Bar Category Incorporates Protein, Creatine Trends

Competition is stiff in nutritional snack bars, which is why brands are catering to more than just protein content to bring in new consumers.

At the National Association of Convenience Stores trade show in Chicago last week, bar purveyors displayed revamped packaging, new products and formulation changes that aligned with consumer demands for energy, creatine and flavor-forward innovation.

Quantum Energy Bar refreshed its packaging earlier this year, exchanging its sunset motif for a lightning bolt and adjusting its tagline to “Caffeine x Protein = Energy².”

Highlighting the bar’s protein content was only part of the packaging refresh strategy. The company wanted to signal to customers that it was not using sugar alcohols or synthetic caffeine in its ingredient deck, said Michael Benders, Quantum’s director of sales.

“Before, we were trying to say things without saying them,” he said. “Artificial sugar and synthetic caffeine are the things that are damaging our core consumers the most. We want to be a solution to that, so we made those three bold claims right on the front, keeping it very simplistic.”

Instead of upping its protein content, the brand attempted to drill down to what set it apart from other energy bar brands. While caffeine and protein play to broad CPG trends, the clean-label callout speaks to a growing cohort of consumers, he said.

Another bar brand, JiMMYBAR!, is incorporating creatine into the mix. The amino acid has become increasingly popular within the wellness community and fitness enthusiasts.

The new two-SKU Creatine Protein line (Double Fudge Brownie and Chocolate Peanut Butter) is a response to the growing demand for more creatine products outside of the powdered supplement set.

Brand manager Carolyn Swartz emphasized the importance the brand saw in pairing its protein bars with creatine, especially among older individuals.

“We have an older audience, and this is really great for memory and great for muscle strength,” she said.

The brand is finalizing a deal in a “major big box store that everybody loves,” she said, and will be expanding its creatine line with “more feminine, gender-neutral packaging” for variety packs, signaling that “creatine is for everyone.”

While JiMMYBAR! is excited about the innovation, creatine is not an inexpensive ingredient to source. A 12-bar multipack is expected to retail for $36, making it more of a premium product than the brand’s other portfolio offerings.

Swartz said the brand is already discussing more bite-sized snacks, or “niblets,” that can be incorporated into consumers’ eating routines throughout the day.

“We want to be the leaders in creatine snacking,” she said.

The trend toward permissible indulgence with more candy bar innovation was apparent throughout the show floor.

Barebells was sampling new flavors, Coco Caramel Almond and Peanut Butter and Jelly – as well as a beverage line based on its popular bars – while Pure Protein had added to its Ammmaze protein chocolate bar line with Peanut Butter S’mores and Choco Chip Sandwich. The 1440 Foods-owned brand also showed off innovation in the form of a 2-SKU line of Soft Baked protein bars (Wild Berry and Apple Cinnamon).

Behind the sampling table at supplement maker Redcon1’s booth, brand representatives were giving a first taste of its soon-to-relaunch MRE protein bars.

The brand had to discontinue its previous version of the candy bar-flavored MRE snacks when its co-manufacturer was acquired. Preparing for a December launch, Redcon1 anticipates it will expand its 3-SKU line by utilizing its Hostess licensing partnership to expand into recognizable flavor varieties.