01.01.04
Changing times has brought drastic alterations to consumers' lifestyles and with that has come increasing dependence on convenience. With the demand for convenience foods has come the rapid interest in nutrition bars. Now a bustling business within the nutraceuticals market, showing no signs of slowing down, the nutrition bar segment has undergone significant transformations both in taste and formulation, which have led to mass appeal.
According to the "U.S. Market for Food Bars," a report released by Packaged Facts, Rockville, MD, a division of MarketResearch.com, the $3 billion market for food bars, which is broken down into nutrition bars (including energy and sports bars) and cereal bars (including granola bars), is expected to double by the year 2007. "These two factions," said Don Montuori, editor of the report, "account for 49% and 51% of the market, respectively." Mr. Montuori also said there will be a shift in the market in terms of the dominant products. "Over the past five years the ratio between the nutrition bar segment and the cereal bar segment has changed dramatically," he said. "In 1998 the ratio was 59% cereal bars and 41% nutrition bars, and by 2005 we predict the nutrition bar segment will overtake the cereal bar segment."
What has helped growth in this area is the involvement of major marketers such as Nestlé (PowerBar®), Glendale, CA, and Kraft (Balance Bar®), Northfield, IL. These companies, and others, have made major advancements in making these bars appeal to the masses and not just the sports or fitness enthusiast.
The category has also benefited greatly from celebrity endorsements (i.e., PowerBar/Lance Armstrong), which continue to invigorate the market as well. Having celebrities put their "stamp of approval" on certain bars has no doubt had an effect on the growth and will continue to in the future.
In terms of bar formulations, there has been a proliferation of bars for specific demographics and dietary needs. Look for these factors to be key category drivers going forward. Speaking to the demographics aspect was Mr. Montuori, who said, "The Hispanic market has a stronger propensity to use food bars in general. In the future, I would not be surprised to see bars developed with the Hispanic consumer in mind."
Although low-carb is a huge trend among several product categories, Mr. Montuori noted that protein is still the most touted ingredient/quality on bar labels. Following protein, he said, other popular "call outs" on labels include "natural," "high vitamin," "high mineral" and "high calcium."
Pete Zambetti, nutrient sales director, Balchem Encapuslates, Slate Hill, NY, said the high protein, low-carb trend represents great opportunity. "There is a huge opportunity for manufacturers with high protein and low-carb nutrition bars, which is trending at a faster rate than 'condition-specific' bars for diabetes, women's health and heart health."
In terms of popular ingredients, Mr. Zambetti offered, "Potassium is a highly sought after ingredient for nutrition bar fortification. Obtaining an adequate amount of potassium is especially critical for individuals who are dieting or taking diuretics."
Maria Michael, marketing manager, Fortitech, Schenectady, NY, said manufacturers are diversifying their product options to offer bars that are enhanced for specific audiences, such as children, or for addressing particular health concerns or lifestyles. Offering her thoughts on hot ingredients, she commented, "Whey proteins, antioxidants and dietary fiber are particularly popular for nutrition bar fortification. Other ingredients that are receiving increased attention include lycopene, lutein, omega 3's, inulin and glucosamine sulfate." Ms. Michael added, "Even with emerging ingredients, companies are using ingredients that have a more scientific foundation to back them up, rather than 'ingredients of the moment.'"
Along with these trends, Mr. Montuori said, has also come the proliferation of indulgent flavors, which satisfies the tastes of those that don't want to feel they are giving anything up to eat healthier. "The desserts scenes are showing up much more frequently than they have been in the past," he said. "As much as people claim to be conscious about their weight and their nutritional needs, people still want products that taste good. I think it is a much easier sell to position a product as indulgent nutrition rather than necessary nutrition."
Nutrition bar formulators face several challenges when creating nutrition bars due to the wide array of ingredients required for their development. Because of this, formulators must work to choose the right mix of ingredients in order to meet the taste and/or health condition criteria for a particular bar. Although significant advancements have been made on the taste front, some experts feel there is still a long way to go.
