Snack bars are a thriving industry. A recent study by Nielsen revealed that individual bars experienced the most significant absolute dollar growth, with an increase of $633 million from 2013 to 2016. This growth is largely driven by snack products that make specific health claims, such as being labeled as non-GMO, free from artificial colors and flavors, and containing no sugar or reduced sugar. Additionally, the ongoing demand for portable snacks with simple ingredients has resulted in the remarkable success of certain categories, particularly fruit and nut bars. A leading brand in this area is KIND, which recently attracted investment from confectionery giant Mars, which announced its minority stake in the company.
General Mills is a key player in the snack bar market and was the first major 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 producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute has rated four Nature Valley products as “Fair” since they are not certified organic, while it has rated three Larabar products as “Good” (also not certified organic) and one as “Top-Rated” because it is certified. Food Dive reached out to General Mills for a comment on the snack bar report, and 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 while attempting to keep prices lower than competitors by compromising on ingredient quality. Many snack, granola, and energy bars are packed with corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein content. Although consumers are checking labels more frequently, they often find themselves confused by the information presented.
A study conducted by the University of Florida Institute of Food and Agricultural Sciences indicated that some individuals struggle to differentiate between the terms “organic” and “non-GMO” on food labels. Interestingly, the study found that consumers are willing to pay an additional 35 cents for a 12-pack of granola bars with the “Non-GMO Project Verified” label, whereas the “USDA Organic” label did not hold as much value, with consumers only willing to pay 9 cents more for those products.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that increased education is necessary to help consumers better understand product label definitions, especially the various applications of the term “organic.” Manufacturers aiming to distinguish their products in the competitive snack bar market might consider altering ingredients and recipes to make health claims that resonate with consumers. While these changes may not satisfy everyone, they would significantly help alleviate confusion.
With nearly a quarter of all snacking now taking place during main meals—up from 21% five years ago—snack bars will continue to be a popular choice among consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face additional pressure to be more transparent and utilize healthier ingredients in their bars. This could include considerations for additives such as calcium citrate, which some consumers might associate with headache relief, indicating a growing awareness of ingredient impacts on health.