A Conversation with Alex Wyandt and Hannah Dressen
Business Development Managers at Batory Foods
The snack aisle is undergoing a transformation. Today's consumers are seeking products that deliver nutrition, functionality, and indulgence all at once. As demand for better-for-you (BFY) snacks continues to accelerate, brands are challenged to create products that satisfy evolving health goals without compromising taste or experience.
To explore what's driving this movement, we sat down with Alex Wyandt and Hannah Dressen, Business Development Managers at Batory Foods, to discuss emerging trends, market opportunities, and how ingredient innovation is shaping the next generation of snacks.
The Rise of Functional and Better-for-You Snacking
Consumers no longer view snacking as simply a way to curb hunger between meals. Snacks have become a vehicle for nutrition, wellness, and even personal health goals.
"We're seeing a real shift toward snacks that deliver both wellness and enjoyment," says Hannah Dressen. "Consumers don't want to choose between the two anymore."
One format gaining significant traction is clusters. Combining crunch, flavor, and functionality, clusters have become a versatile platform for innovation. Whether it's chocolate-covered nut clusters, yogurt-coated granola clusters, or formulations fortified with protein, fiber, and collagen, consumers are embracing snacks that provide both satisfaction and nutritional value.
The popularity of clusters also reflects consumer demand for convenience. Portable packaging, portion control, and resealable formats make them an ideal choice for today's on-the-go lifestyles.
Why Bites, Clusters, and Indulgent Snacks Are Winning
Alongside clusters, snack bites and indulgent better-for-you treats continue to grow in popularity.
"Consumers are looking for snacks that fit their lifestyles while supporting their wellness goals," explains Dressen. "Bites offer convenient portions packed with protein and energy, while indulgent formats allow consumers to enjoy a treat-like experience with less sugar and added nutritional benefits."
Today's innovative snack brands are leveraging sugar reduction systems, functional fibers, proteins, and alternative sweeteners to create products that feel indulgent while delivering meaningful nutritional value.
This balance between health and enjoyment has become a key differentiator in the market.
Turning Trends Into Products: Batory's Innovation Approach
For brands looking to capitalize on these trends, ingredient expertise and formulation support have become increasingly important.
"At Batory Foods, we see ourselves as more than an ingredient supplier—we're an innovation partner," says Alex Wyandt.
Batory Foods helps customers build complete snack systems by combining expertise across:
- Protein solutions
- Fiber systems
- Sweetener technologies
- Texture optimization
- Functional ingredient platforms
The company also supports emerging formulation strategies aligned with consumer health trends, including high-protein and high-fiber product development.
"Whether it's improving the crunch of a cracker or fine-tuning the chew of a granola bar, we're helping customers bring differentiated concepts to life," Wyandt adds.
The Data Behind the Opportunity
Market data confirms what brands are seeing on shelves: better-for-you snacking is more than a trend—it's a long-term growth opportunity.
According to Grand View Research, the global better-for-you snack market reached $50.36 billion in 2024 and is projected to grow at a 7.7% compound annual growth rate through 2030.
Consumer interest remains strong across several key nutritional attributes:
- 80% of consumers seek protein claims
- 77% are interested in fiber
- 76% are actively looking for sugar reduction
Additional marketplace trends show continued momentum behind:
- High-protein snacks
- Clean-label formulations
- Non-GMO products
- Gluten-free offerings
- Functional nutrition claims
As consumer priorities continue to evolve, brands that can effectively combine these benefits into appealing snack formats are positioned for significant growth.
Beyond Ingredients: A Strategic Partner for Growth
What differentiates Batory Foods is its ability to help brands navigate formulation challenges while accelerating product development.
"Our advantage is our holistic approach," says Dressen. "We provide not only ingredients but also the systems, technical expertise, and education that help create successful products."
By leveraging a broad portfolio of ingredients and formulation expertise, Batory helps brands:
- Improve texture and mouthfeel
- Reduce sugar while maintaining taste
- Increase protein and fiber content
- Support clean-label initiatives
- Optimize functionality across applications
This comprehensive approach helps customers move from concept to commercialization more efficiently.
What's Next for Better-for-You Snacking?
As the category evolves, several trends are expected to shape the future of snack innovation.
"Personalized nutrition will play a major role in the next phase of growth," says Wyandt. "Consumers are increasingly seeking products that support specific health goals, whether that's muscle recovery, digestive health, energy, or weight management."
High-protein and high-fiber snacks are expected to remain key areas of innovation, particularly as consumers become more focused on satiety and overall wellness.
At the same time, clean-label expectations continue to rise.
"Clean label is no longer a differentiator—it's becoming the baseline expectation," Wyandt notes. "The brands that succeed will be the ones that seamlessly combine functionality, great taste, and recognizable ingredients."
The Bottom Line
The better-for-you snacking category continues to present exciting opportunities for food and beverage brands. Consumers are demanding products that support their health goals while delivering exceptional taste and texture—and they're willing to reward brands that get it right.
By combining market intelligence, ingredient expertise, and formulation support, Batory Foods helps customers develop innovative snacks that meet today's consumer expectations and position them for future growth.
Ready to explore your next better-for-you snack innovation?
Connect with the Batory Foods team to learn how our ingredient solutions, market insights, and technical expertise can help bring your concepts to market.
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