Natural Products Insider

MAY-JUN 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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Page 6 of 48

2 INSIDER May /June 2019 Viewpoint Battle of the Bars When I hear of a "bar fi ght," I normally think of late nights, too much alcohol and an interaction that leaves no winners. But bar fi ghts in the food industry consist of advertainments and tweets questioning nonorganic ingredients and sugar content. The Forbes article, "Food Fight: Clif Bar and KIND Bar Engage in Online Spat" explains it well but, in short, in March 2019, Clif Bar took out a full- page ad in The N ew York Times issuing a challenge to KIND Snacks to "do a truly kind thing and make an investment in the future of the planet and our children's children by going organic." KIND answered back via Twitter saying Clif Bar deceptively tries to pass off organic brown rice syrup as healthy. KIND offered to meet with Clif Bar to share why its bars lead with nutrient-dense ingredients such as whole nuts, whole grains and whole fruit instead of sugar. Clif Bar responded that its products are energy bars, and the sugar content helps provide energy. The marketing squabble between the two bar brands showcases many trends duking it out in the consumer packaged good (CPG) food space. We cover these in this print issue of Natural Products INSIDER. In "Crowded Market Forcing New Innovations in Nutrition Bars" (page 32), we discuss how sugar reduction is one of the most critical trends in bar manufacturing and how some consumers are partial to organic labeling. Of course, sugar reduction and organic labels aren't limited to bars. In "Bridging the Fiber Gap With Better-for-You Ingredients" (page 10), we detail fi ber's important role in sugar reduction in myriad applications. In "Sports Nutrition for Active Consumers" (page 14), we note that weekend warriors—consumers who exercise occasionally, but vigorously— want sweet taste and energy they can immediately feel, which is no doubt why Clif Bar uses sugar in its bars. I'd love to hear your thoughts on the Clif Bar-KIND battle, who's right, and how your brand responds to similar consumer demands. Perhaps we can connect at IFT in June in New Orleans, where I'm sure we'll be seeing how these trends evolve. Director, Content & Sandy Almendarez Editor-in-Chief Managing Editor Rachel Adams Legal and Regulatory Editor Josh Long Senior Editors Judie Bizzozero Karen Butler Steve Myers Todd Runestad Content Marketing Fran Schoenwetter Director, Supply Assistant Editor Connor Lovejoy Editorial Coordinator Alex Smolokoff Art Director Andrew Rosseau Production Manager Fran Vaughn Program Manager Kristin LaBarbera Subscription Customer Service (800)581-1811 Vice President of Sales & Brand Danica Cullins Director, SupplySide Portfolio Senior Account Director Ioana Neacsu Account Managers Anthony Arteca Todd Berger Lauren Hand Laurel Rivers Todd Willis Development Jiani Lai Specialist, Asia Sales Support Coordinators Susan Ginn Claire Webb Event Director Marisa Freed Sponsorship Manager Carrie Freese Informa Exhibitions LLC President Fred Linder Vice President & Market Leader, H&N SupplySide Portfolio Jon Benninger Vice President, Heather Granato Content Vice President, Danielle Dunlap Marketing Services Vice President, Donna Layton Human Resources Published by Informa Exhibitions LLC 2020 N. Central Ave., Suite 400, Phoenix, AZ 85004 Tel. (480)990-1101 ¥ Fax (480)867-7943 Website: Sandy Almendarez Director, Content & Editor in Chief (480)281-6745 @sandyalmendarez

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