Balance Bar Goes Dark

Nutrition bar line extension adds three flavors

RONKONKOMA, N.Y. -- NBTY Inc., a global leader in vitamins, supplements and sports nutrition, recently rolled out Balance Bar Dark nutrition bars in Dark Chocolate Crunch, Dark Chocolate Coconut and Dark Chocolate Peanut.

The bars are gluten free, made with Rainforest Alliance Certified cocoa, with 4g fiber, 13g protein and 180 calories.

Via social media, the company is promoting the launch with instant giveaways, coupons and a grand prize of an all-expenses-paid trip to see the Northern Lights in Alaska. It is also partnering with events nationwide from April to October.

NBTY acquired Balance Bar Co., one of the pioneers in the nutritional bar category, in Nov. 2012.

"Nutritional bars are a $1 billion industry in the U.S. that we expect to continue to flourish as more and more people need healthy nutrition options on the go," said Jeff Nagel, NBTY's CEO. "We are very excited to be expanding our sports nutrition category through the acquisition of Balance Bar, which has a strong brand and is a perfect strategic fit with our existing portfolio. We are highly committed to growing and investing in Balance Bar while maintaining the high quality and great taste of the bars."

Balance Bar was founded in 1992 and is one of the leading brands in the high-growth nutritional bar category. It sells four unique product lines--Original, Gold, Bare and Minis.

NBTY is a leading manufacturer, marketer and distributor of a broad line of vitamins and supplements and is also a leader in the sports nutrition category, currently offering the MET-Rx, Pure Protein and Good n' Natural brands.

NBTY is a portfolio company of The Carlyle Group. Balance Bar was a portfolio company of Brynwood Partners.

Ronkonkoma, N.Y. -based NBTY currently market approximately 25,000 SKUs, including numerous private-label and owned brands, such as: Nature's Bounty, Ester-C, Balance Bar, Solgar, MET-Rx, American Health, Osteo Bi-Flex, Flex-A-Min, SISU, Knox, Sundown, Rexall, Pure Protein, Body Fortress, Worldwide Sport Nutrition, Natural Wealth, Puritan's Pride, Holland & Barrett, GNC (UK), Physiologics, De Tuinen, and Vitamin World. Our vertical integration includes purchasing raw materials and formulating and manufacturing products, which we then market through four channels of distribution.