Standard Process targets elite athletes and “adventurers” with high-performance protein bar launch

01 Feb 2021 --- Standard Process has created a high-performance supplement bar called The Possible Bar for the US market.

It is designed for elite athletes and others engaged in high-intensity activity for more than two hours per day who cannot meet their energy needs through diet alone.

“Every ingredient in the Possible Bar was specifically selected to provide a functional, nutrient-dense bar,” Dr. Kristine Polley, nutrition scientist at Standard Process, tells NutritionInsight.

The Possible Bar targets a spectrum of performance factors, including muscle recovery with plant-based protein, digestive health with fiber, and brain support with omega 3s.

“Balancing the functional ingredients with flavor and texture was a challenge. It took some trial and error to get the proportions just right to meet our target claims, provide value to the athlete and have a great tasting bar,” explains Polley.

R&D challenges in plant-based protein
The 550 kcal bar contains 20 g of plant-based protein and 20 different vitamins and minerals from a variety of nuts, seeds and dried berries.

The plant-based protein is derived from pea protein concentrate, pumpkin seed protein, buckwheat flour and branched-chain amino acids (BCAAs) essential for maximizing muscle protein synthesis rates.  

Pea protein has been shown to have similar effects to whey protein concerning strength improvements, says Standard Process.“Providing 20 g of plant-based, non-soy protein in a bar can be challenging due to texture issues and flavor,” explains Dr. Karma James, Standard Process’s senior food scientist.

“By adding natural sweeteners like honey and date syrup, we were able to improve texture and flavor. These ingredients serve dual purposes by helping to improve texture and flavor and also contain simple carbohydrates to quickly provide energy to the athlete.”

NutritionInsight has previously reported on how protein has enjoyed a historical association with muscle building and weight management, but is branching out to encompass other health and wellness benchmarks such as immunity and cognitive support. 

Fiber, B vitamins and healthy fats in one bite
Standard Process highlights that higher-protein diets in athletes can reduce microbial diversity. Therefore, it integrated fiber to support the gastrointestinal barrier, digestion and absorption of nutrients.

The Possible Bar is also formulated with B vitamins that are essential to the functioning of energy metabolism, including thiamin (B1), riboflavin (B2), niacin (B3), vitamin B6 and pantothenic acid (B5). 

“During physical activity, energy turnover rates are increased above that of resting rates; physically active individuals tap into energy systems at higher rates than sedentary individuals,” the company explains. 

The Possible Bar includes almond butter, which contains healthy fats such as monounsaturated fats and polyunsaturated fats, as well as coconut oil, which contains over 50 percent of fat from medium-chain triglycerides (MCTs). 

MCTs are absorbed and digested faster than long-chain triglycerides, and therefore provide energy more rapidly, says Standard Process.

A trend in high energy sports
The sports nutrition market is diversifying, spurring demand for NPD. Innova Market Insights states this space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. 

Increased participation in high-intensity sports activities is driving the consumer category, according to Horneck.Instead, these products have seeped into the mass market. According to the market researcher, sports nutrition launches witnessed an average annual growth of 23 percent globally between 2015 and 2019.

Standard Process’ marketing director Kim Horneck shares that increased participation in high-intensity sports activities is driving growth in the consumer category.

These include marathons, ultra-marathons and triathlons, as well as “adventure” activities such as all-day or multiple-day hikes, bicycle rides and kayak trips.

An industry roundtable from last November revealed that active nutrition is a term appearing more frequently, generally thought of as a broader category than sports nutrition.

In July, Standard Process launched a “first-of-its-kind” human milk oligosaccharide (HMO) supplement for adults targeting digestive and immune health support.

By Anni Schleicher, with additional reporting from Katherine Durrell