However, others strike a more cautious tone about the segments and product formats that keto should drive into. Purition’s Taylor noted: “The last thing keto needs is mass innovation. Innovation invariably means refined ingredients and hyper palatability. Gluten free used to mean not eating wheat, innovation replaced the wheat but processed gluten-free products are not healthy. I hope this does not happen to keto but sadly it's happened in the USA with many product being labelled as keto that are not compatible with a keto diet or are compatible but are highly refined.”​ Despite being low in carbs and sugar, they still manage to deliver on taste and texture with their soft and chewy consistency. Health is the biggest trend [supporting keto] whether it be overall holistic health or for the sole purpose of weight or fat loss. Second to health is the trend to choose real whole foods, based on what our ancestors would have eaten, minimally processed and as natural as possible,”​ said Suzie Walker who co-founded The Primal Pantry, which was acquired by Nurture Brands, and more recently co-founded The Keto Collective.

In the UK, some of the more pioneering health-focused retailers have already established specialised keto areas in store and online – in a similar approach to that which saw gluten-free and plant-based categories break into the retail mainstream. Variety and Flavor: From Salted Caramel to Choc Sea Salt and Classic Coconut, our range of flavours offers something for every palate, making your keto journey deliciously exciting. Abdel-Majeed agrees that it is important that any keto innovation remains true to the core principles of the diet. "It's more than just filling products with all kinds of artificial ingredients – natural products matter too so we will continue to promote that.”​The number one for me is the Salted Carmel. I need to hide these otherwise they will be gone in a single afternoon. Co-founder Taeya Abdel-Majeed believes that innovation and NPD is vital to grow the category. “We want to keep pushing the boundaries, so far we have been replicating standard cakes etc but we continue to product development as we grow and are really excited by the next line up of treats as we grow our customer base.”​ Gluten-Free: We cater to different dietary needs, and all our products are gluten-free, making them a great option for those with gluten sensitivities or Celiac disease. Each Salted Caramel Keto Collective bar contains 7.2g of protein and just 4.7g of fat with the following nutritional information being disclosed on the bars and webstore: Nutritional Information

The ketogenic diet is high-fat, moderate-protein and low-carbohydrate. Ketogenic diets make the body produce ketones, which are used as an alternative fuel when blood sugar levels are low. Ketones are produced in the liver from fat, making ketogenic a popular approach to weight loss.

When quizzed on the benefits of keto, Edward Taylor, managing director at Purition, told us that ‘only a someone who has never tried keto or never been overweight would ask this question’. “The benefits for health and weight management are startling. Keto diet can put a type 2 diabetes into remission within a week or two, but you'll need the support of your GP or health professional to manage the reduction of your medication.”​ Keto could be about to become the next breakout category, as interest is boosted by a virtuous cycle of increased availability and accessibility.