There is a new shift to introduce bold flavors and less sugar in the nutrition bar category. Companies are betting on the consumer’s growing preference for unique and exciting flavors to develop a line of savory bars. These flavors also lend themselves to the smaller meal mindset of today’s consumer, instead of the sweet treat feeling of the usual category offerings.
Several start-ups have launched bold, spicy flavors into their bar line-up, including roasted jalapeno and honey mustard, thai sweet chili and honey smoked BBQ. And flavor isn’t the only selling point once you see the low sugar amounts. The 2015 Dietary Guideline advisory committee recommends reducing calories from added sugar and these new bars are right in line with this report, offering great taste with less sugar.
It should be noted that while these bars do have significantly lower amounts of sugar than their existing counterparts, there appears to be an increase in sodium to create that bold taste. Some versions have only six grams of sugar compared to 12-25 grams in competitive products. On the flip side, sodium in the savory bars range from 115 mg – 140 mg compared to 0 mg – 140 mg in the competition. Not a huge difference, but it may matter to some consumers who are hyper-focused on the ingredients list. Here’s a great article that goes into a bit more detail.
While these products are certainly gaining traction, there are still some hurdles. The biggest challenge is that companies have to create awareness and trial for a new savory sub-category in nutrition bars. Shifting consumers to try cheddar and lime in a category conventionally known for chocolate chip, peanut butter and brownie is not an easy sell. A mix of traditional and online efforts can create buzz and excitement to attract consumers and encourage trial. It’ll take hard work and patience, but it certainly can be done.
With the right approach these new flavors can lead to a strong category growth strategy through greater volume and new shoppers. Every retailer loves to hear that!
Trying to develop your own growth strategy? Reach out to Catalyst – we’ve been creating in the grocery retail industry for over a decade. We’d love to help!
