The plant-based food and beverage category is entering its next phase of growth – but what does that look like for the industry's key players, and where are the opportunities as this competitive landscape continues to mature? Angela Flatland, senior sales director for plant-based at Spins, delves into why a thorough understanding of this developing sector is crucial for those looking to succeed within it. For much of the last decade, plant-based foods have been treated as a category defined by peaks and valleys. Headlines have switched between explosive growth and claims that plant-based is dead. The reality, as the data shows, is far more nuanced. Plant-based is not disappearing. It is evolving. At Spins, we recently examined a full ten-year timeline of plant-based performance across the store. What emerged was not a story of decline, but one of maturation. Like any young category, plant-based has moved from rapid expansion into a period of reset and rebalancing. Understanding this evolution is critical for brands and retailers looking to succeed in the next wave. A decade in context: From breakout to rebalance Plant-based, as a modern retail segment, is still relatively young. The years between 2016 and 2018 marked the true kick-off, when legacy animal-based categories began to see credible plant-based alternatives emerge at scale. Plant-based milk and plant-based meat, led by brands such as Oatly, Beyond Meat and Impossible, drove consumer momentum during these years. Momentum accelerated through 2020, when consumer curiosity surged during the early stages of the pandemic. But by 2021 and 2022, the category began to mature from a booming new category to what we're seeing today. Retailers had expanded assortments rapidly, often placing nearly every new plant-based SKU on shelf. As a result, saturation set in. Performance flattened, and in some segments declined, triggering the negative narrative around plant-based growth. What the ten-year view makes clear is that this phase is not an endpoint. It is a reset. Assortments are being refined, weaker products are exiting, and the category is recalibrating around what consumers actually want. This pattern mirrors the lifecycle of many budding categories that are now staples of the grocery store. Social discovery is reshaping demand One of the most important forces shaping the current plant-based landscape and beyond in CPG sits outside the aisle. Consumers are discovering food differently than they did even five years ago. Gen Z shoppers increasingly rely on platforms like TikTok and Instagram to find new products, while Millennials blend social discovery with the platforms and legacy ones like Google and Facebook. Search and social data show that interest in plant-based products has softened from its pandemic-era peak, but it has not disappeared. Instead, it now coexists with rising interest in searches for high-protein diets, food tracking apps like Yuka, and functional nutrition. Viral moments, such as Netflix documentaries or TikTok-driven ingredient trends, still create meaningful sales spikes for plant-based brands that are well-positioned. Retail performance: Signs of stabilisation Point-of-sale data reinforces the idea that the worst of the downturn may be behind us. Compared to its performance two years ago, plant-based is closing the gap between plant-based units sold and total food and beverage, cutting the gap nearly in half, signalling improving trends as the category moves toward 2026. Channel performance tells an equally important story. Natural retailers continue to outperform conventional channels, with plant-based growth up in natural (+2.6%) while conventional remains under pressure (-3.6%). The reasons are familiar: stronger assortments, more innovation and a shopper who is less price-sensitive. Distribution has tightened across both channels, reflecting broader inventory discipline to account for inflation and tariffs, but velocities are up. This signals steady demand – shifting us away from the questions of what shoppers are left to what shoppers are buying.  In tandem with the overall trend towards more gut health and protein-conscious consumers, categories like functional beverages and kombucha, yogurt, wellness bars, tofu and protein supplements are experiencing growth in the plant-based aisle in the natural channel.  