How Snacks Have Gotten More Nutritious, Still Target Health Demands

Renaldi:
Yeah, so my association, the International Food and Beverage Alliance (IFBA), is composed of some of the largest international companies in the food and non-alcoholic beverage sector. And amongst those, snacking is obviously a very important segment. So I'm quite familiar with their activities and the things that they have done over the years.

I think it's fair to say that the efforts in the area of reformulation — but also innovation and portion size control and all of that from a nutritional health point of view — are not new, but have come a long way, certainly in the time that I've worked in this area, which is some 20 years or so.

All the companies have a strategy that is suited to their different portfolios. Some are more in savory snacks, some are more in sweet snacks, then there are beverages, etc. But all of them have a specific approach that matches the ambitions of their portfolios and the demands of their consumers, which have evolved over these last years.

They've evolved alongside some societal perspectives as well. Health has become a prominent public and societal issue, and public health nutrition has risen as an important political issue in many parts of the world. But obviously, companies respond first and foremost to consumer demand, and I think that has been the most fundamental driver of the shift.

This shift has been characterized by a reduction in nutrients of concern — chiefly salt, sugar and fat, particularly saturated fat. But also, and I think that's just as important, if not more important, is the addition of positive nutrients like fiber, whole grains, and vitamins and minerals where appropriate.

So the overall effect is a significant shift in the nutritional composition of these products, certainly for the major brands represented in our membership.

Reformulation “By Stealth”

Hanacek:
You bring up some great subtopics. When I think about things becoming more nutritious — if you’ve followed it for as long as I have and as long as you've been in the industry — it seems like the more noticeable changes, sodium and fat reduction, sugar reduction, have come in waves.

Recently, if you watch the Super Bowl, there have been so many commercials for no-sugar or low-sugar beverages and low-calorie beers. Those changes aren’t under the radar anymore.

But are there changes you’ve seen that did fly under the radar — where companies made improvements without really championing them through advertising?

Renaldi:
Yeah, for sure. That’s what we call reformulation by stealth. A lot of product improvements have been made that way, and that’s not by chance.

When companies started along this journey, it was natural to want to market the change — say, “I’ve reduced sodium by a third.” But consumers don’t always appreciate that, because they’re used to a product they love and a taste they expect.

The only way to bring consumers along on that journey is step by step. If you’re talking about sodium reduction, you reduce by a small amount over a longer period.

For example, as the International Food and Beverage Alliance, we developed global sodium reduction targets starting around 2020, with benchmarks for 2025 and a second set for 2030. That’s the kind of time horizon you need to reduce sodium content successfully without losing consumers.

Many people don’t realize that today’s Cocoa Puffs contain about one-third less sugar than they did 10 years ago. Those are big successes, because when large brands make changes like that, the impact is significant.

Artificial Dyes and Ingredient Scrutiny

Hanacek:
One of the hot topics in the U.S. right now is artificial dyes. Some companies have removed them over the years, others haven’t, and now we’re seeing bans and increased scrutiny.

Recently, Frito-Lay unveiled Cheetos and Doritos without artificial dyes, and you can clearly see the difference in color. Where does that debate sit right now, and how can companies comply without sacrificing quality, taste, or appearance?

Renaldi:
It’s a challenge, particularly under time pressure. Those dyes under scrutiny in the U.S. were removed from the European food supply some time ago, though under a different regulatory framework.

Alternatives do exist, because if companies managed to do it in Europe, they’ll eventually be able to do it elsewhere. The difficulty is making sure the product remains appealing.

A product that was shiny and suddenly isn’t may not be appealing, even if everything else stays the same. And the biggest challenge here is time — alternatives may be available, but not always in sufficient quantities right away. Suppliers need time to build capacity.

Fortification and Functional Ingredients

Hanacek:
Let’s shift gears to fortification — adding healthy ingredients instead of just removing things. Protein seems to be everywhere right now, and some people say fiber could be next. What do you see happening there?

Renaldi:
Protein is part of a broader demand for functionality. Functional foods are very much in demand, especially among Gen Z. Consumers want products that deliver specific benefits.

Sometimes those demands align with nutritional needs, sometimes they don’t. In the U.S. and Europe, average protein intake is already sufficient. Fiber, on the other hand, is something we’re deficient in across much of the industrialized world.

So if we can add fiber to products without compromising taste — or even market it positively — that’s a win-win.

Choice, Balance and the Role of Snacks

Hanacek:
There are so many ideas about what healthy eating means — snacking throughout the day, cultural differences, concerns about too much protein. How do companies make sense of all that?

Renaldi:
That responsibility is bigger than any individual company. What matters is giving consumers sufficient choice and an affordable, varied food supply.

In the U.S., we’ve never had a food supply as varied as it is today. The challenge is helping people consume that variety in a balanced way.

Rather than telling people what not to do, it’s about helping them do better — enjoy snacks, but also make sure you’re eating enough fruits, vegetables and pulses. Fortified snacks alone won’t provide everything you need.

Indulgence Still Has a Place

Hanacek:
So indulgence isn’t going away.

Renaldi:
Absolutely not. Take chocolate — it’s high in fat and sugar, and that’s OK. There’s a place for indulgence in a balanced diet, and enjoyment matters too. It’s about moderation.

Ultraprocessed Foods Debate

Hanacek:
Ultraprocessed foods are making headlines, but there’s no universally accepted definition. Some consumers are trying to eliminate them entirely. Where does that leave snack companies?

Renaldi:
The existing definition dates back to 2009. If you follow it strictly, you’d avoid almost everything in a supermarket except fresh produce. That’s not realistic or appropriate at the population level.

The definition leaves no room for nuance. A whole-grain loaf and a white loaf are treated the same, even though their nutritional profiles are very different. A frozen pizza is considered ultraprocessed, but a pizza from a local shop isn’t — despite being nutritionally similar.

That’s why the nutrition dimension matters. When you remove it, you end up demonizing convenience food, which doesn’t help consumers or public health.

Key Takeaways for Snack Companies

Hanacek:
To wrap up, what are the key takeaways IFBA is sharing with companies right now?

Renaldi:
Companies will continue evolving because consumers demand it. Healthier and functional snacks are growing segments. Regulatory pressure may add urgency, but companies will adapt.

What I’d caution against are simplistic solutions. Food is complex, and unintended consequences are easy to create.

Companies have a responsibility to continue optimizing products nutritionally where possible, offering portion guidance for indulgent items, and providing affordable choices — while also addressing sourcing, sustainability and packaging.

Ultimately, the goal is to give consumers access to a wide variety of affordable foods that help them build balanced diets, and to do more — together with government and others — to help consumers understand how to put that all together for their own needs