Now worth almost £5.3bn (NielsenIQ), Crisps, Snacks and Nuts (CSN) is a category of huge scale, continuing to experience growth in both value and volume sales.
CSN is a dynamic, exciting and growing category, outpacing the growth of other impulse sectors.
It represents a massive opportunity for wholesalers to grow sales and drive footfall by continuing to focus on key consumption and shopper trends.
Stuart Graham, Head of Convenience and Impulse, KP Snacks, comments: “At KP Snacks, we are fuelling this momentum and driving much of the category growth with our broad portfolio of snack products, offering something for all consumer need states, occasions, and budgets. We have some of the nation’s biggest snack brands, with Number 1 brands in many segments from Hula Hoops and McCoy’s to Butterkist and KP Nuts.
“The Crisps, Snacks & Nuts category is thriving, driven by key trends in convenience, bold flavours, and sharing occasions. Food-to-go and at-home occasions are an essential part of category growth, with innovation and promotions continuing to drive category momentum and shopper appeal.”
In Food to Go PMPs are leading the way as shoppers seek value and convenience. Meanwhile, with more people spending nights in, at-home snacking is booming, with sharing formats fuelling category expansion. As well as gravitating towards trusted brands, consumers are also experimenting with bold new flavours, with spicy and meaty profiles in particular gaining momentum.
Food to Go missions now account for 16% of the Top 10 missions in the convenience channel, catering to today’s fast-paced, on-the-go society as consumers look for quick, affordable meals which suit their routines and budgets (Lumina).
The KP Snacks portfolio is strategically positioned to drive the momentum of Food to Go growth, delivering strong single sales alongside flavour innovations that capitalise on key consumer trends. PMPs remain key to the Food to Go mission, and KP’s PMP portfolio is strong, broader than ever before and growing ahead of the overall category (NielsenIQ), with Hula Hoops Big Hoops BBQ Beef, McCoy’s Flame Grilled Steak, Nik Naks Nice N Spicy and Big Hoops Salted featuring in the top 10 10 best-selling large PMP SKUs.
“When not on the go, people are indulging in snacks with family and friends at home. At-home occasions drive the growth of Sharing, the largest segment in CSN worth £2bn and growing at +2.7% MAT (NielsenIQ),” adds Graham.
“Covering a broad range of snacking options, including nuts, popcorn & pretzels, our portfolio taps into this trend to create value and generate demand. Already synonymous with the movie experience, the Popcorn segment has huge potential for Big Night In occasions and Butterkist is the UK’s number one popcorn brand (NielsenIQ). Meanwhile, our KP Nuts leads the category as the number one Nut brand (NielsenIQ).”
Charlie Foster, Senior Sales Director at Kellanova comments: “Cheez-It – the biggest ‘Large Sharing’ NPD of the past four years (Kantar), and on track to become a £20 million brand in the UK (IRI), has rolled out its 120g PMP sharing format into symbols and independents, designed to meet growing demand for social and at-home snacking occasions.
“At a time when consumers are watching their spending but still want snacks that feel special, Cheez-It brings something bold and different to the aisle. We’re confident this sharing format will help retailers make the most of those all-important Big Night In and social snacking occasions. Stock up now – it’s big, it’s brilliant and it’s built to fly off shelves!”
Available in two popular flavours: Double Cheese, which has delivered nearly £10 million in sales to date (IRI), and Cheese and Chilli – a hot variant that caters to the nation’s growing appetite for spicy snacks, the launch of 120g PMP offers retailers the opportunity to bolster their snack offering with a proven hit. The duo is also set to recruit incremental shoppers to the category, building on the existing 2.5 million shoppers (Kantar).
Backed by a £200k investment, the 120g PMP format delivers the crunch consumers are craving (and sharing!) – whether that’s for a Big Night In occasion or simply upgrading their usual snack routine.
