SWEET AND SAVOURY SNACKING INNOVATIONS


Chef Jean-François Bonnet, known for helping formulate many of the original Hu Chocolate flavours prior to the brand’s acquisition by Mondelez. The collaboration helped shape DEFI’s core proposition — premium chocolate snacks designed with both sensory appeal and performance in mind. At the heart of every DEFI product is a


layered nutritional structure engineered to work over time. Sprouted organic buckwheat provides fibre, plant-based protein and gut-supporting benefits, while fast-absorbing European-grade whey protein crisps deliver immediate energy and a crisp texture. This is paired with slow-digesting European-grade casein protein, which supports longer-lasting satiety. Together, the combination creates what the brand describes as time-lapsed nutrition, satisfying in the moment, yet designed to fuel the body well beyond it. That philosophy is reflected in DEFI’s


current lineup of superfood-infused chocolate bites, including Dark Chocolate Himalayan Salt, Dark Chocolate Crispy, Milk Chocolate Crispy and the newer Milk Chocolate Peanut Butter Crunch. Rather than pursuing aggressive calorie reduction or exaggerated functional claims, each product is designed to feel indulgent first — rich chocolate, balanced sweetness, contrasting textures — with nutrition integrated seamlessly rather than foregrounded. Ingredient


integrity underpins this


approach. DEFI uses premium, non-GMO chocolate, sourcing 70% cacao dark chocolate from the Dominican Republic and Ecuador, alongside 38% cacao milk chocolate from Peru. Both are supplied by a B Corp-certified producer committed to sustainable and fair practices, with full


traceability down to the village


level. Buckwheat reinforces the brand’s sustainability narrative as much as its nutritional one: requiring minimal agricultural inputs while improving soil health where it is grown. The result is a multi-sensory eating


experience — smooth chocolate, crisp inclusions and sustained satisfaction — that resonates strongly with Gen Z and millennial consumers. Crucially, DEFI avoids the shortcuts common in the better-for-you space, favouring real ingredients and balanced formulation over artificial sweeteners or extreme macro engineering. Beyond formulation, DEFI’s


positioning reflects a broader rethinking of what modern snack brands stand for. As a female-founded company, it donates 1% of profitable sales to women-owned startups, embedding its commitment to empowerment directly into its business model. The brand’s mission becomes a reflection of how values increasingly shape consumer loyalty. That clarity of purpose has translated


into commercial momentum. Over the past year, DEFI has attracted buyer interest and industry recognition, earning awards from the Enthuse Foundation and Good Housekeeping, along with a feature on Good Morning America. Early traction on platforms such as RangeMe and acceptance into UNFI’s competitive Up Next Program have supported expanding regional and national distribution. Looking ahead, DEFI is entering its next


phase of growth with plans to introduce new flavours, new formats and vegan options in 2026. These innovations are designed to meet consumers across more occasions and channels, while continuing to emphasise high-protein and high-fibre credentials increasingly sought by both retailers and shoppers. To support this expansion, the company has launched a $1.5 million seed raise aimed at funding


distribution, innovation and shelf growth. What ultimately unites these


developments is not a single flavour trend or format shift, but a broader reorientation of how bakery brands understand their role in consumers’ lives. Snacking has become less about filling gaps between meals and more about punctuating the day — moments of pleasure, reassurance, energy or escape that are increasingly intentional. In that context, bakery sits at a powerful crossroads: familiar enough to feel safe, yet flexible enough to absorb new ideas around nutrition, culture and creativity. The most compelling innovations


emerging from the category are those that respect bakery’s emotional heritage while refusing to be constrained by it. Whether


through global flavour


influences, unexpected sweet–savoury intersections, or ingredient-led reformulations that quietly elevate nutritional value, brands are showing that progress doesn’t


require


abandoning comfort — only rethinking how it is delivered. Texture, theatre and transparency have become as important as taste itself, reflecting a consumer who wants to feel something, share something and believe in something with every bite.


DECEMBER/JANUARY 2025/26 • KENNEDY’S BAKERY PRODUCTION • 33


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