FEATURE
SPORTS & PROTEIN PRODUCTS
34 ASIAN TRADER 19 SEPTEMBER 2025
meet both nutritional goals
and regulatory require
ments, providing conveni
ence retailers with merchan
dising flexibility across
different store locations.
Plant-based
innovation
The protein category’s
evolution towards natural,
minimally processed
options is exemplified by
the new snacking range from
Windmill Organics under
ProFusion. The brand has
launched two distinct
product formats: nut
crunch mixes combining
soybeans, cashews, and
almonds (£2.99 RRP),
and innovative organic
protein cakes made from
lentil and chickpea
(£2.49 RRP).
“The protein category
is currently witnessing
significant shifts,
particularly towards less
processed, plant-based and
health-oriented products, and our
ProFusion brand is at the
forefront of this growing
demand,” explains Carmen
Ferguson, Brand Manager at
Windmill Organic. “With healthy
snacking and protein intake high
on many people’s agenda, we’re
delighted to bring this new
snacking range to market which is
well-suited for impulse purchases
due to its convenience and
portability.”
The ProFusion protein cakes
represent particular innovation,
with lentil variants providing 25
per cent more protein and nearly
four times more fibre per serving
than traditional rice cakes, whilst
chickpea versions deliver nearly
twice the protein and over
two-and-a-half times the fibre.
Both contain just four organic
certified ingredients: red lentil
flour, chickpea flour, rice
flour, and salt, with no
additives, preservatives, or
fillers.
Ferguson continues: “All
four new products have been
designed specifically for busy,
health-conscious consumers
seeking nutritious, high-
protein, minimally
processed, on-the-go
snacking options.”
The range’s focus on clean
ingredients without artificial
additives, emulsifiers, or
seed oils aligns with
growing consumer
demand for transparency
in functional foods.
Meaty
renaissance
The meat snacking
category is experiencing
a renaissance as brands
innovate traditional
formats to meet
contemporary protein demands.
With pork snacks representing
the fastest-growing segment in
savoury snacks at 17 per cent
year-on-year growth, conveni
ence retailers are witnessing
increased consumer appetite for
high-protein, low-carbohydrate
alternatives that deliver authen
tic meat flavours often lacking in
other protein options.
Golden Acre Foods’ launch of
Hungry Boar premium meat
snacks into Booker Retail
Partners earlier this year signals a
strategic shift towards adult-
focused, premium propositions
within the traditionally mass-
market category. The range,
inspired by the medieval Polish
snack Kabanos, targets consum
ers aged 25 and over with an
active lifestyle, offering thin
“sticklers” of seasoned, smoked,
and cured meat across four
variants: Flamin’ Piri Piri, Loaded
for Tayto Group, who
accounts for 65 per cent of the
UK’s pork snacks market.
The 25g format (£1.59
RRP) delivers 16g of protein
with only 132 calories and
0.1g carbohydrates, making it
particularly suitable for
ketogenic diets and low-carb
lifestyles. The gluten-free and
allergen-free formulation
broadens appeal beyond
traditional demographics,
whilst the reduced fat content
compared to conventional
scratchings addresses health-
conscious consumers’ concerns.
Both launches emphasise
flexible placement strategies that
extend beyond traditional snack
aisles. Mr. Porky’s clip-strip
format enables cross-merchandis
ing near energy drinks, soft
drinks, lunch-to-go sections, and
beer, wine, and spirits aisles,
recognising the multiple
consumption occasions for
high-protein snacks. This
approach allows retailers to
capture impulse purchases across
various customer
journeys whilst
maximising the
VAT-free profit
potential.
The premium
positioning of Hungry
Boar, supported by
digital, social media,
and influencer
campaigns, suggests
retailers can
command higher
margins whilst
building category
premiumisation. Cutter high
lights this positioning: “Hungry
Boar is a snack full of flavour and
we’re hugely confident the range
will be popular among adults
living an active lifestyle who are
looking for a tasty meat kick to
keep them satisfied for longer.”
The meat snacking evolution
demonstrates how traditional
categories can be revitalised
through format innovation,
premium positioning, and
strategic merchandising. For
convenience retailers, these
developments present opportu
nities to drive incremental sales
across multiple store locations
whilst meeting growing consum
er demand for convenient,
high-protein nutrition.
Cheese, Chicken, and Pork.
“The meat snacking category is
in need of innovation as there has
been little new news in meat
snacking over recent years,”
explains Rebecca Cutter, Head of
Marketing for Golden Acre Foods.
“So we are really excited to be
launching our new Hungry Boar
range into Booker. There is a clear
opportunity to bring a more adult
meat snacking proposition into
the category that is perfect for
those looking for a tasty snack to
fuel their busy lifestyles.”
The premium positioning is
reflected in both formulation and
pricing, with over 150g of meat
concentrated into every 100g of
finished product,
priced at £1.99 for
price-marked
packs. The range
eliminates artificial
colours and flavours,
positioning itself as a
natural protein source
for on-the-go
consumption and
sharing occasions.
Tayto Group’s Mr.
Porky Puffs represent a
significant format
innovation designed to
overcome traditional barriers to
pork snack consumption.
Recognising that some consum
ers are deterred by the texture and
appearance of conventional
scratchings, the brand has created
a lighter, crunch-textured
alternative that maintains the
rich flavour profile whilst
improving accessibility.
“Meat snacks have long
been a go-to solution for
consumers looking for a high
protein snack, Mr. Porky Puffs
is the unique alternative to
more traditional scratchings.
With all the flavour of a
traditional scratching but a far
easier bite,” states Matt
Smith, Marketing Director
Three sports drinks brands occupied Top 20 soft
drinks NPD launches in 2024 in convenience, as
per the Carlsberg Britvic Soft Drinks Review.
Rank Brand
Flavour
Sales Value in (£m)
2
Lucozade Sport
Blue Force
£9.09
14
Prime Hydration
Cherry
£1.96
19
Prime Hydration
Strawberry Lemonade
£1.59