Wanis Commercial Director George Phillips comments: “Value remains a key focus across the category. Consumers are more cost-conscious, but they still want trusted brands and authentic flavours. At Tropical Sun, we’ve responded by offering larger, family-friendly pack sizes of our hugely popular plantain chips. Our regular 70g packet came in at around £1.41 per 100g, based on our RRP. With demand sky rocketing, we launched a large 450g tub which comes in at a much more pocket friendly £1 per 100g. Our aim is to ensure accessibility — enabling consumers to continue enjoying world flavours even in a challenging economy.”
Health and wellbeing are now central to purchasing decisions, and there is increased demand for snacks that feel wholesome and natural. Products like plantain and casava chips are minimally processed and made with simple, recognisable ingredients. Whilst plantain chips, for example, are nutritionally similar to regular potato crisps in terms of calories and fat content, they’re free from artificial flavourings or additives, naturally rich in fibre, potassium and vitamins A and C, and they contain more resistant starch than white potatoes, which means they can help keep you fuller for longer.
“Particularly within World Foods and authentic snacking, consumers are seeking “experience through flavour,” favouring brands that deliver genuine cultural authenticity. Tropical Sun is well positioned here, our products offer an accessible route into premium, global taste experiences, and we increasingly find that shoppers are willing to pay a little more for real flavour and provenance,” adds Phillips.
“We are finding that “snacking for discovery” is an increasing trend, especially on social media. Consumers have a growing curiosity for snacks with texture and spice; wholesalers who champion authentic brands that inspire creativity will capture this evolving demand.”
Wanis’ top selling snacks include Tropical Sun Plantain Chips and the hugely popular coconut peanuts. Plantain Chips, in particular, continue to drive strong volume growth across both retail and foodservice. Recent and upcoming launches include new flavour extensions including Carolina Reaper casava chips and salt and black pepper casava chips.
Tropical Sun continues to outperform category averages in both value and volume growth. The brand has strengthened distribution, increased brand awareness, and maintained customer loyalty through consistency, authenticity and innovation.
“We’re investing in an integrated marketing programme, including digital campaigns, influencer partnerships, and community engagement. We’re also strengthening our visibility at cultural festivals and food events, where consumers can experience the brand first-hand,” says Phillips.
“Partnership is key. We work closely with our wholesale partners through joint business planning, promotional calendars, data sharing, and tailored merchandising support. Our field team provides category insights, sampling initiatives, and POS materials to help wholesalers engage their customers and grow the category together.”
Andy Brown, Director Envis Snacks, comments: “We are certainly seeing a trade up from retailers to offer larger everyday packs as well as keeping an eye on what is new and differentiated in the market. Examples we have are larger X-cut sharing bags 130g in Paprika and Salt, with selling prices between £1.99 and £2.29 offering great everyday value. They are as popular now as the more impulsive smaller sharing bags in the £1.25 range. In addition, we are seeing a trend towards more differentiated flavours and products with our X-cut Chilli & Lime, WOW Jalapeno X-cut Hot & Spicy and Curly Classic all being in our top 10 sellers.”
Kate Stokes, Marketing Manager at pladis, comments: “The demand for savoury snacks is stronger than ever, with sales growing by around 18% year on year (NielsenIQ). This is partly due to rising prices, but also the enduring popularity of snacking occasions. In particular, people are valuing quality time with family and friends, and making snacking a key part of these moments together, with the vast majority of UK households buying savoury snacks, crisps and bagged snacks.”
While standard packs of savoury snacks remain important for impulse self-treating and on-the-go purchases, value for money is now front of mind for many shoppers, and in take-home snacking, sales of larger packs and sharing formats continue to grow. Another contributing factor is the fact that people are enjoying big nights in with friends and loved ones, fuelling demand for larger pack sizes. This gives wholesalers and their retail customers a great opportunity to stock up on bigger packs, as shoppers are increasingly looking to buy larger formats in bigger quantities, to save time and money.
The Jacob’s range has introduced larger packs and sharing formats, and now almost half (45%) the Jacob’s Mini Cheddars lineup is in these sizes. pladis also offers a range of PMPs, available through wholesalers. Value for money is a hugely important motivator for savoury snack buyers, but shoppers also see crisps and snacks as an affordable indulgence that it’s worth paying the extra for. They look to brands for quality, innovation and excitement.
