Mars-owned Nature’s Bakery is bucking the broader slowdown in the snack bar industry, recording double-digit growth driven by its focus on healthier, whole grain and fruit-based products.
“Nature’s Bakery’s momentum has sustained even as the category slowed,” said Vilma Livas, the brand’s Chief Marketing Officer. While overall snack bar volumes are growing at flat to low single-digit rates, Nature’s Bakery achieved approximately 30% growth over the past year, outpacing competitors and expanding its market share significantly.
The brand’s three main categories—fig bars, oatmeal crumble, and brownies—are each experiencing double-digit growth. The flagship fig bars, available in flavours like raspberry, blueberry, and peach apricot, account for the bulk of sales.
To cater to changing consumer needs, Nature’s Bakery has diversified its portfolio:
- Oatmeal Crumble bars launched in 2019 for busy millennials seeking convenient breakfast options.
- Double Chocolate Brownie bars, introduced in 2023, marked the brand’s entry into dessert-inspired snacks, followed by the launch of a Salted Caramel flavor this year.
The range is designed to fit into various moments of the day, from Oatmeal Crumble for breakfast, Fig bars for midday snacks, and Brownies as evening treats.
Since its founding in 2011, Nature’s Bakery has prioritized health-conscious attributes. The bars are dairy- and nut-free, certified vegan, Non-GMO Project Verified, and free from high fructose corn syrup. These attributes resonate strongly with families and younger consumers looking for better-for-you options.
“Mars saw a significant opportunity with Nature’s Bakery when it acquired the brand in 2020,” said Livas. Today, the brand is the fourth-largest snack bar company in the U.S., with products sold in 100,000 retail locations, including Target, Walmart, and Costco.
In January, Nature’s Bakery announced a $237 million investment in a new baking facility in Salt Lake City, Utah, with a production capacity of nearly 1 billion packs annually to support its growth.
Looking ahead, the company is exploring ways to address underserved needs in the snack space, particularly for on-the-go consumers. While the brand remains focused on bars, Livas hinted at the possibility of expanding into other categories in the future, though with a measured approach.
“Our agenda is full, and we see a lot of potential left in bars,” she said. “When we move beyond that, it will be based on clear consumer needs and careful planning.”
Nature’s Bakery’s strategic focus on health, convenience, and innovation continues to position it as a standout in a challenging market.