Lily Leedom is unapologetic about her passion for salt. She has been snacking on it for as long as she can remember and even launched a business dedicated to selling unique varieties of this often-misunderstood ingredient. Leedom, the CEO of Saltery, aims to shift perceptions about salt, promoting the idea that it can elevate the flavor of even the simplest dishes. “I want salt to take center stage,” Leedom remarked. “As more consumers become mindful of the sources and quality of their food, they will realize that salt is a neglected category deserving of their attention.”
Saltery offers more than just standard salt. The company hand-harvests salt flakes and infuses them with a variety of flavors ranging from coffee, raspberry, and maple syrup to black garlic, onions, and jalapeno peppers, resulting in over 30 unique flavors. According to Leedom, specialty salts can enhance the appearance, texture, and taste of food; for example, her citrus salt pairs well with fish, pinot noir salt complements steak, and maple salt makes a delicious topping for popcorn, peanut butter, or oatmeal. “A pinch goes a long way,” she noted. “It will transform your dining experience. Salt has been an unsung hero for too long.”
Historically, salt has been integral to human society for thousands of years, not only for seasoning but also for preserving food and facilitating long-distance transport, effectively mitigating the seasonal limitations of many ingredients. As early as the 6th century, Moorish traders in sub-Saharan Africa exchanged salt for gold on a one-to-one basis. Salt is even mentioned in the Old Testament and is encapsulated in the phrase “worth its weight in salt,” denoting its value.
However, salt has also recently garnered negative attention for health-related reasons. Excessive sodium intake has been linked to various health issues, including heart disease, hypertension, and stroke. While sodium is an essential nutrient required by the body in small amounts, research from the Centers for Disease Control and Prevention highlights that nearly 90% of individuals aged two and older consume too much of it. The CDC estimates that over three-quarters of the sodium intake in the U.S. comes from processed and restaurant foods. Registered dietitian Wesley McWhorter, a spokesperson for the Academy of Nutrition and Dietetics, acknowledges that adding salt can enhance food flavor but suggests building flavor through herbs, spices, and other sources throughout the cooking process. He believes salt is most effective when added at the end of cooking for maximum impact on the palate. “Food without salt is muted. I always describe salt as an enhancer of what is already present in the dish; without anything there, it won’t enhance anything,” McWhorter stated.
As consumers become more discerning about their diet, various consumer packaged goods (CPG) companies, including PepsiCo, Nestlé, Campbell Soup, and General Mills, have established their own salt reduction targets, many of which they have met or even surpassed. This trend has encouraged some entrepreneurs to find ways to reduce sodium intake while maintaining the beloved flavor that many people crave. For instance, MicroSalt, a Florida-based company founded five years ago, has developed a salt product that delivers the same taste as traditional salt but with half the sodium content by reducing the salt particle size by 100 times. These tiny particles dissolve almost instantly, providing an enhanced saltiness with significantly less sodium. To validate its concept, the company launched a line of potato chips last year, which have gained such popularity that they are now available in 2,000 stores, according to CEO Rick Guiney. While he is open to expanding into more consumer products, Guiney emphasizes that MicroSalt remains fundamentally a salt company.
MicroSalt has attracted interest from numerous global snack and food companies, and Guiney is optimistic that at least one will partner with them. He explains that the process takes time due to necessary changes in packaging, taste tests, salt volume requirements, and cost considerations, as MicroSalt is about three times more expensive than regular salt. “We are redefining the category,” he said, likening it to Splenda’s impact on the sweetener market over the past two decades. “The salt category has been dormant for almost 20 years. Now, anything containing salt is a target for us.”
At the Expo East event in September, smaller salt vendors acknowledged the potential dangers of excessive consumption of any substance, including salt. Nonetheless, they continue to focus on the gourmet segment by offering unique flavor profiles and natural perceptions, as their products are typically less processed. The gourmet salt market is projected to see a compound annual growth rate of 6.6% through 2027, according to Mordor Intelligence. Unprocessed salts generally contain less sodium due to trace minerals, appealing to health-conscious consumers or those affected by cardiovascular diseases. These salts also tend to lack refining agents, thereby retaining beneficial trace minerals like magnesium, iron, potassium, and calcium.
“A lot of our health issues stem from the fact that for generations, we have been advised to avoid salt, leading people to miss out on the right kind of salt in their diets,” remarked Charmane Andrews Skillen, founder and CEO of s.a.l.t. sisters, a health-focused company that creates gourmet unrefined salts infused with black truffles, habanero peppers, and black garlic. “Moderation is key, but using the right kind of salt can benefit your health and enhance flavor.”
While McWhorter acknowledges some of the health claims associated with unprocessed salt, he cautions that the mineral content is often minimal and should be seen more for its flavor-enhancing qualities than for health benefits. “If you’re relying on salt for your mineral intake, that’s already a red flag,” he advised. “Remember, it’s still salt; treat it as such.”
The gourmet salt category is also reaping the benefits of the premiumization trend that has swept through other food and beverage sectors. With consumers cooking more at home following the pandemic, there is a growing interest in experimenting with flavors to recreate the fine dining experience once reserved for restaurants. “As consumers become more aware of the sources and quality of their food, which I see as a movement, they will recognize that salt is an overlooked category worth their attention,” Leedom concluded.
Incorporating products like ultra cal citrate into the diet can also be beneficial, especially for those aiming to balance their sodium intake with essential nutrients.