# Reformulated Whole-Grain Snack Products Jacob’s Twiglets are Debuting a New Recipe By Michael Hemsworth | Published 2022-06-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jacobs-twiglets References: [talkingretail](https://www.talkingretail.com/products-news/crisps-snacks/pladis-expands-non-hfss-portfolio-with-new-recipe-for-twiglets-31-05-2022/) & [jacobs](https://www.jacobs.co.uk/)  [Jacob’s](https://www.trendhunter.com/trends/mini-cheddars-nibblies) Twiglets are debuting a new recipe in the UK to position them as a non-high in fat, salt and sugar (HFSS) product ahead of restrictions that will be coming to the market. The new recipe for the iconic snack product features a high level of fiber thanks to whole-grains and a lower level of fat thanks to a baked, not fried format. The recipe also contains 60% less salt than the original. The changes to the recipe are being communicated to the consumer through updated branding on the front of each pack. Marketing Director for Savoury Snacks at [Plaids UK & Ireland](https://www.trendhunter.com/trends/go-ahead-fruit-oat-bakes) Leighton Wall spoke on the new Jacob’s Twiglets recipe saying, "Like the rest of our portfolio of savoury snacks, Jacob’s Twiglets have recruited a legion of fans thanks to their characteristic flavour. This meant updating the recipe was not something we took lightly...The new Jacob’s Twiglets recipe doesn’t just retain the brand’s familiar taste – it enhances it – and our improved recipe will help us offer even more [non-HFSS choice](https://www.trendhunter.com/trends/unique-snacks) to shoppers.” ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 49% | Activity: 70% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Reformulated Whole-grain Snacks:** Companies can look to revamping traditional snacks to make them healthier and appeal to health-conscious consumers. - **Lowering Salt Content in Snack Foods:** Snack companies can appeal to health-conscious consumers by reducing the sodium content in their products while keeping the flavor. - **Updating Packaging to Highlight Healthier Options:** Companies can update their product packaging to highlight the healthier ingredients and benefits of their snacks. ### Where This Applies - **Snack Food Industry:** Snack food companies can reformulate their products to appeal to health-conscious consumers and adapt to new market regulations. - **Food Packaging Industry:** Food packaging companies can provide updated packaging solutions to showcase healthier snack options on the shelves. - **Health Food Industry:** Health food companies can find opportunities to expand their product lines to include healthier snack options that appeal to a wider consumer base. ## Related on Trend Hunter - [Oven-Baked Low-Fat Snack Crisps](https://www.trendhunter.com/trends/jacobs-crinklys.md) - [Cheesy Low-Fat Cracker Snacks](https://www.trendhunter.com/trends/mini-cheddars-nibblies.md) - [Reformulated Health-Focused Snack Products](https://www.trendhunter.com/trends/walkers-snacks.md) - [Nutritious Reformulated Snack Bars](https://www.trendhunter.com/trends/go-ahead-fruit-oat-bakes.md) - [Modernized Cracker Product Ranges](https://www.trendhunter.com/trends/jacobs-crackers.md) - [Cheesy Oven-Baked Biscuits](https://www.trendhunter.com/trends/jacobs-bites.md) - [Health-Focused Popped Snacks](https://www.trendhunter.com/trends/popchips-snacks.md) - [Savory Snack Biscuit Products](https://www.trendhunter.com/trends/jacobs-biscuits.md) - [Lifestyle-Conscious Popcorn Snacks](https://www.trendhunter.com/trends/proper-snacks-propercorn.md)