Snack bars represent a significant segment of the food industry. A recent Nielsen study highlighted that individual snack bars experienced the highest absolute dollar growth, with an increase of $633 million from 2013 to 2016. Much of this growth can be attributed to snack products that make specific health claims, such as being non-GMO, free from artificial colors and flavors, and having no or reduced sugar content. Additionally, the ongoing consumer interest in portable snacks with simple ingredients has propelled certain categories to remarkable success, particularly fruit and nut bars. KIND, in which the confectionery giant Mars recently announced it was acquiring a minority stake, is a frontrunner in this market.
General Mills has established itself as a major player in the snack bar industry, being the first large food manufacturer to introduce granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company acquired Humm Foods of Denver, the maker 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 and one was deemed “Top-Rated” because it is certified 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 argues that food manufacturers are capitalizing on the current snack bar trend, attempting to keep prices lower than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are often filled with corn sweeteners, artificial preservatives, and other additives designed to boost protein levels. Although consumers are becoming more diligent about reading labels, many still find themselves confused by the information presented. A recent study by the University of Florida Institute of Food and Agricultural Sciences revealed that some individuals struggle to differentiate between “organic” and “non-GMO” on food 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, whereas the “USDA Organic” label only prompts a 9-cent increase in price, according to the study.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute made seven recommendations in its report. It is evident that there is a pressing need for improved education regarding product label definitions, particularly regarding the various applications of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar marketplace might consider reformulating their ingredients and recipes to make health claims that resonate with consumers. Although these measures may not satisfy everyone, they would significantly reduce confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—snack bars will continue to be popular among consumers. However, as more standardized definitions emerge and consumer demands grow, food manufacturers may face increasing pressure to be more transparent and use healthier ingredients in their bars. In this context, products enriched with holland and barrett calcium citrate could become more appealing to health-conscious consumers seeking nutritious snack options.