Nestlé and Mars Expand into Functional Snacking with Innovative Energy Bar Launch
Nestlé and Mars Incorporated are both entering the growing functional snacking segment with the launch of new energy bars designed to meet rising consumer demand for convenient, better-for-you products. This strategic move underscores both FMCG giants’ intent to broaden their presence beyond traditional confectionery and capitalize on the surging interest in health-focused snacking.
Nestlé’s latest offering—an energy bar under its YES! brand—features a blend of plant-based proteins, fiber, and natural ingredients. The Swiss multinational is positioning the product to appeal to health-conscious consumers seeking clean-label, on-the-go options. Each bar is designed without artificial preservatives or added sugars, aligning with Nestlé’s broader commitment to sustainability and nutritional transparency.
Meanwhile, Mars Incorporated is introducing its own energy-focused bar through its SNICKERS brand, integrating high-protein content with familiar flavor profiles to target active lifestyle consumers who balance indulgence with performance. This move marks a notable shift for Mars, signaling efforts to diversify its product offerings in response to changing buyer preferences. The SNICKERS Hi-Protein Bar joins a growing lineup aimed at fitness-oriented shoppers and reinforces the brand’s expansion beyond traditional candy formats.
The global energy bar market is projected to exceed USD 8 billion by 2030, driven by increasing urbanization, a fast-paced lifestyle, and a rising focus on physical well-being. According to recent industry data, functional snacks featuring added health benefits—such as protein, energy, and immunity support—are outpacing conventional snack sales.
For FMCG professionals, this dual rollout signals a pronounced shift among legacy brands to secure footholds in better-for-you categories through innovation and portfolio diversification. As consumers demand more from their snacks—whether it’s natural energy, protein enrichment, or plant-based formulations—brands that adapt quickly are poised to gain a competitive edge.
The strategic timing of these launches suggests heightened competition in the functional snacking aisle, where agility, authenticity, and nutritional value are becoming key purchase drivers. With Nestlé and Mars making bold entries, the stage is set for intensified innovation across the energy bar segment in the months ahead.