Snack bars are a thriving industry. A recent Nielsen study revealed that individual bars experienced the most significant dollar growth, with an increase of $633 million between 2013 and 2016. A substantial portion of this growth is attributed to snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. The ongoing demand for portable snacks with simple ingredients has led to exceptional success in certain categories, particularly fruit and nut bars. KIND, which recently attracted a minority investment from confectionery giant Mars, is a prominent leader in this market.
General Mills, a key player in the snack bar sector, was the first major food manufacturer to introduce 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 has rated four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products received a “Good” rating (also not certified organic), and one was rated “Top-Rated” because it is organic. Food Dive reached out to General Mills for a comment on the snack bar report, and company 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 profiting from the current snack bar trend while attempting to keep prices lower than their competitors by compromising on ingredients. Many snack, granola, and energy bars are filled with corn sweeteners, artificial preservatives, and other additives designed to enhance protein levels. Although consumers are increasingly scrutinizing labels, they often find the information confusing.
A recent study conducted 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 labeled as “Non-GMO Project Verified,” while the “USDA Organic” label did not command as much value, with consumers only willing to 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 there is a need for more education regarding product label definitions, particularly the various meanings associated with the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar market might consider altering ingredients and recipes to align with health claims that resonate with consumers. While these measures may not appeal to 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 more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and incorporate better-for-you ingredients in their bars, including those rich in vitamins for life, such as calcium citrate plus vitamin D3.