![Clean keto: This low-carb, high-fat trend powers product innovation Clean keto: This low-carb, high-fat trend powers product innovation](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
These handcrafted pork rinds are flavored with an international twist, thanks to a Thai-inspired seasoning that includes curry powder made with coriander, cumin, fenugreek, basil, ginger and turmeric. These crunchy gluten-free rinds have less than 1 gram of carbohydrate and 1 gram sugar per serving. SRP: $3.99
Combine a stick of collagen-rich powdered bone broth with 8 ounces of hot water for a satisfying cup of broth made from roasted chicken bones, black pepper and thyme. This gluten- and sugar-free broth boasts simple ingredients, 90 calories and 10 grams of protein per pack. Plus, it can be enjoyed by itself or added to favorite recipes. SRP: $6.99
This sugar-free beef jerky was designed for health-conscious meat lovers seeking snack foods compatible with paleo, keto and Whole30 lifestyles. Grass-fed beef is cured with beef broth, sea salt, pepper, yeast extract, white vinegar and spices for this clean jerky, which also comes in salt & pepper and unsweetened teriyaki flavors. SRP: $6.98
These meat-based snack bars get their sweetness from organic Medjool dates and their kick from a blend of organic spices such as organic jalapeño, onion, garlic, celery and chili powders. With 14 grams protein, 1 gram carb and added support for skin and joints thanks to grass-fed beef collagen, these bars are made with no added nitrates. SRP: $2.99
Packed with 10 grams of protein from almonds and whey, 10 grams of prebiotic chicory root fiber, coconut-derived MCT oil and only 2 grams of sugar, these bars have an agreeable crunch and rich almond taste that come together in a convenient, hunger-satiating snack. SRP: $3.49
These thin, satisfyingly crunchy oven-baked cheese rounds offer carb-free snacking indulgence. Made with aged parmesan cheese and just the right mixture of herbs and spices, these gluten- and sugar-free crisps have only 1 carb. They’re great on their own or crumbled into a soup or salad. SRP: $3.99
Grain-free lupin and almond flours, roasted almonds, pea protein, coconut oil, prebiotic chicory root fiber and semisweet chocolate chips make up these Non-GMO Project Verified, vegan, keto cookies. Packaged individually, each has 3 grams of net carbs, 8 grams of plant-based protein and 5 grams of fiber. Other varieties include coconut and peanut butter. SRP: $1.99
These light and airy milk-protein isolate and whey-based snacks have a whopping 17 grams protein and just 4 grams of carbs per bag. Each crunchy bite of these grain- and gluten-free puffs has just the right balance of tanginess and heat—one of three, savory flavor varieties along with white cheddar and nacho cheese. SRP: $2.99
This 1.5-ounce pouch packs a supercharged punch of nutritious and functional ingredients. Macadamia nuts and MCT oil fuel the body with high-density, plant-based energy on the go, while probiotics help support gut health. A dash of Himalayan sea salt and cinnamon round out this pocket-sized snack. SRP: $4.00
Taste and function come together in these adaptogen-fueled bars, which offer 15 grams protein—mainly from 100% grass-fed whey—2 grams sugar and 4 grams net carbs, along with a blend of functional ingredients that include organic Ashwagandha extract and Maca Root powder. The best part? The great taste and six enticing varieties to choose from. SRP: $2.99
Taste and function come together in these adaptogen-fueled bars, which offer 15 grams protein—mainly from 100% grass-fed whey—2 grams sugar and 4 grams net carbs, along with a blend of functional ingredients that include organic Ashwagandha extract and Maca Root powder. The best part? The great taste and six enticing varieties to choose from. SRP: $2.99
With just 1 gram net carb per serving, these brownies get their rich flavor from coconut flour and cocoa powder. Instead of sugar, this mix relies on the company’s patent-pending Wondrose sugar replacer, a low-glycemic sweetener containing erythritol, non-GMO corn fiber and monk fruit. SRP: $10.99
Blanching removes the almond skins and most of the natural carbohydrates. The almonds are then dry-roasted, resulting in a rich-tasting low-glycemic nut butter that has 7 grams of plant-based protein and 1 gram net carb. USDA Organic and Non-GMO Project Verified, it is available in crunchy and creamy varieties. SRP: $14.49
