Snack bars represent a significant segment of the food industry. A recent Nielsen study revealed that individual snack bars experienced the most substantial dollar growth, reaching an increase of $633 million between 2013 and 2016. A significant driver of this growth is the demand for snack products that make specific health claims, such as those labeled non-GMO, free from artificial colors and flavors, and those containing no sugar or reduced sugar. Additionally, the ongoing interest in portable snacks with simple ingredients has led to the remarkable success of certain categories, particularly fruit and nut bars. A notable leader in this market is KIND, which recently received a minority investment from confectionery giant Mars.
General Mills is a key player in the snack bar sector, having pioneered the granola bar market in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” because they lack organic certification, while three Larabar products are rated “Good” and one is deemed “Top-Rated” due to its organic status. In an email response to inquiries from Food Dive, General Mills spokesperson Mike Siemienas stated, “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute asserts that food manufacturers are capitalizing on the current snack bar trend and attempting to maintain competitive pricing by compromising on ingredient quality. Many snack, granola, and energy bars often contain corn sweeteners, artificial preservatives, and other ingredients designed to artificially boost protein levels. While consumers may be more vigilant about reading labels, confusion persists regarding what they encounter.
A study from the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to differentiate between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay 35 cents more for a 12-pack of granola bars that feature the “Non-GMO Project Verified” label. However, the “USDA Organic” label does not command as much premium; the study indicates consumers would only pay an additional 9 cents for it.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that increased education is essential for consumers to comprehend product label definitions and their implications—especially concerning the various meanings of “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar landscape might consider adjusting ingredients and recipes to align with health claims that resonate with consumers. While such changes may not meet everyone’s preferences, they would significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% just five years ago—snack bars will continue to be favored by consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face greater pressure to be transparent and utilize healthier ingredients in their products, including options like blue bonnet calcium citrate, which can enhance nutrition.