The Rise of Plant-Based Snacking in the UK: How Lotus Seeds and Chickpea Puffs Are Reshaping the Crisp Aisle

The buyer looked at me like I'd lost my mind. "Lotus seeds," I repeated. "Popped lotus seeds. They're going to be huge." This was three years ago, at a trade show in Birmingham, and she was politely suggesting I stick to analysing supply chains. Last month, the same buyer emailed me asking if I had any contacts at Karma Bites. The market, as they say, has shifted.

What's happening in the UK snacking market right now is one of those quiet revolutions that only becomes obvious in hindsight. Walk down the crisp aisle of any major supermarket and you'll notice something different. Between the Walkers and the Pringles, there's now an expanding section of products that would have seemed impossibly niche five years ago. Chickpea puffs. Lentil crisps. Popped lotus seeds. And people are actually buying them.

The Numbers Behind the Noise

Let me be clear about something: I get excited about market data the way some people get excited about football. It's a character flaw I've made peace with. But the numbers here are genuinely interesting.

The UK healthy snacks market is projected to grow from £3.54 billion in 2025 to £5.89 billion by 2035—a compound annual growth rate of 5.27%. The plant-based snack segment is the largest and fastest-growing category within that market. And perhaps more tellingly, 62% of UK consumers now say they actively look for snacks that are better for them and better for the environment.

That last statistic matters. It signals something beyond a passing fad. When over half your potential customer base is consciously seeking healthier options, you're not looking at a trend. You're looking at a structural shift.

"But James," I hear you say, "people have been talking about healthy snacking for years." Fair point. The difference now is that the products have caught up with the intention. Ten years ago, "healthy crisps" meant rice cakes that tasted like packaging material. Now we have options that are genuinely enjoyable to eat.

What's Actually Driving This?

From my conversations with buyers and category managers over the past year, three factors keep coming up.

First: the protein obsession. UK consumers are increasingly interested in protein—not just for gym-goers, but for everyday satiation. Traditional crisps offer almost none. Plant-based alternatives like chickpea puffs and lotus seed snacks offer meaningful protein content alongside other nutrients. Hippeas, which makes chickpea puffs, has built an entire brand around this proposition.

Second: the gluten-free and allergen-aware market. An estimated 1 in 100 people in the UK has coeliac disease, with many more choosing to avoid gluten for other reasons. Traditional crisps can be gluten-free, but many flavoured varieties contain hidden wheat. Plant-based snacks, particularly those made from legumes and seeds, often sidestep this issue entirely. Karma Bites, for instance, is naturally gluten-free—no reformulation required.

Third: sustainability as a purchasing factor. I'll admit I was sceptical about this one initially. "Sustainability" has been a marketing buzzword for so long that it's easy to become cynical. But the data suggests something real is happening. According to recent surveys, 45% of UK shoppers consider sustainability when making purchasing decisions, and that number rises to 72% among Gen Z consumers. These aren't just stated preferences—they're translating into actual buying behaviour.

The Lotus Seed Story: A Case Study in Category Creation

This is where it gets interesting from a market perspective. And where Karma Bites comes in.

Lotus seeds—known as makhana or phool makhana in South Asian cuisines—have been consumed for centuries. In Ayurvedic medicine and traditional Chinese medicine, they're considered one of the most nutrient-dense foods available. High in protein (around 18g per 100g), rich in minerals, low in fat, and with a low glycaemic index. On paper, they're almost too good to be true.

The challenge has always been format. Raw lotus seeds require preparation. Roasted versions were available in specialist shops but remained niche. What brands like Karma Bites figured out—and this is where founder Ashwin Ahuja deserves credit—is that popping them transforms the texture entirely. You get something light, crunchy, and genuinely moreish.

I tried them for the first time at a trade event in 2022. Wasabi flavour, if I recall. My first thought was that they reminded me of popcorn, but with a slightly more substantial bite. My second thought was that most UK consumers had never heard of them. That gap—between quality product and market awareness—is where the opportunity lies.

