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Savoury protein snacks shake up the on-the-go market

Sweet flavours have dominated the high-protein snack category but savoury snacks, such as cheese bars and meat sticks, can appeal to health-conscious consumers.

Protein snack trends are shifting from sweet flavours to savoury options to attract health-conscious consumers.

At a glance:

• Protein is gaining popularity as consumers seek convenient, nutritious snacks to fit their busy lifestyles.
• Brands like Takeaways, Babybel, and Chomps are innovating with savoury, high-protein snacks like cheese bars and meat sticks.
• The food sector will see more savoury options and new flavours as consumer demand for variety and less sugar grows.

In the US in 2025, protein was the most frequently mentioned nutrient American consumers tried, according to data from Statista. Meanwhile, Mintel data shows that in Thailand, around one in four consumers is open to replacing sugar with other forms of nutrition, with protein a top choice. And in Europe, nearly half (46%) of European consumers think protein bars are healthy.

In the protein bar segment, sweet flavours dominate. According to the Healthy Snacking U&A Study by nutrition company Glanbia Nutritionals, chocolate is the most popular protein bar flavour, followed by other sweet flavours including salted caramel, white chocolate, hazelnut whip, and fruit and nut.

Is savoury the future of health snacking?

In a segment led by sweet, nostalgic, and dessert-like flavours, however, protein bars and snacks are now expanding to include salty, savoury alternatives. Salty taste profiles tap into a new flavour profile and options for ingredient applications.

“They are aligned with the most important long-term growth trends,” Julian Mellentin, founder of New Nutrition Business, told Ingredients Network. “By ‘salty’, I mean savoury – non-sweet.”

Reinventing the protein bar category?

US snack bar startup Takeaways is the latest brand to tackle protein bar development, focusing on a salty flavour profile.

Launched in June 2026, Takeaways has emerged with savoury cheese-based protein puffs in three varieties: white cheddar, cheese pizza, and pepper jack. The fan-favourite flavours are likely to resonate with US audiences, reminding consumers of popular snacks at sports events and social occasions.

The brand’s “clean finger food” messaging strikes a balance between nostalgia and convenience, aiming to appeal to consumers seeking something different from familiar sweet-tasting protein bars.

The 32-gram bars offer a 1:10 protein-to-calorie ratio, with 12g of protein and 120 calories. The nutritional snack brand promotes its range as a “complete protein on the go” that also contains 3g of fibre and 1-2g of sugar.

Savoury on-the-go protein push

Big-name and longstanding brands are also reimagining their savoury snacks.

Cheese brand Babybel has recorded record growth in 2026, with its 20g single-serving portions appealing to on-the-go consumers looking for high-protein snacks.

The household name launched its latest product, Babybel Pro, in the savoury snacking market in March 2026, offering 5 grams of natural dairy protein and active probiotics per piece. The snacking giant has also invested $200 million (€175 million) to double its production output at its South Dakota, US, facility to 20,000 tonnes per year.

US high-protein brand Chomps, meanwhile, markets snacks made with grass-fed beef. In 2026, the company's sales are projected to be around $900 million, a 50% increase from 2025.

“It has a 10% share of the fast-growing meat snacks market,” Mellentin said.

Grass-fed meat snacks have enjoyed notable success in the US by meeting multiple consumer demands, namely animal protein, lower sugar, great taste, and reassurance about sustainability.

“Growth in animal protein snacks is more about delivering what consumers want than about innovation,” Mellentin added.

Are traditional sweet, indulgent, dessert-like bars out?

Snacks and protein bars featuring traditional sweet flavours like chocolate and salted caramel, as well as dessert-like combinations with a fruit or nut element, will still remain on supermarket shelves.

“Sweet bars have their place because consumer beliefs about food and health are diverse,” said Mellentin. They may just need to make more shelf space for savoury alternatives.

We can expect the sweet protein bar and snack category to evolve to compete with its savoury counterparts. Manufacturers will likely explore new product development in the sweet category, formulating with new flavours, unexpected twists, and novel influences.

“The category will not go away, but it will mature,” Mellentin added.