From Crunch to CRONCH: The Snacks Making Noise in 2025
Britain is a nibbling nation of snickety- snackers that boasts one of the most enviable snacking categories in the world. In fact, if you’re a global snacking business, there are two markets you really need to nail: the US and the UK. So, it’s safe to say, we know how to snack.
Describe your perfect Sunday and I’d bet my left shoe that there’s some form of snacking option on the menu; whether you’re going for a duvet day or a sweaty trek in the countryside, there’s always a need for the perfect tasty partner.
I had the pleasure of being a retail buyer for the snacking category for a couple of years, and it’s one of the fastest-paced aisles in UK stores with innovation and new product development (NPD to the pros) rolling in like an out-of-control trolley across a windy car park. I remember the food boffins telling us that by 2025 we’d all be munching down on insects for snackable moments in the UK and, whilst I’m not saying that day will never come, I’m pleased that it isn’t food normal just yet; the most snacking ‘feet’ I want to put in my mouth are the ones on the Monster Munch Monster, thank you.
‘But, Simon, what makes a good CRONCH?’ (I’m refusing to spell it as crunch for the remainder of this piece.) Yes, I’m not ashamed to say that I delight in being everyone’s least favourite person in the cinema by having the loudest snack I can find and chomping my way through Lilo & Stitch.
Well, the number one factor is the decibel level the food makes upon chomping. So… if you can’t hear the person speaking next to you, then you’re probably onto a winner. Flavour, obviously, is still king. Snacks that focus their attentions anywhere else enter the market and exit just as fast as if being pursued by a bear, so a combination of the two is key to the ultimate cronchy snack.
So, with that in mind, let’s dive into what turned out to be my favourite review of new snacks to the market in search of the ultimate CRONCH!
ManiLife
Mani Life Peanuts Like No Other Chilli and Lime
ManiLife doesn’t miss when it comes to flavour, it’s just not what ManiLife does! So here’s another win for the stable and a proper flavour journey. A sweet and bitter lime entrance gives way to a salty, umami and spicy finish with a lasting chilli flavour. The eat is premium and definitely tasty!
Cronch Scale: 3 out of 5 (but made up for by the exceptional flavour delivery)
£2.80 | 75g | Waitrose
Ibis
Ibis Bean & Rice Cakes with Kep Salt
If you look up the phrase ‘don’t judge a book by its cover’ you’ll find a picture of these bean and rice cakes. Great flavour and surprisingly good on the cronch factor too. But let’s not get too carried away, you never want a rice cake to overpower your fish (sorry, really old cultural reference there) or your schmear of hummus, but this balances flavour and delicacy well…and, if you count, it’s just 19kcal per cake.
Cronch Scale: 3.5 out of 5
£1.89 | 130g | Ibis Rice
Taking the Pea
Taking the Pea Cheesy & Onion
These are pleasing cheesy peas! The flavour delivery is superb but not too overpowering, and you’re not left with a load of dust on your fingers (or wiped on the front of your Jorts). The protein element of the pea also delivers a brilliant savoury umami, so the portion size is a perfect quick (and healthy) snack. You’d be forgiven for thinking you were eating a bag of nuts, just pass me an IPA and I’m away!
Cronch Scale: 4.5 out of 5
£12 | 12x25g | Taking the Pea
White Rabbit
White Rabbit Almond Biscotti
Welcome to the first sweet entrant to the party! I think we all have a lasting memory of what a biscotti is in the UK. It’s that stale-looking and tasteless thing that gets popped on the side of your brew when they’ve run out of Biscoff biscuits (please don’t hate me, Italy). Well, White Rabbit wants to kick your opinions in your soft areas and deliver something loads better! This biscotti is super sweet and the Cronch! 5 out of 5. Yes Rabbit.
Cronch Scale: 5 out of 5
£2.95 | 150g | Ocado
Joe & Seph’s
Joe & Seph’s Pistachio Cream Popcorn
OK, you could be forgiven for asking where the bandwagon is to jump on with this one…yes, it’s another pistachio cream product…but it’s not just any pistachio cream product…it’s the one you NEED to try. Forget that massive bar of chocolate from M&S, get yourself Joe & Seph’s popcorn. The creamy sweetness just works so well in a popcorn snack, and Joe & Seph’s are the only gourmet purveyors of the popped corn you need to know about IMO.
Cronch Scale: 1 out of 5 (it’s a low score on Cronch, but it’s a SUPERB product)
£4 | 70g | Joe and Sephs
Raise
Raise Coconut & Almond Clusters
Clusters are the snacking format for the future of healthier snacking, and Raise are the only folks taking this challenge on wholeheartedly and running with it. Their Coconut & Almond clusters deliver a light, oaty and nutty eat that manages to straddle the invisible line between savoury and sweet
Cronch Scale: 1.5 out of 5
£20 | 12x35g | Raise Snacks
Burts Ridges
Burts Ridges Reaper Chilli & Lime
I was really excited to try these because I’m a Hot Head, and Carolina Reaper is a beautiful heat, however…I’m really sorry, Burt, but these just didn’t hit the spot. It’s a really great crisp. Super premium and well crafted. The lime flavour is brilliantly delivered, but there is no heat at all. The Cronch is BIG, which is definitely a saving grace, and I also tried the Mature Cheddar & Caramelised Onion Chutney, which is brilliant, but I’m afraid Burt took me from giddy kipper to soggy slipper with the unrequited promise of the Reaper!
Cronch Scale: 2 out of 5
£10.80 | 20x40g | Mr Scratchings
Strong Roots
Strong Roots Air Bites Crispy Pea & Lemon
Who would have thought we’d have something frozen in a Cronch crusade? Well, strap in, because we only went and got one! So, I’m not showing off or anything, but I do have an Airfryer, so I was very excited to give these a go, and they were CLASS. Really good textural juxtaposition between the cronchy exterior and the creamy, light interior. The flavour and seasoning work so well. It’s never going to be super cronchy, but definitely a worthy entrant to the crusade.
Cronch Scale: 2 out of 5
£3.10 | 300g | Waitrose
So there you have it folks! The next time you’re planning the perfect snacking Sunday, make sure you don’t neglect the CRONCH!