New certification sets standard for ethical, vegan-friendly products amid rising global demand
DUBAI, United Arab Emirates — Jan. 27, 2026 — Cruncho Chips, a Kuwait-based snack innovator, has become the first company worldwide to secure both Vegan and Cruelty-Free certification under NSF’s newly launched Protocol 543. This dual certification offers food brands a credible, science-backed path to meet the growing consumer demand for ethical and vegan products.
The global vegan food market is projected to grow to more than $37 billion in 2030, with an annual growth rate of 10.63%. In the Middle East and Africa, the vegan food market is expected to exceed $2 billion by 2030. According to recent NSF research, 63% of consumers now check sustainability factors, such as ethical sourcing, when making food choices, and more than half pay closer attention to product labels than they did five years ago.
“Achieving the first dual certification under NSF Protocol 543 helps us meet growing consumer demand for products that align with their ethical values,” said Mohammed Ali Khan, Quality Head, Cruncho. “This certification gives our customers verified confidence in our commitment to sustainable and cruelty-free practices.”
“NSF’s Protocol 543 certification provides companies a rigorous, science-based standard to meet surging consumer expectations,” said Carey Allen, Director of Product Claims at NSF. “This dual certification offers a credible, third-party solution from NSF that is recognized and trusted by consumers to simplify purchase decisions aligned with their values. The certification mark makes it easier to find trusted vegan and cruelty-free options in food, dietary supplements, cosmetics, personal care, and household products. Cruncho Chip’s achievement provides a roadmap for manufacturers seeking to differentiate their products in the rapidly expanding market for ethically aligned products.”
NSF Protocol 543 certification requires manufacturers to meet stringent requirements across multiple areas. For Vegan Products certification, ingredients, processing aids, and food-contact packaging materials cannot be derived from animals or contain any animal ingredients. Animal testing is prohibited at any stage of product development, and companies must implement supply chain verification with NSF Vegan Compliance Plans and Standard Operating Procedures.
The Cruelty-Free Certification component ensures that ingredients, processing aids, and certified products are not tested on animals. Companies must establish NSF Cruelty-Free Compliance Plans with Standard Operating Procedures addressing traceability, recall, and complaint handling, along with ongoing compliance monitoring through technical reviews.
The certification is available globally in three options: NSF Vegan, NSF Cruelty-Free, and NSF Vegan and Cruelty-Free, enabling manufacturers to select the certification level that best aligns with their product portfolio and market positioning.