Barebells’ taps into healthy indulgence with its latest soft protein snack bar flavor

13-Dec-2023 - Last updated on 13-Dec-2023 at 14:46 GMT

Source: Barebells USA

Related tags protein bars Snack bars Healthy indulgence

With its recent launch in the US, Barebells’ expands its Soft Bar protein bar portfolio with its latest flavor, Soft Bar Banana Caramel, blending banana, caramel and chocolate with no added sugar and 16g of protein per serving to “taste [more] like a candy bar than a protein bar,” expressed Caitlyn Johnson, Barebells’ marketing activation manager.

Tapping into the “healthy indulgence” trend marked by consumers’ preference for functional treats, Barebells’ protein bars can be consumed as a snack or treat, blurring the lines between candy bars and functional snacks.

“Consumers are increasingly looking for healthier alternatives to candy and other traditional snacks. Barebells provides that alternative with no added sugar, a good amount of protein, but without sacrificing taste or texture. That is why I believe we stand out among both candy and protein products. Our soft bar range … takes this one step further by delivering an unparalleled soft texture and candy-like taste, still with protein and no added, sugar,” Isa Galvan, global brand manager, Barebells, told FoodNavigator-USA.

Within the $29bn and growing snack bar market, brands are challenged with differentiating themselves through ingredients, flavors, functionalities, packaging, marketing and limited edition releases, including its recent holiday Minty Chocolate launch. Galvan explained that Barebells’ international presence provides leverage for the brand to stand out for health conscious consumers, while tailoring flavors towards specific markets.

“As consumer preferences change, retailers will adjust their assortment. By developing really tasty products that also meet the nutritional demands of health-conscious consumers, we provide retailers with products that renew their snack assortment in line with consumer preferences. Given our international presence, we also consider local preferences and have launched several flavors tailored for specific markets, such as the limited edition pumpkin spice bar for the US and the licorice bar for the Nordics,” Galvan elaborated.

Galvan added that despite Barebells’ strategy to launch new products “continuously throughout markets,” taste continues to challenge the brand in a saturated protein snack bar space where balancing sweetness and protein can impact flavor and texture.

Barebells’ new soft bar is currently available DTC on its website and is expected to be released in retailers, GNC and Vitamin Shoppe, in January 2024; while the brand’s Original Bars contain 20 grams of protein with sweet and savory flavors like Cookies and Cream, Caramel Cashew and Salty Peanut are available nationwide in CVS and Walmart and online DTC and Amazon.