Category Leadership Awards: Better For You Snacks

Driven by younger generations’ preference for snacks over meals, better-for-you snack sales are growing by roughly 10 percent annually, while conventional snack sales remain flat, according to media reports.

With wholesome ingredients, simple recipes, and cleaner nutritional profiles than traditional chips and crackers, Venus Wafers offers several healthier, “better-for-you” snack options under its specialized product lines. Ahmad Islam, Chief Marketing Officer of Venus Brands, explained what’s ahead. 

“We have several exciting innovations across both our branded and private-label platforms. Our new Mariner Snack Crackers line features flavors such as Wicked Cheddah, Caramelized Onion, Pepperoni Pizza, Cowboy Queso, and Spicy Cowboy Queso. Our South Shore Ancient Grain Puff Snacks offer a plant-based, Non-GMO Verified snacking option in distinctive flavors like Savory Chedda & Paprika and Fuego Mango Queso.”

Islam commented on several key trends that continue to push the better-for-you category forward. “Consumers are looking for products that deliver a balance of great taste, premium ingredients, and versatility. We saw continued momentum behind elevated entertaining and charcuterie occasions, with strong interest in artisan crackers, flatbreads, and pairing-focused products that complement cheeses, spreads, and specialty foods. Better-for-you snacking also remains a major driver, with retailers and consumers seeking products that offer cleaner ingredient statements, plant-based options, whole grains, and functional benefits such as protein and fiber. At the same time, bold flavors and globally inspired seasonings continue to generate excitement as shoppers look for new taste experiences,” said Islam.

He added, “Several trends continue to influence our strategy moving forward. We see continued demand for products that deliver both premium quality and versatility. Retailers are looking for items that can succeed across multiple occasions—from everyday snacking to entertaining and charcuterie.”

WILDE is challenging the traditional snack aisle by creating snacks from all-natural chicken breast. 

“Crackers haven’t changed in decades. We rebuilt them with chicken breast as the #1 ingredient,” said Jason Wright, Founder and CEO of WILDE. “You get the crunch, the flavor, the snack you remember. But the protein is real and it comes from food you’d cook with. No fillers, no protein powder, no compromise on what a cracker should taste like.”

Chomps, the leader in high-quality meat snacks, recently debuted a premium chicken stick to fuel growth in the better-for-you snack category. 

“We saw a clear gap: America’s most-consumed protein wasn’t meaningfully represented in a category we’ve helped grow,” said Rashid Ali, CEO and Co-Founder of Chomps.