That’s it. enters keto sphere with on-the-go energy bar targeting post-pandemic consumers
29 Jul 2021 --- That’s it. is launching Keto Kick, a plant-based coffee energy bar. The snack offers 95 mg of caffeine organically sourced from Ethiopian coffee beans. As consumers’ pre-pandemic activity begins to return, Keto Kick is positioned as a functional and healthy food snack.
“We consistently heard frustration that maintaining a keto lifestyle on-the-go often means relying on processed convenient foods full of ‘dirty’ ingredients and lacking any proper nutrients,” Lior Lewensztain, founder and CEO of That’s it., tells NutritionInsight.
“We wanted to change this, and we’re now able to offer a clean Keto product that’s also free from the top 12 allergens.”
Keto Kick is available in chocolate and vanilla flavors. The six ingredients present in the energy bar are organic dates, FiberSMART organic soluble tapioca fiber powder, organic garbanzo beans, organic Ethiopian single-origin Arabica coffee beans, sea salt and organic cacao or organic vanilla.
Keto Kick is a plant-based coffee energy bar that is available in vanilla and chocolate flavor.
The 20 g bars are certified USDA Organic, gluten-free, non-GMO and kosher. Also, they contain 45 calories and 8 g of fiber. Additionally, the energy bar has no added sugar or sugar alcohols and is made from six whole ingredients.
In this space, Innova Market Insights’ trend for 2021, “Plant-Forward,” reveals the growing mainstream appeal for a plant-based diet is driving expansion to more market categories and regions.
Keto in demand
The company surveyed 7,968 US consumers in March 2021. The results indicate that one-third of US consumers are currently following a Keto or low-carb diet.
“Given the popularity of the keto lifestyle within the US, this is where we will focus on in the initial stages of the Keto Kick launch – but there is interest in taking it internationally at some point,” Lewensztain adds.
“I think that there will be an appetite for Keto Kick all over the world, even in markets where the keto diet is less prominent than it is in the US.”
Tapping into the energy space, the market researcher reveals that food and beverage launches that feature an energy claim saw a 48 percent average annual growth between 2016 to 2020.
Post-pandemic influence
The launch of Keto Kick taps into three significant trends that are taking place at the moment Lewensztain notes.
“First is the skyrocketing popularity of the keto lifestyle amongst Americans. Secondly, the return of on-the-go snacking and pre-pandemic activity levels, and therefore the return of the need for snacks in portable formats and caffeine for increased energy levels.”
“Lastly it targets the enduring post-pandemic increase in interest in healthy eating, functional foods, and a more holistic approach to food and wellness.”
Lior Lewensztain, That’s it. founder and CEO.
Keto Kick will launch in conjunction with International Friendship Day on July 30.
Functional bars
Functional bars and healthy “on-the-go” snacking are on the rise.
“We’re currently going through the process of examining how we can include this type of functionality within similarly portable formats. We want to continue working with this kind of convenient format to provide healthy snacks and nutrition on the go,” Lewensztain says.
In this space, The Bountiful Company expanded its Pure Protein brand with chilled protein bars.
For a more practical on-the-go protein boost, One Bars introduced miniature versions of its existing snack.
By Nicole Kerr
