Natural Product Hitmakers: Bars Still Have Life

Consultant Bob Burke: "When I started consulting 18 years ago, the nutrition bar category seemed mature and “over-SKUed.” Then along came the Lärabar and it was a home run and they sold it to General Mills. And then along came the Kind bar and the ProBar and ThinkThin. The fundamental need for something portable, convenient, and healthier than a Snickers bar is a big need for a lot of people. There’s even the Epic bar, a meat bar. All of these different things that have come out to fill the fundamental need of convenient, portable, relatively inexpensive, etc.-look at all the permutations it’s taken over the years."

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