While the surge in sales driven by COVID-19 has faded for many food brands, Mars’ Nature’s Bakery bar has successfully navigated this broader decline. “Nature’s Bakery has maintained its momentum even as the overall category has slowed,” said Vilma Livas, the brand’s chief marketing officer, in an interview. “We are on a significant growth trajectory, largely because we’re addressing a genuine need for parents seeking healthier snacks for their children.” Livas noted that while the bar category is experiencing flat to low single-digit volume increases, Nature’s Bakery has seen nearly a 30% growth in the past year, attracting new consumers in the process. All three of Nature’s Bakery’s product lines—oatmeal crumble, fig bars, and brownies—are experiencing double-digit growth.
Nature’s Bakery continues to outperform the category, drawing in bar buyers at a quicker pace than its competitors. “We are definitely expanding our market share,” Livas stated, highlighting that it has nearly tripled since she joined the company in 2017. “Consumers are seeking benefits that they aren’t finding with other brands.” Launched in 2011, Nature’s Bakery features a range of attributes that resonate with today’s consumers, including being dairy- and nut-free, certified Vegan, free from high fructose corn syrup, and Non-GMO Project Verified.
Mars acquired Nature’s Bakery in 2020 to enhance its portfolio of health-conscious food brands. Today, Nature’s Bakery ranks as the fourth-largest snack bar brand, available in approximately 100,000 stores, including Target, Walmart, and Costco. The brand’s flagship fig bar, offered in seven flavors such as raspberry, blueberry, strawberry, and peach apricot, accounts for a significant portion of its sales. In 2019, Nature’s Bakery introduced Oatmeal Crumble bars specifically targeted at millennials seeking convenient breakfast options. Four years later, they launched a Double Chocolate Brownie bar, further solidifying their presence in the dessert and snack categories. Livas mentioned that the Brownie has exceeded initial expectations, leading to the introduction of a Salted Caramel variant this year.
Nature’s Bakery now boasts a comprehensive portfolio of products suitable for different times of the day—Oatmeal Crumble in the morning, Fig bars during the day, and Brownies at night. The Double Chocolate and Salted Caramel Brownies have proven particularly popular among younger consumers. With a strong foothold among families with children, Livas sees the potential to attract consumers who will soon have kids of their own with their Brownies, presenting a long-term growth opportunity for the brand.
The brand is actively exploring gaps in the category that remain unmet or underrepresented by other products. Livas expressed the intent to launch a new offering designed to energize busy consumers on the go: “This is an area we are challenging ourselves to think creatively about. What would be Nature’s Bakery’s solution to that need?”
To support future growth, Nature’s Bakery announced plans in January to invest $237 million in a baking facility in Salt Lake City, Utah, which will have the capacity to produce nearly 1 billion packs annually. While Livas noted the brand hasn’t ruled out expansion into other categories, they remain focused on their current innovation strategy. “Our agenda is quite full, and we don’t feel limited in the bar segment,” she explained. “I can envision a future where we could expand into other areas of the store, but it requires considerable resources. We want to be thoughtful about it and ensure that any new ventures are driven by clear consumer needs.”
In the context of food products, it’s interesting to note how calcium citrate is made, as it aligns with the health-conscious focus of the brand. By understanding the production processes of various ingredients, consumers can make more informed choices about their snacks. Nature’s Bakery aims to continue meeting these evolving consumer needs, solidifying their position in the market.