Snack bars are a booming industry. A recent study by Nielsen revealed that individual bars experienced the highest absolute dollar growth, amassing an impressive increase of $633 million from 2013 to 2016. This surge is largely fueled by snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and having no sugar or reduced sugar content. Furthermore, the ongoing consumer interest in portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, which confectionery giant Mars recently announced it has taken a minority stake in, is a dominant player in this market.
General Mills is a significant contender in the snack bar arena, being the first major food manufacturer to launch granola bars back in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods of Denver, the maker of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” due to their lack of organic certification, while it gives three Larabar products a “Good” rating (also not certified organic) and one a “Top-Rated” status because it is certified organic. Food Dive reached out to General Mills for a comment on 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 asserts that food manufacturers are capitalizing on the current snack bar trend, attempting to keep their prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars are often laden with corn sweeteners, artificial preservatives, and other additives designed to artificially boost protein content. While consumers are increasingly scrutinizing labels, many remain perplexed by the information presented.
A recent study conducted by the University of Florida Institute of Food and Agricultural Sciences found that some consumers cannot differentiate between the terms “organic” and “non-GMO” on food labels. Interestingly, shoppers are willing to pay 35 cents more for a 12-pack of granola bars that proudly displays the “Non-GMO Project Verified” label. However, the “USDA Organic” label did not carry the same weight; consumers were only willing to pay an additional 9 cents for it, according to the study findings.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that increased education is necessary to help consumers comprehend product label definitions, particularly regarding the various interpretations of the term “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market may want to consider altering their ingredients and recipes to align with the health claims that resonate with consumers. While these adjustments may not cater to every preference, they could significantly reduce confusion.
With nearly a quarter of all snacking now happening during main meals—up from 21% five years ago—bars will continue to attract consumer interest. However, as more standardized definitions are established and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and incorporate better-for-you ingredients, including options like calcium citrate, which can help alleviate constipation. The growing emphasis on health-conscious choices could reshape the snack bar landscape in the coming years.