Q&A: Antithesis Foods Talks Better-For-You Snacking
One trend that has continued to grow in recent years is the increase in snacking among consumers.
A recent study from branded snack giant Mondelēz found that 75% of consumers “always find room” for snacks in their grocery shopping, and 55% of consumers make a meal out of snacks at least once a week. According to recent insights from Acosta Group, shoppers today choose evenly between healthy snacks (49%) and "junk food" (51%), however, 61% of higher income households choose healthy snacks.
With the demand for healthy snack food options growing, including among private label shoppers, Antithesis Foods is on a mission to create better-for-you, plant-based and grain-free snack options. Founded in 2017 by Cornell University food science students, the company formulates chips, cookies and crackers with nutrition in mind.
Store Brands recently spoke with Jason Goodman, CEO, and Ashton Yoon, COO, about the company’s mission, product development, snack trends, private label and more.
STORE BRANDS: Briefly describe Antithesis' mission and the products it creates.
Antithesis Foods: Our mission is to make it easier for people to eat better by making nutrient dense processed foods actually taste good, which we like to call “stealth health." At Antithesis, we think eating better shouldn’t be a compromise between taste, nutrition, price and convenience. We founded the company to use the best food and nutrition science to make better food.
We obsess over product and work with retailers who are obsessed with brands to make an impact on the health of people and the planet. Currently, we focus on making better-for-you processed snack foods such as cookies, crackers, chips and inclusions for ice cream & yogurt.
SB: Has the company worked with any retailers yet on private label snacks?
AF: We have several products with anticipated launch dates in 2024, so stay tuned for updates.
SB: Tell us about the development process. How does Antithesis work to develop healthy snacks? How does it determine which ingredients are the best fit for each product?
AF: Great retailers know their customers and have well informed views on what those customers want to purchase. We work from there, translating those insights into products that retailers are proud to put their brand on—whether it’s a cookie with the lowest calorie count, the cracker with the most plant protein, or the biscotti with the most prebiotic fiber.
We are an interesting combination of both a service and a product company and that’s where we add a lot of value. In many cases, we have off-the-shelf options across cookies and crackers, but we love building something unique from scratch that strongly differentiates brands.
We are a full turnkey solution, delivering innovative and great tasting products while eliminating retailers' need to spend time and capital on the complexities and minutiae involved with formulating, scaling, manufacturing, and compliance. We focus on product, allowing you to focus on building your brand.
SB: Are there challenges to this process as far as developing the proper taste, texture, etc.?
AF: Making nutritious foods that taste good and at a price that a broad consumer base can afford is tough. We are constantly sourcing and testing the most innovative ingredients, it’s always a balancing act between taste, texture, nutrition and cost. Fortunately, formulating great tasting yet nutrient dense products is our core competency at Antithesis.
SB: Overall, what are the major trends in better-for-you snacking? Are there any products consumers are gravitating to more than others?
AF: You can never have enough protein or use less sugar. Those are the top two trends we see consistently year after year in better-for-you snacking. Aside from those evergreen trends, we are seeing a few other flavors…
- Literally, Flavors: Flavor profiles inspired from worldwide cuisines as the norm, gourmet and specialty flavor combinations, and nostalgic product concepts.
- Good for the Gut: Actual functional ingredients like prebiotics, various fibers and resistant starches.
- Planet Power: Upcycled ingredients, ingredients grown via regenerative agriculture and naturally sustainable ingredients (i.e. pulses, seaweed, etc.)
- Make it Mini: Bite-sized, more pieces and more volume per serving. More pieces makes it more snackable.
SB: What could retailers gain by having healthier snack options in their private label portfolio?
AF: Retailers who adopt distinctive and healthier product offerings under their own brand have successfully cultivated strong identities, resulting in a more loyal customer base that tends to spend more money. Additionally, with the new FDA regulations that redefine “healthy” foods, not only will many snack foods necessitate reformulating, but also consumers will continue to become increasingly aware of what healthy actually is (and demand they get it!).
Although achieving this can be challenging, we strive to simplify the process by offering customizable better-for-you products that retailers can proudly associate with their name.