Culinology - September 2016 - 36
EXPERT voices
An iconic brand builds on its strengths
Inside the transformation with senior brand manager Nick Stiritz
by Monica Watrous
mwatrous@sosland.com
Overhauling PowerBar has been a priority of Post Holdings, Inc.,
St. Louis, since it acquired the brand from Nestle two years ago.
Now managed by a team of athletes, foodies and trend experts,
the energy bar brand is in the midst of a "massive relaunch," with
forthcoming innovation focusing on macronutrients, reduced sugar,
whole food ingredients and easy-to-understand labels.
An example is the new PowerBar Clean Whey line of protein
bars and drinks, made with whey protein and no artificial sweeteners. The products were in development for nearly two years,
said Nick Stiritz, senior brand manager for PowerBar.
"We have been closely monitoring consumer trends - the
drive toward cleaner ingredient labels and higher quality ingredients - and we saw there was an opportunity in the marketplace
to bring real innovation that met consumers' needs," Mr. Stiritz
said. In such flavors as chocolate chip cookie dough, cookies and
cream, and white fudge raspberry, the bars contain 20 grams of
protein and 2 grams of sugar. The beverages, developed as an
alternative to traditional dairy-based protein shakes, contain 15
grams of protein, zero grams of sugar and 70 calories. Flavors include berry pomegranate and fruit punch.
"We also added in a milk protein because milk protein is digested and absorbed in a longer time frame than whey protein, so
it provides a longer energy delivery of protein, which is great for
people who are looking not just for the end-game usage but more
so the out-of-game usage, such as on-the-go snacking or a quick
breakfast replacement."
Mr. Stiritz shared these insights and more on PowerBar's
transformation.
36 |
Culinology | SEPTEMBER 2016
Table of Contents for the Digital Edition of Culinology - September 2016
Culinology - September 2016
Table of Contents
President's Letter - 400-word limit jam session
Emerging Trends - Flavor innovation going Nuts
IFT16: The complicated reality of simple ingredients
Ingredient Trends - Embracing new proteins
Flavor Trends - Pour on the flavor
Member Profile - Corps Values
Expert Voices - PowerBar
Industry News
Student Profile - Hannah Dressen
Petits Fours
News bites
Ad Index
Culinology - September 2016 - Culinology - September 2016
Culinology - September 2016 - 2
Culinology - September 2016 - Table of Contents
Culinology - September 2016 - President's Letter - 400-word limit jam session
Culinology - September 2016 - 5
Culinology - September 2016 - Emerging Trends - Flavor innovation going Nuts
Culinology - September 2016 - 7
Culinology - September 2016 - IFT16: The complicated reality of simple ingredients
Culinology - September 2016 - 9
Culinology - September 2016 - 10
Culinology - September 2016 - 11
Culinology - September 2016 - Ingredient Trends - Embracing new proteins
Culinology - September 2016 - 13
Culinology - September 2016 - 14
Culinology - September 2016 - 15
Culinology - September 2016 - 16
Culinology - September 2016 - 17
Culinology - September 2016 - 18
Culinology - September 2016 - 19
Culinology - September 2016 - Flavor Trends - Pour on the flavor
Culinology - September 2016 - 21
Culinology - September 2016 - 22
Culinology - September 2016 - 23
Culinology - September 2016 - 24
Culinology - September 2016 - 25
Culinology - September 2016 - 26
Culinology - September 2016 - 27
Culinology - September 2016 - 28
Culinology - September 2016 - 29
Culinology - September 2016 - 30
Culinology - September 2016 - Member Profile - Corps Values
Culinology - September 2016 - 32
Culinology - September 2016 - 33
Culinology - September 2016 - 34
Culinology - September 2016 - 35
Culinology - September 2016 - Expert Voices - PowerBar
Culinology - September 2016 - 37
Culinology - September 2016 - 38
Culinology - September 2016 - 39
Culinology - September 2016 - 40
Culinology - September 2016 - Industry News
Culinology - September 2016 - 42
Culinology - September 2016 - 43
Culinology - September 2016 - Student Profile - Hannah Dressen
Culinology - September 2016 - 45
Culinology - September 2016 - Petits Fours
Culinology - September 2016 - 47
Culinology - September 2016 - 48
Culinology - September 2016 - News bites
Culinology - September 2016 - Ad Index
Culinology - September 2016 - 51
Culinology - September 2016 - 52
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