Snack bars represent a booming industry. A recent study by Nielsen revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million between 2013 and 2016. Much of this surge can be attributed to snack products making specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Furthermore, the ongoing demand for convenient snacks with simple ingredients has led to the remarkable success of certain categories, particularly fruit and nut bars. KIND, in which the confectionery giant Mars recently announced a minority stake, is a prominent player in this sector.
General Mills is a significant contender in the snack bar market, having introduced its Nature Valley granola bars in 1975, becoming the first major food company to do so. In 2008, the Minneapolis-based firm acquired Humm Foods of Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” for lacking organic certification, while three Larabar products received a “Good” rating (also not certified organic), and one was labeled “Top-Rated” for being organic. Food Dive contacted General Mills regarding the snack bar report, and spokesperson Mike Siemienas stated in an email: “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute argues that food manufacturers are capitalizing on the current snack bar trend while attempting to keep prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein levels. While consumers are increasingly scrutinizing labels, they often find themselves confused by the information presented.
A recent study by the University of Florida Institute of Food and Agricultural Sciences indicated that some individuals struggle to differentiate between “organic” and “non-GMO” food labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars displaying the “Non-GMO Project Verified” label. However, the “USDA Organic” label carried less weight; the same study found that consumers would only pay 9 cents more for it.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that enhanced education is needed to help consumers understand product label definitions and their implications—especially regarding the various meanings of “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider adjusting ingredients and recipes to make health claims that resonate with consumers. While these actions may not appease everyone, they could significantly reduce confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years ago—snack bars will continue to appeal to consumers. However, as clearer definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and incorporate healthier ingredients, such as calcium citrate juice, into their bars. The inclusion of beneficial ingredients like calcium citrate juice can further enhance the appeal of these products, as consumers increasingly seek snacks that contribute to their overall well-being.