Throughout the saturated however accelerating diet bar house, manufacturers are differentiating merchandise by formulations that concentrate on long-term wellness, cognitive perform and wholesome growing old, along with taste and macronutrient stability.
This evolution aligns with client demand for purposeful advantages past satiety and vitality – and producers are constructing the subsequent technology of bar with longevity science on the core.
In line with unique information from advertising agency Spate, client curiosity in protein bars stays robust, with Google and TikTok searches and views up 92.2% year-over-year from July 2024 to June 2025 vs July 2023 to June 2024. However the spike in searches inside protein bars round particular wellness components reveals the place the class is headed:
- Collagen: +18,500 YoY
- Lion’s mane mushroom: +13,900 YoY
- Ashwagandha: +10,000 YoY
- Mind well being (as a profit): +5,300 YoY
- Sugar-free: +903 YoY
New diet bar launches are on the rise
The diet bar class continues to develop with 237 new bars debuting this yr (as of the week ending July 13), following 541 launches in 2024, in accordance with Evonne Chan, information analyst at Spins.
Protein content material finds its candy spot in bars containing between 10 to fifteen grams of protein, adopted by 20 to 25 grams, per Spins information. Whereas sugar content material reveals a cut up development: each very low sugar (0.5–5g) and better sugar (15–20g) bars are gaining traction, suggesting segmentation between clean-label seekers and taste-first customers.
Multi-textured bars are also gaining traction – with manufacturers like Construct Puffs that provide a smooth, marshmallow-like mouthfeel that resembles extra a deal with than diet bar, Chan added.
Novos launches science-backed longevity bar
Novos, a longevity-focused well being firm recognized for its complement line and organic age diagnostics, launched its Novos Bar final month. The bars are formulated to ship nutrient density and age-defying compounds in a handy format, in accordance with the corporate.
The bar positions itself as “smarter than your healthiest meal,” with 15 grams of protein, 20 superfoods and a mix of longevity-promoting components like astaxanthin, taurine, reishi, cordyceps and lion’s mane, in accordance with Novos’ Founder Chris Mirabile.
The bars, sweetened with stevia, are available three flavors, Peanut Butter Crunch, Blended Berry Crunch and Salted Chocolate Crunch.
In contrast to most bars that emphasize muscle restoration or weight administration, Novos goals to help mobile well being, metabolic stability and cognitive resilience, in accordance with the corporate.
In comparison with whey protein, Novos’ protein mix is 50% decrease in methionine and 43% decrease in isoleucine – amino acids linked to accelerated growing old in preclinical research — and the bars are free from seed oils and synthetic preservatives, per Novos. As a substitute, it makes use of olive oil and rosemary, nodding to the Mediterranean weight-reduction plan’s affiliation with longevity.
The product growth group behind the Novos Bar contains longevity researcher Diogo Barardo, creator of a database of age-related medicine DrugAge, and culinary consultants from The French Laundry and Per Se.
Greater than satiety: Diet bars segmenting in direction of particular well being wants
Different manufacturers, like Sensible Bar and Temper Bars, are also leaning into adaptogens and protein with mushroom-based blends and sugar-conscious formulations, reinforcing the development towards pure, cognitive-enhancing and stress-mitigating components.
Sensible Bar‘s Peanut Butter taste options an adaptogenic mix of lion’s mane, reishi and ashwagandha, with different components like natural dates, peanut butter, cacao and oats, and incorporates 4 grams of protein and 13 grams of complete sugars.
Geared in direction of girls’s well being, Temper Bar’s ingredient record for Nourish is designed to spice up iron throughout menstruation and the follicular section. Nourish incorporates components like apricot, hemp and pumpkin seeds and delivers 6 grams of protein and 1.8 milligrams of iron (in comparison with Sensible’s peanut butter bar which incorporates 1.2 milligrams of iron and Novos’ Chocolate Crunch which incorporates 12.6 milligrams if iron).
