Reinvigorating the Breakfast Bar Category

With schedules filling up again, breakfast items that can be eaten on-the-go will win big with consumers in the coming months. For that reason, breakfast bars are about to see a major boost. But just like any other product category, consumers are craving innovation, desiring something different when it comes to bars. From looking to unexpected flavors for inspiration to incorporating trending ingredients, there are many ways to innovate within the breakfast bar category. Here are our experts’ takes on how to make breakfast bars anything but boring.

Go with Something Savory…or Spicy

Savory and spicy flavors in bars have been slowly picking up steam, as consumers have been seeking out new and different flavors to try in familiar formats. The breakfast bar category has traditionally been dominated by sweet flavors like chocolate chip, blueberry, and maple brown sugar. Not only do these kinds of flavors not excite consumers as much anymore, but they are also often too sweet for some consumers to enjoy first thing in the morning. Looking beyond sweet and fruity flavors for inspiration is a great way to grab consumers’ attention, appeal to those looking for healthier options, and offer alternatives to the same-old, same-old.

Consumers have been loving savory and spicy breakfast items in general, so why not let them enjoy savory and spicy flavors in bars? Think chipotle bacon or feta, spinach & fire roasted tomato. Not only are these flavors unexpected for the breakfast bar category, but they will also encourage consumers to reach for breakfast bars beyond the morning hours.

Not ready to go that far out there with flavor? No problem! Another option to bring some flavor innovation to the breakfast bar category is to innovate with sweet heat or sweet and savory flavors. By pairing familiar sweet flavors, which are much more common for bars, with spicy or savory flavors, brands can help consumers overcome their boredom without pushing them too far out of their comfort zones. Think mango habanero, honey parmesan, and peach chipotle. No matter what, consumers are going to appreciate brands that bring something new to their breakfast bars, and offering unique flavor combinations will accomplish just that.

Try Trending Healthy Ingredients

Consumers are becoming obsessed with their health and well-being, meaning that they’re paying more attention to what they’re putting into their bodies. The health and wellness craze of recent years has given rise to various trends and put the spotlight on functional ingredients. Incorporating ingredients that are trending for their potential health benefits is a great way to appeal to health-conscious consumers. Spices like turmeric, ginger, and nutmeg, for example, have all seen massive growth in recent years due to their potential health properties. Seeds, probiotics, and citrus fruits, too, have witnessed major increases in demand. These ingredients are not only trendy, but they are also ideally suited for the breakfast bar category.

Spotlighting these ingredients will attract consumers who want to start the day off right and are looking for breakfast items that support their health and wellness goals. Bars like pumpkin seed and spice, citrus and ginger, and turmeric lemon are sure to be a hit with these consumers.

Want more ideas for reinvigorating your breakfast bar products? Contact us today to begin working with our marketing research and R&D specialists.