NuHealth: Changing the way we snack healthy
NuHealth JSC is reshaping the healthy snack market with its innovative approach, offering unique products like collagen bars and bold-flavored rice cakes that stand out from the crowd. With a clean-label philosophy, they cater to Gen Z's demand for healthier, more transparent options, driving a shift from junk food to nourishing snacks. We sat down with Elena Diulgerian from NuHealth to learn how they stay ahead of trends and use cutting-edge manufacturing to create exciting, new products.
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About NuHealth JSC
As lifestyles get busier, the demand for convenient yet high-quality snacks has never been greater. People want food that’s easy to carry, quick to grab, and perfect for on-the-go moments—whether on the way to work, school, or the gym. While the healthy snacking landscape is evolving, one thing remains same: convenience is key, and it’s here to stay. With a 28-year old history, NuHealth JSC has established itself as a game-changer in the world of healthy snacks. They firmly believe that nutrition doesn’t need to just be nourishing, but can also be tasty. Their portfolio, ranging from rice cakes to protein bars, includes all-natural, gluten-free, and zero-sugar products that eliminate unhealthy additives, but do not compromise on the taste.
NuHealth’s two brands, RiceUp! and FitSpo are redefining how people view health-focused snacks in over 70 countries.
RiceUp! revamps rice-based snacks and their unique catalog includes options such as clean label, gluten-free rice cakes, chips, and bars. This game-changing approach towards replacing traditional snacks has also helped RiceUp! win the Most Innovative European Food Product award at SIAL Interfood Jakarta and made them a finalist at SIAL Middle East for its innovative contribution to the food and beverage industry, 6 years ago.
On the other hand, FitSpo, founded 15 years ago, is dedicated to athletes and fitness enthusiasts, focusing on providing snacking options such as protein bars, collagen bars, and protein cookies low in sugar, but perfect for a fit life on the go. Elena describes the line as "FitSpo combines great taste with essential nutrients, offering consumers the benefits of high protein, low sugar, and gluten-free options."
Discover NuHealth’s exciting range of healthy, delicious options! Torg is proud to have NuHealth JSC as a verified supplier, and you can find all their products on their Torg profile.
Their unique offerings include:
NuHealth’s own Elena Diulgerian, describes RiceUp’s range as being “(…) crafted to be a ‘better for me’ choice without compromising on flavor.”
NuHealth’s two brands, RiceUp! and FitSpo are redefining how people view health-focused snacks in over 70 countries.
RiceUp! revamps rice-based snacks and their unique catalog includes options such as clean label, gluten-free rice cakes, chips, and bars. This game-changing approach towards replacing traditional snacks has also helped RiceUp! win the Most Innovative European Food Product award at SIAL Interfood Jakarta and made them a finalist at SIAL Middle East for its innovative contribution to the food and beverage industry, 6 years ago.
On the other hand, FitSpo, founded 15 years ago, is dedicated to athletes and fitness enthusiasts, focusing on providing snacking options such as protein bars, collagen bars, and protein cookies low in sugar, but perfect for a fit life on the go. Elena describes the line as "FitSpo combines great taste with essential nutrients, offering consumers the benefits of high protein, low sugar, and gluten-free options."
Discover NuHealth’s exciting range of healthy, delicious options! Torg is proud to have NuHealth JSC as a verified supplier, and you can find all their products on their Torg profile.
Their unique offerings include:
- Rice Cakes: Available in unique flavors and fortified with superfoods like chia, quinoa, and seeds for extra nutrition.
- Rice Chips: Baked, gluten-free chips with flavors like sea salt, herbs, and spices.
- Collagen Bars: Protein bars enriched with collagen, supporting skin and joint health while offering a satisfying snack.
- Flapjacks: Clean-label oat bars with no added sugar, a high-fiber, high-energy snack for on-the-go.
- Protein Bars: High-protein, low-sugar bars ideal for post-workout or as a meal supplement.
- Collagen Protein Bars: Combining the benefits of protein with collagen for enhanced skin, hair, and joint health.
