Over the years, understanding the needs of our customers and consumers has always been essential, and at the start of 2024 an estimated 28 million consumers* chose to make healthier choices. As a result, there has been a huge rise in the popularity of energy bars, protein bars and numerous other healthier snacks, whilst clean energy drinks and drinks with benefits are evermore mainstream. However, shoppers are still unwilling to compromise on taste – especially when treating themselves!