The rising trend that wholesalers need to cater to in their crisp and savoury snack offering is the demand for flavour innovation.
Jacob’s has been addressing this in 2025, first with the January launch of limited edition Jacob’s Cheese & Red Onion Mini Cheddars, blending cheese with the tangy zing of red onion, and Jacob’s Cream Cheese, Garlic & Herb Mini Cheddars, a sophisticated blend of smooth cream cheese, garlic and fresh herbs, joining the core line up of Original, Red Leicester and Smoky BBQ flavours. Mini Cheddars are baked with real cheese, and the demand for cheese-flavoured snacks shows no signs of dwindling.
This was followed in July with the launch of Jacob’s X Frank’s RedHot, a limited-edition sizzling collaboration with Frank’s RedHot, the world’s #1 hot sauce running across Jacob’s Mini Cheddars, Jacob’s Crinklys and Jacob’s Bites. The UK is home to spice connoisseurs, where over half the population confess they prefer spicy food, according to a 2025 survey by Sprite. Hot and spicy flavours have been growing apace in the savoury snacking category, so pladis has introduced three of its baked snacks in their spiciest form yet, backed by the assurance of the Jacob’s brand, as the perfect choice for solo snacking or sharing.
“Wholesale depots should offer a broad range of bestselling bagged snacks and exciting NPD in single impulse packs and larger formats – multipacks, grab bags and large bags – and use displays and sampling to prompt extra purchases of stock in depots,” adds Stokes. “Larger bags come into their own in the autumn, for entertaining at home as the party season approaches, so wholesalers need to have extra stock at these times.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “With consumers becoming more price-conscious, both retailers and wholesalers are focusing on value-led offerings and messaging to maintain loyalty and drive volume. Larger pack sizes, such as our Fairfields Farm 150g sharing bags, multi-packs, and bulk formats, are increasingly being promoted across the industry, as they offer better perceived value and keep customers engaged with the products. These formats align particularly well with families, budget-conscious shoppers, and at-home snacking trends, which remain strong as people continue to cut back on dining out. Ultimately, balancing affordability, convenience, and flavour is key to keeping these products in the basket.”
There has been significant growth in demand for healthier options within the crisps, snacks, and nuts category. Consumers are increasingly looking for products that are lower in sugar, higher in protein or fibre, and less ultra-processed.
“However, it’s important to note that while health is a growing focus, premium and indulgent snacks remain in high demand,” adds Jones. “Many shoppers are looking for products that satisfy cravings while supporting lifestyle goals, as well as options that cater to dietary needs and allergen considerations. For example, our entire Fairfields Farm crisp range is vegan and gluten-free, making it accessible to a wide variety of customers.”
Consumers are increasingly trading up selectively, especially when it comes to small, affordable indulgences like crisps, snacks, and drinks. Premium snacks, such as handcooked Fairfields Farm crisps, offer a more indulgent experience and the 150g share bags are often chosen as a go-to snack for gatherings, movie nights and celebrations. Products that deliver on quality, taste, and a touch of luxury continue to attract spend, even in a value-driven market.
Demand for eco-conscious products continues to grow, particularly for those which are sustainability-focused, such as products that are recyclable or have carbon-neutral packaging (like the Fairfields Farm range), low-carbon sourcing, and locally produced ingredients.
At the same time, ‘treat culture’ is on the rise, with consumers still seeking small indulgences despite being cost-conscious. Products like artisanal drinks, gourmet crisps and snacks, and specialty confectionery are proving popular as affordable ways to enjoy a little luxury at home.
“Wholesalers should always stay informed about evolving industry trends to stay ahead of the competition and respond quickly to changing consumer demands,” says Jones. “With such a wide range of preferences in the crisps, snacks, and nuts category, it’s also essential to offer a diverse product range. This includes allergen-friendly and vegan options, like our Fairfields Farm crisps, as well as indulgent and treat-led products to cater to various customer needs, lifestyles, and occasions.”
