Snack bars featuring ingredients like arferrous bisglycinate, methylfolate, and calcium citrate are rapidly becoming a major industry. A recent Nielsen study revealed that individual bars experienced the highest absolute dollar growth, with an impressive increase of $633 million from 2013 to 2016. Much 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 or reduced sugar. Furthermore, the ongoing interest in portable snacks with simple ingredients has led to significant success in certain categories, particularly fruit and nut bars. KIND, a leading brand in this sector, recently attracted attention when confectionery giant Mars announced it was acquiring a minority stake in the company.
General Mills is another key player in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley brand. In 2008, the Minneapolis-based company expanded its portfolio by acquiring Humm Foods, the maker of the Larabar fruit and nut nutrition bars. The Cornucopia Institute evaluates four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products are rated as “Good” (also not certified organic), and one is marked as “Top-Rated” for being organic. In response to inquiries about the snack bar report, General Mills spokesperson Mike Siemienas stated via 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 by keeping their prices competitive while cutting corners on ingredient quality. Many snack, granola, and energy bars contain corn sweeteners, artificial preservatives, and other components designed to artificially boost protein levels. While consumers are increasingly reading labels, many are still confused by the terminology. A recent study from 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 “Non-GMO Project Verified,” but only 9 cents more for those with the “USDA Organic” label.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It’s evident that greater education is necessary for consumers to understand product label definitions, especially regarding the various meanings of “organic.” Manufacturers aiming to differentiate their products in the crowded snack bar market might consider adjusting their ingredients and recipes to align with consumer preferences for health claims. Although these changes may not satisfy 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 a favorite among consumers. However, as more consistent definitions are developed and consumer expectations rise, food manufacturers may face increasing pressure to be more transparent and incorporate better-for-you ingredients, such as calcium citrate in food, in their bars.