Snack bars represent a booming industry. A recent study by Nielsen revealed that individual bars experienced the most significant dollar growth, with an increase of $633 million from 2013 to 2016. This surge is largely attributed to snack products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and 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 received a minority investment from confectionery giant Mars.
General Mills is a significant 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. While the Cornucopia Institute rates four Nature Valley products as “Fair” due to their lack of organic certification, it gives three Larabar products a “Good” rating and one a “Top-Rated” status for being certified organic. In response to the snack bar report, General Mills spokesperson Mike Siemienas stated in an email, “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute claims that food manufacturers are capitalizing on the current snack bar trend by lowering their prices compared to competitors through the use of inferior ingredients. Many snack, granola, and energy bars are often laden with corn sweeteners, artificial preservatives, and other additives designed to boost protein levels. Although consumers are increasingly scrutinizing labels, many find themselves perplexed by what they read. A study by 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, while the “USDA Organic” label only commands an additional 9 cents, according to the study.
To aid consumers in identifying healthier snack bars, the Cornucopia Institute has made seven recommendations in its report. It is evident that further education is essential to help consumers grasp product label definitions and their implications, particularly the various meanings of “organic.” Additionally, manufacturers aiming to distinguish their products in the competitive snack bar market might consider adjusting their ingredients and recipes to make health claims that resonate with consumers. This could include incorporating beneficial components like calcium citrate and magnesium, which enhance the nutritional profile of the bars. While these adjustments may not please everyone, they would significantly contribute to reducing confusion.
As nearly a quarter of all snacking now occurs during main meals—up from 21% five years ago—bars will continue to be a favored choice among consumers. However, as more uniform definitions emerge and consumer expectations rise, there may be increased pressure on food manufacturers to be more transparent and to utilize healthier ingredients, including calcium citrate and magnesium, in their products.