Balchem's Mr. Zambetti commented, "Taste continues to be an unmet need for some of the bars on the market today. In order to get a repeat buy, a nutrition bar must taste good or it will die on the shelf no matter how good it might be for the consumer therapeutically." He also pointed out some problem ingredients. "Key problems for nutrition bar formulators today include the fact that high demand vitamins, such as vitamin C, are unstable when incorporated into nutrient bars and lose potency. Raw vitamin C levels at the end of shelf life are typically far below label claim amounts," he said. "Protein is also a challenge, as it tends to degrade the flavor quickly and also remove moisture from the system making the bars hard and brittle." Lastly, Mr. Zambetti said, "The most sought after ingredient for bars is also the most difficult to add-Omega 3 fatty acids, which can be added as fish oil or derived from algae." Unfortunately, he said, "Omega 3's are rapidly oxidized and can cause a bar to end up resembling a fish stick rather than a nutrient bar."
As more and more ingredients are being formulated into nutrition bars, it is critical that issues such as taste, texture, potency and ingredient interaction are addressed early in the product development stage, according to Fortitech's Ms. Michael. In addition, she said, "No matter how many nutrients are added to a nutrition bar, it all comes down to the taste. There are several options for manufacturers when they need to taste mask unpleasant ingredients, such as using microencapsulation or selecting the appropriate market form and level of an ingredient for a particular application to limit taste interactions."
It is no secret that the "low-carb" mentality has penetrated the mainstream, and the bar market is no exception. One company taking advantage of the low-carb trend is Cliff Bar, Berkeley, CA. Once making headlines with its original Luna® bar, which continues to exhibit strong growth, the company has decided to expand that line to include a host of new low-carb offerings under its new Luna Glow™ name. This line extension specifically targets women who are followers of a low-carb diet plan. The bars contain approximately 2-3 "net" carbohydrates per gram, no trans fat and eight grams of protein. They are also loaded with essential vitamins and minerals and contain only 140 calories.
Explaining the impetus behind the bars was Yana Kushner, Luna brand director. "The explosive growth of the low-carb lifestyle has left consumers and retailers hungry for new alternatives, which deliver on taste, nutrition and price," she said. "Luna Glow provides a nutritious, affordable low-carb snack option that is actually a pleasure to eat. We believe Luna Glow will become the low-carb choice for women."
This new variety from Clif Bar is available in three flavors, including Almond Brownie, Chocolate Peanut Crunch and Strawberry Caramel Sundae, and is the first low-carb bar to be certified Kosher.
Supplement retailer giant GNC, Pittsburgh, PA, is also keeping pace with the low-carb trend. It has plans to expand its line of high protein, low-carb selections, which includes developments in the area of bars and shakes. According to the company, it was the significant consumer demand in low-carb products that drove its decision.
Genisoy, Fairfield, CA, which is a large player in soy products, has also decided to dabble in the low-carb area. It has responded to the low-carb trend by offering its new Crunch Bars, which come in five flavors-Lemon, Peanut Butter, Chocolate, Chocolate Chip and Raspberry. Each bar contains 2 grams of carbohydrates, 15 grams of soy protein and 19 vitamins and minerals.
It has been four years since DrSoy's initial launch of its flagship product, DrSoy™ soy protein bars. Since then consumer demand has taken the company in many directions. This Irvine, CA-based soy bar producer's newest addition is a low-carb version of its Healthy Snacker™ bar. The launch of this product came partly as a result of a study carried out by Q2 Brand Intelligence, Seattle, WA, which examined 329 consumers of DrSoy bars. Dr. Ari Babaknia, founder and chairman, discussed some of the study highlights. "Eighty-one percent of the people that buy our brand are women aged 25-50. In addition, 49% of these women have children in their household and 68% have four years of college education or higher," he said. "The number one reason the study participants (77%) bought our product was taste. However, more important, the other 23% did not buy our product because it was not low-carb." The latter statistic is what prompted the company's newest foray into the bar category-a healthy low-carb snack alternative. The three new low-carb varieties of its Healthy Snacker bar contain 5 grams of net impact carbohydrates and are available in Chocolate Caramel Peanut, Cookie Dough and Caramel Almond Coconut flavors.
Also getting in on the low-carb action is PowerBar, Berkeley, CA, with its Pria™ and ProteinPlus™ Carb Select™ lines. According to the company, PowerBar® Pria and PowerBar ProteinPlus Carb Select were formulated specifically for women and men, respectively, seeking a healthier lifestyle through diet and exercise. Carb Select bars contain 2 grams of impact carbohydrates*. The Carb Select varieties come in five flavors including Cookies N' Caramel, Peanut Butter Caramel Nut, Caramel Nut Brownie, Chocolate Peanut Butter and Double Chocolate. (Note: The first three flavors mentioned are available for Pria Carb Select bars and the last two flavors apply to the ProteinPlus Carb Select bars.)