Changing consumers and raised expectations Spins' consumer panel data shows that plant-based meat and milk have lost share, largely to animal-based alternatives. In plant-based meat, roughly two-thirds of dollar losses have shifted back to animal meat, with the remainder moving to categories like refrigerated entrees and beans and lentils. In plant-based milk, the shift is even more pronounced, with the majority of losses going back to dairy milk. This does not signal a rejection of plant-based values. Instead, it reflects rising competition. Animal-based categories have raised the bar, leaning into many of the same better-for-you attributes that once differentiated plant-based: clean labels, grass-fed, hormone-free, antibiotic-free and natural positioning. Premium natural and specialty animal products are now driving most of the dollar growth in those categories. In other words, consumers are making more nuanced trade-offs. They are choosing products that best meet their needs in a given moment, regardless of whether they are plant- or animal-based. What is winning in plant-based today? Despite maturation, there are clear pockets of strength within plant-based. Products that deliver added nutritional value are outperforming their counterparts. Plant-based sources of protein continue to resonate across the store, even as consumers experiment with where that protein comes from. High-fibre plant-based items are driving disproportionate growth, supported by increased awareness around digestive health and the influence of GLP-1 medications. Probiotics and gut health are another bright spot. According to Spins' Gen Z and Millennial trends report, younger consumers in particular prefer to get digestive support from food rather than supplements, fueling strong performance for plant-based yogurts and fermented products. Functional ingredients are also having a moment. Items containing matcha, functional mushrooms and maca root are outperforming the broader plant-based set, aligning with consumer interest in energy, mood and holistic health. Sustainability attributes further reinforce growth, especially labelled organic and fair trade claims. There is strong synergy between the plant-based category and sustainability attributes, connecting to consumers' values-based diets. Standards such as labeled organic plant-based positioned products are growing 18%, while others like regenerative organic certification (+14%), glyphosate residue free (+115) and upcycled ingredients (+4%) trail closely behind. The next wave: Where innovation is headed Looking ahead, innovation data offers a roadmap for the next phase of plant-based growth. Categories tied to trending nutrients are seeing the strongest traction, particularly wellness and snack bars, plant-based yogurt, and refrigerated juices, shakes and smoothies. These segments combine high innovation rates with strong alignment to consumer values around protein, fibre and functional benefits. Importantly, innovation is shifting away from centre-of-plate replacements and toward non-meal eating occasions. Snacking, beverages and supplements are where new plant-based products are entering the market and gaining acceptance. International flavours represent another growth lever, reflecting broader macro trends across the industry and the inherently plant-forward nature of many global cuisines. Protein remains central to the conversation. While there are early signals that the protein cycle may eventually moderate, the data suggests there is still room to run, particularly for products that balance protein with overall nutritional integrity. Plant-based is evolving, not ending Plant-based continues to align with the values that consistently shape food purchasing decisions: health, sustainability and impact on people, animals and the planet. The category’s next wave will not be defined by sheer expansion, but by smarter innovation, clearer differentiation and products that win on taste, nutrition and trust. For brands and retailers, the opportunity lies in embracing this evolution. Those who understand the competitive landscape, lean into meaningful attributes and meet consumers where they are will help shape what plant-based becomes next.

