A study carried out last year by Gallup found that 47 per cent of the US population is now monitoring carbohydrate intake.
"Carb Select bars are a tasty, vitamin-packed new option that help carb-conscious consumers succeed in reaching their weight management goals without feeling deprived," said Christine Dahm, PowerBar marketing director.
Responding to consumer demand for carbohydrate control snack options, new PowerBar Pria and PowerBar ProteinPlus Carb Select were formulated specifically for women and men respectively. The company found that while reduced carbohydrate foods strongly appeal to both men and women, the product attributes that each group looks for are suprisingly different.
According to PowerBar research, women desire carb control foods that taste indulgent, are low in calories and are sized appropriately for snacking with added nutritional fortification. Men, in contrast, want a tasty bar with high levels of quality protein, a low carb count and an adequate supply of calories to satisfy their hunger.
The new 48 gram Pria Carb bar, marketed for females, has only 170 calories and 23 vitamins and minerals including sources of calcium, folic acid and antioxidants C and E. The 70 gram ProteinPlus bar targeted at men is higher in proteins and 15-20 per cent larger than current category leaders to 'satisfy male hunger'.