Nutritional bars are formulated to deliver specific nutritional requirements and meet consumers’ need for convenience. Typically high in protein, low in fat and fortified with vitamins and/or minerals, there is a chance they can taste unpleasant. On the other hand, indulgent/candy bars are high in sugar, fat and saturated fat, and low in nutrient density, but can be tasty. This leaves a great opportunity for nutritional bar manufacturers to significantly improve bar palatability to grow the market.