Caffeine is perhaps the original functional ingredient, with coffee and tea battling sleep-derived mornings and afternoon slumps for generations. Over recent years, demand has continued to surge, with the rise of RTD coffee and highly caffeinated energy drinks and shots making it even easier for consumers to get their caffeine fix. Food brands are trying to get in on this energy action, taking cues from beverage companies and stepping up their use of caffeine as an ingredient.
With a slew of new product lines over the past few years, That’s It is working to prove that it’s more than just a fruit-based bar brand. As part of its goal to create a plant-based snacking platform across several categories, the brand this month debuted a new energy bar line called Keto Kick, which it hopes will further expand its reach to new consumers.
The lawsuit claims the brand misleads consumers with its front-of-pack design, and now the suit is driving many industry leaders to question what are the most effective ways to deploy clean label marketing strategies.