Savory crackers are coming alive in the snack aisle thanks to rising consumer interest in sophisticated flavors and shapes, according to Innova Market Insights.
Data shows that 10% of global new product activity in baking products over the past 12 months is from “savory biscuits,” and manufacturers are focusing on more nutritious options. More than 40% of the new product introductions in the category focus on nutrition as a selling point, with clean labels and organic ingredients.
“The clean label trend is more prevalent in the United States, and the percentage of products marketed as featuring the attribute rises to almost half of all launches,” Innova said.
Flavor innovation and unique ingredients also are driving new product trends, with honey becoming a key ingredient in newer launches.
Grahamfuls are the newest invention from Honey Maid. The entire line features honey and includes Peanut Butter, Peanut Butter & Chocolate, Banana Vanilla Crème, Strawberry Yogurt Crème and S’mores.
Partners’ Get Movin’ Honey Wheat Crackers are single-serve snack crackers made with honey, buttermilk, stoneground whole wheat flour and sea salt.
Keebler’s Scooby-Doo Baked Graham Cracker Sticks satisfy the unique shape and flavor trend, with a crispy texture and sweet honey flavor in each bite. Keebler’s other made with honey offering, Wheatables Toasted Honey Wheat Crackers, are oven-baked and Kosher.