Surya Foods, one of the UK's largest world foods distributors, clearly saw the same thing. They acquired a major stake in Karma Bites last year, with plans to push the brand into mainstream retail. When a company that size invests, they're not gambling. They're following data.

The Competitive Landscape: It's Getting Crowded

The plant-based snacking space is attracting serious players, which tells you something about the perceived opportunity.

Hippeas has become perhaps the most visible success story in the chickpea puff category, with distribution across major UK retailers. Their organic chickpea puffs have built a loyal following, particularly among consumers looking for protein-rich alternatives to traditional crisps.

Brave has carved out space in the roasted pulse snacks market—chickpea, pea, and bean-based products that position themselves as bold-flavoured alternatives to conventional snacks.

In the popped seed category, Karma Bites faces competition from brands like Native and Sacred Foods, though lotus seeds remain a relatively uncrowded sub-segment compared to chickpea-based products. The company's current flavour range—Himalayan Pink Salt, Peri-Peri, Wasabi, Caramel, and Coconut & Vanilla—suggests they're targeting both savoury and sweet snacking occasions.

What I find notable is how quickly the category is fragmenting into distinct sub-segments. Five years ago, you might have grouped all "healthy crisps" together. Now buyers talk about pulse-based snacks, seed-based snacks, vegetable crisps, and protein snacks as entirely separate categories. That level of sophistication indicates a maturing market.

The Retail Reality: Where You'll Find Them

A quick reality check: while plant-based snacks are growing rapidly, they still represent a fraction of overall snack sales. Walk into any supermarket and crisps remain dominant by volume. The snack category is still led by established players with decades of brand recognition and distribution muscle.

But the trajectory matters. Karma Bites is now available at Tesco, Ocado, Whole Foods, Holland & Barrett, and Planet Organic. That's a progression from specialist health food shops to mainstream grocery—the typical path for products moving from niche to mass market.

My favourite store manager—yes, industry analysts have favourite store managers—told me something interesting recently. The plant-based snack section in his store has expanded three times in the past two years. Not because head office mandated it, but because the products were selling and customers were asking for more variety. "The space just kept growing," he said. "We had to take it from somewhere." That somewhere, increasingly, is traditional crisps.

The Health Claims: What's Real and What's Marketing

I should be honest here: not all plant-based snacks are automatically healthy. Some are loaded with salt, some with added sugars, and the calorie counts can rival traditional crisps. The "health halo" effect—where consumers assume anything labelled plant-based or vegan must be good for them—is real, and some brands exploit it.

What distinguishes brands like Karma Bites is the actual nutritional profile. Their popped lotus seeds contain no refined sugar, no palm oil, and no artificial additives. The ingredients list is genuinely short. That matters because it's verifiable—you can read the packet and know what you're getting.

The makhana itself offers genuine nutritional benefits backed by research. Studies have shown that lotus seeds may support blood sugar management due to their low glycaemic index. They contain antioxidants including kaempferol, which has anti-inflammatory properties. And their protein and fibre content means they're more satiating than traditional crisps, which are essentially refined carbohydrates with added fat.

But here's my honest take: for most people, the difference between eating Karma Bites and eating Walkers occasionally isn't going to transform their health. The benefit comes from consistent choices over time, and from the fact that plant-based snacks are often more filling, meaning you might eat less overall.

What This Means for Your Weekly Shop

"But James," you might be thinking, "does any of this actually matter to my weekly shop?" Fair question. Here's what I'd suggest.

If you're looking for snacks that offer more nutritional value than traditional crisps—more protein, more fibre, fewer empty carbohydrates—the plant-based category now offers legitimate options. You don't have to sacrifice enjoyment for health benefits. Products like popped lotus seeds and chickpea puffs have solved the taste problem that plagued early "healthy" snacks.

If you have dietary requirements—gluten-free, vegan, or allergen concerns—the plant-based snacking aisle is worth exploring. Many products are naturally free from common allergens without requiring special reformulation.

