Baking & Snack - February 2022 - 48

SNACK BARS
" Natural sweeteners not only help deliver on the desired
low- to no-sugar claims but also provide a lower
calorie count than sugar, " Mr. Child said.
When lowering sugar content, bar makers
must be careful they aren't sacrificing
taste in the process or filling their bars with
artificial ingredients to make up for it, said
Ashley Nickelsen, founder of B.T.R. Bar,
San Francisco.
" There are really two different types of
bars that exist in the category: bars with
natural ingredients but high sugar or lowsugar
bars that are very processed, " Ms.
Nickelsen said. " We're trying to sit at the
intersection between functionality and flavor. "
B.T.R. bar, a protein bar made with functional mushrooms,
does this by using a cashew and almond butter
base to give the bar a cookie-dough-like texture. The
bars are free of natural flavors, stevia and emulsifiers and
have 90% less sugar than the average protein bar.
" All our bars are lightly sweetened with monk fruit,
Blake's Seed Based
bars are free of
the top eight food
allergens.
Blake's Seed Based
soared, " Mr. Child said. " The rise in concern over health
and wellness has helped to expedite the emerging trend
of products with functionally specific health benefits. "
According to Innova Market Insights, 94% of the
cereal bars launched in the United States from January
2016 to July 2021 made a health claim.
" No added sugar " is the fastest growing claim within
cereal and energy bar launches, with a compound annual
growth rate (CAGR) of 28% over the past five years,
Innova reported. A growing focus on healthier diets has
increased consumer awareness of the negative effects of
too much sugar.
" Desire for products with a reduced-sugar claim remained
in the spotlight pre-, during and post-pandemic, "
Mr. Child said. " These concerns are driving creative
approaches to sugar reduction strategies. "
For example, some brands are simply reducing sugar
content, or using natural sweeteners or sweetener alternatives
to achieve sugar-free and no-sugar claims.
" DESIRE FOR PRODUCTS
WITH A REDUCED-SUGAR
CLAIM REMAINED IN THE
SPOTLIGHT PRE-, DURING
AND POST-PANDEMIC. "
Bart Child, Nellson
48 Baking & Snack February 2022 / www.bakingbusiness.com
and that's how we're really able to hit that blend consumers
are looking for, " Ms. Nickelsen said.
Quest Nutrition is promoting low-sugar content in its
bars as well. Quest's protein bars contain only 1 gram of
sugar and 4 grams of net carbs while offering 21 grams
of protein.
" Our benefit of protein while being lower in net carbs
and sugar makes us unique and promotes dietary health
and wellness, " said Linda Zink, chief marketing officer,
Quest. " Consumers don't have to trade in taste and cravings
for better-for-you foods; they have all of the benefits
together. "
Protein and fiber are the main functional ingredients
in cereal and energy bar launches, according to Innova
Market data. Other popular ingredients include prebiotics
and probiotics, flaxseed, calcium and antioxidants, as
well as allergen-free and allergen-friendly bars.
One example is Blake's Seed Based, Chicago, a bar
made with seeds as the primary ingredient that's free
of the top eight food allergens, including peanuts, tree
nuts, wheat, soy, eggs, dairy, fish and shellfish.
" I have a nut allergy, and I was frustrated with all the
bars in the market that had nuts in them, " said Blake
Sorenson, the company's founder. " I solved my own
problem and realized a lot of other people had the same
dietary restrictions as well. "
The bars come in Raspberry, S'mores and Blueberry
Lemon and have less than 10 grams of sugar per bar.
Blake's Seed Based is the only seed bar in most categories
and retailers, Mr. Sorenson said, so the bar's emphasis
is on the health benefits a seed-based bar can provide.
" Right now, you're seeing the explosion of functional
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