The perfect pantry staple, this Keto Certified, Non-GMO Project Verified simmer sauce can be combined with meat or veggies for a quick and flavorful meal. Coconut is key to this Thai-inspired sauce, which includes ginger, lime, onion, garlic, basil and lemongrass. This is just one of the brand’s eight internationally inspired keto- and paleo-friendly simmer sauces. SRP: $3.99
This reformulated Keto Certified mayonnaise features MCT-rich coconut oil, organic yolks from cage-free eggs, water, vinegar and salt. With a traditional texture and flavor, this product can be used in place of regular mayo, with the added benefit of no sugar, no carbs and 8 grams of MCT oil per serving. SRP: $12.99
Coffee or tea will get a burst of MCT-powered energy with this USDA Organic vegan creamer, which is Keto Certified, Certified Paleo and Non-GMO Verified. Made from coconut oil, coconut milk powder and coconut sugar, along with a dose of gut-friendly prebiotic acacia fiber, this plant-based creamer has 3 grams MCTs and just 1 gram sugar per tablespoon. SRP: $24.99
This ice cream treat is part of the brand’s new Keto Collection line of pints and bars, which come in a range of innovative and enticing flavors. Made with real cream and peanuts and sweetened with erythritol and monk fruit extract, each bar has 4 grams of protein and only 1 gram net carb. SRP: $5.99
This USDA Organic hummus has everything required for a healthy keto-friendly snack, including an ultraclean ingredients list that begins with roasted cauliflower blended with pure sesame tahini, olive oil, salt, garlic and cumin. Made by hand in small batches, Lilly’s comes in three other varieties: turmeric, ranch-dill and spicy buffalo. SRP: $3.49
Keto followers can still scarf down bread thanks to these Keto Certified gluten- and grain-free buns. Made with almond flour, eggs, flax, coconut flour, psyllium and apple cider vinegar, the buns boast a clean ingredients list, reflecting Unbun’s uncompromising commitment to quality. Also available in a vegan-friendly plant-based version. SRP: $12.29
The proof is in the recipe when it comes to these wonderfully flavorful keto-friendly pizza crusts made with just a handful of whole-food ingredients: cauliflower, whole cage-free eggs, parmesan cheese, nutritional yeast and jalapeño. Each packet contains two crusts that have just 4 grams of carbs and 10 grams of protein each. SRP: $6.99
These refrigerated wraps are soft and yielding—ideal for rolling or folding—yet strong enough to withstand a range of fillings. Made with the whites of cage-free eggs and Italian spices including red pepper, oregano, basil and garlic, these keto-friendly ready-to-eat wraps have 5 grams of protein and less than 1 carb. Additional flavors include original, rye and southwest. SRP: $4.99
These refrigerated wraps are soft and yielding—ideal for rolling or folding—yet strong enough to withstand a range of fillings. Made with the whites of cage-free eggs and Italian spices including red pepper, oregano, basil and garlic, these keto-friendly ready-to-eat wraps have 5 grams of protein and less than 1 carb. Additional flavors include original, rye and southwest. SRP: $4.99
The ketogenic diet—or simply “keto”—is the latest low-carbohydrate, high-fat meal plan to gain serious momentum. First used to treat pediatric epilepsy in the 1920s and ’30s, the diet quietly faded away after being replaced by pharmaceuticals. But today, following its long hiatus, keto has re-emerged, first finding favor among athletes and now appealing to a broader set of consumers, including those aiming to lose weight.
Although the exact tenets of the ketogenic diet vary slightly, it typically consists of about 70 percent fat, 20 percent protein and 10 percent carbohydrate. The goal of consuming high amounts of fat and very few carbs is to achieve ketosis, the metabolic state in which the body burns fat for energy. To nail this breakdown, keto devotees must tabulate macronutrients, a greater effort than is required by other, somewhat similar diets such as paleo.
But given its growing following, keto appears poised to become the more successful, breakout cousin of the paleo diet. “You take paleo, which is just [choosing] the right foods, and then add in a level of complexity that is counting your macros and avoiding excess carbohydrates,” explains Rob Benson, who co-launched the lifestyle website Our Paleo Life with his wife, Kendra, in 2013.
