Introducing Transparency – a new product range from Snact

This story, as many Snactivists noticed, was of course an April Fools 😜 But jokes aside, Snact will be launching something new – and something big! – quite soon, so watch this space! 🍎✌️

A bold choice in the free from category

Snact has decided to take the issue of waste, sustainability and transparency more seriously and introduce an entirely new range of zero waste snacks to the UK market.

The British social enterprise, who until now made 100% fruit snacks from surplus produce, and pioneered the use of home compostable packaging in the UK, decided its efforts to reduce waste were not impactful enough and it was time for a change.

Today, Snact is launching its brand new range called Transparency, made up of three flavours of completely transparent snacks made of purified air bursts. The snacks are vegan, gluten free, zero calorie and sugar free. They will be packed in the most advanced chameleon technology materials, meaning you can see right through the product.


Snact’s co-founder Michael Minch-Dixon said:

“Last year we saved 150 tonnes of surplus produce from going to waste, and paid farmers a fair price for the food they put resources into growing but that was rejected by buyers because of minor superficial imperfections. We were also the first company in the UK to use innovative home compostable packaging, as durable and impermeable as ordinary plastic but decomposing into fertilizer, like an orange peel would, within 6 months. You could say that’s a lot – but we decided we needed to do a lot more.”

“Despite many incredible organisations and companies tackling food waste, the amount of food that is thrown out is still staggering. As we recently started tackling plastic waste too, we joined forces with global campaigns that yield small effects every day, leading to bigger, more meaningful changes – but we’ve also been drowning in reports about the terrible effects of plastic pollution.”

“Most of the plastic we produce will never be recycled or broken down in any way, so we’re stuck with it. It basically also means that no food is safe – it all probably contains microplastics by now, and there’s nothing we can do about that.”


“We take our commitment to keeping our products healthy and natural very seriously – and as we could not guarantee the food safety of any food, we drew our inspiration from an ancient food production technique: making it out of thin air” – said Ilana Taub, Snact’s co-founder.

She found the traditional recipe on a food historian’s blog, and tested it out in her own kitchen. “We managed to lower the sugar content to zero, and made sure our product only contains completely natural ingredients. We’re sure that are customers, who care about clean eating, will be pleased with the new product.”

By only using air in their products, Snact is making sure that there is no way their range could be contributing to waste in any way.

“The danger of using surplus produce to make food is that someone, somewhere, might put that product in the bin. They might see a best before date and confuse it with a use by date, and throw the product out thinking it is off without even looking at it.”

“Even with our compostable packaging, which if placed in home composters or simply on soil will become a fertilizer eaten by bacteria, there was a possibility people might throw it in with recycling or leave out on industrial surfaces like concrete. We thought we were making things right – but just shuddered at the thought that misusing the product was possible, so we decided to make some radical yet necessary changes,” said Taub.


The brand is also drawing attention to provenance in the food industry. As the innovative packaging ensures, you can see right through the product. This is in contrast to many brands in the food and drink industry who – often purposefully – obscure the sources they obtain produce from, conceal details of the processes they use, or even create smokescreens by making claims about sustainability without solid proof that their work is indeed creating more benefit than damage.

Though reluctant to give any further comments as to what the new packaging is actually made of, Minch-Dixon said:

“Making our packaging transparent has an added bonus – it is basically impossible to tell how it contributes to waste – the chameleon fibres adapt visually to every environment. We’d like to think that it decomposes organically, but who can tell? Sometimes it’s just easier not knowing.”

Taub adds: “We’ve always been radical Snactivists, so this step makes a lot of sense for us.”

Snact’s new range is now available at stockists throughout the UK including OcadoPlanet Organic, Selfridges, and As Nature Intended.