20th March | Dani Cooper back

From Crunch to Crave: The Trends Shaping Snack Bars This Year

Snack bars are evolving – fast. While some brands are feeling the squeeze (cheers rising costs and HFSS regulations), others are proving that with the right mix of innovation, great taste and a strong brand story, there’s still massive room for growth. And we’re not just saying that – the numbers speak for themselves. As reported in The Grocer’s Focus on Snack Bars category report last weekend, our clients TREK, nākd. and BEAR are all in growth – up +19%, +15.1% and +4.6% respectively. Even with more shoppers reaching for indulgent treats, brands that get the right balance between health, function and flavour are the ones thriving. So, what’s shaking up the snack bar world and how can brands ride this wave rather than get lost in the crunch?

Rising Costs, Promotions & Pack Changes (Oh My!)

Ingredient costs are through the roof (wheat, cocoa, nuts – take your pick), meaning brands have had to adapt. Whether it’s strategic pricing shifts, increased promotions or format adjustments, the reality is that snack bars, like many other categories, are navigating a tough economic landscape. According to The Grocer, the average price of a cereal bar is up +6.5% and promotions now make up 33% of sales. But, despite these challenges, branded bars are outperforming own label, proving that when consumers spend, they’re choosing brands they trust, which is why branded category leaders are thriving, while others struggle to keep up.

Health vs. Indulgence: The Big Snacking Dilemma

Consumers are torn between wanting to eat well and wanting a treat, with snack bars having to deliver on both to stay ahead. But, when it comes down to it, taste is still the number one purchase driver above all. If it doesn’t deliver on flavour, it’s not making it into baskets. That’s why brands that strike the balance between indulgence and function – all while making sure their products taste great – are winning. TREK is a prime example, combining bold, crave-worthy flavours with its high protein, natural ingredient credentials. At the start of 2024, the brand launched TREK Power Biscoff®, which has already racked up £4.6m in sales. And it’s not stopping there – the new Biscoff® Protein Flapjack is set to continue that momentum, giving consumers exactly what they want. Meanwhile, nākd. is thriving, proving that simplicity sells. Its focus on wholefood ingredients with no added nonsense makes it a go-to for health conscious snackers who still want great taste. The key takeaway? Better For You snacking has to be delicious first, or it just won’t win with shoppers.

HFSS: The Ever-Changing Landscape

HFSS rules continue to shake up the category. As The Grocer notes, brands that haven’t adapted are losing out on key shelf space, while those that have (think reformulations, Better For You innovations and strategic product launches) are still securing prime positions. And here’s the deal: having a great product isn’t enough. If retailers and buyers don’t know what makes it special, they won’t stock it. That’s why brands need to own their narrative – whether that’s through trade media, on-pack messaging or social media storytelling.

So, How Do Brands Make Noise?

The brands that win aren’t just the ones making great tasting products – they’re the ones who are front and centre in the industry conversation. That’s where trade PR comes in. Because having a brilliant product is one thing, but getting it noticed by retailers, buyers and decision-makers? That’s what turns momentum into sales. From securing must-read coverage to crafting compelling brand stories, we know how to make snack brands unmissable. At Richmond & Towers, we help brands stand out and stay ahead. So, if you’re ready to make waves in your category, let’s make it happen.

27th February | Dani Cooper back

From Frosty to Fabulous: the Frozen Food Glow-Up

It’s official – frozen food is having a moment, and it’s here to stay. We’ve waved goodbye to the days when supermarket freezers were seen as uninspiring, purely functional and lacking in quality. Now, more consumers than ever are making frozen food a big part of their shopping routine, whether it’s monthly, weekly, or even daily. The Grocer’s latest Focus on Frozen category report (22nd February 2025) confirms what we’ve all been noticing in the food industry – attitudes towards frozen food are shifting – and fast. The report reveals that an extra 4.5 million packs of branded frozen goods have been sold compared to this time last year[1]. So, what’s driving this frozen food renaissance? What are the biggest trends brands need to watch? And how can PR help them showcase their innovation and capitalise on the momentum?

The Power of In-Store Execution

One of the biggest takeaways from The Grocer’s feature? In-store execution is everything. From clever shelf positioning to bold branded bays, frozen is no longer an afterthought – it’s becoming a must-visit destination. Brands like Itsu and Birds Eye are leading the charge with eye-catching, permanent in-fixture branding that demands attention. The message is clear: if you want to stand out in frozen, don’t just sit on the shelf – own the space and make an impact.