In other news, PowerBar also recently released its Energy Bites product. According to the company, this product was developed to boost energy, especially in athletes, and contains 19-20 grams of complex carbohydrates per bag as well as eight grams of protein to help tissues and muscles recover and rebuild after exercise. The snacks are available in three varieties, including Chocolate Crisp, Peanut Butter Crisp and Oatmeal Raisin Crisp.
Premier Nutrition, Carlsbad, CA, has added the Odyssey® bar to its arsenal of high protein bars. Odyssey contains three layers and 30 grams of high quality protein, in addition to having a low sugar content. Also debuting from the company is its Odyssey Slim Advantage bar. With only 2 grams of net carbohydrates and 18 grams of protein, these bars are available in three flavors, including Caramel Nut, Rocky Road andChocolate Coconut Almond.
In terms of new developments at bar producer Universal Nutrition, New Brunswick, NJ, it recently decided to certify its Doctor's CarbRite Diet line of sugar free bars and candy as gluten-free. In addition, it has introduced two new flavors of its CarbRite Diet bars, Toasted Coconut and Cookies n' Crème.
Offering new low-carb cereal bar options for consumers is low-carb product manufacturer Carbolite Foods, Evansville, IN. These new bars are offered with three types of fillings including Blueberry, Strawberry and Cinnamon, and contain 3 grams of net impact carbohydrates per serving.
Unveiling its new low-carb breakfast bar is Next Proteins, Carlsbad, CA. Under the name Zanzibar, the company is now offering an 88-gram breakfast bar, which contains more protein than nine egg whites and more calcium than a glass of milk, according to the company. In addition, the bar is made with Designer Whey Protein and comes in Apple Spice flavor, with Oatmeal Raisin Sun and Strawberry Safari varieties to be introduced later this year.
Balance Bar, Rye Brook, NY, has been busy making improvements and adding new flavors to its bar lines. Most recently, it added three more flavors, including Cookie Dough, Strawberry Cheesecake and Cookies n' Crème. Speaking to this was Jean Smith, brand director, who said, "Balance Bar is committed to improving and expanding its flavor offerings. We recognize that our consumers have different taste needs and our goal is to continue delivering great-tasting products that provide complete nutrition."
Making its debut in the nutrition bar category is Snicker's Marathon, developed by MasterFoods, USA, Hackettstown, NJ. This two-ounce bar contains Quadratein™, a new patented protein, which according to the company, delivers a sustained level of energy for both everyday activity as well as strenuous physical activity.
Also making an entrance into the nutrition bar category is Everlast Nutrition, New York, NY, which has developed a line of bars to complement its new nutritional product offerings. The new bars contain 30 grams of protein, 2 grams of net impact carbohydrates and no sugar. They are available in three varieties, including Chocolate Fudge, Chocolate Mint, S'mores and Chocolate Peanut Butter.
Jason Pharmaceuticals, Owing Mills, MD, has developed a product line called Medifast Plus, which is designed specifically for diabetic needs. These soy-based bars contain less than 3 grams of sugar and can be used as a snack or meal replacement.
Innovative breakthroughs in the bar segment have led to phenomenal growth since its advent in the 1980's, as evident from the currently crowded, but still bustling market. Originally launched for serious athletes, nutrition bars have evolved to include every kind of consumer. Furthermore, the incorporation of key nutrients such as soy, flaxseed, calcium, whey protein and calcium plus enhanced taste and texture are the driving forces behind this grand success. Future growth seems promising as market leaders are constantly engaged in bringing to market something new as well as customizing products for special dietary needs and demographics.
Speaking of the impact of demographics, Ms. Michael said, "Nutrition bars appeal to a wide demographic group and can be formulated for particular demographic audiences or health concerns, such as obesity, diabetes and immunity. Growing consumer interest in functional foods will likely further increase the speed of product innovation and new product introductions in this area."
Sharing his view of the future was Balchem's Mr. Zambetti. "The nutrition bar market will continue to grow as consumers look for meal solutions and snack foods that are convenient and taste good," he said. "In particular, bars featuring confectionary ingredients are thriving as companies like MasterFoods (M&M Mars) are putting their candy making expertise to use in formulating snack bars." He added, "High carb bars are struggling in the marketplace, as more consumers are following high protein and low-carb diets."NW
About the contributing author:
Andaleeb Ahmed is a food science graduate of Kansas State University with nearly six years of food and pharmaceutical industry experience. She can be reached at andalahmed@aol.com.