Building off the success of their site, the Bensons opened Explorado Market, a 1,000-square-foot grocery store and bakery in Fort Collins, Colorado, in 2018. The store is 100% gluten and grain free, with no soy or refined sugars; 85-90% of products are keto, while the rest is paleo-friendly dried fruit. The market is attached to a commercial kitchen, where Kendra oversees preparation of the couple’s line of Fat Fit Go nut butters, as well as a wide selection of keto-friendly baked goods.
Yet, despite his love of keto bagels fresh from the oven, Rob firmly believes that keto is about optimizing all aspects of health, which means the baked treats his company offers won’t cover all the nutritional bases.
“The biggest thing I tell people starting keto is that we make treats,” he says. “That doesn’t mean your diet should consist of treats … but they still fill a void.”
This sentiment hits on a fiery debate among keto followers. Proponents of “clean keto” argue that the diet should focus on whole, unprocessed foods; meats such as grass-fed beef; and healthy, nutrient-dense fats like avocado, coconut and olive oils. “Dirty keto,” on the other hand, suggests that anything goes, including saturated fats and highly processed snacks.
But no matter which keto camp consumers follow, anyone can be lured by the convenience factor of many keto-friendly foods. This makes natural products retailers’ role even more important in terms of stocking less-processed grab-and-go keto options made with clean ingredients.
Keto drivers
Although most people talk about keto in terms of weight loss, Robin Switzer, chief operating officer of Ketovangelist, attributes its popularity to the fact that more consumers are recognizing their poor health and striving to improve it. Many health care professionals are even on board with the diet. In fact, Sitzer says a large number of attendees of her company’s annual KetoCon conference are doctors, who are increasingly “recommending low-carb diets so that people can improve their wellness.”
First held in 2017, this three-day event in Austin, Texas, is open to anyone interested in learning about the keto lifestyle. In 2019, attendance rose to 3,500 people from around 850 in 2018, including many from Ketovangelist’s 1 million–plus social media followers. KetoCon 2019 featured 132 exhibitors and 50 speakers, while attendees included buyers from GNC, Vitamin Shoppe and H-E-B.
Indeed, the keto diet’s key nutritional values resonate with a wide range of consumers seeking better overall health. Fats, and particularly good fats, are no longer the enemy, while added sugar is seen as an ingredient to avoid.
“Consumers are more mindful and active about reducing sugar intake, and keto-friendly positioning certainly throws its weight behind those goals, whether or not keto is the consumer’s exact motivation,” says Jessica Hochman, senior manager of natural insights at SPINS.
Keto’s emphasis on fat also drives interest. “Consumers are increasingly sugar-wary, and with the healthy fats trend overpowering low-fat diets, keto continues to have a foothold among consumers,” says Amanda Hartt, market research manager for New Hope Network’s NEXT Data and Insights.
Going forward, Hochman says the diet’s focus on fiber will become even more important. Fiber is “used in keto-specific products for its value in net-carbs calculation, but also in supporting consumer awareness around fiber’s other roles, including as a prebiotic and in connection with gut health,” she says.
Despite its traction among consumers, not everyone is convinced the keto craze will last.
Suzy Badaracco, president of trend-watching consultancy Culinary Tides, asserts that enthusiasm will wane, and retailers should be aware of its lifecycle. “Keto will have its day in the sun in 2020, no doubt, but then it will be replaced,” she says.
Conversely, Presence Marketing founder and CEO Bill Weiland insists that “keto is here to stay for the long haul, with carb compression selling at high velocity” at retail.
Keto product proliferation
For now, one thing is clear: The keto category is blowing up, with new products popping up every day. “Overall, the Natural Products Expo West marketplace for products with keto-like attributes almost doubled between 2017 and 2019,” Hartt says.
NEXT Data and Insights reports that “categories actively reformulating or growing to ride the momentum of keto-minded consumers include snacks, energy and granola bars, salad dressings, cheese, and nut and seed butters.”
Jake Knepper, manager of product intelligence at SPINS, adds ice cream, pasta and rice alternatives, baked goods and functional beverages to the list.
But convenient packaged foods especially carry appeal because they are accessible and easy for consumers to work into their daily routines. “Packaged keto products are a good way for beginners to transition to the diet, as long as the ingredients are really low in carbs,” Switzer says.
Regardless of whether this trend loses steam or persists long-term, many of the innovative, delicious new keto-friendly products have staying power. Look through our slideshow to find a broad range of options for your shelves.
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