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From King Arthur to Indiana Jones, tales of the hunt for the Holy Grail are legion. The mystical artefact, which made its first appearance in a late 12th century poem by Chrétien de Troyes and which Robert de Boron subsequently claimed was Jesus Christ’s drinking vessel from the Last Supper, has since made countless appearances in literature, art, music, TV shows, movies and even video games. But it continues to prove elusive – much like the most sought after treasure of the food world, the ultimate healthy snack.
Indeed, the Holy Grail of snacking – a product that doesn’t pile on the pounds, boosts wellbeing, keeps you fuller for longer and delivers on indulgence – has turned into something of a quest for suppliers. And their search has become even more urgent of late, with a government crackdown on high fat, salt and sugar (HFSS) products looming. From April 2022, those items will face strict advertising restrictions under plans confirmed in the Queen’s Spe
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Lockdowns have had at least one upside for Brits: longer, leisurely breakfasts. According to a study commissioned by Amazon last month, a fifth of UK consumers say they have more time to spend on their morning meal. And this opportunity to prioritise nutrition at the start of the day is one of the key things they’ll miss as lockdown restrictions ease and the country once again commutes to the office.
What’s more, this new appetite for many Brits is a healthy one. According to Kantar, 36% of snacking occasion in the morning are driven by health needs – and that’s driving the types of products, formats, ingredients and flavours that shoppers are choosing first thing, often as part of their main breakfast.