Sas Horscroft, Head of Marketing & Innovations Burts Snacks Ltd, comments: “The cost-of-living crisis has reshaped consumer behaviour, with many looking for ways to balance affordability with quality. The British Retail Consortium disclosed that food inflation has risen by 1.9% in just four months, at a high of 4.9% in the past 12 months. One way the market has responded is through everyday value lines and larger pack sizes that encourage sharing. Burts has seen strong demand for its 150g sharer packs, which provide excellent value while still offering the same hand-cooked quality and bold flavours the brand is known for. Perfect for social occasions, these packs cater to the popular ‘Big Night In’ trend that is continuously growing in popularity.”
Premium options play a role in buying crisps and other savoury snacks, as 69% of UK consumers think that they are more of a treat than regular products (Mintel). Despite pressures on household budgets, consumers are drawn towards premium products and trends in the snacking market, with high expectations to product value and convenience (Mckinsey). Burts addresses this shift through its commitment to using locally sourced ingredients and hand-cooking its crisps in small batches. This artisanal approach supports transparency and authenticity, delivering a high-quality snacking experience that is indulgent and flavourful.
Flavour innovation continues to drive excitement in the category, with adventurous and experimental tastes becoming increasingly popular (FoodBev). With flavour innovation remaining as a key growth driver in the UK bagged snacks market, which is forecast to exceed £7 billion in retail sales by 2028 (Mintel), consumers are increasingly seeking indulgent, flavourful treats, with bold, global-inspired and limited-edition profiles proving popular. Hot and spicy options, twists on British classics and premium cheese or meat-inspired flavours are particularly in demand.
Burts has embraced this demand with standout options like Mature Cheddar & Caramelised Onion Chutney Ridges and Herb Roasted Chicken hand-cooked chips. These flavours combine familiar favourites with a twist of indulgence, offering rich, layered tastes and satisfying crunch that appeal to shoppers looking for both comfort and excitement in their snacks. By continually refreshing its range with distinctive, flavour-forward choices, Burts maintains a premium, hand-cooked positioning while staying closely aligned with evolving consumer tastes.
“The opportunity lies in offering a range that covers trusted favourites and exciting new products to keep shoppers engaged,” adds Horscroft. “Merchandising, visibility and cross-promotion are all crucial to driving sales. The number of online snack purchases have increased by 40% growth in 2025, highlighting the importance of making products available and convenient for consumers to purchase. Burts supports wholesalers with a strong portfolio of proven sellers alongside new flavours that generate interest and repeat purchases.”
Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “The jerky and biltong category is one of the fastest growing segments within crisps, nuts, and bagged snacks, now worth over £40 million RSV and continuing to expand in both value and volume. As consumer demand for high protein, lower calorie alternatives rises, meat snacks are becoming an increasingly relevant choice for those seeking a satisfying and tasty yet healthier option.”
With fewer than one in ten households currently purchasing jerky, there is significant opportunity for further category expansion. The combination of protein-rich nutrition and great taste makes jerky a compelling snack for busy, health-conscious consumers. As a natural alternative to traditional crisps and snacks, jerky offers a balance of health, convenience, and flavour variety, catering to a broad range of shopper needs.
“At Jack Link’s, we have seen strong growth in the past year, reinforcing the increasing consumer demand for high-protein, flavourful snack options,” adds Whelan.
“Our Beef Jerky Original 25g has the highest unit rate of sale in the category, providing an accessible entry point for new shoppers, while our larger 60g pack continues to perform strongly in value ROS. Once consumers try our jerky, many return, demonstrating the appeal of meat protein snacks as a satisfying alternative to traditional crisps.”
Flavour innovation remains key to driving engagement, and we have seen a strong appetite for spicy and bold flavours. Jack Link’s Sweet & Hot and Teriyaki varieties have been particularly popular – offering a balance of heat and indulgence with notes of soy, ginger, and sweetness. These flavours cater to evolving consumer preferences for global and adventurous tastes while maintaining key nutritional benefits.
