Salty Dog Co-Founder Dave Willis discusses the growing importance of texture and authenticity, and why pubs remain a vital source of inspiration for innovation in savoury snacking.
Which consumer trends do you believe are genuinely shaping the future of the savoury snacking category, and which do you think are being overhyped?
I think that the biggest trend shaping savoury snacking is the demand for more premium and authentic products. Consumers still want indulgence, but they increasingly expect better ingredients, stronger flavours and a more memorable eating experience. In pubs especially, customers are treating snacks less like a cheap add on and more like part of the overall social experience. People are happy to spend more if the product feels high quality and pairs well with a drink.
Another trend is towards cleaner ingredients and transparency. Customers are becoming more aware of what goes into food, even in traditional pub snacks. They are looking for recognisable ingredients, fewer artificial flavourings and products that feel more natural without losing taste.
Some trends, I feel, are being overhyped. Not every snack needs to be marketed as a superfood or loaded with health claims. Pub customers in particular still snack for enjoyment first. They want flavour, crunch and satisfaction. If a snack becomes too focused on being healthy, it risks losing the indulgence people want when they are having a drink socially.
How do you approach creating products that deliver a memorable eating experience, and what role does texture innovation play in product success today?
For me, the eating experience always starts with flavour and texture working together. In pubs, snacks compete with conversation, music and alcohol, so they need to make an instant impact. The crunch, seasoning and mouthfeel all matter enormously.
Texture is probably more important today than ever before. Consumers want snacks that feel satisfying and interesting to eat. A great crunch gives a product personality and helps it stand out from cheaper alternatives. In a pub environment especially, texture creates that addictive quality that encourages repeat purchase alongside another drink.
We spend a lot of time thinking about how flavour hits the palate and how the texture carries it. Some textures hold seasoning better, some create a lighter eating experience, and some feel more indulgent.
Presentation also matters more now. Customers notice packaging, branding and the overall experience of buying and sharing products in pubs.
How challenging is it to develop products that satisfy both demands without compromising on flavour or brand identity?
It can be challenging because the moment you start changing ingredients to satisfy health trends, you risk changing the taste and personality of the product. Salty Dog has always been about bold flavour and proper pub snacking, so we have to stay true to that.
Consumers might say they want healthier products, but if the flavour disapppoints they won’t buy them again. That is the balancing act every snack producer faces. You can reduce salt, fat or artificial ingredients, but you mustn’t lose the enjoyment factor.
Where do you personally draw inspiration for new flavour concepts, and are there any global cuisines or ingredient trends you believe snack producers should be paying closer attention to?
A lot of my inspiration comes from pubs themselves. Listening to customers, seeing what people are eating and sharing with drinks and understanding the atmosphere gives you real insight into flavour trends. Pub food has evolved massively over the years, and snacks are evolving alongside it.
Travel and street food are also huge sources of inspiration. Some of the best flavour ideas come from dishes people already love in restaurants or on holiday. Consumers are much more adventurous now and open to stronger, more exotic flavours.
I think Korean flavours have enormous potential because they combine sweetness, heat and umami in a very addictive way. Middle Eastern flavours such as harissa, za’atar and sumac are also becoming more mainstream and work brilliantly in savoury snacks.
At the same time, I think there is still huge value in classic British crisp flavours. Consumers love familiarity, especially in pubs, but they also enjoy modern twists. The best product ranges often combine nostalgia with something unexpected.
