Nutrition Bar Renaissance
U.S. consumer sales of nutrition bars, gels & chews grew 12% to reach $2.5 billion in 2010. The category—where growth has been dogged since the fallout from the low-carb craze of 2003-2004—has been reinvigorated by new delivery formats. Gels, chews, shots and waffles (i.e. the Lance Armstrong-inspired Stinger Waffle from Colorado-based Honey Stinger), as well as new lifestyle and functional formats have breathed new life into a flat category.