With increased focus on health-conscious snacking shaping the category, Jack Link’s provides a naturally lean, high protein, low calorie option that meets the needs of time poor shoppers who want tasty, ready to eat snacks. The brand’s core audience, predominantly active males aged 16-45, values the convenience of an on-the-go snack that delivers lasting energy throughout the day. The bite-sized nature of the jerky makes it a convenient and satisfying afternoon snack, providing a flavourful chew that encourages repeat purchases.
As the demand for protein rich, convenient snacks grows, there is further opportunity to expand flavour innovation while staying true to the core proposition of quality and taste.
Jack Link’s is a 100% lean beef, ready to eat snack. It is high in protein, naturally lean, low in calories (below 70 calories in every 25g serving), and low in fat.
As more consumers actively seek high protein, lower calorie alternatives to traditional crisps and confectionery, meat snacks are emerging as a key growth driver in the category.
The jerky and biltong meat snacks category is one of the fastest growing across total grocery, now worth over £40 million RSV. Despite this strong performance, there is significant headroom for expansion, as still fewer than one in ten households currently purchase meat snacks.
As the clear category leader, Jack Link’s has been instrumental in driving this growth, more than tripling retail sales value over the past five years.
The shift towards protein rich, healthier snacking is accelerating, and Jack Link’s Beef Jerky and Biltong are well positioned to meet this demand. Made from 100% lean beef, the snacks are naturally high in protein, low in calories, and low in fat, offering consumers a long-lasting energy release. They are particularly popular as an afternoon snack, providing a satisfying bite-sized chew between meals and keeping shoppers energised throughout the day.
Anastasia Dulskaya, Head of Marketing, Crisps & Snacks at Valeo Foods UK, comments: “There’s clear evidence of consumers choosing to trade up in savoury snacks: with premium segments being the main source of growth. Shoppers are increasingly looking for new and more exciting flavours with higher-quality ingredients, both on the Brand and Own label sides. KETTLE® Chips stand for gourmet crisps crafted by a Chef, so we are targeting consumers who want an elevated, premium snacking experience and are willing to pay more for quality.
“Consumers are entertaining more at home, so larger packs are performing strongly. We’re seeing more adventurous flavour profiles coming through inspired by global cuisine, and crinkle-cut textures are driving growth in the market. Demand for products with clear provenance and sustainability credentials is stronger than ever. KETTLE’s® use of British potatoes and commitment to responsible production is important to us here, and we’re proud of working with local communities to source our ingredients.”
KETTLE® Chips’ best-selling classics are Lightly Salted and its signature Balsamic Vinegar of Modena. The newly launched Honey Dijon Mustard and Brie & Caramelised Onions are performing very strongly. The brand’s new ‘Party Bag’ format is designed for family sharing and the expansion of the Crinkle Cut range taps into the consumer’s appetite for stronger texture and flavour delivery.
“For wholesalers, range is critical: ensuring the availability of the leading SKUs that drive the rate of sale, alongside new formats and innovations that add excitement,” adds Dulskaya. “Premium crisps are a key incremental driver, so stocking them well, with visibility in depots, ensures wholesalers can lean into consumer trading-up behaviours.”
Marketing support for KETTLE® Chips in 2025 is significantly bigger and more ambitious than ever. Building on a successful partnership with British Cycling last year, the brand sponsored the Women’s Rugby World Cup this year. Getting people more active in summer, the brand also supported the DE&I in Sports, which is highly valued by its target consumers.
Alongside these partnerships, KETTLE® Chips is dialling up seasonal support with bespoke Christmas activity, including innovations and on-pack promotions across the core assortment, to help wholesalers and retailers make the most of the busiest snacking season of the year.
This is all underpinned by always-on digital and shopper campaigns that will create a steady drumbeat of awareness, pulling shoppers into stores and driving demand across the wholesale channel.
“The key is to ensure the top selling SKUs’ availability and up-to-demand forecast. From the KETTLE® Chips side, we support the rate of sales support to our successful on-pack promo where customers can “win £500 for Christmas shopping” every day,” says Dulskaya. “This season, we are also introducing a bespoke Party Bag in 260g horizontal format that is super complementary to friends’ and families’ gatherings. This could be a relevant incremental ad on top of the current channel plans.”
