Nutrition Business Journal

Bar Manufacturers Growth Rates Return to Positive Territory

Pressure to innovate is intense as consumers seek new flavors and benefits.

The nutrition bar category has recovered from its 2004-2005 decline as leading brands have transcended the low-carb bust and provided the critical innovations that keep consumers interested. While the category has by no means returned to its heady days of 20% growth or higher, bar manufacturers are glad to see their sales growth back in the positive column.

“Growth has been fairly modest,” said Jimmy Wu, brand manager for Kraft Foods’ Balance Bar. “Generally we’ve se

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