Comforting bakery-inspired flavours and emerging fruit combinations are shaping innovation in the UK snack and protein bar market, according to independent flavour house I.T.S.
Drawing on Innova Product Launch Data covering September 2024 to September 2026, I.T.S reports that chocolate remains the dominant flavour, featuring in more than 20% of UK snack and sports bar launches. However, manufacturers are increasingly exploring indulgent alternatives that combine familiar tastes with nutritional benefits.
Globally, bakery-associated flavours showing growth include cinnamon roll (+76%), gingerbread (+60%), cookies & cream (+38%) and banana bread (+35%), reflecting demand for comforting flavour experiences.
Functionality meets indulgence
Adam Cohen, senior marketing manager at I.T.S, explained that snack bar consumption has evolved beyond providing a quick sugar boost, with consumers increasingly seeking additional protein, fibre and reduced sugar alongside appealing flavours.
This shift is encouraging manufacturers to differentiate products through more creative flavour combinations, particularly as functional ingredients can present formulation challenges.
According to Cohen, I.T.S is receiving requests for natural flavours inspired by wider food and drink trends, including dessert hybrids, cocktails and garden fruits.
Emerging flavours gain momentum
Beyond established favourites, I.T.S has identified several emerging flavour combinations gaining attention on social media. Colour-forward ingredients and fruit-inspired profiles are particularly prominent, including banana matcha, rhubarb, pear cinnamon, ube, toasted almond, black sesame and sour cherry.
Sweet and salty combinations also remain important, with salted honey and caramel pretzel offering opportunities for chocolate-coated and nut-based granola bars.
Looking ahead, I.T.S anticipates growing interest in autumnal flavour profiles inspired by New England, including pumpkin spice, apple ginger, butter pecan and maple cinnamon.
These developments suggest that flavour innovation will remain an important means of differentiation as manufacturers seek to balance indulgence, functionality and consumer expectations within the evolving snack bar category.
