Granola bites are exploding, contradicting sluggish breakfast cereal sales, founder of Nourish Snacks says

By Douglas Yu contact

- Last updated on GMT

Related tags: Breakfast

According to Nourish Snacks' CEO, Joy Bauer, the breakfast category is not doing as well as it used to, but as the company's granola bites are not just a breakfast item, it's capitalizing on the "explosion" in the grab-and-go snacks category. 

She said there is a tremendous granola market right now.

“A lot of companies are doing a valid job coming up with interesting formulations with a lot of creative add-ins, like pumpkin seeds, chia and whole grains - as well as keeping the sugar to a minimum,”​ she told BakeryandSnacks at the Sweets and Snacks Expo held in Chicago last week.

The company unveilved two new items in its range at the Expo to keep up with the increasing demand for chocolate flavors, including double chocolate and chocolate peanut butter.

The new products will be rolled out through Target and other retail distribution channels across the US soon. 

Nourish Snacks' original flavors - blueberry apple, coconut vanilla and chocolate banana - are also available in Wegmans, Safeway in Northern California and on Amazon.

No-brainer

When Bauer developed the brand in her kitchen four years ago, she wanted to create a line of healthy snacks that combine sweet and salty flavors with chewy and crunchy textures. Granola was a “no-brainer” ​for this, she said.

She is also a nutrition and health expert on the Today show by NBC and has the opportunity to interact with millions of people on a regular basis to find out exactly what consumers are looking for.

Bauer noted that, in addition to creating new flavors, she has been able to go back and reformulate the Nourish Snacks’ original offerings.

“In the past, I used tapioca starch as a [snack] binder, but now I’m using pectin, and have added chia seeds into all of the formulations,”​ she said.

Nourish Snacks is hoping to enter more distribution channels in near term. 

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