Keto- and diabetic-friendly: US start-up debuts free-from bars in new flavors

20 Aug 2019 --- US-based start-up Zeno Nutrition is launching its diabetic- and keto-friendly bars in three new flavors – Strawberry Nut, Almond Nut and Cocoa Chip. ZenoBars are marketed by the brand as being the first vegan energy bars specifically targeting individuals with low-glucose goals. They are suitable for pre-diabetics, diabetics, and those following a ketogenic, low-carb, or paleo diet. Allulose is used as sweetener, while the snack’s binder is made from organic tapioca. This – along with being free from gluten, soy, dairy and GMOs – allows the bars to tap into a booming market of natural and free-from foods.

“ZenoBars were expressly developed by two diabetics to have minimal impact on blood sugar and insulin levels. That is helpful not only for diabetics but for those trying to lose weight or those who follow a low carb or keto diet,” Co-Founder Susan Papuga tells NutritionInsight.

“Our first ingredient is almonds, and we are very impressed with the health benefits of nuts and seeds. We are a rarity among vegan bars because we don't use high net carbohydrate ingredients or an isomaltooligosaccharide binder, which is notorious for raising blood sugar. Our binder is a resistant dextrin tapioca fiber which has a notable amount of fiber,” continues Papuga.

Educating consumers about allulose has been a continual effort.The two diabetic cofounders tested over 2,000 various bar recipes for glycemic impact using glucose meters, before settling on the current formulation, which is available online and in a few retail and fitness locations in the Chicago area and San Francisco. The flavors come from ingredients like diced almonds and pecans, sunflower and pumpkin seeds, cocoa powder and organic strawberries. “Cocoa, strawberry, and almond flavors seem to be the most popular and are our favorites too. When we discovered a high-quality, sugar-free chocolate chip, we knew it would be great in a bar,” she notes.

Falling in love with allulose
The greatest R&D challenge was keeping the net carbs very low, explains Papuga. It took two years for the cofounders to select the ingredients with the ideal flavor and function. “Ingredients with high fiber, protein or fat content meant they were lower carb, but each of those nutrients can pose hurdles. We didn’t want a greasy bar from a very high-fat content, and high-protein isn’t recommended with a nutritional keto diet. It’s a delicate balancing act between the macronutrients, our sweetener allulose and the tapioca fiber binder,” Papuga explains.

Although allulose is now a key ingredient in the bar, it was once unknown to the founders, says Papuga. “Early in our bar development in 2016, we hired a food scientist, Rachel Zemser of A LA Carte Connections, to help us with the basics. She suggested allulose, which we fell in love with, and there’s been no looking back since then. It is 70 percent as sweet as sugar, so that needs to be factored in, but otherwise, it’s a great ingredient.” The ingredient also links into a megatrend of sugar reduction across all food categories.

Educating consumers about allulose has been a continual effort, she adds. “Now that the Food and Drug Administration (FDA) acknowledges that allulose has a negligible effect on blood sugar and insulin, it gives more credibility to our low net carb claim. We won’t need to include allulose as an added sugar in future nutrition facts panels. The fact that allulose is still included as a carbohydrate is a problem for those who only consider total carbs when choosing a bar. A diabetic dosing with insulin would need to completely subtract allulose from the carbs to calculate dosing.”

As well as appealing to diabetics, the bars also appeal to those following a ketogenic diet. As Innova Market Insights reports a 76 percent rise in “keto” product launches (Global, 2017 vs. 2016), this is a lucrative market. The diet has recently been linked with improving brain function and memory in older adults.

“The keto trend is huge and we’re happy to be part of it. More research has come to light that demonstrates the advantages of a well-planned ketogenic diet. Those who are diabetic or trying to lose weight have discovered how effective a keto diet can be. We are big proponents of Virta Health, which utilizes a keto or very low-carb diet for their Type 2 diabetic patients,” Papuga adds.

Other trends in the bar market that Papuga highlights are for healthy fats, plant-based proteins and simple ingredients that have recognizable names. She is also pleased to see the increasing use of nuts and seeds as protein and fat sources instead of dairy ingredients.

By Katherine Durrell

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