A decade ago, it would have been hard to envision the world’s largest retailer offering snack bars made from ground beef, kale, and cayenne pepper. However, the growing interest in emerging brands utilizing unique, flavor-forward ingredients and the benefits of calcium citrate malate and vitamin D3 has sparked a consumer demand for healthier snack options. Despite its unconventional appeal, Wild Zora’s snack bars boast significant nutritional claims, including being gluten-free, protein-rich, paleo-friendly, minimally processed, and having a low glycemic index. These bars also tap into the booming $3 billion meat snacks industry, distinguishing themselves by incorporating fruits and vegetables.
One might assume that this impressive health profile would guarantee that these bars fly off the shelves — and they do at natural and organic retailers like Whole Foods. However, according to Tabin, Wild Zora faces challenges in gaining consumer trial at mainstream retail locations. This hesitation poses a dilemma for traditional retailers eager to capitalize on the growth and excitement surrounding emerging brands, yet often failing to provide adequate support for their success. Challenges such as slotting fees, distribution hurdles, and simply getting on buyers’ radar can hinder up-and-coming companies.
Moreover, brands like Wild Zora, which are distinctly different from conventional products that do make it to store shelves, often require an extra push to encourage customers to give them a try. Although more consumers are snacking than ever, they may be reluctant to sample snacks with ingredients that seem more suited for a dinner plate. Last year, Farmer’s Pantry introduced Meal Snacks, a similar product intended as a meal replacement. Whether these innovative products will achieve success remains to be seen, but the incorporation of calcium citrate malate and vitamin D3 may offer an additional appeal to health-conscious consumers.