KANSAS CITY — From pretzels to popcorn, fruit bars to meat sticks, and trail mix to puffed legumes, packaged better-for-you snacks are getting bolder with flavor innovation to stay competitive in the burgeoning snack category. No longer are manufacturers relying on just the healthful halo of their products for a sale. They are seeking to satisfy the flavor cravings of mindful snackers.

“Health-conscious consumers demand more from their snacks — fewer additives, lower sodium and more natural ingredients — but taste needs to remain uncompromised,” said Daria Pashkova, product and marketing manager, Ohly, Hamburg, Germany. “Nutrient-dense snacks are only effective if people want to eat them.”

Flavor innovation in better-for-you snacks gives consumers permission to indulge. If the base snack — say, a puffed chickpea — provides protein and fiber, go ahead and layer in some nacho flavor.

Co-branded flavors are becoming more popular in salty snacks, too. Innovations promise the consumer something familiar, possibly in a new format.

Pretzels and popcorn — the original better-for-you salty snacks — are leading the renaissance. Sweet and heat, savory and even tangy toppings are showing up in the products.

Angie’s Boomchickapop from Conagra Brands, Chicago, has partnered with baked goods chain Cinnabon Inc., Sandy Springs, Ga., and now offers co-branded Angie’s Boomchickapop Cinnabon Drizzled Kettle Corn. Riding the swicy trend, the brand also is adding mango habanero and cinnamon churro to the line.

Batavia, Ill.-based Aldi Inc., brought dill pickle and Kansas City BBQ flavors to the popcorn aisle with its private-label Clancy’s offerings. Herr Foods Inc., Nottingham, Pa., did the same with the popular Mexican street corn flavor profile. The fire-roasted sweet corn snack tastes like grilled corn-on-the-cob seasoned with Mexican spices and a touch of cheese, lime and cilantro.

Dot’s Pretzels, a subsidiary of The Hershey Co., Hershey Pa., has a significant following on social media. The original variety of the twisted pretzel features a “signature seasoning that is a trade secret.” At the beginning of the year, the brand added sweet and tangy BBQ to its line, joining other recent rollouts like cinnamon sugar and parmesan garlic.

Hershey also is introducing Reese’s Filled Pretzels, a combination that balances salty and sweet. The bite-size baked pretzel pockets are filled with Reese’s peanut butter.

Reese's Filled Pretzels balance consumer interest in salty and sweet flavors.

| Photo: The Hershey Co.

Reading, Pa.-based Unique Snacks now offers Knead ’Ems, which are mini twists formulated using sourdough. It gives the pretzel a distinct, tangy flavor.

“We recognized the perfect opportunity to innovate and respond to consumer demand in the mini-pretzel category by creating a higher-quality snack made with fewer ingredients and more flavor,” said Justin Spannuth, chief operating officer, Unique Snacks. “Most mini pretzels are produced as a commodity snack with competitors prioritizing quantity over flavor and quality leading to declining sales and several major brands exiting the category. This opened the opportunity for us to offer a better mini pretzel, as we remain dedicated to our core principles of utilizing simple and fewer ingredients paired with smarter baking techniques to produce a higher quality product that tastes better and is better for you.”

Lenny & Larry’s, Los Angeles, are making pretzels more appealing to the mindful snacker by formulating them with protein. Each 3-oz bag of Fitzels boasts 18 grams of plant-based protein. Flavor varieties include mustard, everything bagel and pizza. The latter features pizza flavors such as tomato, and vegan cheese.

All types of vegan dairy flavors are entering the salty snack space. Many are giving them a twist with some kick through chilies or extra zest from umami seasoning.

“Yeast extracts can help food manufacturers by offering bold taste solutions for better-for-you snack formulations,” Pashkova said. “With its natural savory character and flavor modulation capabilities, yeast extract can reduce the need for salt while maintaining, or even improving, the sensory appeal of a product. It allows brands to develop nutritious snacks with layers of complexity and taste that still feel satisfying while keeping nutrition at the forefront.”

New York-based Hippeas recognized the bold vegan dairy flavor trend and now offers Cheezy Cheddar Pops, bite-size pops made with yellow peas and chickpeas. Each 1-oz serving has 3 grams of protein and 2 grams of fiber.

“With Cheezy Cheddar Pops, we set out to reimagine the classic cheese ball, bringing back that nostalgic flavor and fun you remember, but with a modern, better-for-you twist,” said Nick Marmet, senior director-brand management and innovation.

