Bar Companies Seek Out Innovation to Revive the Category

Aiming to re-ignite growth, experiments with size, price, taste and texture are underway.

With data from the third quarter show ing nutrition bar sales continuing to decline—2% in natural channels and 12% in mainstream channels, according to SPINS—people at all levels of the supply chain, from protein suppliers to retailers, are focused on what it will take to revive the category that posted gains of 20% and higher for much of the last decade. NBJ interviewed a range of executives for their insights.

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