Market Growth & Trends
According to the "U.S. Market for Food Bars," a report released by Packaged Facts, Rockville, MD, a division of MarketResearch.com, the $3 billion market for food bars, which is broken down into nutrition bars (including energy and sports bars) and cereal bars (including granola bars), is expected to double by the year 2007. "These two factions," said Don Montuori, editor of the report, "account for 49% and 51% of the market, respectively." Mr. Montuori also said there will be a shift in the market in terms of the dominant products. "Over the past five years the ratio between the nutrition bar segment and the cereal bar segment has changed dramatically," he said. "In 1998 the ratio was 59% cereal bars and 41% nutrition bars, and by 2005 we predict the nutrition bar segment will overtake the cereal bar segment."
What has helped growth in this area is the involvement of major marketers such as Nestlé (PowerBar®), Glendale, CA, and Kraft (Balance Bar®), Northfield, IL. These companies, and others, have made major advancements in making these bars appeal to the masses and not just the sports or fitness enthusiast.
The category has also benefited greatly from celebrity endorsements (i.e., PowerBar/Lance Armstrong), which continue to invigorate the market as well. Having celebrities put their "stamp of approval" on certain bars has no doubt had an effect on the growth and will continue to in the future.
In terms of bar formulations, there has been a proliferation of bars for specific demographics and dietary needs. Look for these factors to be key category drivers going forward. Speaking to the demographics aspect was Mr. Montuori, who said, "The Hispanic market has a stronger propensity to use food bars in general. In the future, I would not be surprised to see bars developed with the Hispanic consumer in mind."
Although low-carb is a huge trend among several product categories, Mr. Montuori noted that protein is still the most touted ingredient/quality on bar labels. Following protein, he said, other popular "call outs" on labels include "natural," "high vitamin," "high mineral" and "high calcium."
Pete Zambetti, nutrient sales director, Balchem Encapuslates, Slate Hill, NY, said the high protein, low-carb trend represents great opportunity. "There is a huge opportunity for manufacturers with high protein and low-carb nutrition bars, which is trending at a faster rate than 'condition-specific' bars for diabetes, women's health and heart health."
In terms of popular ingredients, Mr. Zambetti offered, "Potassium is a highly sought after ingredient for nutrition bar fortification. Obtaining an adequate amount of potassium is especially critical for individuals who are dieting or taking diuretics."
Maria Michael, marketing manager, Fortitech, Schenectady, NY, said manufacturers are diversifying their product options to offer bars that are enhanced for specific audiences, such as children, or for addressing particular health concerns or lifestyles. Offering her thoughts on hot ingredients, she commented, "Whey proteins, antioxidants and dietary fiber are particularly popular for nutrition bar fortification. Other ingredients that are receiving increased attention include lycopene, lutein, omega 3's, inulin and glucosamine sulfate." Ms. Michael added, "Even with emerging ingredients, companies are using ingredients that have a more scientific foundation to back them up, rather than 'ingredients of the moment.'"
Along with these trends, Mr. Montuori said, has also come the proliferation of indulgent flavors, which satisfies the tastes of those that don't want to feel they are giving anything up to eat healthier. "The desserts scenes are showing up much more frequently than they have been in the past," he said. "As much as people claim to be conscious about their weight and their nutritional needs, people still want products that taste good. I think it is a much easier sell to position a product as indulgent nutrition rather than necessary nutrition."
Formulation Challenges
Nutrition bar formulators face several challenges when creating nutrition bars due to the wide array of ingredients required for their development. Because of this, formulators must work to choose the right mix of ingredients in order to meet the taste and/or health condition criteria for a particular bar. Although significant advancements have been made on the taste front, some experts feel there is still a long way to go.
Balchem's Mr. Zambetti commented, "Taste continues to be an unmet need for some of the bars on the market today. In order to get a repeat buy, a nutrition bar must taste good or it will die on the shelf no matter how good it might be for the consumer therapeutically." He also pointed out some problem ingredients. "Key problems for nutrition bar formulators today include the fact that high demand vitamins, such as vitamin C, are unstable when incorporated into nutrient bars and lose potency. Raw vitamin C levels at the end of shelf life are typically far below label claim amounts," he said. "Protein is also a challenge, as it tends to degrade the flavor quickly and also remove moisture from the system making the bars hard and brittle." Lastly, Mr. Zambetti said, "The most sought after ingredient for bars is also the most difficult to add-Omega 3 fatty acids, which can be added as fish oil or derived from algae." Unfortunately, he said, "Omega 3's are rapidly oxidized and can cause a bar to end up resembling a fish stick rather than a nutrient bar."
