With Gen Z’s growing influence in the market, food and nutrition brands are taking a closer look at this generation’s attitudes and behaviors—particularly around health and wellness—to better meet their needs.

It sounds simple enough to give consumers a delicious, decadent nutrition bar packed with in-demand ingredients like protein. What could go wrong? Apparently, a lot, and most consumers know that. According to a survey by FMCG Gurus, over half of US consumers (54%) agreed that healthier snacks are less tasty.¹ But the tide could be turning.

As clean label continues to trend in nutrition bars, many manufacturers are responding with creative approaches to clean label that are resonating with consumers. Here’s a look at how innovative processing techniques can be used to produce cleaner label bars.

As active consumers age, their bodies change, and so do their nutrient needs. Products designed for active aging provide the support they need to maintain their active lifestyles.