Remember when “healthy snacks” meant cardboard-like rice cakes? Not anymore. Today’s consumers want snacks that taste good and do good — think clean ingredients, functional benefits, and bold branding. The result? A boom in better-for-you (BFY) snacks.
From adaptogenic popcorn to low-sugar cookies, this category is evolving fast. Let’s look at what’s fueling the growth and which brands are worth stocking.
Brands You Can Try:
1. GoMacro
Organic, plant-based bars that are vegan, gluten-free, and soy-free, crafted with simple, sustainably sourced ingredients for a chewy and satisfying snack.
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Retail Performance Overview:
GoMacro bars consistently perform well at Trader Joe’s, with an average rating of 4.3★. The new Salted Caramel flavor is a hit, and the vegan option stands out, filling a gap for plant-based protein bars. Pricing is competitive, and customers often buy in bulk. Some stores suggest more marketing support like demos could boost sales further. Despite this, steady sales continue, particularly on weekends, and GoMacro’s clean ingredients and strong packaging set it apart from competitors like Clif Bars and Z Bars.
2. ChipMonk Baking
A top-rated Houston dessert company offering low-carb, gluten-free, and diabetic-friendly baked goods, including cookies and treats, made with ingredients like almond flour and monk fruit.
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Retail Performance Overview:
ChipMonk Baking cookies have an average rating of 4.3★, performing well across various health food stores. Customers love the flavor, and the clean, keto-friendly, and gluten-free ingredients appeal to health-conscious buyers. The packaging is consistently praised for its design. While pricing is sometimes seen as a bit high, especially in slower seasons, the cookies are still viewed as a great value given their quality and niche appeal. Overall, the brand has positive customer feedback and solid sales.
3. Unreal
Chocolate Coconut Bars, certified vegan, gluten-free, and Fair Trade, crafted with just three ingredients: organic coconut, organic cassava syrup, and dark chocolate, offering a deliciously indulgent treat with less sugar.
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Retail Performance Overview:
Unreal Chocolate maintains a solid 4.15★ average rating across Whole Foods Market locations, with popular items like Dark Chocolate Coconut Bars and Peanut Butter Cups leading sales. The brand performs well during promotions and holidays, and its clean, vibrant packaging attracts customers. Stock availability is generally consistent, though some locations face supply issues, particularly with boxed varieties. While there’s limited marketing support and occasional gaps in displays, Unreal remains a competitive option, with strong customer appreciation for its quality and pricing.
4. Popadelics
A mushroom-focused brand for health-conscious snackers, offering vegan, gluten-free, and non-GMO superfood snacks with bold flavors and a satisfying crunch.
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Retail Performance Overview:
Popadelics has received a mix of reviews, with customers appreciating its unique flavors and attractive packaging. The Twisted Thai Chili flavor is a standout, selling best in many stores. Sampling the product often boosts sales, as customers enjoy its taste and gluten-free, vegan qualities. However, some stores have struggled with brand awareness or price concerns, especially in more niche markets. While some locations see steady sales, others face challenges in moving the product, despite its appeal.
5. Send Bars
Plant-based, vegan protein bars with greens, crafted for energy, focus, and recovery, using real, organic ingredients — perfect for athletes and active individuals.
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Retail Performance Overview:
The recent reviews for Send Bars highlight mixed responses across various stores. Alive and Well has seen slow but improving sales, with Lemon Cherry being a favorite; G1 Climbing reports consistent sales and customer enjoyment; Jones & Co (Boulder, CO) mentions that while they sell well, the product isn't exactly expected in their market; and Wonder Juice Press sees good sales with Lemon Cherry as the top seller, with the price point deemed fair.
As the line between indulgence and wellness continues to blur, better-for-you snacks aren’t just a trend — they’re a redefinition of what consumers expect from the foods they love. Brands that can balance health benefits with craveability, transparency, and storytelling are the ones carving out lasting shelf space.
For CPG founders, retailers, and investors, the message is clear: the snack game has changed — and it’s only getting smarter, tastier, and better for everyone. Stay ahead of the trend and gain valuable insights at Cohere Commerce!
