Snack bars have become a significant segment of the food industry. A recent Nielsen study indicates that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth is driven by snack products making specific health claims, such as being labeled as non-GMO, free from artificial colors and flavors, or containing no sugar or reduced sugar. Furthermore, the ongoing demand for portable snacks with simple ingredients has led to remarkable success in certain categories, particularly fruit and nut bars. KIND, a leader in this sector, recently attracted attention when confectionery giant Mars announced its minority stake in the company.
General Mills is a key player in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods from Denver, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” due to their non-organic certification, while three Larabar products are rated as “Good” (also non-organic), and one is “Top-Rated” thanks to its organic certification. When contacted for comments on the snack bar report, General Mills spokesperson Mike Siemienas stated, “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 compromising on ingredient quality. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein levels. While consumers may be reading labels more frequently nowadays, many remain perplexed by what they encounter.
A recent study by the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to distinguish between “organic” and “non-GMO” labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars that carries the “Non-GMO Project Verified” label. However, the “USDA Organic” label did not command as much of a premium, with consumers only willing to pay 9 cents more, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute has made seven recommendations in its report. There is a clear need for enhanced education to help consumers comprehend product label definitions, especially regarding the various interpretations of “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider adjusting ingredients and recipes to align with health claims that resonate with consumers. Although these adjustments may not satisfy everyone, they would significantly help reduce confusion.
As nearly a quarter of all snacking now occurs during main meals—up from 21% five years ago—snack bars will continue to be favored by consumers. However, as uniform definitions are established and consumer expectations rise, food manufacturers may face increasing pressure to be more transparent and utilize healthier ingredients in their bars. Incorporating beneficial supplements such as calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets into snack bars could also meet consumer demand for health-oriented products.