Convenience remains a central driver of NPD, with brands focusing on formats that fit into time-poor routines without sacrificing taste or perceived quality.
At the same time, cleaner labels and simplified ingredient decks are becoming table staples, particularly in categories under sustained scrutiny such as meat-free and kids food. Brands are using reformulation and new processes to address concerns around processing, additives and nutrition.
Snacking continues to diversify beyond traditional formats, with interest growing in alternative bases, bolder flavours and products that travel across retail and foodservice channels. The line between indulgence and better-for-you is increasingly blurred.
Across categories, brand stretch is also evident, with established names moving into adjacent spaces to capture new occasions and retain relevance with evolving shoppers.
The result is a pipeline of launches aimed squarely at incremental growth rather than line extension alone.
Over the Moo
Plant-based ice cream brand Over the Moo is rolling out a new UK-facing brand push this summer with the launch of its Find Love in Your Freezer campaign.
Developed by creative agency Dog, Cat & Mouse, the social and outdoor-led activity positions the freezer as a core snacking destination, reflecting the brand’s focus on everyday frozen treats rather than occasional indulgence. The campaign is supported by a six-figure marketing investment designed to build awareness alongside new retail distribution.
The activity coincides with expanded listings across multiple markets. In the UK, Over the Moo is available via rapid delivery platform Zapp and through a network of more than 300 independent delis nationwide.
Internationally, the brand is growing distribution in mainland Europe through Continente in Portugal and in the Middle East via UAE-based retailer Kibsons, signalling ambitions beyond the domestic market.
Over the Moo’s portfolio centres on bite-sized, plant-based ice cream products inspired by classic choc ices. The range features coconut mylk-based ice cream coated in dark chocolate and is positioned as lactose-friendly and lower calorie, with each bite containing fewer than 30 calories.
Maggi Global Kitchen
Maggi is entering the ready meals category with the launch of Maggi Global Kitchen, a new ambient range of single-serve microwaveable meals inspired by familiar global flavours.
Rolling out now in the UK and Ireland, the range is designed to be ready in two minutes, extending the brand beyond its established core of recipe mixes, sauces and instant noodles and into a faster, heat-and-eat format.
The launch range spans six SKUs: Spaghetti Bolognese with Beef, Chicken Tikka Masala with Rice and Lentils, Teriyaki Noodles with Chicken, Mushroom Risotto with Chicken, Sweet and Sour Chicken with Rice and Chickpea Korma with Rice.
Each meal comes in a 260g pouch with simple preparation instructions, targeting lunchtime occasions and evenings when cooking from scratch is not practical. All SKUs are low in saturated fat and provide at least a source of protein, supporting Maggi’s long-standing positioning around convenient, balanced meals.
Ella’s Kitchen Kids
Ella’s Kitchen is extending beyond baby food with the launch of Ella’s Kitchen Kids, a new ambient snacking range aimed at children aged 18 months and over.
The move marks a strategic UK expansion beyond the weaning stage, targeting families looking for convenient food options as children become more independent eaters. The brand is positioning the range as a better-for-you alternative to traditional kids snacks, which often sit outside the baby aisle and are typically high in salt or heavily processed.
The initial rollout focuses on snack formats designed for lunchboxes, picnics and everyday grazing. The range launches with Crunchy Stix in Cheese + Onion, Tomato + Basil and Pesto flavours, alongside Wild Crackers in Tomato + Oregano, Pea + Basil and Carrot + Rosemary.
All products are non-HFSS, with the Stix containing less than 0.04g of salt per pack and the Crackers less than 0.05g, aligning with Ella’s Kitchen’s nutritional credentials while appealing to older toddlers’ developing tastes.
Quorn expands chilled
Quorn is strengthening its presence across chilled and frozen this spring with two launches designed to tap into demand for convenient, great-tasting meat-free meal solutions.
The UK’s leading meat-free brand is extending its No Artificial Ingredients proposition into chilled for the first time, while also adding a new flavour-led option to its frozen meal centres range.
Quorn Chilled Mince has returned to shelves at Tesco and Sainsbury’s, reformulated with no artificial ingredients. The 230g pack, priced at £2.79 and serving three, contains just four ingredients and cooks in under 10 minutes, targeting quick midweek meals.
High in protein and fibre and low in saturated fat, the product delivers 73 calories per serving and is positioned as a nutritious alternative to meat mince.
In frozen, Quorn is expanding its meal centres offering with Lemon & Pepper Schnitzel, launching in Sainsbury’s and Asda this May. The 220g product, priced at £2.85 and serving two, is designed for air fryer or oven cooking in under 15 minutes.
More Toddler Foods
More Toddler Foods is entering the baby and toddler food category with a freeze-dried meal range aimed at parents seeking healthier, more transparent alternatives to traditional puree pouches.
Launching with listings at Ocado and selected independent retailers including Nourished Communities, the brand is targeting a space that continues to face scrutiny around nutritional claims and levels of processing. The proposition focuses on real textures, natural ingredients and simple preparation, with meals that require only water to be added.
The initial range includes three SKUs: 5 Veg Macaroni, Super Green Pasta Stars and Sweet Potato & Aubergine Dhal. Designed for children aged 10 months to four years, the meals are positioned for use both at home and on the go, offering convenience without relying on heavily processed formats. The freeze-dried approach allows the brand to retain flavour and nutrients while delivering lightweight, shelf-stable products that fit modern family routines.
The business was founded by Edward van der Lande, a former army officer and parent of two, who drew on experience with nutrient-dense freeze-dried food used in elite forces. Backed by a Surrey business development grant and Innovate UK support, More Toddler Foods is positioning itself as a premium-tier option for retailers, offering an alternative to mainstream toddler pouches while responding to growing demand for quality-led convenience in early years nutrition.
Salty Dog Crackers
Salty Dog is expanding its fine snacking portfolio with the launch of Chilli Rice Crackers, due to debut in June 2026.
The Chilterns-based brand, best known for its hand-cooked crisps, continues to broaden its range beyond potatoes, building on an established line-up that already includes roasted corn kernels under the Darling Corn brand and a five-strong nuts range spanning cashews and multiple peanut formats.
The new Chilli Rice Crackers are positioned as a generously sized bag of rice cracker clusters, combining a light, crunchy texture with a bold chilli seasoning.
The launch reflects Salty Dog’s strategy of extending into staple snack crops while maintaining a focus on flavour intensity, texture and crunch. According to co-founder Dave Willis, the move allows the brand to further cement its role as a one-stop fine snacking supplier, appealing to shoppers looking for alternatives to traditional crisp formats.
Targeted at a broad range of out-of-home and retail channels, the crackers are designed for multiple occasions, from casual snacking to food-to-go and drink-led environments.