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “Classic nibbles like crisps and nuts will always have a place on bar snack menus, however, wholesalers should be conscious of industry-wide trends, and how they can tailor their offering to help operators tap into these. For example, the rise in health-conscious diners could translate into demand for functional snacks.
“Grace Foods plantain chips are high in fibre, and unlike standard crisps, are naturally gluten-free. The more savoury sibling of bananas, plantain is a great option for tapping into the trend for internationally inspired cuisine. The Grace range is available in eight mouthwatering flavours to choose from to suit all tastes; green plantain, sweet plantain, green banana, paprika, chilli, sweet chilli, lime, or unsalted. Beyond selling them as a snack, operators could also serve them alongside Caribbean, African, and Central and South American dishes thanks to their versatile applications.”
Susan Nash, Trade Communications Manager at Mondel?z International, comments: “We’ve recently seen a 6% (Kantar) year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier snacks while out and about, which aligns closely with the typical sweet biscuit occasion. Ranges from brands such as belVita and Cadbury Brunch are therefore key pillars of a retailer’s snacking offering because they offer a range of formats and flavours.
“We can anticipate that breakfast and brunch snacking options that can be taken out-of-home for easy and convenient on-the-go consumption will continue to grow this year, and as such, any range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste and healthier biscuit options.”
Mondel?z has also redesigned the LU biscuit range to highlight its premium quality and French heritage. LU is the fastest growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4ppt share (Nielsen). The entire range is presented using distinctive, bold bright colours to differentiate each biscuit in the range and ensure strong standout on shelf. Each pack also carries real product photography to showcase the beautifully crafted LU biscuits and the LU angel Pheme – the brand’s premium quality mark.
Since its launch in 2021, LU’s heritage has resonated well with the UK audience, with the brand successfully bringing familiarity and a taste of the French LU bakery to shoppers. Consumers are also increasingly looking for biscuits which meet their demand for indulgence and pampering, all of which LU’s taste offers. The brand now reflects these cues in its fresh and sophisticated new packaging, clearly elevating LU’s brand identity and differentiating it from the market.
“Despite economic uncertainties putting pressure on household budgets, consumers are still looking for treats from trusted brands, so the biscuits category is incredibly important for the convenience sector,” adds Nash. “Wholesalers should ensure they stay on top of best-in-class innovation and tap into key seasonal moments to see sales success throughout the second half of 2025 and beyond.”
Fabien Pasquier, Retail Sales Manager, Brioche Pasquier, comments: “Larger multipacks have become a popular choice for wholesalers as they are more affordable and convenient. Brioche Pasquier products are perfectly suited to this multipack format with a long shelf-life thanks to the addition of ‘levain’. Furthermore, our Brioche Pasquier Pains au Chocolat, PITCH and new Beignets are individually wrapped, preserving their freshness.
“French cuisine has always been popular and the versatility of our brioche and croissants means these can be used as a base for either sweet or savoury snacks. Our Brioche Rolls can quickly be transformed into an indulgent sandwich with the addition of ice cream and salted peanut butter sauce. Alternatively, with 54% of consumers eating snacks to boost their nutritional intake, our croissants can be filled with avocado and scrambled eggs for a hearty snack that is high in protein and fibre (Mintel).”
PITCH is a family favourite when it comes to snacks. Featuring soft brioche dough filled with a chocolate and hazelnut centre or packed with chocolate chips, these delicious snacks are individually wrapped for convenience, and they have a long shelf life.
Brioche Pasquier recently launched new Beignets. These snack-sized treats come in two flavours: chocolate and hazelnut, and fruity raspberry. These new additions to the snacking range retain the much-loved convenience of Brioche Pasquier as each Beignet is individually wrapped, has a long life and is free from artificial colours, flavours and preservatives.
“Combining convenience with affordability, many consumers look for Brioche Pasquier when they want a tempting snack,” adds Pasquier. “Our products can be enjoyed straight from the pack or with additional fillings to boost their nutritional value, and they are made with quality ingredients, such as eggs and flour, and our chocolate is Rainforest Alliance certified.”
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