- Protein Cookies: Soft-baked, gluten-free cookies packed with protein, offering a treat without the guilt.
- Functional Snacks: Additional options like protein sachets and energy bites, are ideal for active lifestyles.
NuHealth’s own Elena Diulgerian, describes RiceUp’s range as being “(…) crafted to be a ‘better for me’ choice without compromising on flavor.”
How NuHealth is Navigating the Health Snacks Food Industry
Navigating a competitive industry is challenging on its own, but the healthy snacking sector is undergoing a revolution. In 2023, the global market for healthy snacks was valued at USD 95.61 billion and is projected to rise at a compound annual growth rate (CAGR) of 6.2%, reaching new heights by 2030. This has drawn numerous health-focused brands into the space, intensifying the competition. As a result, challenges have arisen that even NuHealth JSC has to navigate to rise and establish themselves as pioneers in the field.
Elena says that the growing competition is only helping NuHealth better position itself as a trailblazer by “(...), compelling us to innovate and maintain high standards to meet niche dietary needs, such as gluten-free, vegan, and sugar-free options.”
Shift towards clean-label products
Clean label is the way customers today are showcasing their awareness of the food they consume. Clean-label products are defined as food labels on items containing the complete list of ingredients in a short, simple, and transparent way. These products are usually free of artificial additives, preservatives, colors, and flavorings and instead, contain natural ingredients which consumers can easily understand and recognize.
This rising trend was also highlighted by the CBI (the Centre for the Promotion of Imports from Developing Countries) earlier this year. CBI stated that Europeans prefer food products with recognizable ingredients. It also highlights how social media has raised awareness about food choices, while "Clean Label" products help individuals with allergies better manage their diets. (Source:https://www.cbi.eu/market-information/natural-food-additives/which-trends-offer-opportunities)
In 2018, the Transparency Imperative Report by The Label Insight and Food Marketing Institute (FMI) showcased that 75% of consumers are more likely to switch to a brand that offers more detailed product information. This is in line with consumers demanding more transparency in their products and with the “Clean Label” trend.
While ingredient sourcing and keeping a short recognizable ingredient list is a challenge for many manufacturers and suppliers, the expectations from consumers cannot be ignored. Consumers today are willing to pay extra to ensure that the food they are consuming is safe and environmentally friendly, and this is where clean label healthy snacks are cashing in.
For NuHealth, “This demand pushes us to continuously innovate, introducing products that provide targeted health benefits, like joint support or energy boosts, while maintaining a short, recognizable ingredient list.”
Rising demand for sustainability and soaring inflation costs
Another rising concern among young consumers is food sustainability. This year, a survey done by YouGov revealed that 55% of Gen Z consumers are willing to pay a premium for environmentally sustainable products, and more than half prefer brands that focus on reducing environmental impact or offer locally sourced foods.
This aligns with NuHealth's commitment to prioritizing food sustainability in their supply chain, with Elena stating “We've had to adapt by optimizing our supply chain to reduce our carbon footprint, exploring sustainable materials, and increasing transparency about our ingredient sourcing. However, sustainable practices often come with increased costs, which can impact pricing.”
What does food sustainability mean for the healthy snacks industry, though? Apart from adopting environmentally friendly practices in their supply chain at a high price, ingredient sourcing and packaging are the next big hurdles. Raw materials that fit sustainability standards such as the Rainforest Alliance or Fair Trade are often expensive and lead to higher procurement costs. In addition to the ingredients, consumers are increasingly demanding eco-friendly and biodegradable packaging. This often requires the use of recyclable materials, which, in turn, drives up costs.
According to NuHealth, “In the past few years, rising costs for raw materials and transportation have been challenging. Ingredients like nuts, seeds, and protein sources have seen price fluctuations, while logistical costs continue to be volatile. This impacts pricing strategies, as we strive to keep products affordable without compromising on quality.”
