The BFY (Better-For-You) and functional food market is experiencing significant growth as brands respond to increasing consumer demand for cleaner, healthier, and more sustainable options. This shift is transforming grocery store shelves, with products like plant-based proteins, upcycled ingredients, and wellness-focused snacks gaining popularity.
Today’s consumers are more knowledgeable and discerning, prioritizing transparency, nutritional value, and taste in their food choices. BFY brands are rising to the occasion by offering products that cater to evolving dietary preferences. From Kellogg’s oat-based cereal Oaties to Seven Sundays’ upcycled clean breakfast options, TREK’s Biscoff-infused protein bars, and SNAX-Sational’s nostalgic PB&J popcorn, these products are proving that better-for-you options can be delicious and exciting. Additionally, we highlight innovative kids’ wellness solutions from The Functional Chocolate Company and the rapid growth of ALOHA’s plant-based protein bars.
The Functional Chocolate Company has introduced FunCho Kids, a collection of wellness-focused chocolate treats designed for children aged 4 and up. These chocolates are formulated with botanicals and clinically validated ingredients to address common health needs in children, such as stress, focus, and sleep. The collection includes Carefree Chocolate, Brainy Chocolate, Painfree Chocolate, and Sleepy Chocolate, all of which are plant-based, gluten-free, and free from artificial additives.
Kellogg’s has launched Oaties, a new oat-based cereal that is non-HFSS (High in Fat, Salt, and Sugar) and crafted with a balanced, health-conscious recipe. Made from wholegrain oats and enriched with fibre, B vitamins, and iron, Oaties offer a nutritious start to the day in two delicious flavors. The meticulous research and high-quality ingredients used in Oaties ensure a unique and satisfying breakfast experience.
Mightylicious Gluten Free Foods is making Valentine’s Day sweeter for those with dietary restrictions by offering gluten-free flour blends and vegan brownie mixes for creating heart-shaped treats. Their award-winning gluten-free cookies come in a variety of indulgent flavors and are available online and in major US retail stores.
TREK has introduced the Biscoff Protein Flapjack, combining their signature oat flapjack with a thick layer of Biscoff topping to provide 9g of plant-based protein and a great source of fibre in a convenient snack format. This new bar aims to build on TREK’s success in the snacking market and will be available at major UK retailers.
ALOHA is expanding its presence in Target stores, doubling its product lineup and retail footprint in just three months. ALOHA bars, known for their better-for-you ingredients and sustainability efforts, are now available in over 1,000 Target stores nationwide and online. This expansion marks a significant milestone for the brand and reflects its continued growth and consumer demand.
SNAX-Sational Brands has launched PB&J POP, a nostalgic snack that combines the flavors of JIF peanut butter and Smucker’s jelly with airy popcorn. This unique treat is available in different flavors and packaging sizes at select retailers and online, providing a convenient and delicious snack option for consumers of all ages.
Seven Sundays is leading the charge in the upcycled cereal market, offering clean and natural ingredients without artificial additives. Their innovative cereal lines, including Sunflower Cereal and Oat Protein Cereal, provide protein and fiber from upcycled ingredients, delivering nostalgic flavors in a healthier way. Their Cereal Snackies offer on-the-go convenience, making it easier for consumers to enjoy nutritious breakfast options.
In conclusion, the BFY and functional food market is evolving rapidly to meet the changing needs and preferences of today’s consumers. Brands are innovating with cleaner, healthier, and more sustainable options to provide delicious and nutritious choices for all. From innovative kids’ wellness solutions to upcycled cereal options, these products are reshaping the food industry and offering a brighter, healthier future for all.