If sustainability influences your purchasing decisions, plant-based snacks generally have a lower environmental footprint than meat-based or heavily processed alternatives. Though I'd caution against assuming all plant-based products are equally sustainable—packaging, transportation, and farming practices all matter.

And if you're simply curious? Try something new. Grab a pack of Karma Bites or Hippeas next time you're browsing the snack aisle. Worst case, you've wasted a few pounds. Best case, you've found a new favourite.

Where Does This Go Next?

Market predictions are a fool's game—I've been wrong enough times to know that. But based on current trajectories, a few things seem likely.

The plant-based snacking category will continue growing, though the pace may moderate as the market matures. We'll see more consolidation, with larger companies acquiring successful indie brands (the Surya-Karma Bites deal is a preview of this).

Flavour innovation will intensify. The current range of options—salt, cheese, spicy, sweet—will expand as brands compete for shelf space and consumer attention. Expect more globally-inspired flavours, more functional benefits (added protein, adaptogens, etc.), and more premium positioning.

Distribution will widen. Products currently found mainly in health food shops and premium retailers will appear in more mainstream locations. Actually, this is already happening—but it will accelerate.

And eventually, the distinction between "plant-based snacks" and "snacks" will blur. The category won't disappear; it will be absorbed into the mainstream. That's the ultimate sign of success—when something stops being special and simply becomes normal.

For brands like Karma Bites, the next few years will be critical. The window between early-adopter success and mainstream competition is narrowing. Those that can scale distribution, maintain quality, and build brand loyalty will thrive. Those that can't will become cautionary tales in business school case studies.

The buyer who doubted me three years ago? She's now one of the most enthusiastic advocates for the category. Markets have a way of making believers out of sceptics. The data, as they say, is hard to argue with.

FAQs

What are popped lotus seeds?

Popped lotus seeds are the seeds of the lotus flower (Euryale ferox), heated until they puff up similar to popcorn. Also known as makhana or phool makhana, they've been consumed for centuries in Asian cuisines. When popped, they become light and crunchy with a mild, slightly nutty flavour. They're naturally gluten-free, vegan, and high in protein.

Are plant-based snacks healthier than crisps?

Many plant-based snacks offer better nutritional profiles than traditional crisps—higher protein, more fibre, and fewer empty carbohydrates. However, not all plant-based snacks are automatically healthy. Check the ingredients list and nutritional information, as some products contain high levels of salt, sugar, or calories similar to conventional crisps.

What is makhana?

Makhana, also called phool makhana or fox nuts, are the seeds of the lotus flower. They've been used in Ayurvedic medicine and traditional Chinese medicine for centuries. Nutritionally, they're impressive—approximately 18g of protein per 100g, low in fat, and with a low glycaemic index. When popped, they become a light, crunchy snack.

Where can I buy Karma Bites in the UK?

Karma Bites popped lotus seeds are available at major UK retailers including Tesco, Ocado, Whole Foods, Holland & Barrett, and Planet Organic. The brand has recently expanded distribution following investment from Surya Foods, making their products increasingly accessible in mainstream supermarkets.

What are the benefits of lotus seeds?

Lotus seeds offer several evidence-backed benefits: they're high in protein (supporting satiation and muscle maintenance), contain antioxidants like kaempferol (with anti-inflammatory properties), have a low glycaemic index (supporting blood sugar management), and are rich in minerals including magnesium, potassium, and phosphorus. They're also naturally gluten-free and vegan.

Are chickpea puffs a good alternative to crisps?

Chickpea puffs offer more protein and fibre than traditional crisps, making them more filling and nutritionally valuable. Brands like Hippeas have built successful products in this category. However, check individual products—some chickpea snacks add significant salt or flavourings that reduce their health advantages.

How big is the plant-based snacks market in the UK?

The UK healthy snacks market is projected to grow from £3.54 billion in 2025 to £5.89 billion by 2035, with plant-based options representing the largest and fastest-growing segment. Consumer research shows 62% of UK shoppers now actively seek snacks that are better for health and environment.