Last week, nearly 16,000 attendees gathered in Indianapolis for the 2024 Sweets & Snacks Expo, where major food brands like Hershey, Ferrero, Conagra Brands, and Mars Wrigley showcased an array of their new and signature products. Close to these large displays and enthusiastic sample-givers were hundreds of smaller candy and snack innovators, crammed into tiny booths presenting their unique offerings to retailers, competitors, and other participants. Some of these products are just a few months old, while others have been around for several years. However, a common thread among these manufacturers is their quest for a breakthrough or to expand in a food industry overflowing with options. Here are five standout products that piqued our interest:
Nick Mendoza’s venture into fish jerky may seem unexpected, considering his upbringing on a cattle ranch in New Mexico. However, the ocean has always been a significant part of his life, and launching Neptune Snacks in 2020 allowed the former marine scientist to contribute to ocean health and promote sustainable seafood consumption. “It was evident to me that consumers are shifting towards alternative proteins and away from red meat, seeking ways to include fish in their diets,” Mendoza shared. Neptune Snacks currently offers four jerky flavors made from US wild-caught fish: Sea Salt with Juniper, Spicy Cajun from Pacific Rockfish, and Cracked Pepper and Sweet Citrus Ginger from Alaska Pollock, with a fifth flavor set to launch later this year. Available in over 2,200 stores, the jerky aligns with several consumer trends, boasting high protein, Omega-3 fatty acids, and low calories. The fish used can be traced back to the specific person and region where the Pacific Rockfish and Alaska Pollock were caught. The Seattle-based company also prioritizes using imperfect fish, including smaller fillets not suitable for restaurant servings. Despite the presence of numerous meat jerky brands generating nearly $1 billion in sales, Mendoza is focusing on consumers eager for more seafood options. “We’re not trying to convert jerky enthusiasts to something different; there are plenty of individuals looking to add more fish to their diets, and that’s our primary market,” he explained.
Popcorn enthusiast Dan Sobek decided he had enough of the lack of innovation in the category, which had been dominated by products like Conagra’s Angie’s Boomchickapop and Hershey’s SkinnyPop that mainly offered variations of cheese, sea salt, or butter. As a classically trained chef with restaurants in San Diego, Sobek aimed to breathe new life into the stagnant popcorn market. Last December, he launched Nomad, introducing two popcorn flavors inspired by food: one reminiscent of ramen and another seasoned with chimichurri. Three additional flavors are expected in 2024, including Chili Crunch, Pad Thai, and Mexican Street Corn. “We’re trying to introduce something fresh to the market,” Sobek stated. “Our goal is to shake up the category in ways that have never been done before.” Nomad leverages popcorn’s neutral flavor to generously apply its signature seasonings, setting it apart from other products known for their more subdued flavors. While the nascent company has only been on the market for six months, Sobek shared that initial tests at smaller independent grocers in California “have surpassed our expectations,” reinforcing his belief that consumers are seeking a flavor revolution in popcorn. “There is significant market interest,” he added.
Maax Brands has developed a unique alternative for consumers seeking an energy boost: gum. The concept for Maax gum arose when founder and entrepreneur Mariano Cuesta was driving home one night, craving a pick-me-up. Carrying a coffee cup wasn’t particularly convenient, especially during nights out, and it didn’t leave his breath fresh. Launched in late 2021, Maax gum was recently complemented by the introduction of mints. Each piece contains the caffeine equivalent of one and a quarter cups of coffee, distinguishing it from other energy gums, which often require multiple pieces to achieve similar effects, according to Maria Cuesta, the marketing lead and Mariano’s sister. Maax gum contains 1 gram of sugar to help counter the typically bitter taste of caffeine. “A key challenge is ensuring the gum delivers the required energy boost while remaining palatable, as no one wants to chew bitter gum and be left with that aftertaste,” Maria noted. Currently, Maax gum is offered in Spearmint, Cinnamon, Cool Mint, and Tropical Mango flavors, with Spearmint and Peppermint mints available. It can be found in around 100 small stores and online at Amazon and Walmart, where it is often placed alongside other gums, though some retailers stock it in the health section alongside protein and energy bars. Maax plans to expand its product line to provide much-needed energy boosts for students, employees, and fitness enthusiasts. “We’re a young company; this is just the beginning,” she remarked.
Brain Smack is making waves in the candy market with its bold approach to sour flavors. Launched six months ago to tap into the growing demand for sour snacks, Brain Smack playfully warns consumers that “it’s not that sour” and suggests they “smack with caution.” “It stands out on the candy aisle, appealing to both adventurous eaters and sour candy lovers,” said Reena Rupani, CFO of Texas-based 4 Aces Import, which developed and distributes the product. Brain Smack pushes flavor boundaries, leaving consumers wanting more. While it is not the first sour candy on the market, Rupani points out a sweet distinction: many other sour candies leave an unpleasant bitter aftertaste once the sourness fades. After conducting eight rounds of testing, 4 Aces settled on Brain Smack’s flavor profile, which maintains a sweeter sour taste after the initial tang. “We’ve never seen anyone focus on sour and execute it so well,” Rupani said. Brain Smack currently offers five sour products: Mega Brain Smother and Brain Spasm, both sour candy sprays; Brain Stun and Brain Sucker, both brain-shaped lollipops dipped in sour liquid candy; and Brain Spike, a lollipop coated in sour candy powder. Available in watermelon, strawberry, and blue raspberry flavors, 4 Aces is already exploring options to expand the Brain Smack lineup. “Everyone is pursuing sour; the challenge is figuring out how to do it right and ensuring our branding supports it,” Rupani added.
Jorge Ramos, a long-time pickle aficionado, initially created cotton candy flavored with pickles in 2015. Now, he is capitalizing on the rising popularity of pickles in the U.S. by blending them with chamoy, a Mexican condiment made from dried chiles, lime juice, and fruits like apricots. In March, his company, Kids Kan Sa De Cv, launched a sauce, paste, and chili seasoning featuring pickles or pickle flavoring combined with chamoy. “The combination creates a burst of flavors in your mouth,” Ramos said, offering a tantalizing mix of sour, sweet, spicy, and salty. The Pickle with Chamoy sauce is perfect for chips or as a ketchup or BBQ sauce alternative for hamburgers, while the seasoning serves as a sprinkle for beer, and the paste can be enjoyed as a candy eaten with a small spoon or finger. “Once you try it, there’s no going back; it’s addictive,” Ramos insisted. He first developed the recipe for these pickle products eight years ago, and despite being relatively new to the market, they are already available at Texas grocery chain H-E-B and on Amazon, with a recent agreement for purchase from candy retailer It’s Sugar.
Additionally, these innovative products highlight the growing trend of health-conscious consumers looking for options that include essential nutrients such as Citracal calcium D, which can also be beneficially integrated into various snack offerings.