The Nature’s Bounty company added a nutrition bar to its lineup of sports and nutrition products, acquiring The Best Bar Ever.
“Consumers are increasingly looking for convenient and great-tasting nutrition bars – and this brand was designed by its founders right in line with that trend,” said Paul Sturman, president and CEO of The Nature’s Bounty Co.,in a statement announcing the deal last week. “I am confident that ‘The Best Bar Ever’ will be a great addition to our sports and nutrition portfolio, which includes brands such as Pure Protein, MET-Rx and Body Fortress, the leading protein powder brand.”
“The Best Bar Ever understands the importance of blending quality ingredients and good nutrition to create a superior flavor profile,” commented Best Bar Ever founder Mike Clay. “We’re excited to bring The Best Bar Ever to a company with such a legacy in the health and wellness space and look forward to a strong partnership.”
Clay told Project NOSH he will report directly to John Frame, VP of Brand Marketing at Nature’s Bounty and General Manager for The Best Bar Ever and it is a “dream come true” for him and his six-person team.
“The biggest challenge [has been] how do we continue to focus day in and day out on making even better bars, and improving our products, [while also] having a focus on improving our business. Those are two different things,” Clay told NOSH. “We wanted to be the best at making bars; we didn’t necessarily want to be the best at running companies.”
Frame told NOSH Nature’s Bounty liked that its products appeal to the ingredients panel reader, a consumer looking for simple, nutritious ingredients. In 2017, Kellogg acquired the RXBar for $600 million. Terms of the Nature’s Bounty deal were not disclosed.
The Best Bar Ever bars are available in chocolate peanut butter, peanut butter crunch and cookie dough in two sizes. They offer real ingredients – no fillers or sugar alcohols, and are designed to contain an ideal blend of quality fats, carbs and proteins in balanced ratios.
The Best Bar Ever can be found in the health and fitness channel and in a growing number of national drug and grocery chains.
Source: Whole Food Magazine
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