Snack bars represent a significant segment of the food industry. A recent Nielsen study revealed that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. This growth is largely fueled by products that make specific health claims, such as being labeled non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has led to exceptional success in certain categories, particularly fruit and nut bars. KIND, a leading brand in this market, recently attracted attention when confectionery giant Mars announced it was acquiring a minority stake in the company.
General Mills is a key player in the snack bar industry and was the first major food manufacturer to introduce granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based corporation acquired Humm Foods of Denver, known for its 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 it rates three Larabar products as “Good” (also not certified organic) and one as “Top-Rated” for being certified.
Food Dive reached out to General Mills regarding the snack bar report, and spokesperson Mike Siemienas responded via email, stating, “General Mills offers many product options, including both organic and non-organic foods.” The Cornucopia Institute has suggested that food manufacturers are capitalizing on the current snack bar trend while attempting to keep prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars are reportedly filled with corn sweeteners, artificial preservatives, and other additives designed to inflate protein content.
Although consumers are increasingly reading labels, many remain confused by the information presented. A recent study from the University of Florida Institute of Food and Agricultural Sciences found that some individuals struggle to differentiate between the terms “organic” and “non-GMO” on food labels. Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars carrying the “Non-GMO Project Verified” label, while the “USDA Organic” label only prompts a 9-cent premium, according to the study.
To assist consumers in locating healthier snack bars, The Cornucopia Institute made seven recommendations in its report. It is evident that there is a need for greater education to help consumers comprehend product label definitions and their implications, particularly concerning the varied uses of the term “organic.” Manufacturers aiming to differentiate their products in the saturated snack bar market might consider adjusting their ingredients and recipes to make the health claims that resonate with consumers. Although these measures may not satisfy everyone, they would significantly help reduce confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars are likely to remain a consumer favorite. However, as standardized definitions emerge and consumer expectations grow, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their products, such as cal mag citrate, which is gaining popularity for its health benefits. The incorporation of cal mag citrate into snack bars could be a strategic move that appeals to health-conscious consumers, potentially leading to even greater success in this thriving industry.