US plant-based nutrition brand Aloha has added a limited-edition Cookies and Creme protein bar to its portfolio. The launch brings a familiar flavour to the brand’s line-up of high-protein, high-fibre bars while aiming to address common trade-offs around taste and ingredient quality in the protein bar category. Aloha Cookies and Creme bar features a creamy white chocolate coating layered with crunchy chocolate cookie pieces, cocoa and a touch of sea salt. It is made with organic, whole food ingredients and the brand’s blend of pumpkin seed and brown rice protein. Each bar delivers 14g of protein, 10g of fibre and just 5g of sugar, with no sugar alcohols or artificial sweeteners. Like all of Aloha’s protein bars, the bar is dairy-free and 100% plant-based. It is also free from common allergens gluten and soya. Brad Charron, CEO of Aloha, said: “Cookies and Creme is such a nostalgic flavour combo for so many people. We wanted to evoke the comfort of a classic, but do so in a way that is undeniably Aloha. Meaning, it not only tastes great but uses premium, organic ingredients for nutrition that actually hold up.” The bar is available for a limited time on Aloha’s website from 17 February, with distribution to select retailers beginning in April.

British mushroom grower Urban Farm-Produce (previously Urban Farm-It) has entered a £1.9 million seed round to accelerate its lion’s mane growth strategy. The company, based in Kent, UK, cultivates and transforms functional mushrooms into fresh, dried, ready-to-eat and ingredient-grade formats without synthetic ingredients and heavy processing. Its vertically integrated supply chain aims to provide retailers and manufacturers with a domestic, transparent and reliable solution at a time when provenance and food security are becoming increasingly crucial for industry and consumers across the nation. Investment raised through the seed round, set to close in May 2026, will fund revenue generating infrastructure, expand production capacity and fuel the launch of new lion’s mane formats for retail, foodservice and the health sector. Specifically, the company plans to expand its fruiting room capacity, establish a substrate production facility for full vertical integration, enhance operational efficiency to drive margins toward a 24% target, and fuel brand expansion through premium retail and D2C channels. Lion’s mane – a trending functional mushroom associated with a range of health benefits including cognitive and nervous system support – can help to meet consumer demand for minimally processed and locally sourced foods, as well as providing a significantly less carbon-intensive alternative to meat products. Elliot Webb, founder and CEO, commented: “Consumers now expect better food security, stronger sustainability and exceptional flavour, and Lion’s Mane delivers all three. We’re not trying to imitate meat or mask ingredients, we're delivering whole food nutrition in its purest form, grown right here in Britain.” The company announced its rebrand to Urban Farm-Produce last month, reflecting its shift from a grow‑your‑own brand into a vertically integrated supplier delivering certified‑organic lion’s mane at national scale. Urban Farm-Produce has reported £1.6 million in committed revenue for 2026 as demand accelerates and the company continues to strengthen its retail position. Webb said the business’ structure and partnership with supply solutions specialist Oakland International give the company a head start putting it “years ahead of the market”. “We’ve built something incredibly difficult to replicate,” he added. “This investment round isn’t about experimentation; it's about accelerating a proven model with real world traction and strong commercial demand.”

San Francisco-based Palmetto Superfoods has become the first US foodservice operator to bring leaf protein to its menu, through a partnership with food-tech start-up Leaft Foods. Leaft Foods, based in New Zealand, produces rubisco protein – a plant-based protein ingredient sourced from green alfalfa leaves. Its new partnership with Palmetto has resulted in the launch of the Blade Smoothie at the smoothie and acai bowl chain’s San Francisco Bay Area locations. The smoothie contains Leaft’s flagship rubisco ingredient, Leaft Blade, which offers 522mg of essential amino acids per gram. The protein is engineered for rapid digestion, with amino acids delivered significantly faster than traditional proteins. Each serving also delivers vitamins and minerals that can support gut health, immunity, circulation, hormonal balance, and hair and skin health. Blade Smoothie, available at $13.95, features a blend of Japanese Matchacado, spirulina, pineapple, kiwi, avocado, chia seeds, dates, coconut milk and Leaft Blade protein. Charles Lee, CEO and founder of Palmetto Superfoods, said: “The Blade Smoothie represents a new chapter for Palmetto Superfoods. Thanks to our partnership with Leaft Foods, we’re proud to introduce our first greens smoothie – one that’s powerful, functional and packed with clean plant protein.”

Researchers in the US have developed a two-step fermentation method that can improve the aroma of plant proteins, paving the way for more appealing plant-based foods. The team, based at Ohio State University, designed a process to counter the odours that typically form during plant cultivation and extraction. Their results showed their approach could remove between 95-99% of key smells, significantly outperforming one-stage fermentation across all proteins. Because smell greatly influences flavour perception, common plant protein scents – often described as beany, grassy, earthy, sulfurous or cereal-like – can stand in the way of consumers choosing plant-based foods, the researchers explained. Depending on the product, successful fermentation can take anywhere from a few hours to an entire day. Manpreet Kaur, lead author of the study and a PhD student in food science and technology at Ohio State, said that adding the second step does not overcomplicate this process. This means future plant-based proteins created using the team’s method will not cost consumers more or take longer to produce. “We are using the same things that are used in the normal fermentation process,” explained Kaur. “The only thing changed is how we utilise the bacteria.” In the experiment’s first stage, researchers added a type of beneficial bacteria, Lactobacillus plantarum , to their microbial cultures, allowing it to ferment and begin breaking down the compounds responsible for foul smells. In stage two, they used a traditional yogurt culture containing a variety of common bacteria known for developing and modulating desirable aromas to complete the fermentation process. The researchers then applied this method to solutions containing eight different plant proteins: 9% soy, pea, chickpea, mung bean, faba bean, rice, barley-rice and hemp. According to the team, in each test, human sensory evaluation results revealed consistent and often near-complete reductions in smells. Kaur’s team also found that adding certain ingredients could affect the outcome of the process. For example, while the natural sugar allulose could enhance Lactobacillus plantarum  activity, strawberry preserves aided the performance of the bacteria in the yogurt. In contrast, non-fermentable additives, such as pectin, xanthan gum and oil, were introduced with only minimal effects on odour reduction.  The team says the work can not only advance the field’s understanding of how fermentation can be used to mitigate sensory challenges, but also offers a practical solution for development of flavourful plant-based dairy snack alternatives.

