Australia’s food manufacturing sector has been undergoing a period of rapid transformation, driven by rising consumer demand for healthier choices and increased investment in local production capability.
SnackHQ, one of the emerging players in the better-for-you snacking category, has been at the forefront of this shift, expanding its manufacturing footprint and accelerating product development to meet evolving market expectations.
Against this backdrop, SnackHQ continues to expand its presence in Australia’s food manufacturing landscape with the launch of its newest ReFil snack bar flavour, Creamy Caramel, now available nationwide.
In an exclusive interview with Australian Manufacturing, SnackHQ Head of Sales & Marketing Julia Clark said substantial capital investments over the past two years have strengthened the company’s ability to scale its operations.
“We have made in-line upgrades and added automation to improve process control, improving our quality, which has a flow-on effect on ensuring the most positive consumer experience possible,” she said. Clark added that expanded packing capabilities have enabled entry into new formats while a larger manufacturing footprint has improved site safety and allowed better segregation of upstream product conditioning.
New Creamy Caramel flavour hits Woolworths shelves
According to the company’s media release, the new Creamy Caramel bar joins Woolworths shelves as part of the expanding ReFil range, which aims to offer snacks that balance nutrition and taste.
SnackHQ said the bars contain less than one teaspoon of sugar, include 9g of prebiotic fibre and 6g of protein, and feature no artificial flavours, colours or sugar alcohols.
R&D and manufacturing work hand-in-hand
Clark said the development of new flavours such as Creamy Caramel is guided by emerging trends and refined through iterative collaboration across teams.
“Once we have a concept like Creamy Caramel, our R&D team get to work on development… running collaborative trials between R&D and Manufacturing to ensure we nail both the highest quality consumer experience and our manufacturing requirements,” she said. Multiple rounds of flavour and ingredient testing typically take place before a product is finalised.
Local manufacturing shapes sourcing and supply
Local production is central to the company’s approach, Clark said. “Being Australian-made is something we’re really proud of,” she noted, adding that domestic ingredient sourcing supports local suppliers and strengthens supply chain resilience.
While some ingredients must be sourced globally due to limited local production, Clark said SnackHQ maintains close oversight of its international supply partners to ensure consistency and transparency.
Meeting demand for “Better-for-You” treats
The ReFil range was designed to offer a nutritious option in the crowded chocolate bar sector, Clark said. “ReFil was created to bridge that gap… a chocolate bar that tastes just like a chocolate bar should, but with less than a teaspoon of sugar, no sugar alcohols, and added fibre and protein.”
She said the company has seen growing demand for snacks with simpler ingredient lists, particularly among families with older children and teens seeking healthier options that still deliver on taste.
Innovation and partnerships drive long-term manufacturing vision
Clark said SnackHQ’s long-term aim is to strengthen its role as both a brand owner and a contract manufacturer within Australia’s food manufacturing industry. “Our vision is to continue leading in the ‘better-for-you’ snacking space — both as a brand owner and as a trusted contract manufacturer,” she said.
Clark added that Australian-made production provides a competitive edge in a market dominated by global brands.
“Our strength lies in being proudly Australian-made — close to our consumers and brand partners, agile in our approach, and deeply connected to local trends,” she said.
She noted that while regulatory settings can pose challenges, the company’s manufacturing quality benchmarks strongly against global competitors, opening opportunities for further growth.
For more information, visit www.refil.com.au
