Zing Changes Up Leadership, Reformulates Bars and Looks To Become A Household Name

Plant-based bar brand Zing announced that co-founder and CEO David Ingalls will transition into the newly created role of Chief Innovation Officer while former CMO Grace Erickson will take the helm.

The shift is intended to provide Ingalls with more time to focus on product development. Ingalls, who holds a Masters of Science in Nutritional Biochemistry from Bastyr University, has been developing the recipes for Zing bars and leading the company since 2008. Erickson, who joined the team last spring, previously served as General Manager of OCHO Candy and brings almost two decades of industry experience to the role.

According to Erickson and Ingalls, who have been working “side-by-side” for the past year, this shift will accelerate the growth of both the products and the brand itself.

“Nutrition and innovation are my passion, and it has been a challenge to prioritize them while running the company,” Ingalls said in a press release. “With these organizational changes, I’m excited to focus on what will define and differentiate Zing in the years to come.”

What is Zing?

Founded in Seattle in 2007, Zing’s concept was developed by its four nutritionists, including Ingalls, who were working to advise diabetic and pre-diabetic patients on healthy snacking habits.

Zing’s products use low-glycemic carbs to avoid ‘sugar spikes’ and the portfolio has evolved into a gluten-free, soy-free, non-GMO brand, and, as of a recent reformulation, is now fully plant-based.

“Our new combination of almond and rice protein is unique for its great flavor, lower sugar content, and nutritional power (adding calcium and magnesium to help support bone health and metabolism, B vitamins to provide longer-lasting energy, and Zinc to help support immunity),” said Erickson. “We are proud of our proprietary protein blend and are thrilled to apply this formula base across the board to finally become a completely vegan brand.”

What’s new?

Alongside the reformulation earlier this year, Zing introduced a new branding to highlight plant-based as its core attribute.

Zing also added two new lines last year, Keto and Mini, joining its range of ‘choco covered’ bars in flavors like mint, hazelnut, coconut and cherry. With the new products Zing is looking to appeal to a broader range of consumers, like keto dieters and kids, by omitting the chocolate coating found on its original offerings.

“We are oriented around making products that nourish the family,” said Erickson. “We are a wholesome, inspirational, fun-loving brand that tries not to take itself too seriously.”

In addition to the reformulation, rebrand and executive team changes, Zing is gearing up for growth with three new marketing hires, a national director of sales and a new customer service team member. According to Erickson, the new team members are a core part of Zing’s efforts to seek new retailers and markets that align with its focus on health and wellness.

“People are becoming so much more in touch with food, and are thoughtfully considering the role it plays in health and wellness,” Erickson explained. “At Zing we believe that food is medicine and are keen on offering products that meet the different lifestyle needs of the modern family – whether you are vegan, paleo, or keto. I hope in the coming months we will be successful in increasing brand awareness and inspiring new consumers and mindful mamas to try our full suite of products.”

What’s next?

While Erickson said she believes Zing is positioned to become a household name, the 15-year old company faces plenty of competition in the space. Over the past year, refrigerated, plant-based, energy-supporting bar brand Midday Squares, which shares a similarly playful and interactive approach to Zing, has found success within the snack category, rolling out its protein chocolate bars at Whole Foods and nationwide at Sprouts.

“The current retail landscape is ever-evolving, now at an unprecedented pace,” said Erickson. “Brands that anticipate the future needs of the consumer will thrive in a climate rife with uncertainty, and we hope to make some good decisions throughout this journey. We are learning more with each day that passes, and continuing to have fun while we’re at it.”

But bar makers aren’t the only ones looking to get in on the category’s post-pandemic revival.

Last month at Expo West, clean label snack brand LesserEvil unveiled its first acquisition, energy and gut health focused brand, R.E.D.D bar. According to LesserEvil, the 5 SKU, plant-based bar line aligns with its own mission and ethos and helped accelerate the brand’s expansion into the category.