The snack bar is said to be an all-in-one nutritional boost for busy people on the go, and contains its Good Green Vitality supplement powder, a combination of 75 vitamins, minerals, probiotics, fibre and other essential nutrients, providing support for digestion, immunity, cognition, energy and stress.
In APAC, the snack bar will launch in Australia, New Zealand, and Singapore.
Scott Larsen, director of Le Bono Collection which manages the distribution of Nuzest in Asia, told NutraIngredients-Asia that the snack bar was catered to consumers who want nutrition on-the-go.
“There's always a certain segment of the market who prefers a pick and go item for the convenience. From our company's perspectives, we want to enable people to get their nutrition in the easiest format possible, and this snack bar would allow us to reach a broader audience, and complements our powder range.”
Each snack bar (40g) contains four billion CFU of probiotics and 2.5g of the Good Green Vitality powder.
“It is not made to be a targeted treatment, but it's made to be a baseline for optimal nutrition. It has nutrients targeting every aspect of the body from the skin, hair, nails, digestion to cognition,” Larsen added.
For instance, it contains pre and probiotics and digestive enzymes that assist with digestive health, and turmeric, ginger and beta-glucan for immune support.
The snack bar is free from preservatives, fillers, GMOs, common allergens and refined sugars.
Target group
The company will be targeting consumers leading active and healthier lifestyles, families, as well as those on hectic schedules.
“A lot of people would like to be healthy, but they may not have time especially if it's a high-pressure job, which is very common in Asia,” Larsen said.
“So, we want to be able to give them something quick and easy that they can use at a corporate setting.”
Singapore market
According to Larsen, who is responsible for the South East Asia and Hong Kong markets, the Singapore market has seen significant growth.
Nuzest first entered Singapore in 2016, and since then, has grown between 15 to 25% year-on-year.
Amid the COVID-19 pandemic last year, it grew 25%, which Larsen attributed to its blended strategy of online and offline.
“There was also an awareness shift through this COVID-19 time where people were really starting to look for healthy alternatives.”
In Singapore, the firm has an online store, and a presence on e-commerce platforms, as well as in independent health stores.
The company also works with general practitioners for its Good Green Vitality powder.
“Often, practitioners are looking for a solution for a fussy eater, or a person with nutritional deficiencies.
“[Good Green Vitality powder] is a great first start to plug and play into your life while you try to make some big lifestyle changes, and through practitioners, can increase the awareness and education behind our product.”
In Asia, Nuzest also has a presence in Thailand, Malaysia and Hong Kong, and is in the midst of launching into Indonesia, with Vietnam and the Philippines.
The company also makes two other powdered supplements, Clean Lean Protein and Kids Good Stuff, a children’s version of Good Green Vitality.
The multivitamin snacks bars will also be produced in Australia, while the The Good Green Vitality and Kids Good Stuff are blended in New Zealand.