‘The second coming’ of keto – low-sugar, high-protein launches bet big on the diet

At Natural Products Expo West, the sheer quantity and diversity of products making keto claims was “A real eye-opener,”Nicholas Fereday, executive director of Rabobank’s RaboResearch Food & Agribusiness and a consumer foods expert wrote in a recent report cheering the return of trade shows.

He noted that there was “so much keto” at the show, with brands showcasing keto snack bars, keto puddings, keto candy and keto bread, that he wondered if “Maybe we are witnessing the second coming”Of keto.

Indeed, a reportFrom Grand View Research suggests consumer interest in the keto diet isn’t declining, but rather on the rise – driving up compound annual sales a projected 5.5% from $ 9.57b globally in 2019 through 2027. While supplements may account for the bulk of the sales (at 50%), sales of keto snacks is projected to outpace the overall category with a projected CAGR of 6.1%, according to the report.

‘The younger generation eats with more purpose’

Among the companies drawn to the market potential and health promises of keto is JiMMYBAR !, which cut its teeth in the keto space in 2018 with the launch of three popular snack bars formulated for the diet.

Encouraged by sales, consumer feedback, and personal success with the diet, the company is now expanding beyond the bar category into decadent dessert cups and, possibly soon, other categories that have traditionally been taboo for keto followers.

“The younger generation eats with more purpose than, say, I did when I was younger and would eat a Twinkie without thinking anything about it. But today, people want a benefit from what they eat or drink… and they understand that food is medicine, ”Jim Simon, co-founder and CEO of JiMMYBAR! told FoodNavigator-USA.


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