Corporate Profiles - 2024 - 22

100
YEARSof...
22 \ October 2024
as a barometer for the health of the category. The segment includes
everything from nutrition and health bars to breakfast cereal bars and
granola clusters.
In the 52 weeks ended July 14, the overall snack bars/granola bars/
clusters category totaled $8.96 billion in dollar sales, up 0.7% from the
same period a year ago, despite a 4.1% decline in unit sales, according
to Circana.
But within the category there was a relative winner: nutritional/intrinsic
health value bars. Dollar sales of granola bars and breakfast/
cereal/snack bars fell 8.8% and 1.7%, respectively, in the 52 weeks
ended July 14, but nutritional/intrinsic health value bars experienced a
4.8% year-over-year dollar sales gain, according to Circana.
" Bars have had a little bit of a struggle, " said Sally Lyons Wyatt,
global executive vice president and chief adviser consumer goods and
foodservice insights, Circana. " It started a few years back when we were
in COVID and the need for on-the-go waned. Now we're back in the
need for on-the-go and convenience. But during the course of the last
four years, we've seen more on-the-go options that include functional
benefits. That's just opened up the universe. "
The category is expected to continue to grow, with sales projected to
reach $10.7 billion by 2028, according to Mintel.
An area of focus for bar makers this past year included delivering
more options for children.
In August, Mars, Inc. added to its Kind Snacks bar line with the launch
of new Kind Kids bars in two varieties: chocolate chip and blueberry
muffin. The soft-baked bars are made with whole grain oats, feature 5
grams of protein per bar, are gluten-free and have no artificial flavors or
colors, according to the company.
Mars' announcement followed news that baby nutrition brand Once
Upon A Farm had introduced Soft-Baked Bars for Kids. The bars feature
fruits and vegetables, whole grain oats and no-added sugar and offer an
oven-baked cookie taste, according to the company.
Flavors include apple and oat, chocolate oat, mixed berry and banana
chocolate chip.
SMUCKER INTO BAKED SNACKS
What a difference a year makes. In October 2023, Hostess Brands,
Inc. was a standalone company with a prominent position in snack cakes
and other sweet baked snacks. By the end of the year, Hostess had
been acquired by J.M. Smucker Co., altering the category landscape and
bringing the Orrville, Ohio-based maker of Uncrustables into the sweet
baked snacking category.
J.M. Smucker created a Sweet Baked Snacks division, but early returns
have been mixed, with the unit delivering first-quarter sales below
company expectations. Despite the sales struggle, there have been success
stories in the category. Specifically, the launch of Hostess Meltamors.
The
soft, fluffy mini-cakes feature a chocolate-flavored drizzle
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Corporate Profiles - 2024

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