Snack bars represent a booming industry. A recent study by Nielsen indicates that individual bars experienced the highest absolute dollar growth, surging by $633 million from 2013 to 2016. This growth is largely fueled by snack products that make specific health claims, including those labeled as non-GMO, free from artificial colors and flavors, and those containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks made with simple ingredients has led to significant success for certain categories, particularly fruit and nut bars. KIND, a leading brand in this category, 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, the producer 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 rates three Larabar products as “Good” and one as “Top-Rated” for being certified organic. Food Dive contacted General Mills for a comment regarding the snack bar report, and spokesperson Mike Siemienas stated via email, “General Mills offers many product options, including both organic and non-organic foods.”
According to the Cornucopia Institute, food manufacturers are capitalizing on the current snack bar trend, often reducing their prices compared to competitors by compromising on ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other components aimed at artificially boosting protein content. While consumers are increasingly scrutinizing labels, many remain perplexed by what they encounter. A recent study from the University of Florida Institute of Food and Agricultural Sciences revealed that some individuals cannot differentiate between the terms “organic” and “non-GMO” on food labels. However, the study found that consumers are willing to pay 35 cents more for a 12-pack of granola bars featuring the “Non-GMO Project Verified” label, whereas the “USDA Organic” label only commands an additional 9 cents.
To assist consumers in identifying healthier snack options, The Cornucopia Institute provided seven recommendations in its report. It is evident that more education is necessary to help consumers comprehend product label definitions and their implications, particularly regarding the various interpretations of “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider altering their ingredients and recipes to make health claims that resonate with consumers. Such measures could alleviate some confusion, even if they do not satisfy every consumer’s preferences.
With nearly a quarter of all snacking now occurring during main meals—up from 21% 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 increasing pressure to be more transparent and utilize healthier ingredients, including calcium citrate forms, in their bars.