The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Women’s health startup Evelyn has expanded into functional snacking with the launch of The PMS Bar, which it claims is the first snack bar specifically formulated to support women during the luteal phase of the menstrual cycle.
The hormone-free bar has been developed to address three of the most common premenstrual symptoms – mood changes, cravings and fatigue – using a food-based format positioned as an alternative to sugar-heavy or ultra-processed snacks.
PMS affects up to 85% of women, while around one in 20 women experiences premenstrual dysphoric disorder (PMDD). Evelyn says the product is designed to reflect the physiological changes that occur in the luteal phase, including drops in serotonin that can drive carbohydrate cravings and impact energy and mood.
The PMS Bar contains 11 active ingredients, combining: Complex carbohydrates for sustained energy; Prebiotic fibre to support gut health and hormone metabolism, as well as key nutrients including L-tryptophan, magnesium and vitamin B6, which are linked to mood regulation, stress response and energy metabolism.
According to Evelyn, the formulation is intended to work with cyclical hormone shifts rather than adopting a “one-size-fits-all” nutrition approach.
Dr Anna Cantlay, head of medical at Evelyn, said: “The luteal phase brings real, measurable shifts – from changes in serotonin to increased nutrient needs. These fluctuations can influence mood, cravings and overall well-being, yet most health advice still treats the cycle as one flat line. Phase-specific nutritional support can make a meaningful difference when it’s practical and evidence-informed.”
The launch comes amid growing consumer demand for natural, hormone-free and evidence-led solutions, driven in part by limited access to GP support and increased reliance on online health information.
Co-founder Bonnie Hatcher said the bar was designed to translate clinical research into everyday use.
“The PMS Bar is about making science-led care practical – something women can reach for at the exact moment symptoms hit.”
Co-founder Jared Williams added that the brand aims to raise standards in the women’s health category. “Too many products rely on minimal dosing or outdated formulations. Everything we create is built around evidence, therapeutic dosing and real physiological needs.”
The PMS Bar joins Evelyn’s existing portfolio of hormone-free products, which are vegan, prescription-free and formulated by doctors and scientists. The range includes:
Rhythm – gut-brain axis support targeting mood, digestion and hormone metabolism
Restore – anti-inflammatory support for pain, bloating and breast tenderness
Revive – mood and energy support focused on serotonin and stress response
Evelyn says all products are backed by clinical research on ingredients shown to reduce PMS and PMDD symptoms, and can be used individually or in combination depending on symptom profile.
By moving into functional food, Evelyn is positioning itself at the intersection of women’s health, evidence-based nutrition and convenience snacking, as interest in cycle-aware and personalised nutrition continues to grow.
