A bite of beauty: nutrition bar launched with beauty from within benefits

By Andrew McDougall and Elaine Watson

- Last updated on GMT

Related tags Dsm nutritional products Marketing Antioxidant

A bite of beauty: nutrition bar launched with beauty from within benefits
The maker of a nutrition/ energy bar is dipping its toe in the beauty from within pool by launching a new bar that promotes healthy skin, striking the balance between nutrition and beauty.

The 120-calorie nimble bar from Californian firm Balance Bar contains 10mg of Kemin’s FloraGLO lutein plus beta carotene to help tackle redness and UV induced damage.

Marketed by DSM Nutritional Products in partnership with manufacturer Kemin, FloraGLO is a powerful antioxidant derived from marigold flowers claimed to protect skin against premature aging caused by oxidative stress and increase skin hydration and elasticity.

First bar with a beauty bonus

“This is the first bar being launched - to the best of my knowledge - at least from DSM ingredient perspective, with a beauty bonus,”​ said Caroline Brons, senior marketing manager, DSM Nutritional Products.

While some market watchers regarded the beauty-from-within market as too risky, or too niche, Balance Bar was simply inviting consumers that already bought nutrition bars to “dip their toes in the water”, the firm’s new chief executive Peter Wilson told our sister site NutraIngredients-USA.

He added: “Beauty is not the entire focus of this product, it’s a bar offering balanced nutrition that tastes great with the beauty aspect as an added bonus.”

At $1.69 per bar, it was slightly more expensive than other bars in the range, but still affordable, said director of marketing Erin Lifeso, who added: “We’ve had some great feedback in test markets in the south west and in New York City.”

Beauty From Within Conference 2012

CosmeticsDesign has once again teamed up with its sister publication NutraIngredients to host the second Beauty From Within Conference in Paris on 27th October 2011.

This year's conference will take a look at the challenges behind the education and marketing of nutricosmetics to consumers as well as covering scientific validation, new product forms and categories and exploring how to overcome the current regulation confusion.

For more information on speakers, the programme and to book your delegate place, please visit the conference website http://www.cd-beautyfromwithin.com or email pbasreraprf@jeoz.pbz

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