NPD Trend Tracker: From fish-free salmon to classic flavour throwbacks

By Donna Eastlake

- Last updated on GMT

Image credit: GettyImages/BrianAJackson
Image credit: GettyImages/BrianAJackson

Related tags Npd Innovation New product development plant-based Fish alternatives Bakery

The classics are getting a makeover in this week’s NPD trend tracker. And that’s not all! Discover the latest innovations from the world of food and beverages.

Meal-replacement drinks with a ‘clever’ twist

Meal-replacement powder brand, vybey, is launching its brain-care range into Europe this month.

Image credit: Vybey

Founders Gordon Belch and Rory Paterson say they created the meal-replacement powder with nootropics, ‘to support brain health and overall wellbeing’.

“We try and see things a little differently from a number our sports nutrition peers,” says Gordon Belch. “Be that our innovative meal powders in a bottle, which not only enables consumers to add their liquid of choice but also dodge the unwelcome ‘added oil’ that many RTD meal shakes introduce to bump up the calorie count. Then there’s vybey’s unwavering commitment to brain-boosting ingredients such as the nootropic lion’s mane mushroom, which supports cognitive function and wider wellbeing needs.”

Vybey is available in Wholefoods and online.

SAL-NOM not SAL-MON – the fish-free alternative

Berlin start-up, BettaF!sh, is introducing its latest product: SAL-NOM, a plant-based alternative to hot-smoked salmon.

BettaFish - SAL-NOM
Image credit: BettaF!sh

The fish alternative is made from European seaweed and joins other products in the brand’s fish-free portfolio, including TU-NAH, launched in 2021.

“SAL-NOM is not just a product; it showcases our dedication to innovation, sustainability, and taste,” says Deniz Ficicioglu, CEO of BettaF!sh. “By leveraging the natural benefits of seaweed, we offer a fish alternative that is not only delicious but also significantly contributes to the protection of our oceans and personal health.”

“We worked on our product until SAL-NOM could convince both in terms of taste and nutritional values,” adds Leonie Wagner, food technologist and product developer at BettaF!sh. “The initial feedback from taste testers has exceeded our expectations!”

BettaF!sh SAL-NOM will be available online from this summer – RRP 3.29 EUR for a 130g jar.

A taste of Lebanon for lunch

Innovative bakery brand, Deli Kitchen, is launching its new Lebanese Style Flatbread. The product is said to be inspired by Lebanese Khubz, which is a Lebanese pita bread traditionally made daily. It can be served in a myriad of different ways including wrapped, filled or topped.

Flat Breads
Image credit: Deli Kitchen

“The launch of the Deli Kitchen Lebanese Style Flatbread signals our desire to remain leaders in innovation in the flatbread market,” says Tim Wittekind, head of brand, NPD & Innovation at Deli Kitchen.

The new Deli Kitchen Lebanese Style Flatbread is available in Sainsbury’s stores and online - RRP £1.50 per packet.

A ‘Mega’ twist on a classic flavour combo

The Yorkshire Baking Company is expanding its limited-edition Mega Loaf range, with the launch of its new Jam & Coconut Mega Loaf.

Image credit: Yorkshire Baking Company

Traditionally baked to a classic recipe, the new family sharing loaf cake is a twist on the classic flavour and follows the launch of the Banana Mega Loaf and Carrot Mega Loaf.

“This summer, we wanted to introduce something new and exciting to the bakery market,” says Arainn Cleland, sales director of Yorkshire Baking Company. “Whilst the combination of jam and coconut remains a British classic, it was our aim to add our own modern twist by launching this family favourite in our great value Mega Loaf format.”

The Jam & Coconut Mega Loaf will be available from Morrisons stores and online from 19 June - RRP £2.50 per loaf.

Classic summertime flavours but with a bit less sugar

Fearne & Rosie is adding to its reduced-sugar jam range, with a summertime classic, raspberry.

Fearne and Rosie
Image credit: Fearne & Rosie

“I’m so excited to be bringing raspberry back into the Fearne & Rosie fold,” says founder, Rachel Kettlewell. “We always aim to make a healthier product that’s affordable to families, and we can’t wait to hear what our customers think. The business was born from a belief that there had to be a better alternative to the sugar-packed jams that dominated the market. Four years on, we’re so grateful to have the continued support of our retail partners.”

Fearne & Rosie jams are made using 100% natural ingredients and no concentrates or palm oil.

Fearne & Rosie raspberry jam is available online now - RRP £3.30 for a 310g jar. 



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