Bakers Journal

Marketing for Keto-friendly bakeries

September 21, 2018
By Bakers Journal

 Marketing intelligence firm, Mintel stated that Ketogenic diets, or “Keto” diets have gone from niche to fad: But how can bakers appeal to this market?

Keto diets are a low-carbohydrate, moderate protein and high-fat diet that many in the food industry are capitalizing on. Ketogenic-friendly brands appeal to consumers who are interested in trying a ketogenic diet, but want simplicity in following its seemly complex rules.

Mintel reports that while many keto-friendly snacks and beverages are still niche, their development remains mainly for sports nutrition. For many following this diet, a low-carb diet can impact electrolyte balance so the company recommends marketing low-carb foods like beef jerky, bacon or cracklings could be repositioned as kept-friendly snacks, for the vending industry.

Within this niche, there are new certifications emerging, such as Certified Ketogenic and Paleo Foundation Certified Keto, which would appeal to lifestyle users who see kept as an extension of a clean label diet.


Snackers who are interested in losing weight feel that “clean” labels such as “no artificial colouring” or “no artificial flavouring” are essential to losing weight: Marketing snacks and beverages with foods that appeal to a more natural lifestyle would be a great way to win over the better-for-you snacking market. Mintel adds that labels including the words “free-from” have increased internationally by 111 per cent between 2013 and 2017.

The marketing company recommends bakers should consider making macronutrient information easier to understand by including a product’s ingredient profile. Lastly, manufacturers could capitalize on the trend by simply providing recipe suggestions for ways to use existing products in a keto-friendly diet.

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