Balance Bar
| Company type | Subsidiary |
|---|---|
| Industry | Food industry |
| Founded | 1992 in Santa Barbara, California, United States |
| Founder | Thomas Davidson, Richard Lamb |
| Headquarters | Santa Barbara , United States |
| Products | Nutritional energy bars (Balance Gold, Balance Trail Mix, Balance Plus, Balance CarbWell, Balance Gold Crunch, Balance Outdoor, Balance Organic, Balance 100 Calories, Balance Bare), 40-30-30 Balance Drink Mix |
| Owner | NBTY |
| Website | www |
Balance Bar, occasionally presented as balance bar, represents a brand of nutritional energy bar products formulated according to the 40-30-30 macronutrient ratio—comprising 40% carbohydrate, 30% protein, and 30% dietary fat. This dietary concept was brought into prominence by Dr. Barry Sears through his publications on the Zone diet.
Launched in 1992, the Balance Bar product range has grown to encompass various lines such as Balance Gold, Balance Trail Mix, Balance Plus, Balance CarbWell, Balance Gold Crunch, Balance Outdoor, Balance Organic, Balance 100 Calories, Balance Bare, and the 40-30-30 Balance Drink Mix. Currently, Balance Bar operates as a subsidiary under NBTY.
Founding and early years
The Balance Bar Company was established in 1992 by Thomas Davidson and Richard Lamb after securing rights to a nutrition bar inspired by Sears' zone diet principles. Initially operating under the name Bio Foods Inc. in Santa Barbara, California, the bars were first distributed through natural food retailers before making their way into mainstream retail outlets in 1996.
Kraft acquisition
The brand’s swift expansion caught the attention of Kraft Foods, which purchased it for $268 million ($19.40 per share) in January 2000 to enhance its portfolio in the natural foods sector. This acquisition involved Kraft paying a 37% premium over the market price at the time, influenced by Balance Bar's collaboration with weight management company Jenny Craig, Inc. and an industry-wide movement where major food corporations acquired well-established natural brands.
Initially, the deal was viewed as advantageous for both parties: Kraft obtained a reputable brand within a growing market segment, while Balance Bar benefited from Kraft’s extensive resources to support growth. Nonetheless, the brand remained "not financially material" within Kraft’s broader operations. By 2008, Kraft reported revenues of $42 billion; meanwhile, Balance Bar experienced a 7% sales decline to $127 million, falling behind competitors Clif Bar and Nestlé's PowerBar to third position. Following several years of stagnation under Kraft’s ownership, the brand was divested in December 2009 to private equity firm Brynwood Partners, noted for acquiring neglected brands.
In 2012, ownership transferred to NBTY.