Snack bars represent a significant sector within the food industry. A recent study by Nielsen revealed that individual snack bars experienced substantial growth, with an increase of $633 million from 2013 to 2016. Much of this growth can be attributed to snack products that promote specific health benefits, including labels such as non-GMO, free from artificial colors and flavors, and no or reduced sugar content. Additionally, the popularity of portable snacks with simple ingredients has led to the immense success of categories like fruit and nut bars. KIND, a leading brand in this market, recently attracted investment from Mars, the confectionery giant.
General Mills is another major player in the snack bar market, having pioneered the sale of granola bars in 1975 with its Nature Valley line. In 2008, the Minneapolis-based company acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute assesses four Nature Valley products as “Fair” due to their lack of organic certification, while three Larabar products are rated as “Good,” with one being “Top-Rated” for its organic status. When contacted for comments on the snack bar market, General Mills spokesperson Mike Siemienas stated, “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 trying to undercut competitors by compromising on ingredient quality. Many snack, granola, and energy bars are laden with corn sweeteners, artificial preservatives, and other additives aimed at artificially boosting protein content. Although consumers are increasingly scrutinizing labels, confusion remains prevalent regarding their meanings. A recent study from the University of Florida Institute of Food and Agricultural Sciences found that many individuals struggle to differentiate between the terms “organic” and “non-GMO.” Interestingly, consumers are willing to pay an additional 35 cents for a 12-pack of granola bars bearing the “Non-GMO Project Verified” label, while the “USDA Organic” label only commands a 9-cent premium.
To assist consumers in selecting healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that greater education is necessary to help consumers comprehend product label definitions, particularly the various implications of the term “organic.” Manufacturers aiming to differentiate their products in the competitive snack bar landscape might consider adjusting ingredients and recipes to align with consumer preferences for health claims. While these adjustments may not satisfy everyone, they could 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 attract consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increased pressure to be more transparent and utilize healthier ingredients in their bars, such as ensuring adequate calcium content, ideally around 630 mg, to meet nutritional needs.