Impact of Rising Raw Material Prices and Inflation
The healthy snacks industry is sensitive to the rising costs of raw materials such as almonds, coconut, quinoa, and even simple grains. This is put to test when there are supply chain disruptions such as drought conditions affecting the prices of nuts, which in turn affect the prices of snack bars with nuts. These prices are often passed on to the consumer. If manufacturers are determined to keep the same price point, this involves settling for cheaper alternatives, which can, in turn, affect consumers' perceptions. In the post-COVID-19 world, alongside rising raw material costs, logistical expenses like energy and transportation are also on the rise.
Changes in distribution channels
The post-pandemic era has forced the healthy snacks industry to turn towards e-commerce and direct-to-consumer (DTC) models. While these models have proven to build better customer loyalty, they are also cost-effective, especially for companies struggling with the post-pandemic dip. The keen urge to bypass traditional retail channels is pressed on by the following reasons:
Consumer preference and loyalty
While the pandemic forced everyone to switch to online shopping, the trend has stayed because of its convenience. During the pandemic, businesses went to great lengths to meet evolving consumer demands, offering a wide range of options to keep customers engaged and loyal. This environment fostered the development of personalized solutions tailored to individual preferences and pushed brands into introducing a direct, customer-centric approach through e-commerce. The traditional retail setting now seems cold and clinical as it typically caters to a vast audience and not to every specific consumer in a personalized way. By shopping online, customers now have a greater say in what they prefer with the ability to also have things delivered to their doorstep instead of going outside or taking time out of their lives. However, companies now have a treasure trove of data available to them, as they have access to the preferences and purchasing patterns of their customers. This enables them to fine-tune their offerings and even create tailored marketing strategies, which can help them in the long run, especially in niche markets such as healthy snacks.
Logistical Advancements
The pandemic heralded the shutdown of physical stores as costs for brick-and-mortar locations rose rapidly. As a result, many companies were forced to take their operations online and this brought about a new online era for the healthy snacks industry. Almost every brand now has an online presence and has worked hard to make the shopping process convenient for their customers. This involves offering subscription models and free home delivery for some while it involves personalized offerings for others.
Elena goes on to say, “The health and wellness market has witnessed a significant shift to e-commerce and direct-to-consumer models, especially post-pandemic. Retailers and brands alike are rethinking distribution to cater to online shoppers, which means investing in digital marketing and online distribution channels.”
Elena says that the growing competition is only helping NuHealth better position itself as a trailblazer by “(...), compelling us to innovate and maintain high standards to meet niche dietary needs, such as gluten-free, vegan, and sugar-free options.”
Shift towards clean-label products
Clean label is the way customers today are showcasing their awareness of the food they consume. Clean-label products are defined as food labels on items containing the complete list of ingredients in a short, simple, and transparent way. These products are usually free of artificial additives, preservatives, colors, and flavorings and instead, contain natural ingredients which consumers can easily understand and recognize.
This rising trend was also highlighted by the CBI (the Centre for the Promotion of Imports from Developing Countries) earlier this year. CBI stated that Europeans prefer food products with recognizable ingredients. It also highlights how social media has raised awareness about food choices, while "Clean Label" products help individuals with allergies better manage their diets. (Source:https://www.cbi.eu/market-information/natural-food-additives/which-trends-offer-opportunities)
In 2018, the Transparency Imperative Report by The Label Insight and Food Marketing Institute (FMI) showcased that 75% of consumers are more likely to switch to a brand that offers more detailed product information. This is in line with consumers demanding more transparency in their products and with the “Clean Label” trend.
While ingredient sourcing and keeping a short recognizable ingredient list is a challenge for many manufacturers and suppliers, the expectations from consumers cannot be ignored. Consumers today are willing to pay extra to ensure that the food they are consuming is safe and environmentally friendly, and this is where clean label healthy snacks are cashing in.
For NuHealth, “This demand pushes us to continuously innovate, introducing products that provide targeted health benefits, like joint support or energy boosts, while maintaining a short, recognizable ingredient list.”
Rising demand for sustainability and soaring inflation costs
Another rising concern among young consumers is food sustainability. This year, a survey done by YouGov revealed that 55% of Gen Z consumers are willing to pay a premium for environmentally sustainable products, and more than half prefer brands that focus on reducing environmental impact or offer locally sourced foods.
