The SNAC International brand was approved by the association’s board of directors at the annual meeting, SNAXPO, in Houston, March 21, and went into effect immediately. ”When I took the gavel and became chairman, I challenged the organization to think of ourselves differently,” says Dan Morgan, outgoing SFA chairman and president, BFY Holdings Inc. “We need to evolve, and that’s exactly what’s happening in the industry: portability, convenience, transparency, nutrition.”

This isn’t the first time that the association has adapted to changing times. It began as the Potato Chip Institute in 1937, later became the Potato Chip Institute International, then the Potato Chip Snack Food Association, and finally the Snack Food Association. The SNAC International name and logo looks to the future, reaffirming the organization’s status as the premier advocate for the snack food industry.

The new tagline, “Snacking. Nutrition. Convenience.,” conveys the three key tenants of its members’ brands. This also represents the evolution of today’s consumer, who is interested in both convenient, healthier options, as well as traditional snack products. “International” recognizes the organization’s evolving role in serving current and prospective snack maker members who do business in other countries or are seeking to expand to the global market.

SNAC International is the international trade association of the snack food industry, representing more than 400 snack manufacturers and suppliers worldwide. The association’s mission is to create resources that fuel and reinforce value for its members by offering services and relationship building forums for members in support of industry growth and dynamic relevance. SNAC International accomplishes its mission through the three pillars of government relations, education, and networking access.

Q&A—Snack Food Association Rebranding Initiative

As snacking—and the snack food industry—continues to evolve, the Snack Food Association recently announced a new name and identity as SNAC International to reflect the changing marketplace. The new tagline, “Snacking. Nutrition. Convenience.,” conveys the three key tenants of its members’ brands. This also represents the evolution of today’s consumer, who is interested in both convenient, healthier options, as well as traditional snack products. “International” recognizes the organization's evolving role in serving current and prospective members who do business in the global marketplace or are seeking to expand to the global market.

SNAC International is the international trade association of the total snack food industry, representing more than 400 snack manufacturers and suppliers worldwide. The association’s mission is to create resources that fuel and reinforce value for our members by offering services and relationship building forums for members in support of industry growth and dynamic relevance. SNAC International accomplishes its mission through the three pillars of government relations, education, and networking access.

Frequently Asked Questions:

What is Snack Food Association’s new name?

On March 21, 2016, the Snack Food Association board of directors voted during its annual SNAXPO conference to rebrand the association as SNAC International.

Who is SNAC International?

SNAC International, formerly the Snack Food Association (SFA), is the international trade association of the snack food industry, representing snack manufacturers and suppliers. Founded in 1937, SNAC International represents over 400 companies worldwide. SNAC International business membership includes, but is not limited to, manufacturers of potato chips, tortilla chips, cereal snacks, pretzels, popcorn, cheese snacks, snack crackers, meat snacks, pork rinds, snack nuts, party mix, corn snacks, pellet snacks, fruit snacks, snack bars, granola, snack cakes, cookies and various other snacks.

Why is Snack Food Association rebranding to SNAC International?/ Why now?

As snacks become an increasingly important part of today’s dietary choices, and as the snack industry evolves to meet those demands, the association is also evolving to reflect the changing marketplace. Accordingly, the association invested in market research to consider the possibility of a brand change. Reflecting on its industry’s growing prominence both in the U.S. and around the world, the name SNAC International was chosen. The new name and logo are accompanied by the tagline “Snacking. Nutrition. Convenience.” This new branding represents the evolution of today’s consumer who is more interested in convenient, better-for-you options as well as appealing to both traditional and newer snack food companies. At the same time, it reflects the importance of the association to policymakers, prospective members and current members. The new logo is inclusive and puts a modern face on the organization and reaffirms its status as the premier industry advocate for the snack food industry.

What is SNAC International’s tagline?

SNAC International’s new tagline is “Snacking. Nutrition. Convenience.,” which convey the three key tenants of members’ brands.

What is the thinking behind the new tagline?

This new branding represents the evolution of today’s consumer who is more interested than ever before in convenient, better-for-you options as well as appealing to both traditional and newer snack food companies.

Why was nutrition added to the tagline, specifically?

“Nutrition” was added to SNAC International’s tagline to recognize, support, and promote the evolution of snacking trends toward healthier options, as well as recognize the fact that all of SNAC International’s member products provide nutrition.

Why did the organization add the word “international”?

SFA has always been an international organization as noted in its previous tagline, “An International Trade Association.” However, it has made “International” a more prominent part of the name to support the organization’s evolving role in serving current and prospective snack maker members who currently do business internationally or are seeking to expand to the global market.

For a video overview of this change, see “SNAC International Reveal Video.”