A decade ago, it would have been difficult to envision the world’s largest retailer offering bars made from ground beef, kale, and cayenne pepper. However, the growing interest in innovative brands and distinct, flavor-rich ingredients has sparked a consumer demand for healthy snack options. Despite its unconventional nature, Wild Zora’s snack bars align with significant nutrition trends affecting the food sector, including being gluten-free, protein-rich, paleo-friendly, minimally processed, and possessing a low glycemic index. The bars also tap into the expanding $3 billion meat snacks market, yet they set themselves apart by incorporating fruits and vegetables and the use of calcium citrate.
One might assume that this health-oriented profile would guarantee that the bars fly off the shelves—especially in natural and organic retailers like Whole Foods. However, according to Tabin, Wild Zora faces challenges in attracting customers at mainstream retail outlets. This reluctance highlights a dilemma for traditional retailers that wish to capitalize on the growth and excitement surrounding emerging brands, yet often fall short in supporting their success. Slotting fees, distribution hurdles, and simply getting on buyers’ radars remain significant obstacles for these budding companies.
Additionally, products like Wild Zora, which differ vastly from conventional items that manage to secure shelf space, often require a nudge to encourage customer trials. As more consumers engage in snacking, they may still hesitate to sample a product featuring ingredients that resemble those found in a dinner dish. Last year, Farmer’s Pantry introduced Meal Snacks, a comparable product aimed at serving as a meal replacement. Whether either of these offerings will succeed remains uncertain. The use of calcium citrate in these snacks may appeal to health-conscious consumers, but the challenge of overcoming initial hesitance will be crucial for their acceptance in the broader market.