This aligns with NuHealth's commitment to prioritizing food sustainability in their supply chain, with Elena stating “We've had to adapt by optimizing our supply chain to reduce our carbon footprint, exploring sustainable materials, and increasing transparency about our ingredient sourcing. However, sustainable practices often come with increased costs, which can impact pricing.”
What does food sustainability mean for the healthy snacks industry, though? Apart from adopting environmentally friendly practices in their supply chain at a high price, ingredient sourcing and packaging are the next big hurdles. Raw materials that fit sustainability standards such as the Rainforest Alliance or Fair Trade are often expensive and lead to higher procurement costs. In addition to the ingredients, consumers are increasingly demanding eco-friendly and biodegradable packaging. This often requires the use of recyclable materials, which, in turn, drives up costs.
According to NuHealth, “In the past few years, rising costs for raw materials and transportation have been challenging. Ingredients like nuts, seeds, and protein sources have seen price fluctuations, while logistical costs continue to be volatile. This impacts pricing strategies, as we strive to keep products affordable without compromising on quality.”
Impact of Rising Raw Material Prices and Inflation
The healthy snacks industry is sensitive to the rising costs of raw materials such as almonds, coconut, quinoa, and even simple grains. This is put to test when there are supply chain disruptions such as drought conditions affecting the prices of nuts, which in turn affect the prices of snack bars with nuts. These prices are often passed on to the consumer. If manufacturers are determined to keep the same price point, this involves settling for cheaper alternatives, which can, in turn, affect consumers' perceptions. In the post-COVID-19 world, alongside rising raw material costs, logistical expenses like energy and transportation are also on the rise.
Changes in distribution channels
The post-pandemic era has forced the healthy snacks industry to turn towards e-commerce and direct-to-consumer (DTC) models. While these models have proven to build better customer loyalty, they are also cost-effective, especially for companies struggling with the post-pandemic dip. The keen urge to bypass traditional retail channels is pressed on by the following reasons:
Consumer preference and loyalty
While the pandemic forced everyone to switch to online shopping, the trend has stayed because of its convenience. During the pandemic, businesses went to great lengths to meet evolving consumer demands, offering a wide range of options to keep customers engaged and loyal. This environment fostered the development of personalized solutions tailored to individual preferences and pushed brands into introducing a direct, customer-centric approach through e-commerce. The traditional retail setting now seems cold and clinical as it typically caters to a vast audience and not to every specific consumer in a personalized way. By shopping online, customers now have a greater say in what they prefer with the ability to also have things delivered to their doorstep instead of going outside or taking time out of their lives. However, companies now have a treasure trove of data available to them, as they have access to the preferences and purchasing patterns of their customers. This enables them to fine-tune their offerings and even create tailored marketing strategies, which can help them in the long run, especially in niche markets such as healthy snacks.
Logistical Advancements
The pandemic heralded the shutdown of physical stores as costs for brick-and-mortar locations rose rapidly. As a result, many companies were forced to take their operations online and this brought about a new online era for the healthy snacks industry. Almost every brand now has an online presence and has worked hard to make the shopping process convenient for their customers. This involves offering subscription models and free home delivery for some while it involves personalized offerings for others.
Elena goes on to say, “The health and wellness market has witnessed a significant shift to e-commerce and direct-to-consumer models, especially post-pandemic. Retailers and brands alike are rethinking distribution to cater to online shoppers, which means investing in digital marketing and online distribution channels.”
Opportunities NuHealth is Ready to Seize
The shift toward e-commerce and DTC channels in the healthy snacks industry has opened up new opportunities for NuHealth to grow. Particularly the shift towards gluten-free, plant-based healthy snacking options. NuHealth is well-known for its rice cakes and collagen bars, but they’re also poised to tap into all the current trends in the healthy snacks market.
Appealing to Flexitarians
Flexitarians are people who wish to try plant-based options but aren’t fully vegetarians or vegans. They usually prefer trying plant-based nutritional snacks as it is the easiest way to incorporate plant-based options into their diet without fully committing to the practice.
