People ask us all the time “what was the inspiration to make energy bar dough instead of a traditional energy bar?”
And here’s our two-fold answer:
- This picture says it all. The world doesn’t need another bar. Not to mention, that’s a lot of wrappers heading to a landfill soon.
2. We were fed up with the industry’s labeling gimmicks. The healthy marketing on the front of the label never seemed to align with the ingredient list.
When we finally started to pay attention to what was actually in the bars we were eating, we felt defeated. Duped. Powerless. How could a product with such healthy claims be made of so many mysterious ingredients?
We decided we’d never make a traditional energy bar because of this. It was time to restore power to the consumer while taking it from the large companies pulling the wool over our eyes. It was time to think outside the wrapper.
And thanks to many other prying eyes and inquisitive minds out there, we’re beginning to see the reckoning. Two major nutrition bar companies are currently being sued for allegedly misleading consumers with clean label gimmicks.
The first is Kellogg’s RXBAR. As industry experts at Project Nosh report:
“[Their wrapper] is comprised of an oversized list of a select few ingredients on the front of the wrapper, along with the phrase “No B.S.” But not all of the protein bars’ ingredients are listed on the front of the wrapper and natural flavor, an ingredient present in all 14 of the company’s bars, is absent from that front label.”
Not cool. Why aren’t Natural Flavors listed on the front along with the rest of the ingredients? Why is the mysterious ingredient strategically tucked away in small print on the back? You’ll have to ask Kellogg’s, but this may answer the question.
The other bar company facing a lawsuit for these reasons is “That’s It.” Back to industry insiders Project Nosh to explain:
“In a complaint filed in the U.S. District Court for the Eastern District of New York, plaintiff Anthony Medina alleged that the company is committing fraud when it lists fruits like “blueberries” and “apples” on its ingredient label, rather than the collective ingredients of its bars. According to the complaint, the only way to manufacture a fruit bar without binders is by using ingredients that have already been subject to levels of processing or transformation.”
What do you think about all this? Should these companies have to stop practicing misleading labeling claims or is it on the consumer to perform their due diligence?
Either way, expect to see more lawsuits like these sweep through the food industry. And if you want to experience what it’s like to Dough It Yourself in the meantime, head over to our products page or Amazon.