Nature’s Bakery launches baked bars with hidden fruit and vegetables

Nature’s Bakery has introduced Baked-Ins to the US market, the brand’s first organic baked snack bar that is made with real fruits and vegetables.

The launch comes over a month after Kind announced it had entered an agreement to acquire the snack bar brand, while Kind North America was in the process of being bought by Mars.

Baked-Ins are made with whole grains oats, as well as hidden fruit and vegetables including sweet potato, kale, carrot and apple. The line comes in two varieties that are inspired by home-baked favourites: banana chocolate chip and chocolate oat.

Both flavours offer 3g of fibre and 9g of whole grains, as the brand aims to bring healthier and organic snack options to families. Like its other varieties, Baked-Ins are plant-based, nut-free, soy-free and contain no artificial colours or preservatives.

The better-for-you snack bar marks the newest addition to Nature’s Bakery’s portfolio of fig bars, brownie bars and other soft-baked options.

It also comes after Kellogg’s expanded its W.K Kellogg by Kids range with new ‘healthy’ snacks bars made with real fruit and vegetables.

“There’s something about classic baked goods that provides us with a sense of comfort. When developing Baked-Ins, we wanted to make sure we packed in nature’s greatest ingredients in every bite without compromising the familiar tastes we crave,” said Vilma Livas chief marketing officer at Nature’s Bakery.

“It’s a win for parents everywhere. The magic is that you can’t even taste the secret goodness and that’s what makes these snacks seriously good.”

Baked-Ins are available now at national retailers including Target, Kroger and Publix.