As more and more ingredients are being formulated into nutrition bars, it is critical that issues such as taste, texture, potency and ingredient interaction are addressed early in the product development stage, according to Fortitech's Ms. Michael. In addition, she said, "No matter how many nutrients are added to a nutrition bar, it all comes down to the taste. There are several options for manufacturers when they need to taste mask unpleasant ingredients, such as using microencapsulation or selecting the appropriate market form and level of an ingredient for a particular application to limit taste interactions."
What's New?
It is no secret that the "low-carb" mentality has penetrated the mainstream, and the bar market is no exception. One company taking advantage of the low-carb trend is Cliff Bar, Berkeley, CA. Once making headlines with its original Luna® bar, which continues to exhibit strong growth, the company has decided to expand that line to include a host of new low-carb offerings under its new Luna Glow™ name. This line extension specifically targets women who are followers of a low-carb diet plan. The bars contain approximately 2-3 "net" carbohydrates per gram, no trans fat and eight grams of protein. They are also loaded with essential vitamins and minerals and contain only 140 calories.
Explaining the impetus behind the bars was Yana Kushner, Luna brand director. "The explosive growth of the low-carb lifestyle has left consumers and retailers hungry for new alternatives, which deliver on taste, nutrition and price," she said. "Luna Glow provides a nutritious, affordable low-carb snack option that is actually a pleasure to eat. We believe Luna Glow will become the low-carb choice for women."
This new variety from Clif Bar is available in three flavors, including Almond Brownie, Chocolate Peanut Crunch and Strawberry Caramel Sundae, and is the first low-carb bar to be certified Kosher.
Supplement retailer giant GNC, Pittsburgh, PA, is also keeping pace with the low-carb trend. It has plans to expand its line of high protein, low-carb selections, which includes developments in the area of bars and shakes. According to the company, it was the significant consumer demand in low-carb products that drove its decision.
Genisoy, Fairfield, CA, which is a large player in soy products, has also decided to dabble in the low-carb area. It has responded to the low-carb trend by offering its new Crunch Bars, which come in five flavors-Lemon, Peanut Butter, Chocolate, Chocolate Chip and Raspberry. Each bar contains 2 grams of carbohydrates, 15 grams of soy protein and 19 vitamins and minerals.
It has been four years since DrSoy's initial launch of its flagship product, DrSoy™ soy protein bars. Since then consumer demand has taken the company in many directions. This Irvine, CA-based soy bar producer's newest addition is a low-carb version of its Healthy Snacker™ bar. The launch of this product came partly as a result of a study carried out by Q2 Brand Intelligence, Seattle, WA, which examined 329 consumers of DrSoy bars. Dr. Ari Babaknia, founder and chairman, discussed some of the study highlights. "Eighty-one percent of the people that buy our brand are women aged 25-50. In addition, 49% of these women have children in their household and 68% have four years of college education or higher," he said. "The number one reason the study participants (77%) bought our product was taste. However, more important, the other 23% did not buy our product because it was not low-carb." The latter statistic is what prompted the company's newest foray into the bar category-a healthy low-carb snack alternative. The three new low-carb varieties of its Healthy Snacker bar contain 5 grams of net impact carbohydrates and are available in Chocolate Caramel Peanut, Cookie Dough and Caramel Almond Coconut flavors.
Also getting in on the low-carb action is PowerBar, Berkeley, CA, with its Pria™ and ProteinPlus™ Carb Select™ lines. According to the company, PowerBar® Pria and PowerBar ProteinPlus Carb Select were formulated specifically for women and men, respectively, seeking a healthier lifestyle through diet and exercise. Carb Select bars contain 2 grams of impact carbohydrates*. The Carb Select varieties come in five flavors including Cookies N' Caramel, Peanut Butter Caramel Nut, Caramel Nut Brownie, Chocolate Peanut Butter and Double Chocolate. (Note: The first three flavors mentioned are available for Pria Carb Select bars and the last two flavors apply to the ProteinPlus Carb Select bars.)
