The nutrition bar category has been notoriously fickle and volatile in the last three years, with low-carb spikes and crashes, some top brands losing marketshare while others gained, and niche players like newcomer The Natural Bar and veteran ProMax achieving and maintaining enviable sales in health and fitness and mass channels.
Behind the scenes of the dramatic ups and downs, but key to the bar segment’s future are the contract manufacturers. Very few bar brands a
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