At this year’s Sweets & Snacks Expo, one message came through loud and clear.
Taste still wins.
Consumers are looking for products that deliver true indulgence first—and they’re no longer willing to compromise on flavor for health. The days of “good-for-you, but not great tasting” are over.
For brands, this isn’t just a product challenge—it’s a formulation and positioning challenge.
The New Balance: Indulgence + Something More
Across the show floor, brands were approaching this balance in three distinct ways:
1. Full Indulgence (No Apologies)
Some brands are leaning all the way into flavor and fun:
- Trend-driven launches (viral gummies, sour candies, Dubai chocolate)
- Social-first innovation pipelines (TikTok influence is real)
- Strong performance from heritage brands delivering classic taste
What it means for customers:
There is still a massive market for pure enjoyment—and it sets the baseline for taste expectations across all other segments.
2. Indulgence with “Clean” Positioning
Another growing segment: indulgent products with simplified ingredient stories.
Common themes:
- No artificial flavors or colors
- Real sugar (not artificial sweeteners)
- Short, recognizable ingredient lists (often ≤5 ingredients)
- “No junk” claims and seed oil avoidance
Many brands are recreating familiar snacks (think peanut butter cups or crackers), but with a cleaner label.
Where PURIS plays:
- Clean-label protein supports these formulations
- Plant-based ingredients align with simpler, more transparent positioning
- Opportunity to help brands maintain indulgence while improving ingredient decks
3. Indulgence + Functionality
Function is everywhere—but only if it doesn’t compromise taste.
Key callouts:
- Energy (caffeine, L-theanine, coffee formats)
- Protein (by far the most dominant)
- Fiber + added benefits (vitamins, focus, calm, immunity)
Formats are evolving fast:
- Energy gummies and chews
- High-protein snacks (chips, puffs, pretzels)
- “Protein maxing” (20g+ bars, 40g+ beverages, even protein mac & cheese)
And one key messaging shift stood out:
Many protein bars are now marketed as “tastes like a candy bar.”
What it means for customers:
Function is expected—but taste is still the price of entry.
Protein Is Still King… But Perception Matters
Protein continues to dominate innovation—but not all protein sources are viewed equally.
What we observed:
- Whey is still widely considered the “gold standard”
- Many consumers have negative past experiences with plant protein
- Gritty texture
- Beany or off flavors
- Some consumers are hesitant to even try plant-based options
Why this matters:
This is not a demand problem—it’s a perception gap.
The PURIS Opportunity: Closing the Taste Gap
At the show, this gap was clear and encouraging.
When attendees sampled plant-based products made with PURIS ingredients:
- Initial hesitation was common
- But taste experience often changed perceptions immediately
What this means for our partners:
PURIS has a critical role to play in helping brands:
- Deliver indulgent taste with plant-based protein
- Overcome legacy negative perceptions
- Compete directly with whey on sensory experience
Key Takeaways for Brands
To win in today’s snack landscape:
- Taste is non-negotiable
- Indulgence leads, even in functional products
- Clean label continues to grow in importance
- Protein remains the most powerful functional driver
- Plant-based protein has momentum, but needs proof through experience
Final Thought
The opportunity isn’t just to make snacks healthier; it’s to make them indistinguishable from indulgence.
Brands that can deliver on both will stand out.
And for those looking to bring plant-based protein into that equation, the focus is clear:
Don’t just tell consumers it’s better—make them taste it.