Baking & Snack - June 2005 - 46

MARKET UPDATE

Rtheevamping

Bar

On the heels of the low-carb craze,
manufacturers seek to satisfy
consumers' desire for healthy,
natural bars that meet
recommended dietary guidelines.

BY JESSI WITHROW
ith the low-carb revolution well on its way out,
bar manufacturers have tuned into what consumers want in their nutrition, energy or granola bars - this year, healthy choice tops the
list. Consumers want an all-natural, healthy snack option.
They want portability, and they want something that tastes
good. And manufacturers say that's not too much to ask.
This desire is being echoed by new dietary guidelines,
which, among other things, suggest that Americans
should eat more fruits and vegetables. By offering bars
made with fresh fruits and healthy ingredients, bar makers are making this a bit easier.

LETTING IT ALL HANG OUT. When it comes to bars,
all-natural is the way to go. According to Kerry Americas,
Beloit, WI, natural and organic ingredients are becoming
more prevalent as consumers express concern with chemical additives. The company's research shows that 30% of
energy bar purchasers said that a product with a natural/
organic claim is important in his or her buying decision.
David Neuman, vice-president of sales and marketing
for Nature's Path, Richmond, BC, sees this trend, too.
"Consumers aren't looking for something with added
nutrients in it, like supplements. They believe they can get
enough of that with vitamins and a balanced diet. Instead,
they are looking for a nice snack, which is indicative of the
whole low-carb crash," he said. According to Mr. Neuman,
sales of snack bars are up 16.8% this year. He said that or-

ganic options are the primary driver for this growth.
Nature's Path is focusing on the whole foods concept.
When the company entered the bar category a few years
ago, its focus was on cereal bars. "We thought it was natural for a cereal company to make a cereal bar," he said. But
when its EnviroKidz bar became the No. 1 snack bar in
the natural, organic category, Nature's Path was inspired
to look at what else it could do in that arena.
In March, it answered its query with the launch of Optimum Energy Bars, the first USDA-certified-organic energy bar. Each 2-oz bar is packed with protein, fiber and
carbohydrates. The bars are low in fat and sodium and
include omega-3 fatty acids and lignans from organic
flax, heart-healthy fiber from organic oat bran, amino
acids from organic soy protein and phytonutrients and
bioflavonoids from organic fruit.
Steve Grossman, senior director of brands for Clif Bar,
Berkeley, CA, said that the company has just launched
Clif Nectar, a 100%-organic fruit and nut bar. Each bar
consists of only four ingredients, which he said are all
recognizable. He mentioned the USDA guidelines and
said that each bar contains the equivalent of two servings
of fruit. Clif Nectar bars come in cinnamon pecan, lemon
vanilla cashew, dark chocolate walnut and cranberry
apricot almond flavors.
Luna, a branch of Clif Bar, reduced the sugar content
in its bars by 25% and increased fiber by 30%, all things
that support the company's research, according to Kristel

June 2005 / BAKING & SNACK / 49

Baking & Snack - June 2005

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