Nutri-Grain is upping the whole grain content of its bars by two full grams and debuting a snazzy new package to help it maintain and gain market share in an increasingly crowded category where functional claims are emerging as a must-have for differentiation.
For example: Collagen-enriched protein bars for weight loss? They’re out there. Protein-packed bars? A smorgasbord abounds. For the past several years, snack bars have evolved to overlap the health and nutrition categories. Endurance bars to help consumers barrel through an adrenaline-filled day, weight management bars to aid shoppers in curbing extra pounds and indulgent bars that speak to shoppers’ sweet tooth cravings (sometimes with sugar content verging on dessert) – they all stock grocery aisles and online shops a click away.
Then there’s Nutri-Grain, whose cereal content has made it a quick breakfast staple for three decades. In 2020 alone, nearly 4 million Americans consumed five or more Nutri-Grain packages in a month.
Now there’s a new Nutri-Grain breakfast bar.
The new bar features 10 grams of whole grains and 10 vitamins and minerals. A study out of Tufts University found that consumers only get 39% to 61% of the whole grain amount experts recommend.
Consumers adore Nutri-Grain – so, why rebrand?
In an already crowded food category, some may wonder why Nutri-Grain recently introduced a full brand refresh. After all, people know this product. In 2014, Nutri-Grain gave out 500,000 bars to athletes, volunteers and staff at the Glasgow Commonwealth Games.
People don’t just know the product; they adore it. On the product page for the bars, consumer comments include “I want to rub them all over my body, they are so good!”
Still, competition is competition and business requires companies to keep up or make truly remarkable products.
Per SPINS, the wellness and nutrition bar category grew by $185 million over the last year (ending May 18, 2025). During that time frame, consumers spent nearly $5 billion on wellness and nutrition bars.
According to the nutrition company Glanbia, the fastest-growing segment of the category is for high-protein bars, which does not include Nutri-Grain bars, which have 2 grams of protein each. An example of a high-protein bar would include the RXBAR High Protein Bar, which recently became available at select Target stores and on Target.com.
Consumers ‘prioritize relevant, convenient nutrition’
The short answer for Nutri-Grain’s overhaul: consumers’ increasing demand for nutrition.
While many trends have come and gone since Nutri-Grain’s start, something that’s not a fad? Eating to nourish.
“What we’ve seen recently is significant growth in health-forward snacks as consumers prioritize relevant, convenient nutrition,” said Eileen Flaherty, brand marketing director at Kellanova, Nutri-Grain’s parent company.
“We’re focused on maintaining our trusted heritage and track record for delicious taste, while also strengthening our nutrition credentials as we’ve done through our recent reformulation,” said Flaherty.
Nutri-Grain bars tick off many boxes: Vitamin D, calcium, iron, potassium, thiamin, riboflavin, niacin, vitamin B6, vitamin B12, zinc and choline, which scientists previously thought was non-essential for humans but is vital. A single bar contains 10% of the recommended daily requirement of vitamin D, calcium and iron.
But consumers don’t just want nutrients; they expect flavor.
According to Flaherty, “delivering a bar that delivers on both is key.” She adds, “Ensuring taste is not lost as nutrition evolves is critical.”
Nutri-Grain baked breakfast bars come in strawberry, apple cinnamon, blueberry, mixed berry, raspberry and cherry. These differ from the Nutri-Grain Power-Fulls, which are soft-baked oat bites that contain 8 grams of whole grains. Nutri-Grain Power-Fulls come in chocolate chip and strawberry flavors.
The new Nutri-Grain bars are available nationwide at Walmart, Target, Amazon and other retailers.