A Healthy Dose of Sweets

Maybe it really is okay to eat dessert first. 

Sweets and desserts are no longer indulgent foods with only empty calories. Consumers want some nutrition when they satisfy their sweet tooth, so manufactures are developing more variations of better-for-you sweets that contain vitamins, fiber and other nutritious ingredients, and industry observers say the segment is growing. 

Better-for-you sweets and desserts are appealing not only for the nutritious ingredients that they contain, but for the additives they do not contain. According to Chicago-based research firm Mintel, nearly one quarter of non-chocolate confectionery users in the U.S. cite natural ingredients as an important characteristic when purchasing these treats. 

Zippy Bites makes handcrafted chocolate truffles infused with natural energy. They contain no artificial preservatives, artificial sweeteners, or artificial colors and are gluten-free. “We are an energy product that we enrobe in chocolate, because who doesn’t like chocolate?” says Mike Metro, managing partner and owner. “With our product, at 2:30 when you need your boost, you can have a little treat and not a slab of chocolate cake.” 

The product contains an energy blend of caffeine, amino acids and vitamins. Zippy Bites are targeted for active people in every age group, including people who workout. “We are getting a lot of traction at smoothie bars at gyms,” says Metro. The truffles are available in Raspberry Zippy Bites and Mint Zippy Bites and they contain organic fair trade chocolate. The company is incorporated in Piscataway, N.J. and the manufacturing facility is in Long Island City, N.Y.  

High fructose corn syrup is another ingredient many consumers wish to avoid. Dandies Marshmallows, made by Chicago Vegan Foods, feature all-natural ingredients and are free of gelatin, artificial ingredients and high fructose corn syrup. Dandies Marshmallows are also non-GMO and are produced in the company’s dedicated facility, which is free of dairy, eggs, peanuts and tree nuts. Dandies Marshmallows are also free of wheat, gluten and corn, 100 percent vegan, and certified kosher by the Chicago Rabbinical Council. Dandies Classic Vanilla Marshmallows are available in big and mini sizes. There is also a seasonal pumpkin variety available starting in September, with natural pumpkin flavor. 

“Consumers are looking for sweets that are free of corn syrup and made with cleaner, less processed, all-natural ingredients,” says Dan Reed, marketing director for Chicago-based Chicago Vegan Foods. “Often one of the first questions we get is, ‘Does it have corn syrup?’” 

Reed says the desire for better-for-you sweets will be an ongoing consumer trend. “We’ll see more sweets and desserts made with clean and natural ingredients, less dyes and chemicals,” he says. “People are getting back to basics, and we’re loving it.” 

Research seems to support that. According to a recent survey by Nielsen, 45 percent of global respondents said snacks with all natural ingredients are very important. Additionally, 44 percent said no artificial colors, 43 percent said no genetically modified organisms, and 42 percent said no artificial flavors were important. 

“As consumers are snacking more often, they’re seeking healthier options,” says Larry Lupo, vice president of sales – grocery, convenience and drug channels for Mars Chocolate North America, based in Hackettstown, N.J. “Yet they’re still seeking snacks that taste great, as the indulgent snacks sector saw a 3.5 percent increase in 2015. Consumers know it’s not just about the calories—it’s the quality of those calories that really counts.”

Last fall Mars Chocolate launched goodnessknows snack squares, which contain fruits, whole nuts and dark chocolate. The pack is divided into four squares per serving, and each goodnessknows pack has 150 calories, or about 40 calories per square. They have no artificial sweeteners and no high fructose corn syrup. The item is available in three flavors: Cranberry Almond Dark Chocolate, Apple Almond & Peanut Dark Chocolate and Peach & Cherry Almond Dark Chocolate. 

Also new from Mars, DOVE Chocolate Fruit & Nut containing real fruit and spiced nuts with DOVE Chocolate. The product debuted in December in three flavor combinations: Strawberry & Cocoa Almond, Blueberry & Vanilla Cashew and Raspberry & Honey Roasted Almond.

Lupo says Mars Chocolate is continuing to expand its product portfolio to include snacking options to satisfy consumers’ goals for health and wellness. New products will have more options with fewer than 200 calories per serving. “We believe that this trend will continue,” Lupo says.  

Last year The Hershey Co., based in Hershey, Pa., launched Brookside Fruit & Nut Bars, made with ingredients such as whole roasted almonds, real fruit pieces and Brookside dark chocolate. Brookside Fruit & Nut Bars are gluten- and cholesterol-free, low in sodium, contain no artificial flavors, are a good source of antioxidant vitamins A, C and E, and have zero grams of trans-fat. Brookside Fruit & Nut Bars are available in Cranberry with Blackberry Flavor, Cherry with Pomegranate Flavor and Blueberry with Acai Flavor.  

Sugar is another ingredient consumers often try to avoid when buying better-for-you sweets. Nielsen reports sales of sugar-free candy increased from $515 million in 2011 to $563 million in 2014. 

“People are gravitating away from sugar,” says Ann Jones Kazemzadeh, president of Kay’s Naturals, based in Clara City, Minn. The company offers Mocha Espresso Cookie Bites, which contain 12-grams of protein, 4-grams of fiber, 4-grams of sugar and 125 calories per 34-gram serving. Most of Kay’s Naturals products contain 3-grams of sugar, she says, but the coffee flavor in these bites needed a bit more sweetness. One challenge was to find a good sugar substitute. With the Mocha Espresso Cookie Bites, the sweetness comes from a blend of cane juice and stevia. 

The Mocha Espresso Bites are available in 1.2-ounce bags, which also helps consumers cut down on sugar and fat. “The portion control is built in with single serve bags,” says Kazemzadeh. 

Consumers want sweet flavors in snack mixes too, says Chad Hartman, director of marketing for Truly Good Foods and Healthy Home Market. “We are seeing the popularity of snack mixes with a sweet component become more popular. In the past, the trail mix category was filled with different versions of nuts and dried fruit, but lately, adding a sweet element has increased popularity in the category.”

The Charlotte, N.C.-based supplier of snack mixes developed a brand called ReCharge, which Hartman says is three different snack mixes that have a naturally enhanced nutritional and ingredient profile. “Not only do they contain probiotics, omega-3s, nuts and dried fruit, we also have added a chocolate element,” he says. The company also has added to its snack mix lineup Apple Crisp Mix, Banana Split and Sweet Tooth. They contain nuts and dried fruit, and sweets such as toffee peanuts, chocolate gems and cinnamon yogurt raisins.

Hartman says the better-for-you sweets trend will continue. “Unlike many fad nutritional claims and diets, better-for-you sweets are here to stay. Over time, I think you will see it as an expectation and not an exception, similar to the way trans-fats have progressed,” he says.