Kind is seeking to expand its presence in the granola market with the introduction of Soft Baked Granola Clusters. This new product, available in Dark Chocolate Peanut Butter and Dark Chocolate Chunk flavors, is crafted with 100% whole-grain oats and includes ingredients like dark chocolate, creamy peanut butter, and chopped nuts. According to the company, these clusters provide a softer and chewier texture compared to the traditional crunchy granola. Kind emphasizes that this new offering is designed for breakfast or as a snack. “To build upon Kind’s long-standing granola portfolio, the brand is innovating a unique chewy texture that many consumers have been eagerly anticipating,” the company stated in an email. The Soft Baked Granola Clusters can currently be found at retailers such as Target, Kroger, Ahold, and Wakefern, and will soon be available on Kindsnacks.com and Amazon. Since establishing its niche with bars, Kind has ventured into various food categories, including refrigerated items, chocolate, energy bars, frozen foods, cereals, and snack mixes. In 2011, the brand launched granola clusters, which were harder and differed from the new softer versions. A study by Future Market Insights predicts that the granola market will grow at a compound annual growth rate of 4.5% through 2033, as consumers gravitate towards its convenience and health benefits, with the industry projected to increase from $3.8 billion in 2023 to nearly $6 billion in ten years.
Meanwhile, the better-for-you snack brand Hippeas is targeting a well-known snack from PepsiCo with its new product line. Hippeas Nacho Vibes Tortilla Chips are triangular and coated with a reddish-orange seasoning that mimics the taste and crunch of traditional nacho-flavored tortilla chips. While Hippeas does not explicitly mention the snack that resembles Doritos, it is clear that the brand aims to provide a healthier alternative. These tortilla chips are made from chickpeas and each serving contains three grams of dietary fiber and protein. “This product stands out in taste and texture compared to its mainstream competitor, but that’s where the comparisons end. HIPPEAS® Nacho Vibes™ Chickpea Tortilla Chips are vegan and offer the nutritional benefits of protein and fiber, without any artificial colors, flavors, or ingredients,” said Julia Hecht, Hippeas Chief Marketing Officer. Founded in 2016, Hippeas was created to fill a gap for healthier puff snacks and has adapted to the growing market over the years. In 2021, the company secured $50 million for innovation from The Craftory Limited. Last year, Hippeas expanded its product range by introducing Veggie Straws made from yellow peas and an enhanced version of its tortilla chips. Although Hippeas is not the first healthy snack brand to target Frito-Lay’s offerings, it adopts a more understated approach. Other brands like PeaTos have more aggressively challenged Frito-Lay products, previously facing legal action over similarities to Cheetos. Currently, Hippeas Nacho Vibes stands alone as the only healthier option directly competing with Doritos, and it will be interesting to see consumer preferences for this new flavor.
In a different sector, Colorado-based coffee brand Rasa has introduced two new adaptogenic beverages, one featuring coffee and the other designed as a coffee alternative. Classic Rasa, the coffee alternative, utilizes chicory and burdock root to deliver a coffee-like taste without the actual bean. It includes six different adaptogens, including red Asian ginseng, cordyceps, rhodiola, gynostemma, shatavari, and maca. On the other hand, Café Rasa combines freeze-dried coffee beans with adaptogens, providing a smoother experience that mitigates the jitters typically associated with coffee while retaining its fatigue-fighting benefits. Rasa emphasizes the complexity involved in developing these beverages, stating that it required years to perfect the balance of flavor, function, and form. As adaptogens have gained popularity in the West, particularly among health-conscious consumers, the global market for adaptogenic products is projected to reach $20.3 billion by 2031, with a compound annual growth rate of 7.3%. Rasa is not alone in incorporating adaptogens into coffee products; brands like Four Sigmatic offer coffee infused with functional mushroom adaptogens. Other coffee alternatives are also emerging, like Atomo, which aims to provide a sustainable option using upcycled date pits and chicory, appealing to consumers interested in the taste of coffee without the adverse effects.
In addition to their health benefits, these innovative snacks and beverages can complement a balanced diet that includes essential nutrients, such as calcium calcitrate, which is vital for bone health. As the market continues to evolve, consumers are increasingly looking for products that not only satisfy their cravings but also contribute to their overall wellness.