Redd energy bars to expand range and distribution after $1m investment

By Vince Bamford

- Last updated on GMT

Redd bars are available in three different flavours
Redd bars are available in three different flavours

Related tags Nutrition

Redd Superfood Energy Bars has secured a $1m investment as it looks to further expand its US product range and distribution.

The Maine-based business has also announced the roll-out of two new flavors - Peanut Butter and Oatmeal – that will join the existing Chocolate flavor.

Pitched as ‘part protein bar, part energy shot and part multi-vitamin’, the brand’s bars contain at least grams of protein, 11 superfoods, 23 vitamins and minerals and 35mg of caffeine, said the company.

Two Seattle-based investors who focus on active lifestyle brands - Dan Nordstrom and Greg Hanson – led the funding round and will now join the company’s board of directors.

Nordstrom, who owns outdoor apparel and gear company Outdoor Research, said he was looking forward to helping grow the reach of Redd.

Avid outdoor enthusiast

"As an avid outdoor enthusiast, I have long sought after an energy bar that provides energy-giving power, healthful ingredients and great taste​,” he added. “Redd Superfood Energy Bars provide all this without the additives and sweeteners that seem ever-present in this category​.”

Redd was founded by Alden Blease, who began experimenting with functional foods as a high school athlete and, after a career in the fashion industry, enrolled in a biological engineering program to develop an energy bar capable of supporting his demanding schedule.

Blease initially sold his bars to fellow students and health food stores under the brand name Rawgasms before working with distribution and manufacturing partners and changing the brand name to Redd  - an acronym for Research Enhanced Design + Development.

Free from gluten, dairy, soy, GMOs and refined sugars

Redd bars are vegan, 70% organic, low-glycemic and free of gluten, dairy, soy, GMOs, refined sugars and anything artificial. Ingredients include superfoods (including chia, acai, goji berry, mangosteen, maca, yerba maté and quinoa); 23 vitamins and minerals; and nine or ten grams of protein, depending on the bar. The yerba mate provides 35mg of caffeine, while complex carbs deliver energy, said the company.

Blease added that he was also “thrilled​” to announced the availability of Redd bars nationally though the brand’s website. The ‘Club Red’ service offers a monthly subscription service, with a box of 12 bars at $32.29 – 10% off the retail price. Shipping is free on orders over $75.

Sales of health/nutrition bars are booming in the US, according to IRI data, with sales up 9.7% - or more than $250m - in 2015 [52 weeks ending 27 December 2015]. The sub-segment is driving much of the growth in the overall snack bars category.

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