How Snacking is Embracing the Product Age

Snacks are no longer just fuel — they’re becoming part of an emotional, sensory, and social experience that consumers are eager to engage with. The rise of TikTok, YouTube, and Instagram are among the drivers of this trend, with creators making the most of bold, extreme, and unusual product experiences to drive likes and views. From the fiery heat of Samyang’s Buldak Noodles to the jaw-puckering sourness of Toxic Waste Candy, snacking has become all about the experience.

One of the clearest examples of this shift is the growing popularity of extreme flavors and textures. Snacks that push the limits — whether they’re unbearably spicy, intensely sour, or boast unexpected textures — are designed to create a visceral reaction. These extreme sensory experiences not only grab consumers’ attention but also give them a reason to share their reactions online, fuelling organic engagement in a way that traditional ads simply can't.

Brands like PepsiCo have recognized this trend and are actively developing products that deliver more intense, immersive experiences. The return of Doritos Roulette, where one chip in a handful is significantly hotter than the rest, is a prime example of how established brands are tapping into the demand for daring snacking experiences. These products not only draw in thrill-seeking consumers but also provide the perfect fodder for viral social media challenges, giving brands massive exposure without a single ad.

For Generation Alpha, growing up on such extreme product experiences will inevitably increase experimental behavior in the years ahead, as Phiala Mehring, Director of Experiences at MMR Research explains. Commenting on the vast array of extreme choices, Phiala believes that they ‘are exposing youngsters to challenging tastes’ which will impact what this new generation will demand for dinner in the years to come.

The shift towards product experience isn't just about capturing attention, it's also about building deeper connections with consumers. As people grow tired of superficial marketing tactics, they’re seeking out brands that offer genuine value, excitement, and novelty. In this new landscape, product innovation becomes a critical component of brand loyalty.

A 2023 survey by Nielsen found that 56% of consumers are willing to pay more for snacks that provide a novel experience. This points to a rising expectation among shoppers for more than just a functional snack — they want a product that offers a multisensory experience, something they can talk about, share with friends, and savor beyond the act of eating.

This trend has created new opportunities for both established and emerging brands. Smaller players in particular have a chance to break through the clutter by offering unique, memorable products that capture the imagination of consumers. For example, U.S disruptor Deux makes ‘donut holes’ that hit all the right notes, but with much less sugar and functional ingredients designed to boost energy.

While bold flavors grab headlines, the evolution of snacking experiences goes beyond just taste. Brands are increasingly focusing on how texture, packaging, and even the eating process itself can enhance the consumer’s overall experience. Sensory cues like crunch, aroma, and visual appeal are being engineered to deliver a more immersive and engaging snacking moment.

Take Wotsits, for example. This classic snack brand has embraced the relationship between texture and flavor, offering a product that connects the crunchiness of the snack with a prolonged flavor release. Studies have shown that consumers often associate crunch with a more intense flavor experience, adding another layer of enjoyment to the snack.

Moreover, this focus on multisensory experiences extends to the way products are packaged and presented. Interactive packaging, such as QR codes that reveal pairing suggestions or personalized content, invites consumers to engage with the product in a more dynamic way. Some brands are even incorporating gamification into their product lines, challenging consumers to participate in flavor tests or heat challenges, further enhancing the overall experience.

Reaching consumers in the so-called low attention economy is only going to become tougher, but snack manufacturers will continue raising their game with high octane product experiences, with all their sensory, emotional, and social dimensions.

In the coming years, we can expect more snack brands to push the boundaries of flavor, texture, and packaging as they look for new ways to stand out. From ultra-spicy snacks to highly interactive eating experiences, the snacking sector is poised to become a playground for bold, innovative, and immersive product experiences that engage consumers on a deeper, more meaningful level.

Brands that can successfully pivot from traditional advertising to experiential marketing will not only capture the attention of today’s distracted consumer but will also build lasting loyalty in an increasingly competitive market. And as the snacking landscape evolves, it’s clear that the future belongs to those who can transform their products into unforgettable experiences.

Find out which brands are disrupting the snacking category – from Sensory Extremists to Health Heroes – by downloading our brand-new Growth Spaces Quarterly. It’s packed with jumping off points for your next ideation session!