Snack bars have become a lucrative market. A recent Nielsen study revealed that individual bars experienced remarkable dollar growth, increasing by $633 million between 2013 and 2016. Much of this expansion can be attributed to snack products that make specific health claims, such as those labeled non-GMO, free from artificial colors and flavors, and containing no or reduced sugar. Additionally, the growing demand for portable snacks with simple ingredients has led to significant success in certain categories, particularly fruit and nut bars. KIND, a leader in this market, recently attracted attention when confectionery giant Mars announced its minority stake in the company.
General Mills is a significant player in the snack bar industry, having pioneered the granola bar segment in 1975 with its Nature Valley line. In 2008, the Minneapolis-based firm acquired Humm Foods, the producer of Larabar fruit and nut nutrition bars. The Cornucopia Institute rates four Nature Valley products as “Fair” due to their lack of organic certification, while it rates three Larabar products as “Good” and one as “Top-Rated” for being certified organic. Food Dive reached out to General Mills for their perspective on the snack bar report, and spokesperson Mike Siemienas stated via email: “General Mills offers many product options, including both organic and non-organic foods.”
The Cornucopia Institute claims that food manufacturers are capitalizing on the current snack bar trend and keeping their prices competitive by cutting corners on ingredients. Many snack, granola, and energy bars often contain corn sweeteners, artificial preservatives, and other additives designed to artificially inflate protein levels. While consumers are increasingly reading labels, they are often confused by the terminology.
A recent study from the University of Florida Institute of Food and Agricultural Sciences found that many consumers struggle to differentiate between “organic” and “non-GMO” on food labels. Interestingly, the study revealed that consumers are willing to pay 35 cents more for a 12-pack of granola bars that feature the “Non-GMO Project Verified” label, but the “USDA Organic” label only commands a price premium of 9 cents.
To assist consumers in identifying healthier snack bars, The Cornucopia Institute provided seven recommendations in its report. It is evident that greater education is needed to clarify product label definitions, especially concerning the varying uses of the term “organic.” Manufacturers aiming to stand out in the crowded snack bar market might benefit from modifying their ingredients and recipes to reflect the health claims that resonate with consumers. Although these changes may not please everyone, they would significantly alleviate confusion.
With nearly a quarter of all snacking now occurring during main meals—up from 21% five years ago—bars are likely to remain a favorite among consumers. However, as more standardized definitions emerge and consumer expectations rise, food manufacturers may face increasing pressure to be more transparent and incorporate better-for-you ingredients, such as calcium citrate for chickens, into their products. This could enhance the nutritional profile of snack bars while addressing consumer concerns about ingredient quality.