The rise of flexitarians as well as the large number of people going vegan or vegetarian for personal as well as environmental reasons has contributed to the growth of the plant-based, gluten-free, and allergen-free diet industry. This has made the need to include plant-based and gluten-free options imperative for the healthy snacks industry.
Elena from NuHealth shed light on how they have developed new and sustainable options for this growing segment, “The trend toward plant-based, gluten-free, and allergen-free diets continues to grow, creating opportunities to further innovate within these categories. By developing new plant-based protein sources and gluten-free products, we can reach both dedicated plant-based eaters and flexitarians seeking alternatives without compromising taste or nutrition.”
Rise of Clean Label and Private Label Products
Transparency is key in today’s world, and consumers are demanding that from every industry. It is no surprise that they wish to understand what they're eating and where it is coming from. This has essentially been the driving force for the rise of clean-label products. The clean label trend is booming, fueled by the growing health awareness on social media, where lifestyle influencers now highlight the supplements, healthy snacks, minerals, proteins, and vitamins they’re consuming—and how they’re doing it.
Here Elena states that “Emphasizing our clean-label approach and transparent sourcing can attract consumers who prioritize simple, natural ingredients and brands they can trust. Our focus on clean labels, minimal processing, and recognizable ingredients allows us to capture this growing segment.”
While attracting health-conscious consumers is a priority, this approach also opens up doors for more retail partnerships. Retailers are now interested in creating their own private label clean label products. NuHealth is also capitalizing on this trend as “(...) there are opportunities for strategic partnerships.” Developing private-label products offers manufacturers a way to leverage production expertise and create exclusive offerings for specific retailers, meeting the demand for healthier snacks while expanding market reach.
Elena goes on to say that “(...) private label opportunities allow us to leverage our expertise and production capabilities to develop exclusive products for specific retailers, helping them meet their customers' growing demand for health-focused snacks while increasing our market presence.”
The Bargain for Shelf Space
But all is not easy as Elena observed that “(...)retailers increasingly focus on private labels, creating added competition for shelf space.” One way this can be beaten is by differentiating between branding and quality. The growing demand for health-focused snacks can be met by private label products, positioning manufacturers as leaders in the category.
Increase in demand for personalized nutrition in snacks
With more options come more ways to…personalize. Nutrition at its base is very personal, everyone has different tastes and today they can indulge them. Everyone is increasingly seeking snacks that align with their individual dietary goals, whether performance, health, or personal. This has paved the way for the healthy snacks market to develop products that address specific needs.
NuHealth is also expanding with the market trend as “Consumers are increasingly willing to invest in premium, specialized snacks that meet specific dietary goals or preferences. This trend toward premiumization opens up opportunities to create personalized, nutrient-dense products targeted at specific groups like athletes, busy professionals, or individuals following keto, low-sugar, or other specialized diets. Introducing limited-edition flavors or customized options could also help differentiate our offerings.”
This thinking has given rise to the "Local goes Global" trend and NuHealth has introduced new rice chips flavors such as caramelized pear, wasabi, and mung bean, to accommodate their consumer's international taste profiles.
Now, brands are expanding their flavor profiles by incorporating interesting flavors such as matcha into their products to make them stand out in the market.
According to Elena, “Consumers today enjoy experimenting with new and bold flavors, particularly those inspired by international cuisines. By offering innovative flavors that bring unique global spices and ingredients to familiar formats, we can attract adventurous eaters and differentiate ourselves in the market. Flavor trends such as matcha, turmeric, coconut, and exotic fruits, combined with familiar textures, can make our products stand out.”
Appealing to Flexitarians
Flexitarians are people who wish to try plant-based options but aren’t fully vegetarians or vegans. They usually prefer trying plant-based nutritional snacks as it is the easiest way to incorporate plant-based options into their diet without fully committing to the practice.
The rise of flexitarians as well as the large number of people going vegan or vegetarian for personal as well as environmental reasons has contributed to the growth of the plant-based, gluten-free, and allergen-free diet industry. This has made the need to include plant-based and gluten-free options imperative for the healthy snacks industry.