In other news, PowerBar also recently released its Energy Bites product. According to the company, this product was developed to boost energy, especially in athletes, and contains 19-20 grams of complex carbohydrates per bag as well as eight grams of protein to help tissues and muscles recover and rebuild after exercise. The snacks are available in three varieties, including Chocolate Crisp, Peanut Butter Crisp and Oatmeal Raisin Crisp.
Premier Nutrition, Carlsbad, CA, has added the Odyssey® bar to its arsenal of high protein bars. Odyssey contains three layers and 30 grams of high quality protein, in addition to having a low sugar content. Also debuting from the company is its Odyssey Slim Advantage bar. With only 2 grams of net carbohydrates and 18 grams of protein, these bars are available in three flavors, including Caramel Nut, Rocky Road andChocolate Coconut Almond.
In terms of new developments at bar producer Universal Nutrition, New Brunswick, NJ, it recently decided to certify its Doctor's CarbRite Diet line of sugar free bars and candy as gluten-free. In addition, it has introduced two new flavors of its CarbRite Diet bars, Toasted Coconut and Cookies n' Crème.
Offering new low-carb cereal bar options for consumers is low-carb product manufacturer Carbolite Foods, Evansville, IN. These new bars are offered with three types of fillings including Blueberry, Strawberry and Cinnamon, and contain 3 grams of net impact carbohydrates per serving.
Unveiling its new low-carb breakfast bar is Next Proteins, Carlsbad, CA. Under the name Zanzibar, the company is now offering an 88-gram breakfast bar, which contains more protein than nine egg whites and more calcium than a glass of milk, according to the company. In addition, the bar is made with Designer Whey Protein and comes in Apple Spice flavor, with Oatmeal Raisin Sun and Strawberry Safari varieties to be introduced later this year.
Balance Bar, Rye Brook, NY, has been busy making improvements and adding new flavors to its bar lines. Most recently, it added three more flavors, including Cookie Dough, Strawberry Cheesecake and Cookies n' Crème. Speaking to this was Jean Smith, brand director, who said, "Balance Bar is committed to improving and expanding its flavor offerings. We recognize that our consumers have different taste needs and our goal is to continue delivering great-tasting products that provide complete nutrition."
Making its debut in the nutrition bar category is Snicker's Marathon, developed by MasterFoods, USA, Hackettstown, NJ. This two-ounce bar contains Quadratein™, a new patented protein, which according to the company, delivers a sustained level of energy for both everyday activity as well as strenuous physical activity.
Also making an entrance into the nutrition bar category is Everlast Nutrition, New York, NY, which has developed a line of bars to complement its new nutritional product offerings. The new bars contain 30 grams of protein, 2 grams of net impact carbohydrates and no sugar. They are available in three varieties, including Chocolate Fudge, Chocolate Mint, S'mores and Chocolate Peanut Butter.
Jason Pharmaceuticals, Owing Mills, MD, has developed a product line called Medifast Plus, which is designed specifically for diabetic needs. These soy-based bars contain less than 3 grams of sugar and can be used as a snack or meal replacement.
What the Future Holds for Nutrition Bars
Innovative breakthroughs in the bar segment have led to phenomenal growth since its advent in the 1980's, as evident from the currently crowded, but still bustling market. Originally launched for serious athletes, nutrition bars have evolved to include every kind of consumer. Furthermore, the incorporation of key nutrients such as soy, flaxseed, calcium, whey protein and calcium plus enhanced taste and texture are the driving forces behind this grand success. Future growth seems promising as market leaders are constantly engaged in bringing to market something new as well as customizing products for special dietary needs and demographics.
Speaking of the impact of demographics, Ms. Michael said, "Nutrition bars appeal to a wide demographic group and can be formulated for particular demographic audiences or health concerns, such as obesity, diabetes and immunity. Growing consumer interest in functional foods will likely further increase the speed of product innovation and new product introductions in this area."
Sharing his view of the future was Balchem's Mr. Zambetti. "The nutrition bar market will continue to grow as consumers look for meal solutions and snack foods that are convenient and taste good," he said. "In particular, bars featuring confectionary ingredients are thriving as companies like MasterFoods (M&M Mars) are putting their candy making expertise to use in formulating snack bars." He added, "High carb bars are struggling in the marketplace, as more consumers are following high protein and low-carb diets."NW
About the contributing author:
Andaleeb Ahmed is a food science graduate of Kansas State University with nearly six years of food and pharmaceutical industry experience. She can be reached at andalahmed@aol.com.
