Recent launches of active energy products have specified the sports and activities for which they are aligned. One company in particular, Forward Foods, has differentiated itself by launching snack bars formulated for consumption before, during and after certain activities. Recently, its Detour line was extended to meet the needs of yet another specific activity group — people who practice yoga, or “yogis.”

Detour Yoga includes whey protein for muscle repair, but also interesting is its incorporation of lemon balm to continue calm feelings long after yoga sessions have ended. With increasingly hectic lifestyles, consumers are turning to yoga for balance and peace. This “mood food” functionality is unique for the sports performance bar category, and the targeting may represent a key opportunity for marketers in a variety of categories. The use of lemon balm to relax the mind and body after a yoga session is a unique differentiator in the crowded bar marketplace.