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 a weekend at her grandmother's, and together with my amazing wife, I set off at 5 a.m. towards Cologne.
Our goal: to gain inspiration on the topic of "healthy 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 everyone involved in confectionery & snacks. The fair takes place from February 2 to February 5 in the cathedral city of Cologne and welcomed nearly 40,000 visitors in 2019. Visitors from 145 countries gathered across 120,000 m² of exhibition space. Truly impressive! We made our way through 1,650 exhibitors, searching for the healthiest, tastiest, and most innovative snacks on the market. New collaborations (and friendships) were forged, and existing relationships were maintained:
The BitesWeLove team & Michiel from Kriket
Trends in healthy snacking
The global snack industry is constantly evolving. Technological advances, socio-economic changes... Let me take you through the most talked-about trends for 2020.
The right bite
Let's start with what has been on the rise for several years now: conscious dieting and the fact that "snacking" is one of the megatrends in our eating habits. This trend is mainly seen among younger audiences (millennials & Generation Z, our emerging workforce), but older generations are also turning to healthy snacking as an alternative to unhealthy options. Did you know?
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Consumers snack 21% more than five years ago
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Currently, 95% of American adults snack at least once a day, a trend that is rapidly spreading to Europe.
The fast pace of our daily lives is causing drastic changes in our eating patterns. A smoothie or muesli bar for breakfast, dried fruits and nuts as a lunch replacement, and an energy bar after sports... As consumers, we increasingly expect balanced and natural snacks with added value that are also tasty.
Texture
Consumers want to experience more by discovering new textures. This was clearly reflected in the brands and products at ISM Cologne with claims like "crunchy bite," "cheeky," "crispy coconut"...
Focus of the moment
Throughout history, certain nutritional elements have been in the spotlight. There was a time when cholesterol, margarines vs. butter, fats... were widely discussed. Often driven by the media and science telling us what is good and what is not (tip: be critical yourself!).
Every time I spoke with someone, it was mentioned... SUGAR. The much-discussed topic of this period that concerns all brands. Almost everyone talked about their choice of natural sugars, no added chemical sugars, how natural products provide natural energy & slow energy release (glycemic index)... How their sugar source choice is linked to nutritional value, fiber, minerals, vitamins... Everyone is more aware than ever, and rightly so!
Other frequently used terms I encountered: "low fat," "vitamins & minerals," "high protein," "high fiber"...
Sustainability
Snacks are often individually packaged products to make them easy to take on-the-go and to extend shelf life. Producers are therefore focusing heavily on eco-efficiency to reduce waste and plastic use as much as possible. The focus is mainly on reusable & ecological materials such as paper, Mater-Bi...
New ingredients
What stood out to me is that almost every brand focuses on protein-rich products: high in protein. "The market demands it," they said, especially for snacking related to sports and optimal muscle recovery. Protein bars also provide a feeling of fullness, which again reduces appetite and the tendency to reach for unhealthy foods. To create high-quality protein-rich products, they use peas, beans, proteins... Super tasty!
Cannabis (CBD)/ hemp
I also saw quite a few products based on cannabis (CBD) / hemp. An ingredient we will encounter more often in our food in the coming year. Think of hemp seeds, which have been gaining popularity for some time and are classified as a superfood. Cannabis (CBD) / hemp (which does not get you high without THC) are completely legal and have, among other things, a beneficial effect on the proper functioning of our brains.
Insects as the new norm
Crickets, mealworms, grasshoppers... sometimes coated in chocolate. They are sustainable, high in protein & fiber, and use 300 times less water than cows, to name just a few benefits. It’s no coincidence they have been on the menu for centuries in Asia, Latin America & Africa.
Healthy chips 3.0
First, there were "healthy chips" alternatives by baking chips instead of frying. Then came chips made from dried vegetables, fruits... Now the latest wave of responsible chips has arrived in the form of quinoa chips, rice chips, lentil chips, bean chips... and the list goes on. Our customers love them, so it was great to see more and more brands embracing this trend and launching innovative products.
And now?
We ended 2019 at JustBite with an offering of 212 healthy snacks from 49 different brands. Each snack was individually examined and strictly selected based on its composition. On one hand, we look at the nutritional values (ratio of fats, carbohydrates, proteins & fibers), and on the other hand, the ingredient list. We do this simply because we want to provide our customers with the best possible snacks available on the market!
With a backpack full of inspiration and healthy snacks, we headed home. The new snacks will be ordered soon and will be available shortly in the snack boxes. Enjoy & keep on snacking!