Across Europe, snacking is getting a healthy makeover. A new wave of minimally processed snacks, made with few, recognisable ingredients,  is rapidly gaining shelf space, as consumers seek cleaner, more intentional food choices. Recent data from Circana shows strong growth in categories like yoghurt, dried fruits and nuts, as shoppers prioritise simplicity and nutrition.

This shift coincides with the rise of ‘snackification’, where traditional meals are increasingly replaced by flexible, on-the-go options. While ultra-processed favourites like cookies and muffins still dominate in foodservice, the growing demand for high-protein, gut-friendly and low-processed formats signals a broader rethink. For brands, staying ahead means catering to both health-driven and indulgent moments with clarity and relevance.

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