# Vegan-Approved Snack Chip Flavors The Salt & Vinegar Properchips Make a Classic Flavor Healthier By Michael Hemsworth | Published 2020-05-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/salt-vinegar-properchips References: [foodbev](https://www.foodbev.com/news/proper-debuts-salt-vinegar-properchips-flavour/) & [proper](https://proper.co.uk) Conventional potato chips have made several flavors particularly popular amongst consumers, which is something the new [Salt & Vinegar Properchips](https://www.trendhunter.com/trends/salt-n-vinegar-flavored-popcorn) take in stride. The iconic snack flavor has been given a health-focused overhaul by the UK-based [Proper](https://www.trendhunter.com/trends/properchips-multipacks) brand and is achieved using lentil chips that have been perfectly seasoned without any artificial flavorings or citric acid in the mix. The snack contains 30% less fat than leading potato chip alternatives and also boast a vegan-friendly recipe. Co-Founder of Proper snacks Cassandra Stavrou spoke on the Salt & Vinegar Properchips launch saying, "Last year saw the launch of Properchips – a seriously exciting move for Proper, that has taken us from the [leading premium popcorn-maker](https://www.trendhunter.com/trends/new-proper-snacks-propercorn) to the biggest new brand in better-for-you. More and more people are demanding healthier, snacking options throughout the day, but taste remains the number one priority. Our latest flavor was created in direct response to this, made using a crispy, lentil base and nothing but natural seasonings. After months of tasting and tweaking, we’re proud to have recreated one of the nation’s most popular flavor profiles, providing shoppers with a healthier alternative to a classic flavor they know and love.” ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 4% | Activity: 15% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Health-focused Snack Options:** The success of Properchips has created an opportunity for companies to turn classic unhealthy snacks into health-focused options by using alternative ingredients and natural seasonings. - **Rise of Vegan Snacks:** There is an increasing demand for vegan-friendly snacks, with an opportunity for companies to create innovative new flavors using plant-based ingredients. - **Better-for-you Snack Brands:** The growth of Proper brand from being a premium popcorn maker to the biggest new brand in better-for-you snacks, highlights an opportunity for companies to capitalize on the health-focused snacking trend. ### Who This Affects Most - **Healthy Snack Industry:** Companies can develop healthier snacking options to meet consumer demand for healthier, natural and lower calorie options. - **Vegan Food Industry:** Developing innovative new flavors using plant-based ingredients can help companies build market share in the growing vegan-friendly snacks market. - **Snack Brand Industry:** The shift towards healthier snacking options can enable companies to capitalize on the burgeoning better-for-you snack market. ## Related on Trend Hunter - [Lifestyle-Conscious Snack Chips](https://www.trendhunter.com/trends/proper-crisps.md) - [Portioned Lentil Chip Packaging](https://www.trendhunter.com/trends/properchips-multipacks.md) - [Boldly Flavored Chickpea Chips](https://www.trendhunter.com/trends/flavored-chickpea-chip.md) - [Savory Lower-Fat Potato Chips](https://www.trendhunter.com/trends/simply-roasted-sour-cream-chive.md) - [Fiber-Rich Hot Sauce Snacks](https://www.trendhunter.com/trends/proper-house-hot-sauce-lentil-chips.md) - [Vegan-Friendly Seafood Chips](https://www.trendhunter.com/trends/fairfields-farm-prawn-cocktail-crisps.md) - [Vegan-Friendly Nacho Crisps](https://www.trendhunter.com/trends/popchips-nacho.md) - [Balsamic Vinegar Hummus Chips](https://www.trendhunter.com/trends/hummus-chips.md) - [Revamped Vegan Snack Chips](https://www.trendhunter.com/trends/fairfields-farm-crisps.md)