UK retailer Tesco has reported a surge in demand for chilled plant-based food products for the first time in years, signalling a promising return to growth amid a turbulent period for the category. Recent market data from retail analyst Nielsen shows volume demand for chilled plant-based food has grown by just under 1% across UK supermarkets in the past year. In the last 12 weeks, it has increased to 1.7%. Tesco said it has seen this increased demand reflected within its own sales data, citing the trend for natural, healthy plant-based foods and a rise in scratch cooking as key drivers. This news comes despite the retail chain’s announcement last year that it would be highly unlikely to meet its previously announced target of achieving a 300% sales increase within its meat alternative ranges by December 2025, due to a year-on-year decline in the market. However, Tesco acknowledged increased demand for protein diversity, with consumers turning to veg-led, whole food and minimally processed proteins such as lentils, chickpeas, beans, nuts, seeds and tofu. Tofu, tempeh and seitan have all seen a 12% increase in demand over the past year at Tesco, while interestingly, plant-based mince has seen demand rise by nearly 25% – an encouraging figure in contrast to the past few years' rising concerns over slowing alt-meat sales and ‘UPF’ fear. Snacking, including falafels and mini plant-based sausages, have also seen demand rise by more than 5%. Natural plant-based food brand Gosh has seen 6% volume growth over the last 52 weeks for its hero Moroccan Falafel product. Bethan Jones, plant-based food buyer at Tesco, commented: “We are beginning to see the green shoots of recovery across the UK’s plant-based food sector, as a growing number of shoppers place long-term health and wellbeing at the centre of their food choices”. “Increasingly, the inclusion of vegetables and plant foods is being seen not as a passing preference, but as a fundamental part of how people expect to eat in the future.” While the plant-based food category emerged as one of the fastest-growing food trends of the late 20 th  century, Jones noted, economic pressures and the “fading novelty of early experimentation” made this rate of growth unsustainable in the long-term. “Now, momentum is returning in a more grounded form,” she reflected, pointing to the growing “micro-trend” of whole food plant proteins as the driver of a shift from “short-term trend to lasting dietary change”.

Swedish oat milk brand Oatly has expanded its Barista Edition range with the launch of three new flavours: coconut, vanilla and caramel. Oatly’s new flavoured innovations have now launched in Morrisons stores across the UK, as well as via Ocado from next week. Other major retailers are set to follow, the brand confirmed. Oatly said its latest additions follow rising demand for ‘unusual, customisable drinks’ and enable the brand to tap into international consumer coffee trends for making creative and flavourful drinks at home. Suitable for using in both hot and cold beverages, the new products combine Oatly Barista’s creamy texture with the sweet flavours of coconut, vanilla and caramel. They can be used for frothing and latte art, ideally suited to coffee, matcha or with ice. Like all products in Oatly’s range, they are 100% plant-based, made with fibrous oats and without soya. They are also fortified with vitamins and calcium. Rowena Roos, Oatly’s head of food and drinks experience, said: “The neutral taste of oats make them the ideal foundation for other flavours. Our new Barista Edition Flavours are here to expand the taste universe of your iced and hot coffees, overnight oats, smoothies or anything you would usually add Oatly Barista too.” The drinks are available in 1-litre cartons, each priced at an RRP of £2.30.

