Additionally, U.S. Mills (Needham, Mass.) released Uncle Sam Cereal Bars--cereal bars free from trans fat and said to be a good source of calcium, iron and fiber. They also are low in fat and formulated with vitamins and omega-3 fatty acids from flaxseed. Regarding health bar introductions, the focus often was geared toward a “low in ___” claim as well, but the addition of protein was another frequent find, as seen in EAS' (Golden, Colo.) introduction of its Myoplex Lite New & Improved Nutrition Bars. These bars contain 15g of added protein and 46% fewer calories than the original.
While some trends may overlap, there were quite a few notable differences in trends among RTE cereals, cereal bars and health bars. In regards to “low in ___” claims, “low-carb” was more likely to be seen with cereal bars and health bars. This is correlated to specific eating occasions, as well as the audience to whom low-carb products are marketed--consumers looking for a “quick fix” and those on the go. Smaller companies were more prone to release these products, such as Biochem's (Hauppauge, N.Y.) introduction of its Lo Carb Breakfast Bars. The bars are low in sugar and contain only 2g of net impact carbs (available flavors include blueberry muffin, chocolate donut, cinnamon bun, chocolate croissant and banana nut). Masterfoods USA (Hackettstown, N.J.) also extended its Snickers Marathon line (first introduced in 2003) to include Marathon Low Carb Lifestyle Energy Bar, which contained only 3g of new carbs.