By Donna Berry, Contributing Editor
Twenty-five years ago, PowerBar, the first energy bar designed for endurance athletes, debuted in Berkeley, CA. The basic granola bar rolled out about a decade earlier. These all-in-one, on-the-go nutrition innovations fueled the development of modern-day bars that are optimally designed for a specific target audience.
“Originally, the nutrition-bar market targeted male athletes seeking enhanced performance," says Peter Wisler, director, business development, health & nutrition, Danisco BioActives, Singapore. “The market has evolved to include women, teens, children and the elderly, with products that offer benefits such as increased energy, weight management, supplemental micronutrients, improved digestive health and blood-sugar control. Consumers can choose bars with very specific nutritional or physiological benefits targeted to their lifestyle, age and gender."
Indeed, today there are bars designed for almost every demographic. Most are based on grain and fortified with functional ingredients that speak to the nutritional needs of the target demographic.
“This expansion of target-market diversity has been fueled by formulators having access to a vast portfolio of ingredients," says Lisa Bradford, soy foods technologist, ADM, Decatur, IL.
For example, just last month, The Balance Bar Co., Valhalla, NY, debuted the first bar for women that combines beauty and nutrition. Fortified with antioxidants, beta-carotene and lutein, the company says the bar provides vital nutrients for healthy skin and seven critical ingredients for women’s bodies: protein, fiber, calcium, iron, folate, and vitamins D and B6. It is also sweetened with a stevia-based ingredient to keep calories at 120 per bar.
According to Joyce Daoust, certified nutritionist and author, the bar “ contains the 40-30-30 ratio of carbohydrates, protein and fat that can help stabilize blood sugar, reduce inflammation, steady your mood and improve energy. And the vitamins, minerals, carotenoids and antioxidants found in the bar all play a key role in maintaining healthy skin."
In a clinical study published in Skin Pharmacology and Physiology (2007; 20(4):199-210), lutein was shown to significantly increase skin hydration by 38% over time and improve skin elasticity. The bar is also an excellent source of beta-carotene, which has been proven to help skin defend against redness and ultraviolet-light-induced damage. And the 5 grams of fiber and 10 grams of whey protein in each bar contribute to a satiated feeling, which helps prevent overeating.
Determining the optimal amount of each ingredient in order to support the benefit, without risking over-fortification is not an easy task, but suppliers can assist.
Start with the carbs
“Identifying the target consumer and addressing their health concerns is a key driver in determining the types of nutrients being added to a bar," says Cristina Munteanu, scientist, technical service, GTC Nutrition/Corn Products International, Westchester, IL. “Nutrient levels vary greatly depending on the type of bar and its intended use."
A good place to start is the bar’s base. As Daoust suggests, the 40-30-30 ratio is often viewed as the optimal composition.
“This is usually a starting point for bar formulators, especially for bars designed to deliver sustained energy," says Tonya Armstrong, senior applications scientist, Grain Processing Corp., Muscatine, IA. “Maltodextrins are often part of the 40% carbohydrates, as maltodextrins are a readily digestible carbohydrate source. Maltodextrins have a clean flavor profile and help improve moisture retention in the bar.
“Fiber and whole grains, too, often contribute to the carbohydrate content," Armstrong adds. “Modified food starches will help keep the bar soft over its shelf life. When adding fiber ingredients, you will want to add enough to make a ‘good’ or ‘excellent’ source claim. Our corn bran can be used at such levels, and will produce a bar with a clean flavor profile and an excellent texture."
Short-chain fructooligosaccharides (scFOS) are a natural prebiotic fiber ingredient. According to Munteanu, scFOS “not only supports digestive function in a gentle way, but clinical studies show that 3 grams per day may significantly improve calcium absorption. This may help build strong bones in kids and young adults, and reduce bone loss, as well as the risk of osteoporosis, later in life. Adding 3 grams of scFOS to bars can be easily achieved due to its high solubility and low viscosity characteristics."
Some fiber ingredients have a clinically proven heart-health claim, and can be added at sufficient levels to a bar formula to make a claim. However,“it can be challenging to incorporate a heart-health ingredient that doesn’t interfere with the taste or texture that consumers expect," says Jane Friedrich, principal scientist, snacks, Cargill, Minneapolis. To address this problem, she suggests a high-purity (more than 70%) beta-glucan barley fiber, a" nearly invisible soluble fiber, will not affect the taste or texture of bars. It has been clinically proven to reduce cholesterol when consumed as part of a low-saturated-fat, low-cholesterol diet and is authorized for an FDA health claim."
