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In a bid to cater to the growing demand for health-focused snacks, Novos has introduced the Novos Bar, touted as the first functional longevity bar designed to promote healthy ageing.

This new product, which offers 15g of protein along with five key longevity ingredients and 20 superfoods, is positioned to meet the needs of busy consumers seeking nutritious on-the-go options.

The Novos Bar features a blend of scientifically-backed ingredients, including cordyceps, reishi, lion’s mane mushrooms, astaxanthin and taurine, each selected for their potential health benefits.

Cordyceps is noted for its energy and endurance support, while reishi is recognised for its immune-balancing properties. Lion’s mane is included for its cognitive benefits, and astaxanthin is known for its anti-inflammatory effects. Taurine contributes to cellular energy and metabolic health, aligning with the bar’s longevity theme.

The bar also includes a fruit and veggie blend, comprising broccoli, kale, spinach, sweet potato, sunflower seed, cranberry, chlorella, maitake mushroom and shiitake mushroom.

Notably, the protein blend used in the Novos Bar is formulated to be 50% lower in methionine and 43% lower in isoleucine compared to traditional whey protein.

These amino acids have been linked to shortened lifespan in various animal studies, positioning the Novos Bar as a more longevity-conscious alternative in the protein bar market.

The product is free from seed oils and artificial preservatives, opting instead for ingredients inspired by the Mediterranean diet, such as olive oil and rosemary. This aligns with current consumer trends favouring natural and minimally processed foods.

The bar is available in three flavours: Salted Chocolate Crunch, Mixed Berry Crunch and Peanut Butter Chocolate Chip Crunch, and is sold in packs of 12 for $48.

Chris Mirabile, CEO and founder of Novos, said: “We wanted to create a bar that could be smarter than your healthiest meal". The development involved collaboration with a team of experts, including Dr Diogo Barardo, a longevity researcher, and culinary consultants with Michelin-star experience, ensuring both nutritional value and taste are prioritised.

The launch of the NOVOS Bar comes at a time when there is a notable shift in consumer preferences toward functional foods that support health and longevity.

According to recent surveys, a significant portion of the US population is actively seeking ways to increase their protein intake, with many consumers also becoming more discerning about the quality and source of their protein.