More than 20 plant-based food brands operating across the EU, UK and US have issued a joint letter calling on EU policymakers to maintain the current regulatory framework governing plant-based product labelling. The coordinated intervention comes ahead of a decisive trilogue meeting scheduled for 5 March 2026, where EU institutions are set to determine whether commonly used terms such as 'burger' and 'sausages should be restricted for plant-based products. Among the signatories are Linda McCartney Foods, Quorn Foods, This, Cauldron Foods, Beyond Meat, The Tofoo Co, Vivera and Suma Wholefoods, alongside a coalition of trade bodies and advocacy organisations, including the Vegetarian Society and European Vegetarian Union. In the letter, addressed to the European Commission, European Parliament and Council of the European Union, businesses argue that descriptors such as 'plant-based burger' and 'vegetarian sausage' function as practical signposts for consumers, while also distinguishing products as meat-free. Rebecca Fairbairn, marketing & strategy director HED and meat-free at The Hain Celestial Group, owner of Linda McCartney Foods, said: “These familiar terms have been used in the category without issue for almost 40 years, providing a recognisable reference while also clearly communicating they are without meat. Banning these would add a level of confusion for shoppers that would benefit no one.“ Mark Cuddigan, CEO of This, commented: “Calling something a plant-based burger or sausage doesn’t mislead anyone; it just helps people know what to expect and how to use it. This kind of restriction holds the industry back at a time when we should be making it easier, not harder, for people to choose more sustainable foods.” With many brands operating internationally, the industry cautions that EU-specific terminology rules could create regulatory fragmentation, particularly if they diverge from labelling norms in the UK and US. “The EU’s regulatory framework sets global food standards,” the letter states. “Decisions made now will affect not only European markets, but also international trade and the future of food innovation.” Campaigners point to recent consumer data to support their case. A YouGov survey conducted in December 2025 found that 92% of UK adults said they had never bought, or could not recall buying, a plant-based sausage or burger, believing it to contain meat. “Businesses are the latest group to send a clear message that banning familiar veggie terms is completely unnecessary," Jenny Canham, public affairs lead at the Vegetarian Society, said. "EU decision-makers must recognise the global risks of pursuing a terminology ban to address a problem that simply does not exist. What we truly need is clear labelling, not unnecessary language barriers," she added. The debate follows earlier interventions, including a December 2025 letter to the European Commission signed by eight UK MPs and supported by Paul McCartney and his family. Discussions subsequently stalled between the Parliament, Commission and Council. While the decision will be taken at EU level, stakeholders note that the outcome could have implications for UK-EU trade alignment under future agreements. David Flochel, CEO of Quorn Foods, said: “At a time when Europe faces the urgent challenges of the climate crisis, biodiversity loss, and the need to fix our unsustainable food system, it’s regrettable that energy continues to be spent revisiting an issue that consumers settled long ago.” Top image: © Linda McCartney

Vegan Chocolat has expanded its professional range with the launch of two new chocolate chip products aimed at foodservice operators, manufacturers and wholesale customers. The new additions – Dark Confectionery Chips and Rice-Based Cocoa Confectionery Chips – have been developed specifically for B2B applications, offering direct, one-to-one replacements for standard chocolate recipes across baking, confectionery and dessert production. Both products are formulated to deliver consistent melt, set and handling properties, making them suitable for a wide range of commercial uses. Applications include: Baking such as cookies, brownies and muffins Coatings and enrobing Moulded decorations Inclusions for ice cream, desserts and cereal bars Foodservice and large-scale manufacturing The Dark Confectionery Chips are positioned as a classic, well-balanced cocoa option, offering a familiar dark chocolate flavour profile and consistent appearance. Meanwhile, the Rice-Based Cocoa Confectionery Chips provide a dairy-free and soy-free alternative, formulated using rice-based ingredients. Both products are available in trade-friendly bulk pack sizes. The Dark Confectionery Chips are priced from £12.41 per 1kg or £85.89 per 7.5kg, with the Rice-Based Cocoa Confectionery Chips from £12.30 per 1kg or £84.78 per 7.5kg. The new products are available now for immediate online order via the company’s website, with free fast delivery offered to mainland UK.

