We went the extra mile... literally 275 km (171 miles) to attend the world's leading trade fair for confectionery and snacks: ISM Cologne. Our daughter got to spend the weekend at her grandma's, and together with my brilliant wife, I set off at 5am heading for Cologne.
Our goal: to gather inspiration around the topic of "healthier snacking", connect with brands that share our mission, and come home with new snacks to surprise our customers. And so we did!
About ISM Cologne
ISM Cologne is THE place for anyone with even a passing connection to confectionery and snacks. The fair takes place from 2 to 5 February in the cathedral city of Cologne, and in 2019 welcomed nearly 40,000 visitors. Visitors from 145 countries, spread across 120,000 m² of exhibition space. Impressive, to say the least! We made our way through 1,650 exhibitors, on the hunt for the more nutritious, tasty and innovative snacks on the market. New collaborations (and friendships) were forged, and existing relationships were nurtured:
The BitesWeLove team & Michiel from Kriket
Trends in healthier snacking
The global snack industry keeps changing. Technological developments, socio-economic shifts... let me walk you through the most talked-about trends for 2020.
The right bite
Let's start with something that's been on the rise for a few years now: mindful eating, and the fact that "snacking" is one of the megatrends in our eating habits. We see this growth mainly among younger audiences (millennials and Gen Z, our newest employees), but the older generation is also finding its way to healthier snacking as an alternative to less nutritious options. Did you know?
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As consumers, we snack 21% more than 5 years ago
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Meanwhile, 95% of American adults snack at least once a day, a trend that's rapidly spreading across Europe.
The fast pace of our daily lives is driving dramatic changes in our eating patterns. A smoothie or muesli bar for breakfast, dried fruit and nuts instead of lunch, an energy bar after a workout... As consumers, we increasingly expect balanced, natural snacks with added value that also taste great.
Texture
Consumers increasingly want to experience new textures. I saw this clearly reflected in the brands and products at ISM Cologne, with claims like "crunchy bite", "cheeky", "crispy coconut"...
The focus of the moment
Throughout history, there's always one particular food element in the spotlight. There was a time when everyone talked about cholesterol, margarine vs. butter, fats... Often driven by media and science telling us what's good and what isn't (tip: think critically for yourself!).
Every conversation I had, one word kept coming up... SUGAR. The hot topic of the moment, occupying every brand's mind. Almost everyone talked about their choice of natural sugars, no added chemical sugars, how natural products provide natural energy and a slow release of energy (glycemic index)... How their choice of sugar source ties into nutritional value, fibre, minerals, vitamins... Everyone is more aware of this than ever, and rightly so!
Other frequently used terms I came across: "low fat", "vitamins and minerals", "high protein", "high fibre"...
Sustainability
Snacks are often individually packaged so they're easy to take on-the-go and stay fresh for longer. Producers are fully committed to eco-efficiency, aiming to cut down as much as possible on waste and plastic use. The focus is mainly on reusable and eco-friendly materials such as paper, mater-bi...
New ingredients
What stood out to me is that almost every brand is focusing on protein-rich products: high in protein. "The market is asking for it," they said, especially for snacking around sports and optimal muscle recovery. Protein bars also give a satisfied feeling, which in turn reduces appetite and the urge to reach for less nutritious food. To create high-quality protein-rich products, brands are using peas, beans, proteins... Absolutely delicious!
Cannabis (CBD) / hemp
I also spotted quite a few products based on cannabis (CBD) / hemp. An ingredient we'll be seeing more of in our food over the coming year. Think of hemp seed, which has been on the rise for a while now and is classed as a superfood. Cannabis (CBD) / hemp (which won't get you high without added THC) is fully legal and, among other things, has a positive effect on brain function.
Insects as the new norm
Crickets, mealworms, grasshoppers... sometimes coated in a layer of chocolate. They're more sustainable, high in protein and fibre, and use 300 times less water than cows, to name just a few of the benefits. It's no coincidence they've been on the menu for centuries in Asia, Latin America and Africa.
Healthier crisps 3.0
First came the "healthier crisps" alternatives, made by baking instead of frying. Then came crisps made from dried vegetables, fruit... Now the latest wave of more nutritious crisps has arrived, in the form of quinoa crisps, rice crisps, lentil crisps, bean crisps... and the list goes on. Our customers love them, so it was great to see more and more brands jumping on this trend and bringing innovative products to market.
So, what's next?
We closed out 2019 at JustBite with a range of 212 more nutritious snacks from 49 different brands. Each snack individually reviewed and carefully selected based on its composition. On one hand, we look at nutritional values (the balance of fats, carbohydrates, protein and fibre), and on the other, at the ingredient list. We do this for one simple reason: we want to offer our customers the best possible snacks available on the market!
With a backpack full of inspiration and more nutritious snacks, we headed home. The new snacks will be ordered shortly and will soon be popping up in our snack boxes. Enjoy, and keep on snacking!