Raising the bar: Healthy Height shake now an on-the-go snack bar for US kids

18 May 2021 --- Nutritional Growth Solutions (NGS) is tapping into the growing market for children’s nutritional bars with the launch of the Healthy Height Snack Bar in the US and Canada.

The patented, science-backed snack bar line has rolled out in Cookies & Cream and Strawberry Cupcake flavors.

It is positioned to “address nutritional gaps that can impact growth,” Liron Fendell, CEO and managing director of NGS, tells FoodIngredientsFirst.

“While most children in the US do not experience malnutrition like we see in developing countries, children can commonly be found to be undernourished because of poor dietary choice.”

The bars are low in sugar, while high in protein, vitamins, minerals and the amino acid L-arginine to promote growth naturally.

The right bite 
The on-the-go snack is targeted toward picky eaters as a nutritional supplement – not a meal replacement, flags Fendell. 

“As a busy mother, the bars are especially beneficial as an on-the-go snack instead of the typical kid snacks loaded with sugar and artificial colors.”

The line has rolled out this month in the US and includes Cookies & Cream and Strawberry Cupcake flavors.Innova Market Insights has tracked growing US activity in bar launches for children, showing a CAGR of +11.3 percent (2016-2020).

The market researcher also reveals that, in response to parents’ interest, children’s cereal bars are increasingly focusing on making gluten-free, protein, and whole-grain claims, representing 50 percent, 24 percent and 24 percent, respectively, of new product launches. 

“GMO-free” and “no additives or preservatives” claims are prevalent on cereal bars for kids globally. 

Parents increasingly seek products that support specific aspects of children’s health, including protein for growth, calcium for strong bones, plus vitamins and probiotics for immunity.

From shake to bar
The bar line is formulated with the same vitamins, minerals, protein, and amino acids as NGS’ shake range, which is clinically proven to help increase growth development in children aged 3 to 9 years.

During the development stage, NGS invited children aged 3 to 9 years old to taste samples of the bars in different flavors and textures while providing feedback based on a set of predetermined criteria. The input helped the R&D team finalize the bars.

“In the US, cookies and cream and strawberry are pretty popular flavors for sweet treats. We had fun making bars that taste like candy to kids, but offer real nutritional substance,” Fendell says. 

However, formulating and producing flavorful snack bars that meet the specific nutritional parameters of its existing patented shake mix was challenging. 

Some of the vitamins and minerals posed flavoring and color challenges. The vitamin C and iron were interacting in the bar and causing unfavorable color and flavor issues. 

Healthy Height Snack Bars are positioned to provide the right nutrients to help children achieve their height potential.To resolve this problem, the company utilized ingredients that would naturally add vitamin C and iron. The addition of acerola powder contributed the vitamin C and maca root powder contributed the iron.

Healthy Height contains 12 g whey protein per serving, and no corn syrup or additives. It is gluten-free, soy-free, non-GMO, and includes 350 mg of the vital amino acid arginine per serving. It also is low in sugar and sodium.

The bars are sweetened with a natural monk fruit sweetener and tapioca syrup, with each bar containing 5 g of total sugar.

Backed by science
The patented Healthy Height formula was developed after more than 20 years of research on the link between nutrition and growth in children, explains Fendell. 

A randomized, double-blind, placebo-controlled study published in the Journal of Pediatrics showed that children who included Healthy Height in their diet for a one-year period added 13.8 percent to 34 percent to their annual growth in height.

Fendell reassures that there is no concern for “too much” growth with the product. “Healthy Height’s products are just food, not medication. They do not contain any kind of growth hormones to promote growth.” Rather, they help children achieve their height potential. 

“While most children in the US do not experience malnutrition like we see in developing countries, children can commonly be found to be undernourished because of poor dietary choice.”

A growing business 
Late last year, NGS announced Healthy Height shakes would expand to the Asia-Pacific (APAC) market, including South Korea, Japan and Australia.

In March, the shakes entered the Chinese market following significant regulatory challenges. 

Next in development, NGS is working on an everyday shake mix for kids of all ages to help parents who are looking to add protein and a multivitamin-type product into their child’s regular diet, explains Fendell. 

“This product will also be offered in a vegan option – which is a new avenue for us, as we have otherwise focused on dairy-based products until now.”

By Missy Green