At Natural Products Expo West, the sheer quantity and variety of products making keto claims “A true eye opener,”Nicholas Friday, CEO of Rabobank’s RaboResearch Food & Agribusiness and consumer food expert, wrote in a recent report encouraging the return of trade fairs.
He noted that there was “a lot of keto” on the show, with brands offering keto snack bars, keto candy, keto candy and keto bread, that he wondered whether “Maybe we will see the second coming.”from keto.
In fact, a report by Grand View Research indicates that consumer interest in the keto diet is not declining, but increasing—resulting in a 5.5% compound annual sales increase from $9.57 billion globally in 2019 through 2027. While supplementation may Responsible for the bulk of sales (at 50%), sales of keto snacks are expected to exceed the overall category at an expected compound annual growth rate of 6.1%, according to the report.
The younger generation eats with a greater purpose
Among the companies drawn to the market potential and healthy promises of keto is JiMMYBAR! , who cut her teeth in the keto space in 2018 by releasing three popular snack bars designed for the diet.
Encouraged by sales, consumer feedback, and personal success with the diet, the company is now expanding beyond the bar category into decadent candy cups and, perhaps soon, other categories that have traditionally been taboo for keto followers.
“The younger generation eats for a purpose more than, say, eating when I was younger and would eat Twinkie without thinking anything about it. But today, people want to benefit from what they eat or drink… and they understand that food is medicine,”Jim Simon, Co-Founder and CEO of JiMMYBAR! FoodNavigator-USA said.
He explained that this mentality is what drove JiMMYBAR! In 2018 to repurpose their degraded but better bite-size bars to focus on the functional benefits of their key ingredients – whether it’s a high-dose vitamin C to boost immunity, caffeine to focus, turmeric for recovery, or a combination of – protein and low-carb to help manage weight by complying with keto guidelines. .
Soluble Corn Fiber
Since many modern consumers are dedicated to following a healthy diet and making use of functional ingredients, they are still subject to the same cravings for sweets and carbohydrates as the generation before them.
Simon said it’s with new candy cups from JiMMYBAR! Consumers don’t have to choose between health benefits and candy.
“Our desert cups are sort of like really thick chocolate ganache or pudding that you can eat straight out of the cup or use as a spread or even as a base for a delicious smoothie but still support weight loss or weight control because they have no added sugar and only 200 calories per serving. cup. So, it solves that sweet craving when you really want to eat a big bucket of ice cream,”explained.
Cups keep Net Carbs at 5 grams per serving by blending soluble corn fiber with peanut butter, coconut oil, and ghee, and relying on allulose, erythritol and stevia for sweetness. To recreate the creamy mouth feel and texture associated with pudding, cups use organic guar gum, organic acacia gum, and xanthan gum.
Each cup also contains 19 grams of fat, including 13 grams of saturated fat, 19 grams of dietary fiber and 4 grams of protein.
While some nutritionists may question the health effect of a cup of 13 grams of saturated fat and 19 grams of total fat, they will likely find less error in the 5 grams of sugar in candy, which has no added sugar.
“More and more people are wise to eating sugar. Sugar is the enemy..and it is one of the main causes of obesity, and you know the leading cause of death in America,”Simon said.
Unfortunately, I admit, sugar tastes good, too. But he added that sweeteners, including allulose, go a long way in replicating what people like about sugar and excluding what they don’t like without any other trade-offs, like no feedback or performance issues.
Emboldened by the initial success of candy cups and JiMMYBAR’s first foray outside the bar category in which it was first launched, Simon said he sees great potential for the company to address other common pain points for keto followers.
“The three things you miss when you’re on the keto diet are desserts, pizza, and wine.”Simon said, noting that the company is already dealing with the former with its candy cups and now has an eye on the latter.
“We’re dealing with keto pizza and a few other categories I can’t mention yet, but we love eating them out”Simon said or on cheat day.
All in Keto
While some people, including one of the JiMMYBAR investors! While they may worry that keto is a fad diet and that the drop in internet searches for the term portends declining consumer interest, Simon is confident that keto — or a close version of it — is here to stay.
“One of my investors and I were going back and forth, back and forth, almost to the point of arguing,” he said. [keto] A fad, not effective, and I said, ‘Yes, it’s a 100-year-old fad. I said: It’s just a little sugary. It’s just a fancy name for low sugar.”And low-carb, which takes different names every few years, but remains the diet’s most important goal, Simon said.
“Keto is no different from [the high protein, low carb diet] It was Atkins 50 years ago, except you don’t eat a bowl of bacon, which makes a little more sense, but Atkins is now a multibillion dollar company. So, it clearly works for them,”he added.
However, he acknowledged that most Americans who claim to be on the keto diet – cutting out carbs and sugar where possible, but not religiously taking into account the percentage of carbohydrates, fats and protein they consume each day.
He added that as more “keto-friendly” products are launched, the diet will become easier to follow and attract more followers – creating a virtuous circle to help grow the industry.