The secret lurking on the candy shelf
As people in North America become more health and body conscious (and have less children), candy consumption is lessening. Sales of sugar confectionary dropped by 4% between 2001 and 2006, [while energy-drink sales rose by more than 400% to $3.23 billion in the period, according to market research Mintel.] (from WSJ article “Stimulus Plan for Candy: Pack it full of Caffeine”, Feb 13/08). The industry is trying to recapture some of that lost revenue by introducing a small herd of new cash cows (in a kind of alternative-medicine-so-it-can-be-sold-on-the-shelves kind of way): energy drinks, enhanced cough/cold and preventive-care lozenges (not a new concept), and ‘medicinal’ energy candy or chocolate bars. This article is about the third.
I’m sure you’ve seen them. Oh Henry Pro, for example, sitting right next to the regular Oh Henry in the Walmart checkout line. Same price, very similar packaging...and if you’re not paying attention, there’s a good chance you’d pick it up and not even give the bar a second notice...until you took the first bite. Not the same taste. Not far off, but slightly more grainy, and it has more ‘body’ somehow. But even then, my friend said he couldn’t really tell the difference. To my knowledge, this was Hershey’s first test-run of a new type of ‘high protein candy”-and it sat quietly among its peers, undetected.
There was a time when ‘energy’ bars could only be purchased in stores oriented toward athletes or adventurers-available through gyms or special retail stores. Then they moved into our grocery stores, although often in their own section, possibly near the vitamins or health food (which still screamed: these are different, will probably be expensive, and likely won’t taste good). But now, between Hershey’s Oh Henry Pro, Mars’ Snickers Charged, and Jelly Belly’s Extreme Sports Beans, its becoming clear that what I call ‘medicinal candy’ is moving quickly onto the mainstream shelves.
I’m not in the health field... but it seems to me that this might be a problem. Are these supplements in mainstream candies really a good idea? What is the long-term effectiveness of guarana in the shelf life of a product anyway? Can it go bad? What if a person eats three of them? Is anyone allergic to it? (when Nutchos added rice crisps into their chocolates this Christmas as a filler, I gave them a piece of my mind for not reflecting the recipe change clearly on the label. “Marketing decision” my ass. Talk about cheaping out, and being too chicken to admit it, while possibly putting lives at risk. I guess someone has to die before the labeling of confectionary recipe changes are mandated by law…)
When its introduced this month, will the Snickers Charged have a warning label that it is equivalent to a cup of coffee and will it be large enough for parents to notice at a glance?
I miss sugar. I can’t even chew gum anymore. Even Juicy Fruit is being pulled over to the darkside of unpronounceable sugar-like substances. I should start a “Bring Back Sugar” campaign. (At least until GE sugarbeets are introduced next year, then it will have to be a “Bring Back Sugar that’s Labelled and Non-GE campaign”-ugh-I’m tired just thinking about it.)
But before you go on thinking that I hate all things “new”, I have a confession. I’ve tried a chocolate energy bar that I like. To its credit, it is not a commercial bar-in a sense that the packaging is energy-bar-like which is a sleek black wrapper with a dragon on it-so you won’t get it confused with any existing brand of conventional bars. (Please note: I am not endorsing this product, because I don’t like to endorse any chocolate that I’m not sure won’t kill you when mixed with red wine). But its called “Red Rush”.
It contains caffeine, taurine and guarana, and yes, it tastes like old good chocolate. The lovely sample lady said that 1 bar = 1 cup coffee; so I was tasting it with my most critical tongue, and I was surprised. But when I compared its composition with another bar I like, I was not surprised why.
Red Rush* | Bounty** |
| Bar summary: 50grams and 280 calories | Bar Summary: 57 grams and 270 calories |
| 29% fat | 20% fat |
| 66% trans fat | 50% trans fat |
| 10mg cholesterol | 5mg cholesterol |
| 4% fibre | 8% fibre |
| but on the vitamin front | |
| Vitamin A 2% | Vitamin A 0% |
| Vitamin C 2% | Vitamin C 0% |
| Calcium 2% | Calcium 4% |
| Iron 10% | Iron 6% |
*The website also provides a comparison between three major brands of energy drinks and the bar, which states that the bar has twice the caffeine of red bull!
**Bounty has no “energy value” in the same sense; and was chosen as a comparison merely because it was sitting on my kitchen counter.
So I guess my lessons for today are:
1. Chocolate bars aren't just 'candy bars' anymore.
2. Energy bars aren't necessarily good for you.
and
3. If it looks like a duck and talks like a duck..it still might not be a duck.

