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The number one for me is the Salted Carmel. I need to hide these otherwise they will be gone in a single afternoon. In the UK, some of the more pioneering health-focused retailers have already established specialised keto areas in store and online – in a similar approach to that which saw gluten-free and plant-based categories break into the retail mainstream.
Each Salted Caramel Keto Collective bar contains 7.2g of protein and just 4.7g of fat with the following nutritional information being disclosed on the bars and webstore: Nutritional Information
Abdel-Majeed agrees that it is important that any keto innovation remains true to the core principles of the diet. "It's more than just filling products with all kinds of artificial ingredients – natural products matter too so we will continue to promote that.”
However, others strike a more cautious tone about the segments and product formats that keto should drive into. Purition’s Taylor noted: “The last thing keto needs is mass innovation. Innovation invariably means refined ingredients and hyper palatability. Gluten free used to mean not eating wheat, innovation replaced the wheat but processed gluten-free products are not healthy. I hope this does not happen to keto but sadly it's happened in the USA with many product being labelled as keto that are not compatible with a keto diet or are compatible but are highly refined.” Gluten-Free: We cater to different dietary needs, and all our products are gluten-free, making them a great option for those with gluten sensitivities or Celiac disease. Like Bildner, she believes consumers are in the driving-seat when it comes to increased uptake of keto. “ Consumers are driving the needs, brands like us are providing the products and retailers are starting to listen.”Keto could be about to become the next breakout category, as interest is boosted by a virtuous cycle of increased availability and accessibility. Boostball’s Bonning added that online is an important sales channel for keto brands, with a rising number of keto specialist e-shops in the UK and other European markets. “The online presence of keto shops is rising such as Keto Supply. Germany is another area we have noticed a surge in e-commerce and retail keto supply, Simply Keto is a strong prime example.” Innovation opportunity… and risk For many pioneering brands in the keto space, innovation is boosting consumer excitement and expanding the boundaries of what was once a highly niche diet. No Guilt Bakes is one such innovator that has moved keto into an area that wouldn’t be thought of as a natural space for a low-carb, low sugar diet to play: baked treats. Co-founder Taeya Abdel-Majeed believes that innovation and NPD is vital to grow the category. “We want to keep pushing the boundaries, so far we have been replicating standard cakes etc but we continue to product development as we grow and are really excited by the next line up of treats as we grow our customer base.”
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