Elena from NuHealth shed light on how they have developed new and sustainable options for this growing segment, “The trend toward plant-based, gluten-free, and allergen-free diets continues to grow, creating opportunities to further innovate within these categories. By developing new plant-based protein sources and gluten-free products, we can reach both dedicated plant-based eaters and flexitarians seeking alternatives without compromising taste or nutrition.”
Rise of Clean Label and Private Label Products
Transparency is key in today’s world, and consumers are demanding that from every industry. It is no surprise that they wish to understand what they're eating and where it is coming from. This has essentially been the driving force for the rise of clean-label products. The clean label trend is booming, fueled by the growing health awareness on social media, where lifestyle influencers now highlight the supplements, healthy snacks, minerals, proteins, and vitamins they’re consuming—and how they’re doing it.
Here Elena states that “Emphasizing our clean-label approach and transparent sourcing can attract consumers who prioritize simple, natural ingredients and brands they can trust. Our focus on clean labels, minimal processing, and recognizable ingredients allows us to capture this growing segment.”
While attracting health-conscious consumers is a priority, this approach also opens up doors for more retail partnerships. Retailers are now interested in creating their own private label clean label products. NuHealth is also capitalizing on this trend as “(...) there are opportunities for strategic partnerships.” Developing private-label products offers manufacturers a way to leverage production expertise and create exclusive offerings for specific retailers, meeting the demand for healthier snacks while expanding market reach.
Elena goes on to say that “(...) private label opportunities allow us to leverage our expertise and production capabilities to develop exclusive products for specific retailers, helping them meet their customers' growing demand for health-focused snacks while increasing our market presence.”
The Bargain for Shelf Space
But all is not easy as Elena observed that “(...)retailers increasingly focus on private labels, creating added competition for shelf space.” One way this can be beaten is by differentiating between branding and quality. The growing demand for health-focused snacks can be met by private label products, positioning manufacturers as leaders in the category.
Increase in demand for personalized nutrition in snacks
With more options come more ways to…personalize. Nutrition at its base is very personal, everyone has different tastes and today they can indulge them. Everyone is increasingly seeking snacks that align with their individual dietary goals, whether performance, health, or personal. This has paved the way for the healthy snacks market to develop products that address specific needs.
NuHealth is also expanding with the market trend as “Consumers are increasingly willing to invest in premium, specialized snacks that meet specific dietary goals or preferences. This trend toward premiumization opens up opportunities to create personalized, nutrient-dense products targeted at specific groups like athletes, busy professionals, or individuals following keto, low-sugar, or other specialized diets. Introducing limited-edition flavors or customized options could also help differentiate our offerings.”
This thinking has given rise to the "Local goes Global" trend and NuHealth has introduced new rice chips flavors such as caramelized pear, wasabi, and mung bean, to accommodate their consumer's international taste profiles.
Now, brands are expanding their flavor profiles by incorporating interesting flavors such as matcha into their products to make them stand out in the market.
According to Elena, “Consumers today enjoy experimenting with new and bold flavors, particularly those inspired by international cuisines. By offering innovative flavors that bring unique global spices and ingredients to familiar formats, we can attract adventurous eaters and differentiate ourselves in the market. Flavor trends such as matcha, turmeric, coconut, and exotic fruits, combined with familiar textures, can make our products stand out.”
Beyond Snacks
The healthy snack industry is navigating a complex landscape, balancing challenges like the shift toward clean label products, rising sustainability demands, inflationary pressures, and changing distribution channels. Consumers today from Millennials to Gen Z enjoy indulgent snacks, believing that snacking can be both tasty and healthy, while research has shown that Americans have been substituting at least 4 meals per week (on an average) with healthy snacks, as revealed by a 2023 survey. By tapping into the flexitarian market, embracing the clean label and private label trends, and addressing the growing demand for personalized nutrition, manufacturers can stay ahead of the competition. At Torg, we’re proud to support businesses in this dynamic market. Torg, with Europe’s largest F&B database, connects suppliers and buyers to help them thrive in the evolving food and beverage industry.