Jackson’s, Muskego, Wis., is introducing Jackson’s Super Veggie Straws, which the company describes as “an extruded straw made with real food ingredients, better oil and bold flavor seasonings.” The brand stays true to its promise of using avocado oil for frying, which contributes to the overall flavor profile.

The base straw is formulated with four ingredients — yellow peas, brown rice, cassava and sweet potato — all with subtle flavor notes. In addition to a sea salt variety, there are two dairy-free dairy flavors: cheddar and ranch.

Bring on the meat

With many consumers seeking to eat more protein, meat snacks are trending, and differentiation is key to getting noticed.

Joe Jurgielewicz & Son, Ltd. (JJS), Hamburg, Pa., a supplier of Pekin duck to foodservice, now offers duck sticks, a convenient snack with 5 grams of high-quality protein per serving. Duck meat is also rich in essential nutrients, including iron, B vitamins, zinc, vitamin E, niacin and selenium.

“These attributes make our duck sticks not only a tasty treat but also a smart choice for health-minded snackers,” said Joey Jurgielewicz III, director of business development, JJS. “They are crafted with 100% duck meat and come in three bold flavors: original, sweet heat and a zesty a ‘l’Organge.’”

The swicy trend also has found its way into meat snacks and there’s no going back to simply teriyaki jerky.

Tillamook Country Smoker, Bay City, Ore., partnered with Mike’s Hot Honey, New York, the original brand of hot honey, to introduce beef sticks flavored with the swicy condiment. Each beef stick has 8 grams of protein and is formulated with honey infused with chili peppers.

Another co-branded example will soon be coming from Conagra Brands. New Slim Jim Buffalo Wild Wings chicken sticks will make their debut this fall in buffalo and hot flavors.

New Primal is launching rotisserie-seasoned chicken sticks.

| Photo: New Primal

Charleston, SC-based New Primal is launching rotisserie-seasoned chicken sticks. Each stick delivers 10 grams of protein and 60 calories and features the “cook-type” flavor that has notes of garlic, white and black pepper, onion and parsley.

“Our customers have been asking for more meat snack options made with chicken,” said Jason Burke, founder and chief executive officer. “We couldn’t think of a better way to expand our assortment than to make a meat snack inspired by familiar, comfort-food flavors.”

The fat from meat, specifically beef, is central to the new tallow cooked kettle chips from Fat of the Land, Georgetown, Ind. The brand is rooted in ancestral nutrition and clean ingredients. Founded by nurse and father Donald Ridings, the company is on a mission to reintroduce the benefits of cooking with traditional animal fats and eliminate seed oils from everyday snacking.

“As a healthcare professional and parent, I wanted to feed my kids better,” Ridings said. “Fat of the Land was born from a simple idea: snacks should be made with real ingredients and real fat.”

The beef tallow provides a unique flavor to the chips that then gets layered with sea salt or barbecue seasoning.

Twists on nuts, seeds and fruits

Trail mix marketers are becoming more adventurous by adding flavors and toppings to nuts, seeds and dried fruit blends. Kar’s Nuts, Madison Heights, Mich., for example, has collaborated with Boston-based Dunkin’ to introduce two co-branded snack mixes. Kar’s X Dunkin Caramel Cold Brew Mix blends roasted salted peanuts, butter toffee peanuts, and cocoa candies with Dunkin’-inspired caramel cold-brew flavored almonds.

Kar’s X Dunkin Frosted Donut with Sprinkles Mix contains the same peanut blend but with cocoa candies. The blend is topped off with Dunkin’-inspired frosted donut-flavored almonds.

Conagra Brands’ David Seeds is adding cinnamon churro-flavored jumbo sunflower seeds to the lineup. The company said the seeds start with cinnamon sugar and are finished with fried churro flavor.

To bring new life to fruit snacks, PIM Brands Inc., Park Ridge, NJ, is adding a tropical twist to its Welch’s Fruit Snacks brand. The new mango peach gummies have fruit as the main ingredient.

Brooklyn-based Kencko is making fruits and vegetables fun to eat through its new Fruit Snaps. Formulated with four or five ingredients, the Fruit Snaps have 2.5 cups of fruit and 6 to 8 grams of fiber in every 1-oz bag.

“The snackification of meals, where snacks are increasingly seen as mini meals rather than just fillers throughout the day, has completely reshaped consumer expectations,” Pashkova said. “As snacking habits continue to evolve, manufacturers are under growing pressure to balance taste with health. Consumers want snacks that align with their wellness goals without compromising flavor or satisfaction. That means rethinking product formulations to align with modern dietary demands but still retaining their familiar taste.”