The success of sprouted snack brand Way Better has led observers to predict a new trend © Way Better snacks
Sprouted grains could be the next big food trend in 2015, according to an industry research firm.
The food, which has a long history in Central European and Middle Eastern baking, meets “consumers’ desire for ‘good carbs’ and healthier snacks,” New Nutrition Business said. It cited American snack brand Way Better as an example of its potential: it generated sales of $25m in three years after securing listings in more than 20,000 stores.
The research body continued to predict that the US market for sprouted grains could reach sales of $250m by 2018. A 2014 survey by the Way Better brand suggested that 17% of Americans were aware of products with sprouted grains and seeds in them.
Julian Mellentin, director of New Nutrition Business, said: “By taking grains and sprouting them before using them in snacks and other foods, they’re delivering ‘good grains’ that are naturally gluten-free for people who want to avoid bad carbs and snack more healthily.”
The company added: “A number of breakfast cereals from start-ups and organic brands are using sprouted grains and the concept has even shown up in better-for-you pizza.
“Like all important ingredient trends, this one is starting under the radar but its ‘naturally functional’ credentials mean that sprouted grains will only become more common as an ingredient.”
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