NuSkool Snacks finds growth in recovering snack and nutrition bar category

“If you look at the sales data, even Atkins did well​ [during COVID]. It’s the big boys that are sugar laden that are not truly better-for-you nutrition bars that took a nose dive,”​ Christensen told FoodNavigator-USA, noting how NuSkool Snacks has increased its sales in both e-commerce and at brick-and-mortar retail over the past year.

According to Rabobank’s Talking Points report​ citing Euromonitor and IRI data on the US bar market, big CPG players such as General Mills’ Nature Valley and Kellogg’s Special K bars suffered the biggest hit to their sales and were down double digits in 2020, losing out to brands such as Kellogg’s RXBAR (acquired in 2017), Simply Good Foods’ Quest Nutrition, and Atkins. The ‘Others’ category, noted Rabobank, now has the biggest slice of the market, with an estimated 35% market share in 2020.

“Now retailers are forced to take a look at these legacy brands that were once driving their top line sales,” ​said Christensen.

NuSkool MCTbars contain 190 calories, 10g of protein, 3g of net carbs per bar, and are sweetened with monk fruit extract. 

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