Raising the bar: Snacking NPD targets energy, protein and low sugar demands

06 Aug 2020 --- The nutrition industry rises again to the challenge of providing consumers functional bars for healthy on-the-go snacking. A new line of snacks called VK Energy Bars now delivers a “super-dose” of vitamin B12 at a 1,000 percent daily value for sustained energy without the crash, VK Energy states. Meanwhile, One Bars have launched mini versions of its existing snack for a more convenient on-the-go protein kick, while new RXBAR Layers protein bars walk the tightrope of providing indulgence and nutrition.

Innova Market Insights data reveals that 41 percent of sports snacks and bars launches in the first half-year (H1) of 2019 had an Energy/Alertness positioning. Meanwhile, Low Sugar claims were featured on 22 percent of new launches in this space in H1 2019, compared to 25 percent from the first half-year of 2018. High/Source of Protein positionings continue to lead the health claims category at 61 percent of NPD snacks launches from H1 2019.

Vitamin B12 is particularly essential for vegans as the body cannot produce B12 on its own and plant-based foods do not naturally contain B12.Vitamin B12 for a “1,000 percent” energy boost
The snacks scene is “not short of overly sweet energy bars,” says Chef Vikki Krinsky, Founder and CEO of VK Energy, “Because of this, I was determined to showcase my innate flair for savory, dramatic tastes and textures in the products I am creating. Most importantly, I want everyone to be able to experience the effects of B12 in a bar that is both tasty and functional,” she highlights.

The VK Energy bars are fully plant-based, vegan, dairy-free, gluten-free, high in protein and prebiotic fiber. They are also made with organic ingredients and do not add sugar. Each of the bars is crafted around three key ingredients: rosemary, olive oil and chickpea flour. Rather than using a chemical stabilizer to increase shelf life like most energy bars, the rosemary provides herbaceous flavor and prevents oxidation and microbial contamination.

Meanwhile, the robust, fruity olive oil is rich in mono-saturated fats and antioxidants. Lastly, the chickpea flour incorporates umami tones that blend well with the bar’s other Mediterranean ingredients, while elevating the macronutrients in each bar. The family of three snack bars arrives in Almond Rosemary, Cocoa & Sea Salt and Meyer Pistachio flavors.

The new RXBAR Layers combine egg white protein with nut butter and real honey for an added layer of indulgence. Mini bars, big boost
One Brands revealed new One Minis to its expanding portfolio of “powerfully delicious” protein bar options in Maple Glazed Doughnut and Birthday Cake flavor varieties. Each One Minis bar has 7 g of protein, 80 calories and has less than 1 g of sugar in a small portable package for on-the-go convenience. The company states its One product portfolio is ideal for “breakfast, lunch, on-the-go snacking, post-workout recovery or ‘just because.’”

Snack brand RXBAR launched a layered protein bar that provides “a balance between indulgence and nutrition,” the company states. The peanut butter layer provides a “chewy, creamy, crunchy texture to the wholesome ingredient list” for a post-workout fuel or a midday pick-me-up. The new RXBAR Layers combine egg whites for protein, nuts for texture and dates as a binder with nut butter and real honey for an added layer of indulgence. With up to 15 g of protein per bar, RXBAR Layers are the highest protein offering from RXBAR.

In terms of the future snack bar market, Innova Market Insights predicts fiber to make a comeback, as well as insect protein to debut as a high-quality ingredient base. Also, there is a growing demand for products that are intrinsically low in sugar and free from artificial sweeteners.

Edited by Anni Schleicher

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