Active nutrition brand adds new flavors to its high protein bars to satisfy consumer cravings

29 Aug 2023 --- US sports and active nutrition company 1440 Foods has introduced two nostalgic flavors – brownie and caramel churro – to their Pure Protein lifestyle range of protein bars, ready-to-drink beverages and savory snacks.

Galactic Brownie and Caramel Churro high protein bars tap into the growing trends in the snacks category, “childhood nostalgia” and “global” flavors.

“Our consumers actively seek out healthy snacks that support their active lifestyles and satisfy cravings for sweet, savory and familiar treats. Based on the enthusiastic reactions we’re seeing on social platforms like TikTok, these new flavors are already a home run,” says Amie Testerman, VP of marketing at Pure Protein. 

Growth of sports bars
More than one in three consumers globally show interest in having protein as a functional ingredient in their food & beverages, suggests Innova Markets Insights in its Snacks and Bars category data analyses for Germany, the US and Canada.

Approximately 43% of consumers use protein products (bar/powder) as sports nutrition. 

New product development in the category is focused on protein fortification and ready-to-drink beverages. 

Sports bars, the top subcategory between July 2021 and June 2022, account for 72% of sports snacks and bars NPD.1440 Foods’ new high protein bars promote an active lifestyle with nutrition on the go. 

The most significant portion of NPD in Europe occurs in Germany, while the US leads the category in North America.

North America is the third biggest region for sports snacks and bars globally, with a 29% share of the sports nutrition category and a 10% share of sports snacks and bars cluster NPD from July 2021 to June 2022 compared with Europe, Asia Pacific, Latin America, the Middle East and North Africa.

Innova Market Insights data suggests a growing awareness among consumers of the adverse health effects caused by artificial sweeteners, hydrogenated fats and additives, which has negatively affected NPD growth in North America.

However, free from ranges (artificial colors and flavors), gels using 100% natural ingredients, protein-rich plant-based bars, fiber-rich preparations using fruit extracts and indulgent flavored selections are influencing the NPD growth in North America. 

In the US, honey-sweetened selections, formulations providing complete meal nutrition, organic gums boosting metabolism, weight management formulas, snacks curbing cravings, electrolyte-infused hydrating gel formats, dessert flavored bars and premium offerings support NPD growth, suggests Innova data. 

Desserts without the calories
Each Pure Protein gluten-free, low-sugar protein bar delivers 20 g of protein and is less than 200 calories. They are a nutrient-packed alternative to the desserts the flavors are inspired by.

“We are thrilled to introduce Galactic Brownie and Caramel Churro High Protein Bars as part of Pure Protein’s ever-expanding range of high-quality nutritional products and on-trend flavors,” says Testerman. 

Galactic Brownie and Caramel Churro bars are available for sale in four-count boxes at Walmart stores nationwide. 1440 Foods portfolio consists of Pure Protein nutrition bars, Body Fortress high efficacy protein powders and MET-Rx high-performance meal replacements.

Meanwhile, protein bar and health snack formulators must step up their offerings to compete with less healthy options, according to Glanbia Nutritionals. The company launched its BarPro 100/120 and BarFlex 100 proteins, claimed to  deliver less of a chalky, powdery texture in health food formulations.

By Inga de Jong

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