Rewriting the Rules of Retail

Retailers are moving away from the traditional frozen section layout and instead, integrating frozen products alongside their chilled and ambient counterparts. ByRuby, for example, is shaking things up by positioning its premium ready meals in vertical freezers next to fresh ones, rather than isolating them in the frozen aisle. Meanwhile, Sainsbury’s is stocking frozen options in the free-from aisle, making it easier for shoppers to discover and embrace frozen alternatives. It’s all about accessibility and changing perceptions – helping consumers see frozen as an aspirational choice, rather than a last resort.

Quality That Shoppers Crave

For years, frozen had a bit of a PR problem, but not anymore. A recent Savvy Shopper survey found that 74% of consumers now agree frozen food can be just as good as fresh – music to the ears of brands like Stocked, who is redefining convenience with restaurant-quality frozen ready meals. Meanwhile, Little Moons has turned frozen into a premium indulgence, showing that the category isn’t just about practicality; it’s about pleasure too.

Warming Up the Category with Innovation

If there’s one thing driving frozen’s resurgence, it’s next-level innovation. Whether it’s Pukka’s Chicken Katsu Curry Pie bringing bold, global flavours to frozen pastry, or Griddle elevating breakfast time with their grab-and-go frozen range, the category is bursting with fresh ideas. Even McCain is stepping up with its Vibes range, proving that frozen can be modern, relevant, and seriously crave-worthy.

Sustainability & Convenience: The Winning Combo

Beyond taste, sustainability is another factor fuelling frozen’s rise. With food waste at the forefront of consumer concerns, frozen products offer a solution – lasting longer, reducing waste, and often using more sustainable packaging. Brands like Westbridge Foods are responding with innovative packaging that optimises shelf space and minimises environmental impact. For shoppers looking for convenience without compromise, frozen ticks all the boxes. Ready to turn up the heat in frozen? Whether you’re shaking up the category with bold NPD or redefining in-store execution, making noise in the right places is key. A killer trade PR strategy ensures retailers – big and small – sit up and take notice. If you want to hear more about how Richmond & Towers can help, get in touch. [1] Kantar 52 w/e 29.12.24

9th November | Dani Cooper back

Five trends to look out for in food and drink in 2018

For the food and drink industry, November is that time of year we start thinking about the trends of the year ahead. What is going to be the next foodie fad or tech innovation? Just last week, Waitrose launched its Food & Drink Report, and here is our take on what we expect to see in 2018. Keep the carbs coming
Throughout 2017, the nation began shying away from the ‘clean eating’ fad to embrace all the delicious foods the world has to offer. And let’s be honest, courgetti will never replace the real thing. It is our view that this will continue in 2018, as people become more health-conscious and educated about the effects that a limited diet can cause. Pasta for breakfast, lunch and dinner anyone? Another day, another diet
On the flipside, as much as it’s important to appreciate that our love for carbs is reigniting, people aren’t going to want to go too OTT for the fear of, well, putting on the pounds. To be able to have your cake and eat it too, we predict that more Britons are going to be adopting flexitarian diets. A good middle ground to still be able to eat the foods you enjoy. We’re thinking plant proteins and dairy alternatives could be the go-to on vegan Mondays. Ready, steady, cook
It is no secret that as a country, we’re busier than ever which means we have less time to cook. Supermarket ready meals have become a staple purchase in my supermarket shopping trips. Fret no more, because we’re now seeing a number of solutions to help bring back home cooking, such as subscription box services like Hello Fresh. In 2018, we expect to see more options which offer busy Britons convenient and quick ways to cook and eat meals at home. Dare to be different
Bog-standard staple meals seem to be a thing of the past, as newer recipes usually have an added twist. We’re also seeing a rise in western takes on international cuisine that we didn’t even know existed years ago, such as Indian street food. Turmeric has snuck its way into our lattes and porridge and we’re excited to see what new flavour sensations 2018 will bring to us. Maybe we’ll see turnip cheesecake or parsley protein balls! Don’t care how, I want it now
As a nation, it’s no secret that we’re both polite and impatient. As much as we hate to wait, queuing is a formality that we’d never dream of messing with. Online grocery shopping eliminates the need to queue, but our impatient tendencies shudder at the thought of having to wait for our groceries to be delivered. Some retailers, such as Amazon Now, are already catering to our need-it-now nature by promising almost instant deliveries, but we expect more options to pop up in 2018. They better get a move on though, we don’t want to wait too long!