Baking & Snack - June 2005 - 50

MARKET UPDATE

'
f

ᮡ PowerBar, the originator of the energy bar category, offers a wide selection of products.
Its new Pria targets women.
ᮢ Z BaR from Clif Brand is formulated to meet restricted school guidelines.
CLIF BRAND

EnviroKidz, is also a tasty treat. But just because it tastes good
doesn't mean it's unhealthy. The bars were modeled after Rice
Krispy Treats. They're a reengineered version without marshmallow. "Ours are gooey, have a nice pull to them and have a great
mouthfeel," he said.
Researchers at Luna Bar found that women want a treat without
guilt. So, the company has added three flavors that it considers
"comfort food" flavors - cookies from childhood. New flavors hit
shelves June 1 and include peanut butter cookie, iced oatmeal raisin
and cookies and cream.
Clif Bar has added cinnamon raisin walnut to its repertoir of flavors. "Things in the cookie arena work well. We played around with
this in the kitchen and added walnuts, which made it surprisingly
delicious," Mr. Grossman said. Just a few months after its launch,
this new flavor is near the top at Clif Bar.
Clif also reintroduced its Mojo bars. "When we first introduced
them, the flavors were probably a bit too exotic. Now, they come
in flavors that people can be interested in," he said. Mojo bars are
savory bars with the taste profile that includes a balance of pretzels,
nuts and fruit. Mr. Grossman said these bars are doing well.
WEIGHING IN. PowerBar's research shows that people are still using bars to help with weight management. And Clif Bar sees childhood obesity concerns as a growing market driver. As an answer to
this drive, Clif introduced Clif Z BaR, which is designed to meet
restricted school guidelines, limiting the amounts of fat and sugar
in products.
"These are organic energy bars for kids that promote being active
and healthy eating," Mr. Grossman said.
Ms. Wagar said that weight management concerns were a driving
force behind last year's sales at PowerBar. She said that PowerBar
continues to see success with its line of low-carb bars and carbconscious bars.
Researchers with Kerry Americas found that 80% of their respon-

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June 2005 / BAKING & SNACK / 53



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Baking & Snack - June 2005

Table of Contents for the Digital Edition of Baking & Snack - June 2005

Contents
Baking & Snack - June 2005 - 1
Baking & Snack - June 2005 - 2
Baking & Snack - June 2005 - 3
Baking & Snack - June 2005 - Contents
Baking & Snack - June 2005 - 5
Baking & Snack - June 2005 - 6
Baking & Snack - June 2005 - 7
Baking & Snack - June 2005 - 8
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