When taste meets health: Synergy Flavors rolls out new range of protein bar flavors

24 Jul 2023 --- Synergy Flavors has launched eight high-impact concentrated flavors for protein bars to cater to the growing sports nutrition market. From traditional flavors like chocolate, vanilla bean and strawberry to consumer favorites like dark cookie crumb, peanut and coconut, the range offers protein bar manufacturers a range of options.

The launch also includes natural variants of several flavor profiles that give manufacturers more flexibility in labeling and positioning. 

Chris Whiting, European business development manager at Synergy Flavours, highlights the market trends that inspired the company to create flavors for protein bars. 

“Protein bar popularity is booming in Europe, and data from Euromonitor Passport shows that bars are second only to protein powder as the largest sports nutrition segment. Indulgent profiles are currently popular, particularly in layered protein bars, which heavily feature chocolate combinations,” he says. 

These flavors are optimized for a “protein bar ingredient matrix,” so they can complement the protein core or be used inside a fruit or caramel layer.

The launch includes variants of flavor profiles that give manufacturers more flexibility in labeling and positioning.Fostering consumer acceptance 
Rising health consciousness among consumers is increasing the demand for high-protein foods in Europe. Protein bar manufacturers can add flavor profiles to mask off-notes in such nutritional products for better consumer acceptance.

Flavors can also give them the liberty to reduce the sugar and fat content in products without making them unpalatable.

Commenting on the demand for low-sugar products, Whiting says, “While these specific flavors are not necessarily designed to offset reduced sugar bases, we also offer a complementary range of sweetness modulators which can be used in conjunction with these flavors in HFSS (high in saturated fat, salt and sugar) compliant products.”

Synergy Flavors’ new products aim to “elevate the flavor of a bar” while taking up a “small ingredient percentage.” They can be used to allow room for increased percentages of active ingredients, such as protein, without losing their high-impact taste. 

The sports nutrition market
Protein bars occupy a significant position in the diet of individuals concerned about their health and playing some sport. They prefer nutrition over taste bud satisfaction from junk food, which can boost the sales of sports nutrition products like protein bars.

Protein bars might be fruitful in nudging amateur ultrarunners to eat healthily.However, according to Food Ingredients First’s sister website, Nutrition Insight, which recently featured a study by Frontiers in Nutrition, amateur ultrarunners often follow an unhealthy diet. 

In such individuals’ diets, nutritional snacks like protein bars might be fruitful in nudging them to eat healthily.

According to Whiting, the sports nutrition market is evolving at a “rapid pace.” 

“As protein bars become increasingly popular, there is a real opportunity for manufacturers to innovate in this space and attract new customers who may be interested in trying these products as part of an active lifestyle,” he states.

Balancing costs and taste
Synergy Flavors claims that the new range of solutions is concentrated on delivering “high-impact flavor,” which, in turn, allows manufacturers to offer popular flavors while balancing costs at a time when raw material and energy prices remain high.

“Taste is still king for many consumers, who should not, and will not, compromise on flavor,” Whiting continues. “Our new range has also been formulated with cost-optimization in mind, meaning manufacturers can still create great-tasting products. The consumers can still enjoy their favorite flavors without being forced to compromise on quality.”

Synergy Flavors works closely with its parent company Carbery Group, and the new flavor range enhances its broader performance nutrition portfolio.

The flavor range has been designed with consumer preferences in mind, and the company expects it to be met with a positive response from manufacturers looking to win new consumers.

Earlier this year, Paola Bassi, marketing director for Europe at the company, discussed the evolution of traditional flavors amid economic pressures and why twists on these tastes are essential to innovation. 

By Insha Naureen