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On April 3rd, I spent a day in Cologne with my colleague Mitch at ISM, the world's largest trade fair for sweets and snacks. Our goal? Meetings with existing suppliers, spotting new snack brands for our portfolio, and most importantly: staying on top of the latest developments in the snacking world.
One thing became clear right away: traditional snacking and sweets are still everywhere. However, many brands are trying to ride the wave of health trends. Packaging with health claims was everywhere, suggesting that something is healthier than it actually is.
But does "less sugar" or "source of protein" automatically mean something is good for you? Not always. Let me take you through my key takeaways.
About ISM Cologne
ISM is the world's largest trade fair for sweets and snacks, featuring over 1,800 exhibitors from 74 countries. Here, you discover the latest trends and innovations, from chocolate and candies to savory snacks and functional foods. For us at JustBite, it’s the place to spot the future of healthier snacking.
Meetings with our partners: Perkier, Zombiez, Palse & Kriket
We started the day with a conversation with Ann Perkins, founder of Perkier & Zombie. We discussed the future of snacking, new market opportunities, and how we can strengthen our collaboration.
At Palse, we tasted new samples and provided feedback. Lots of exciting things are coming… stay tuned! 😉 Plus, we signed our collaboration agreement for the next two years.
Of course, we couldn’t pass up Kriket, a longtime supplier. We tried their new POP bars and caught up. Keep it up, Michiel! 🙌
Healthier snacking trends: big claims, little innovation
Five years ago, I last visited ISM. This year, I returned with relatively high expectations—what had changed? What new, innovative snacks were taking over the market?
The answer: not much. Truly groundbreaking concepts were rare. At least for us, which makes sense since we know the world of healthier snacking inside and out. However, there were some trends worth mentioning. So, keep reading…
After a day at ISM, one thing stood out: truly better products are still hard to find. Healthier snacks with few ingredients, high nutritional value, and no unnecessary additives were scarce.
However, we did notice some key trends:
1. Claims don’t tell the whole story 🏷️
Health claims are everywhere, but they don’t always mean what you think. ‘High in protein’ or ‘less sugar’ sounds good, but that doesn’t necessarily make a product healthy. Carefully checking ingredients and nutritional value remains crucial.
2. Functional snacking is on the rise 📈
More and more snacks are enriched with vitamins, proteins, and other ‘healthy’ additives. This can be positive, but some brands mainly use it for greenwashing—making traditional snacks appear healthier.
3. Plant-based & vegan continue to grow 🌱
The shift toward plant-based snacks is strong, something we at JustBite have been focusing on for a long time. More brands are offering vegan alternatives, but not all emphasize pure and healthier ingredients.
One notable change is the improved taste of pure vegan protein bars. In the past, they often had a dry, gritty texture with a floury aftertaste, but now, both taste and texture have clearly improved.
4. Traditional snacking still dominates 🍭
Healthier snacking may be growing, but traditional snacks and sweets still dominate the market. Truly healthier alternatives remain a small fraction compared to the big industry players.
ISM confirmed what we already knew: the snack world is evolving, but not always in the right direction. Health is often used as a marketing trick, while real innovation and transparency lag behind. That’s exactly why we at JustBite remain critical in our selection.
We continue to believe in healthier snacks—made with pure ingredients, without unnecessary additives, and offering a wide variety that fits different dietary needs and preferences.
In short, we see nothing but opportunities to do even better and help companies and people make healthier snacking accessible everywhere. 🚀
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