‘The younger generation eats with more purpose’
Among the companies drawn to the market potential and health promises of keto is JiMMYBAR!, which cut its teeth in the keto space in 2018 with launch of three popular snack bars formulated for the diet.
Encouraged by sales, consumer feedback, and personal success with the diet, the company is now expanding beyond the bar category into decadent dessert cups and, possibly soon, other categories that have traditionally been taboo for keto followers.
“The younger generation eats with more purpose than, say, I did when I was younger and would eat a Twinkie without thinking anything about it. But today, people want a benefit from what they eat or drink … and they understand that food is medicine,” Jim Simon, co-founder and CEO of JiMMYBAR! told FoodNavigator-USA.
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