Impossible Foods has announced that its current CEO, Peter McGuinness, will step down after nearly four years leading the plant-based protein company. Peter McGuinness His responsibilities will be assumed by the company’s three-member executive leadership team: Jason Gao, chief legal and operating officer; Meredith Madden, chief demand officer; and Robert Haas, chief supply officer. The company characterised the move as a transition “from a position of strength,” noting that under McGuinness’s leadership, Impossible Foods outperformed the broader plant-based category, gaining US market share and securing the No. 2 position nationally. The period was marked by product innovation, expanded distribution and brand repositioning aimed at broadening appeal beyond core plant-based consumers. McGuinness will remain on Impossible Foods’ board of directors. “Impossible is primed to further strengthen its position in the marketplace as a respected food company built for long-term success,” said board member Fedele Bauccio. “We’re grateful for Peter’s impactful leadership as CEO, which helped establish Impossible as the strongest player in the category, and we’re happy he will remain on the board. We have the utmost confidence in Jason, Meredith and Rob to lead the company into its next chapter of growth.” During McGuinness’s tenure, Impossible shifted its positioning from a primarily tech-driven food start-up to a more mainstream food brand. The company undertook a comprehensive brand and packaging overhaul, emphasising meat-like taste, approachability and inclusivity to better resonate with flexitarian and meat-eating consumers. It also deepened collaboration with retail and foodservice partners through merchandising strategies, menu development and category-building marketing initiatives. Earlier this month, Impossible Foods also announced a strategic partnership with food-tech start-up Equii to expand its innovation pipeline into high-protein, grain-based products, including hamburger and hot dog buns, signalling a broader platform strategy beyond plant-based meat analogues. “Over the last four years, we’ve expanded, evolved and invested in both the company and the brand. We constructed a sustainable business that could support our sustainable mission,” McGuinness said. “I’m proud of the position Impossible is in today, and I’m very confident in the company. I have no doubt the highly capable executive leadership team will continue to lead and re-energise the category.” Following the announcement that McGuinness was stepping down from his Impossible Foods role, it was confirmed that he had joined the leadership team of the Bel Group's North American division. The company confirmed it had appointed Peter McGuinness as its new chief executive, as it seeks to accelerate growth and expand its purpose-driven snacking strategy. In this new role, McGuinness will oversee Bel North America’s operations across offices in New York, Chicago and Montreal, as well as five manufacturing plants in the US and Canada. He will be responsible for driving growth, advancing mergers and acquisitions, expanding innovation, and strengthening the company’s regional footprint. Founded in 2011, Impossible Foods produces plant-based chicken, beef and pork alternatives and distributes products across four continents, including North America, Europe, Asia-Pacific and the Middle East.

Sarah Speare, CEO, co-founder and worker-owner of Tootie’s Tempeh, has been elected to the board of the Plant Based Foods Association (PBFA) and will also serve as Treasurer. Sarah Speare © Plant Based Food Association PBFA is the first and only US trade association dedicated exclusively to plant-based foods, representing nearly 100 companies spanning categories including plant-based milks, burgers, cheeses, yogurts, ice creams and snacks. The association advocates on behalf of the sector through policy engagement, market data and insights, and initiatives designed to expand consumer awareness and adoption. Speare joins a board that includes leaders from Impossible Foods, Upton’s Naturals, Tofurky and Bel Brands. Together, the board will help guide PBFA’s strategic direction as the plant-based category navigates evolving consumer expectations, regulatory scrutiny and intensifying competition. Based in Biddeford, Maine, Tootie’s Tempeh is positioning itself as a next-generation tempeh brand, innovating both in product and business structure. The company has redesigned the traditional fermentation process to eliminate the use of single-use plastic bags, delivering a smooth, nutty and buttery tempeh without bitterness. Top image: © 2025 Tootie’s Tempeh

Nākd. is expanding its fast-growing protein portfolio with the launch of Nākd. Protein Cherry, a new fruity variant designed to disrupt a cereal bar fixture dominated by chocolate and caramel flavours. Rolling out this month, the launch will debut exclusively in Sainsbury's, available as a 45g single bar (RRP £1.38) and a 3 x 45g multipack (RRP £3.30). The new SKU lands as demand for functional health bars continues to rise, with shoppers seeking convenient, protein-rich formats that align with healthier lifestyles. However, as the category matures, flavour fatigue is becoming increasingly apparent across a fixture heavily skewed towards chocolate and caramel. Nākd. Protein Cherry aims to capitalise on this gap by introducing a lighter, fruit-forward alternative. The bar delivers 6g of plant-based protein, contains no added sugar and is made with 100% natural ingredients. Like the wider Nākd. portfolio, it is cold-pressed and HFSS-compliant. The launch builds on significant momentum for Nākd., now the UK’s seventh largest cereal bar brand, worth £40.8m and growing +9.6% year on year. Protein Cherry joins the existing line-up of Cocoa Hazelnut, Peanut Butter and Caramel, broadening the brand’s appeal while reinforcing its natural positioning. Jo Agnew, marketing director at Lotus Natural Foods, said: “Protein has become part of everyday snacking for millions of people, and as the category matures, expectations are changing." She added: “With so much of the fixture focused on chocolate and caramel flavours, there’s a clear appetite for something a little different. Cherry is the perfect next step – it’s a flavour shoppers already love, it’s on trend, and it brings a lighter, fruity option into the range.” As HFSS considerations and demand for plant-based protein continue to reshape the UK snacking landscape, Nākd.’s Cherry launch signals further premiumisation and flavour innovation within the better-for-you cereal bar segment.