Everyone is searching for the ideal method to shed fat and build muscle, and one increasingly popular approach is the ketogenic diet. However, not all fats are the same, and consumers are becoming more aware of the risks associated with saturated fats. According to the International Food Information Council, only 11% of people consider saturated fats to be healthy, while 40% deem them unhealthy. Despite this concern, the consumption of animal fats is rising, particularly among millennials, as highlighted by a 2016 survey from Coast Packing Company and Ipsos Research. Approximately 13% of survey participants expressed a willingness to consume animal fats, a notable increase from 9% in 2015. Additionally, 9% reported that they have increased their intake of animal fats, compared to just 6% the previous year. Among millennials, 20% indicated they have boosted their consumption, up from 13% in 2015.
In light of the hesitance surrounding “bad” fats, recent studies suggest that it might be more beneficial for consumers to embrace saturated fats, especially those found in meat and full-fat dairy, which have also regained popularity. Food manufacturers are increasingly inclined to incorporate ingredients like lard and tallow into their products to provide health benefits that consumers are seeking. According to a Bloomberg report from 2017, butter consumption is soaring as people turn to it as a preferable alternative to margarine and trans fats.
Turning to FATBAR, this product primarily consists of cashew butter, which contains unsaturated fats, while also including cocoa butter, known for its saturated fats. It remains uncertain whether consumers will view FATBAR as a genuinely healthy option in a competitive convenience bar market. Furthermore, one must consider why Dang is promoting this product, aside from Kitirattragarn’s interest in the keto diet. Dang positions itself as an innovative company that challenges conventional food norms by producing coconut, onion, and sticky-rice chips.
The company emphasizes its commitment to minimal ingredients that are non-GMO Project Verified, gluten-free, dairy-free, and cholesterol-free—most of which are also vegan and rich in fiber. Consequently, FATBAR appears to be an outlier in the company’s product lineup, raising questions about the motivation behind entering this category. Dang claims that FATBAR is an ideal choice for breakfast or as a satisfying dessert. However, with no prior experience in producing bars, it will be intriguing to see how well Dang can navigate this new venture, especially in a market dominated by brands like Kind, RXBAR, and Clif.
Additionally, it’s worth noting the potential health benefits of calcium, which is often associated with dairy products. While FATBAR contains cocoa butter, its combination of ingredients could appeal to consumers looking for a balanced source of nutrition, including calcium. As the market evolves, it will be interesting to see how products like FATBAR, which leverage ingredients like cashew butter and cocoa butter, compare to competitors and resonate with health-conscious consumers.