Within the saturated but accelerating nutrition bar space, brands are differentiating products through formulations that target long-term wellness, cognitive function and healthy aging, in addition to flavor and macronutrient balance.
This evolution aligns with consumer demand for functional benefits beyond satiety and energy – and manufacturers are building the next generation of bar with longevity science at the core.
According to exclusive data from marketing firm Spate, consumer interest in protein bars remains strong, with Google and TikTok searches and views up 92.2% year-over-year from July 2024 to June 2025 vs July 2023 to June 2024. But the spike in searches within protein bars around specific wellness ingredients reveals where the category is headed:
Collagen: +18,500 YoY Lion’s mane mushroom: +13,900 YoY Ashwagandha: +10,000 YoYBrain health (as a benefit): +5,300 YoYSugar-free: +903 YoY New nutrition bar launches are on the rise
The nutrition bar category continues to grow with 237 new bars debuting this year (as of the week ending July 13), following 541 launches in 2024, according to Evonne Chan, data analyst at Spins.
Protein content finds its sweet spot in bars containing between 10 to 15 grams of protein, followed by 20 to 25 grams, per Spins data. While sugar content shows a split trend: both very low sugar (0.5–5g) and higher sugar (15–20g) bars are gaining traction, suggesting segmentation between clean-label seekers and taste-first consumers.
Multi-textured bars also are gaining traction – with brands like Build Puffs that offer a soft, marshmallow-like mouthfeel that resembles more a treat than nutrition bar, Chan added.
Novos launches science-backed longevity bar
Novos, a longevity-focused health company known for its supplement line and biological age diagnostics, launched its Novos Bar last month. The bars are formulated to deliver nutrient density and age-defying compounds in a convenient format, according to the company.
The bar positions itself as “smarter than your healthiest meal,” with 15 grams of protein, 20 superfoods and a blend of longevity-promoting ingredients like astaxanthin, taurine, reishi, cordyceps and lion’s mane, according to Novos’ Founder Chris Mirabile.
The bars, sweetened with stevia, come in three flavors, Peanut Butter Crunch, Mixed Berry Crunch and Salted Chocolate Crunch.
Unlike most bars that emphasize muscle recovery or weight management, Novos aims to support cellular health, metabolic balance and cognitive resilience, according to the company.
Compared to whey protein, Novos’ protein blend is 50% lower in methionine and 43% lower in isoleucine – amino acids linked to accelerated aging in preclinical studies — and the bars are free from seed oils and artificial preservatives, per Novos. Instead, it uses olive oil and rosemary, nodding to the Mediterranean diet’s association with longevity.
The product development team behind the Novos Bar includes longevity researcher Diogo Barardo, creator of a database of age-related drugs DrugAge, and culinary experts from The French Laundry and Per Se.
More than satiety: Nutrition bars segmenting towards specific health needs
Other brands, like Wise Bar and Mood Bars, also are leaning into adaptogens and protein with mushroom-based blends and sugar-conscious formulations, reinforcing the trend toward natural, cognitive-enhancing and stress-mitigating ingredients.
Wise Bar‘s Peanut Butter flavor features an adaptogenic blend of lion’s mane, reishi and ashwagandha, with other ingredients like organic dates, peanut butter, cacao and oats, and contains 4 grams of protein and 13 grams of total sugars.
Geared towards women’s health, Mood Bar’s ingredient list for Nourish is designed to boost iron during menstruation and the follicular phase. Nourish contains ingredients like apricot, hemp and pumpkin seeds and delivers 6 grams of protein and 1.8 milligrams of iron (compared to Wise’s peanut butter bar which contains 1.2 milligrams of iron and Novos’ Chocolate Crunch which contains 12.6 milligrams if iron).