(2 of 2)
As sales have taken off, energy-bar makers are avidly extending their brands. PowerBar has introduced PowerGel, a liquid goo for athletes who don't have time to chew. But many of the new products cater to consumers' baser instincts. Balance Bar has a new larger bar with 300 calories and more than a quarter of the saturated fat you need in a day. Even the purists at PowerBar have rolled out a better-tasting Harvest line, with twice the fat of the original. Maxwell diplomatically calls them "a recognition that people want a complete eating experience."
Nutritionists say energy bars can be part of a healthy diet. But they worry about the "Snackwell phenomenon." As with Nabisco's tasty low-fat cookies, consumers may be so blinded by the health claims that they lose track of how much they eat. "I just saw a swimmer today who had two bars before practice, and another afterward with a full breakfast," says Kristine Clark, Penn State's director of sports nutrition. "She's 15 lbs. overweight, and she doesn't know she's doing anything wrong."