KANSAS CITY — Consumers want more sensory impact from every bite they take. Many are leaning into flavor to tantalize their tastebuds. It’s not about making flavor extreme, rather it’s about making flavor more interesting. A familiar flavor invites. An unexpected twist gives consumers a reason to keep eating and talking about it.
“Snacks may be small, but consumer expectations for them are anything but,” said Anna Lada, senior marketing specialist at Flavor Producers, a Glanbia company. “People increasingly want a snack to deliver a full experience, whether that means comfort, excitement, discovery or simply a moment of indulgence in the middle of the day. Flavor is one of the most immediate ways to create that experience.”
People are gravitating toward flavors with more dimension. Many want a characterizing flavor balanced with one or more of the five basic tastes of bitter, salty, sour, sweet or umami.
“They do not just want chocolate, for example,” Lada said. “They want chocolate layered with sea salt, espresso, toasted nuts, warm spice or chili. Even familiar flavors are being asked to work harder.”
Ryan Kukuruzovic, director of culinary and executive chef, Wixon Inc., said, “Consumers no longer judge a snack by a single flavor note. They expect the experience to unfold. The most successful products today build layers of flavor and begin with the familiar. This may be followed by brightness, heat, cooling notes and texture to keep each bite interesting.”
Mars Inc., Chicago, is offering that layering of flavor in its new Pringles Dippers, a line of potato crisps intended for scooping dip. The company described the seasoning as “bold” cheddar cheese flavor with “smoky” bacon notes.
The Dippers line also includes a savory french onion offering, a blend of sweet, caramelized onion notes reminiscent of the classic sour cream chip dip.
Leaning on memory and emotion
Nostalgic flavors continue to trend in both sweet and salty snacks. Classic Americana resonates because the flavors are connected to memory and emotion.
“Nostalgia is less about recreating the past and more about reconnecting consumers with positive memories,” Kukuruzovic said. “The opportunity today is taking those familiar flavors and presenting them in a way that feels contemporary. Whether that’s through premium ingredients, global culinary influences or unexpected pairings, consumers want the comfort of recognition with enough innovation to make the experience feel new.
“Peanut butter and jelly, s’mores, birthday cake, orange cream, banana pudding, cookies and cream, and root beer remain incredibly relevant across snack categories. On the savory side, ranch, buffalo, dill pickle, honey butter, cinnamon sugar and cheddar continue to evolve through premium seasonings, regional inspirations and more sophisticated flavor layering.”
Hormel Foods is leaning into nostalgia with its seasonal Planters maple brown sugar almonds and apple cider donut cashews.
| Photo: Hormel Foods Corp.The flavors aren’t simply returning. They’re being reimagined for today’s consumer.
“Lean into comfort classics to appeal to the emotional factor that snacking provides, but rediscover and redefine these flavors with a new twist,” said Rachael Jarzembowski, marketing manager at Wixon Inc. “Consumers are interested in familiar but new to the category flavors. Cross-category flavor borrowing delivers novelty with familiarity.”
Lada added, “The most successful nostalgic concepts preserve the recognizable heart of the flavor, then update it through a more sophisticated ingredient, a global influence, a contrasting taste or an unexpected texture.”
Nostalgia gets consumers to take the first bite. A fresh twist gives them a reason to take the second.
“This is particularly relevant for younger consumers,” Lada said. “We also are seeing renewed interest in flavors that feel homemade or rooted in traditional comfort, including brown butter, toasted marshmallow, maple, caramelized sugar, warm cinnamon, vanilla and roasted nuts. These flavors can feel familiar without feeling childish, which gives them broad generational appeal.”
Hormel Foods Corp. took the approach with its new seasonal Planters products. The line includes apple cider donut cashews and maple brown sugar almonds.
Fusing flavors
Consumers also are interested in familiar flavors put into a different context. Borrowing tastes and experiences from other categories can offer innovation that feels fresh yet comfortable.
“Snacks are showcasing a variety of flavors inspired by soda, desserts, comfort foods, etc.,” Jarzembowski said. “Think cherry cola, root beer, churro, tres leches or even cheese pizza.”
Kukuruzovic added, “The most compelling flavor fusions today aren’t built around novelty for novelty’s sake. They’re built around contrast.”
The contrasts can include sweet balanced with heat, bright citrus against rich umami and creamy notes layered with fermentation or smoke.
“Some combinations generating strong interest include mango serrano, yuzu chili crisp, blackberry chipotle, brown butter miso, black garlic honey, pineapple gochujang, tamarind chile lime, hot honey mustard and salted tahini chocolate,” Kukuruzovic said. “These combinations create a familiar starting point while giving consumers an experience they haven’t had before.”
Mission Foods is offering its new protein tortilla-style chips in chile limón and jalapeño flavors. The grain-free tortilla-style chips come in sea salt and hint of lime flavors.
“Our better-for-you line has always been about giving people trend-setting options that fit their lifestyle and taste great,” said Sathish Mohanraju, vice president of sales and marketing for Mission Foods. “We’re always listening to our customers. Protein and fiber are two things people are trying to get more of, and snacks are a great place to do it.”
Pringles is highlighting the “swalty” trend with its new Sweet & Salty Pringles Mingles snack puffs.
| Photo: Mars, Inc.Jarzembowski said, “When it comes to spicy flavors, innovators are moving beyond chili to introduce greater flavor complexity. As consumers seek more intense, layered taste experiences, brands are experimenting with different heat profiles, often paired with sweetness. Expect more intricate and layered flavor combinations designed to intrigue the taste buds, including sweet heat combinations complemented by salty, sour or smoky notes.”
Global flavors continue to be a strong source for innovation. They offer opportunities for exploring more adventurous tastes by pairing them with a more familiar flavor profile or format.
“Snack brands are fusing complementary flavor profiles from different cultures or providing a popular global flavor in an unusual application typically associated with another global cuisine,” said Sydney Byrne, marketing manager, Sensient Flavors & Extracts. “Think crab Rangoon empanada bites or churro chips.
“A growing flavor trend within the snack category is the sweeter side of snacking. In fact, many traditional bakery items are looking at bite-size formats to provide a snack-style sweet option. This snack-sized approach implies a more permissible indulgence, enabling snackers to enjoy just a few bites without canceling their commitment to larger health goals.”
Bimbo Bakeries USA has long been committed to the mini approach, particularly with seasonal and limited-time offerings. For example, this fall the company introduced Entenmann’s apple cider donut holes.
Apple with a twist has been showing up in new applications. Graeter’s Ice Cream introduced apple strudel ice cream. It was inspired by the traditional southern Bavarian dessert and hit the market just in time for Oktoberfest. It features cinnamon ice cream with baked apples, icing drizzle and cinnamon pastry pieces.
“Remember that flavor does not operate in isolation,” Lada said. “Texture, aroma, color, format and even the name of the flavor all shape the experience. A seasoning described simply as spicy creates a very different expectation than one described as tangy mango with smoky chili and lime. Specificity helps consumers imagine the bite before they ever taste it.”
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