The snacks market is booming, and discerning consumers want to be inspired and surprised as they seek more than the usual nutritional sustenance or standard tastes. What they really want to consume is an emotional connection.

More calories were consumed in snacks during the 2015 Super Bowl than at Thanksgiving dinner in 2014. Snacking in the US is at an all-time high, with 91% doing it daily. So why is the 'little and often' habit replacing traditional meals? And what does the average American really want from a snack?

Whether you're after a craft beer or an organic, protein-rich snack bar, premium products often come from unexpected places. While big name brands can sometimes fail to resonate with consumers who want something a little more niche, instead, they're acquiring smaller brands to co-exist with.

Wasabi-flavoured popcorn, yogurt covered apricots, Earl Grey shortbread cookies. Grabbing a snack no longer means simply a packet of ready salted crisps, and Americans are hungry for more. A Nielsen survey found that 91% of people in the US snack daily.