As the definition of “healthy” continues to evolve, so too must the snacks that claim to deliver it.
In a recent feature in The Grocer, Catalyx Founder and CEO Guy White shares his perspective on the new rules of healthier snacking innovation. No longer limited to salt reduction or sugar swaps, the category is being redefined by clean-label formulation, nutrient-dense ingredients, and functional benefits that support modern lifestyles.
In the piece, Guy explains that today’s consumers are looking beyond the nutrition panel. They want snacks that align with their daily goals, taste good, and feel trustworthy. “Innovation is no longer about sugar or salt reduction,” he notes. “It’s about redefining the product.”
And the brands that are winning? They’re listening harder, moving faster, and balancing what seem like contradictions — indulgence and health, familiarity and function, taste and trust.
This is where a structured innovation approach becomes essential. At Catalyx, our Innovation Triple Diamond Framework helps brands navigate exactly these tensions. By identifying what consumers truly desire, defining a product that satisfies that need, and developing it with clear, credible benefits, the Triple Diamond provides a path to innovation that lands.
As HFSS legislation tightens and concerns over ultra-processed foods grow, the stakes for getting this right are higher than ever. “Get the formulation wrong, and you lose trust,” says Guy. “Get it right, and you unlock repeat purchase.”
The full article explores how brands, particularly challengers, are turning to lentils, legumes, oats and even mushrooms to meet the moment, and why understanding health cues is now a competitive advantage, not just a regulatory requirement.
Read the full article in The Grocer [Subscription Needed] to explore how healthier snacking innovation is reshaping the category, and what it means for your next NPD decision.
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