Pure reduced the amount of sugar in its original Fruit & Nut bar line while maintaining the same soft and chewy texture and flavor. The update comes as a direct result of customers asking for less sugar. Additionally, Pure introduces new packaging for the overall brand with the updated bar.

The reformulated bars contain a 25 to 45% reduction in sugar and are still certified organic, gluten-free, non-GMO Project Verified, vegan and kosher. In addition to ongoing customer feedback, the change, which decreases the sugar content by 4 to 10 grams depending on the bar, was spurred by a recent survey among Pure customers across the country that revealed a lower sugar bar is important for their diet and lifestyle.

“We’re excited to reduce the sugar in our original line of bars and create an improved, healthier product. We listened to our customers and learned they wanted lower sugar, and agreed that after 10 years, it was time to make a change,” said Pure Founder, Veronica Bosgraaf. “It’s always been our mission to make healthy snacks more widely available and this change is clearly a step in the right direction for moms, families and everyone looking for a better snack.”

The updated Fruit & Nut bars will also introduce Pure’s new packaging. All bars in the soft and chewy Fruit & Nut line will share the same bright red color profile, the crispy Ancient Grains bars, which are made with quinoa and other nutrient-rich grains and seeds, and will be distinguished by a majestic yellow wrapper. Flavors will be noted by pictures and descriptions. As additional bar lines are launched in the coming months, each line will debut its own color of packaging.