Baking & Snack - June 2005 - 47

MARKET UPDATE

Cerna, director of marketing for the
Luna brand. "When the USDA guidelines were released, they supported what
we had already seen. They recommended
reducing sugar intake and eating the right
kind of carbs," she said. Luna is the first
women's nutrition bar on the market and is
made with all-natural ingredients.
At PowerBar, Berkeley, CA, balanced nutrition is also of utmost importance. New this year
is the Pria Complete Nutrition line, PowerBar's
answer to women's nutrition bars. The line includes bars that are a good source of calcium, have less
sugar, lower calories and are high in fiber.
ENERGY FOR LIFE. Energy bar manufacturers know
that athletes need fuel during workouts. But they also
think that everyone could use an extra kick - something to get them through the daily grind. That's why Clif
Bar introduced Clif Builders last year with the tag line,
"When work feels like a workout."
"We didn't want to make a bar exclusively for people
working out because everyone needs protein," Mr. Grossman said. Clif Builders, which he said tastes like a candy
bar, are for people who work with their hands, people
who are building buildings. "When you think about how
to brand something, you look at the competition. Most
bars are geared toward the muscle-building gym person.
But there are so many things people do where they need
protein. Thirty to 40% of your daily intake is supposed
to be protein," he said.
Luna is following the same trend. "Our bars are a snack
to keep women energized to complete their goals between
meals," Ms. Cerna said. Luna bars are targeted toward
women who are craving something but don't want to consume tons of calories. Each Luna bar contains 180 Cal.
Though a niche does exist for providing energy as fuel
for life, the workout energy bar category hasn't fallen to
the wayside. PowerBar sees the desire to increase athletic

ᮡ When it comes to nutrition bars, taste is important. The Optimum line from
Nature's Path offers fruit-flavored bars.
NATURE'S PATH

performance as one of the market drivers.
In the mid-1980s, PowerBar's Performance bar created
this category. According to Vanessa Wagar, PowerBar's
corporate communications manager, there is still a need
for bars and products designed to enhance athletic performance through proper nutrition and energy.

TASTE TEST. No amount of nutritious ingredients can
make up for bad taste. And when a bar is packed with
things like soy protein and fiber, it could potentially
have an off taste. That's why bar manufacturers are
raising the taste standard and will settle for nothing less
than delicious.
Mr. Neuman said that adults prefer fruit flavors.
"Kids are not big fans of fruit in food like bars and cereals. They like fresh fruit. Adults like fruit in bars because
they understand the healthfulness of it and they appreciate the taste," he said.
Kerry America's research
shows that 80% of female
consumers over 35 said that
Unit sales
"made with real fruit" is an
(mil)
important label claim.
Currently, Nature's Path
Total bars category (all subcategories)
806.2
has two fruit flavors in its
Nutritional/intrinsic health value bars
335.7
energy bar line - cranberry
Granola bars
236.2
with a hint of ginger and blueberry cinnamon. Mr. Neuman
Breakfast/snack/cereal bars
184.8
said that by adding fruit to
Rice snack squares
40.4
bars, consumers get the taste
Snack/granola bars
91.3
they're craving along with
healthful benefits.
Total US for 52 weeks ending March 20, 2005 (supermarkets, drug stores and mass merchandisers, excluding Wal-Mart)
Nature's Path's kids line,
Information Resources, Inc.

Bars: The Market

50 / BAKING & SNACK / June 2005

Baking & Snack - June 2005

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