Dive Brief:
- Nutrition bars maker thinkThin has emphasized that its product development and growth strategies are focused on healthy ingredients and nutritional benefits rather than being a "diet" food — despite its name.
- The company has expanded into new categories, including oatmeal and smoothie mixes, though president and CEO Michele Kessler told Food Business News that thinkThin remains dedicated to innovation and being a thought leader in the protein bar category.
- thinkThin's product lineup is gluten-free and includes zero-sugar products while focusing on wholesome, nutrient-filled ingredients to accommodate a broad base of consumers. "We don’t associate with any specific diet; we just like to have a range of products to meet consumers’ individual needs," Kessler said.
Dive Insight:
The name thinkThin might sound like alignment with the conventional diet foods industry, but the company's ingredients focus suggests a stronger correlation with the healthy foods trend. Consumers still care about their weight as obesity rates continue to rise, so "thinking thin" is a strategic moniker to help products stand out on the shelves.
But positioning these products as healthy foods rather than diet foods is critical as the diet foods industry, from diet soda to Lean Cuisine, has lost its spark. As more recent studies have questioned long-held beliefs about nutrition, such as whether saturated fats are or aren't healthy, these diet foods are losing market share.
thinkThin also demonstrates healthy foods' renewed focus on flavor. For years, diet foods were often considered bland or even bad-tasting due to the flavors of alternative ingredients and lack of the fats, sugars, and salt. Nowadays, better-for-you food companies, from RTE popcorn to protein bars, are experimenting with exotic flavors to entice more adventurous palates.