The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

In a move to cater to the growing demand for healthier snacking options, Leeds-based bakery brand HeyLo! has launched the UK's first crackerbreads made from lupin flour.

This innovative product, designed for the January reset, targets consumers seeking low-carb, high-protein alternatives as they embrace new dietary resolutions for the year.

The new HeyLo! Crackerbreads, which are now available on the brand’s webshop, offer a unique proposition in a market often criticised for dense and unpalatable low-carb snacks.

With only 1.5g of carbohydrates and 5.7g of protein per cracker, these products are positioned as ideal choices for those adhering to keto diets and other low-carb lifestyles.

The use of lupin flour, a naturally low-carb and high-protein ingredient, aligns with the increasing consumer interest in functional foods that promote satiety and metabolic health.

Founded in 2022 by Heidi Normanton, HeyLo! has quickly established itself in the better-for-you bakery category, experiencing a 20% year-on-year growth.

Normanton’s personal low-carb journey inspired the creation of the brand, which aims to fill a gap in the market for nutritious yet enjoyable bakery products.

The launch of the Crackerbreads builds on the success of HeyLo!’s existing range, which includes low-carb breads, bagels, wraps and granola.

The timing of the launch is strategic, coinciding with the peak of the January reset when consumers are actively seeking healthier food options. Normanton expressed the brand’s commitment to “food freedom,” allowing customers to enjoy their favourite foods without guilt.

“We plan to tackle the ‘New Year, New You’ market with a different kind of wellness positioning,” she said. “Our focus is on a quarter-long campaign rather than a single month, promoting a ‘90 days of yes’ message that encourages guilt-free eating.”

The Crackerbreads are designed for versatility, suitable for snacking, light lunches and as part of protein-forward meals, distinguishing themselves from competitors that often rely heavily on seeds and are perceived as less appealing.

HeyLo! says the clean, crisp texture of Crackerbreads aims to overcome common consumer barriers to repeat purchases in the low-carb category.