Nick’s releases Swedish-style protein bars amid refrigeration boom
06 Apr 2022 --- An emerging category within sports nutrition, refrigerated protein bars present a novel way to marry functionality with convenience. NutritionInsight takes a closer look at this space, with texture and palatability being key themes for probiotic-heavy offerings.
“Refrigerated protein bars are a newer category that is still growing with consumers,” says Carlos Altschul, CEO at Nick’s. The US-based brand recently launched its Smak bar, branded as the “first Swedish-style refrigerated protein bar.”
“We see a big opportunity to introduce our great tasting bar and flavors, with nutrients that are truly very different from other refrigerated bars,” Altschul continues.
Why refrigerate?
While Innova Market Insights reports there is ample room for the refrigerated bar sector to grow, current popular positionings include gluten-free, source of protein and no added sugar.
Many bars also feature digestive health and probiotic claims. One example is the Core bars, which offer 500 million CFU of Bacillus Coagulans GBI-30 6086.
Meanwhile, Probar Live contains a billion CFU of Bacillus coagulans. However, the company notes that the strain is shelf-stable.
“In order to maintain optimal flavor and texture, refrigeration is recommended. Our proprietary binding system provides a unique texture and flavor at cold temperatures,” notes the company. They can also last unrefrigerated for a few days at a time.
Texture is also at the root of Core bars’ refrigeration needs. “To achieve our signature soft texture, the bars are made with more water than the average nutrition bar. Moreover, our bars don’t contain any nasty preservatives and therefore need to be stored in the fridge to maintain freshness for the full shelf life.”
This lack of preservatives was also the case for The Bountiful Company, which launched its Pure Protein brand chilled protein bars last summer, featuring clean label positionings.
Nick’s Smak bars are available in four flavors and are keto-friendly.
Nick’s eyes up competition
Meanwhile, palatability is the key reason for Nick’s Smak bars’ fridge storage. They taste best chilled but can be taken on the go for up to one week.
Nick’s bars – which do not have probiotics – offer a cookie-dough-like texture and 180 calories per bar, providing “guilt-free” snacking.
The brand says the bars after significantly fewer calories than traditional keto snacks and other refrigerated bars.
“While some other refrigerated bars have more than 15 g of sugar, Smak bars have no sugar added, 6 g of net carbs and 14 g of protein,” notes Altschul.
Bringing Swedish inspiration to US
According to Nick’s, “Swedish-style” refers to its Swedish roots and the food science that Nick’s has brought to better-for-you products – most notably ice cream.
However, the Smak bar is specifically formulated to the US market based on consumer palate and preferences.
“The R&D process did involve challenges of delivering a breakthrough bar that is refrigerated, has great nutritional properties, tastes amazing and also delivers on the texture consumers desire,” notes Altschul.
They continue that the skills of the R&D team and a focus on having a consumer feedback loop enabled these issues to be overcome.
“We’re confident that what we’re introducing to the market as a result will be surprisingly delightful for consumers.”
By Katherine Durrell
