Atkins, Paleo, and South Beach diets—the meat snacks category has diversified and grown over the past decade, with continued growth expected in the years to come.

Meat hasn’t been the only protein star. For the first time in many years, milk is now seeing category growth, thanks to membrane technology innovations related to lactose-free and low-lactose milk, overall protein messaging, and other factors (see the Dairy Foods “State of the Industry” for in-depth insights). Milk also benefits from generationally ingrained connections to a healthy diet thanks to renowned marketing campaigns like “Milk, It Does a Body Good” and “Got Milk?”

Therefore, it’s only natural that cheese processors would find ways to enter the protein-enriched market. Kraft Natural Cheese recently announced the launch of Kraft Natural Cheese Protein Cheese Sticks, available in Mild Cheddar and Pepper Jack, with each stick delivering 17 grams of protein per serving while containing 50% less fat than the brand’s traditional mild Cheddar and Pepper Jack cheeses.

Protein awareness has likewise catalyzed a boost in use of nut butters, including those from peanuts and almonds. Bars form a likely vehicle for protein-packed nut butters, with brands like Perfect Snacks (now owned by Mondelēz International), helping establish and grow the refrigerated bar category over the past several years. Perfect Bars use nut butters as their primary substrate, with protein core to the brand’s nutritional messaging.

Now, after years of category growth and diversification, Perfect Snacks is uniting healthy dairy and plant proteins via its new Protein + Prebiotics Bar, offering 20 grams of protein and prebiotic fiber from chicory. The protein boost comes from grass-fed whey, touted by Perfect Snacks for its “excellent amino acid profile, promoting muscle recovery and satiety.” The line features two flavors, Peanut Butter Chocolate Crunch and Chocolate Mint Crunch, with textural interest coming from quinoa crisps. Perfect Bars also feature a signature ingredient blend featuring over 20 superfoods, giving better-for-you consumers yet another reason for considering, and repeating, product purchase.