- In March 2023, Wella, a better-for-you foods manufacturer, acquired Thunderbird, a plant-based nutrition bar maker. This strategic acquisition aims to expand Wella’s product portfolio and strengthen its presence in the healthy snack market. Thunderbird’s clean-label, allergen-friendly bars will enhance Wella’s offerings and manufacturing capabilities. The move is expected to meet rising consumer demand for nutritious, convenient snacks and boost competition in the nutritional bar sector
- In December 2024, MUSH, known for its ready-to-eat overnight oats, expanded into the refrigerated protein bar market. Leveraging its dedicated manufacturing facility, MUSH developed three protein bar flavors—Peanut Butter Chocolate Chip, Double Chocolate Chip, and Maple Cinnamon—each containing 15 grams of protein. The bars debuted at Whole Foods with a 90-day exclusivity period. This move allows MUSH to diversify its product line and meet the growing consumer demand for high-protein, clean-label snacks. By utilizing its in-house production capabilities, MUSH aims to maintain affordability, reducing retail prices by 50% compared to previous offerings. The launch reflects MUSH's commitment to innovation and accessibility in the healthy snack category
