The fragmented consumer field and the effects of trends are challenging food businesses to meet market demand through continuous product development. Especially in the snack segment, the emphasis is on understanding the real needs and preferences of consumers in a rapidly changing field according to trends. The increase in gamification and the expansion of the consumption of games to different user groups opens up the possibility of combining games and food products. Understanding snack eating practices, including from the point of view of games and social media consumption, gives keys to the full utilisation of gamut in the food business. The Co-creative Snacks research project approaches snack eating and gaming consumption by combining consumer behaviour, food and sensory research and applied research in games with piloting of co-creation with companies and consumers. The project has collected information from Finland and Sweden on snack eating, gaming and social media use of consumers. The link between gamification, social media and snacks in the everyday life of consumers has been investigated by a wide range of interactive community research in three different consumer groups. The utilisation of gamut in snack products has been tested with the help of a game prototype. The game prototype has been developed to interact with consumers in the online community and with food business marketing representatives.