Indian energy and protein bar company attacks US market with Amazon listing


In its home market, the company is known for Happy bar– an energy bar made from pieces of nuts and seeds. It hit the million bar sales milestone in February after being in the market for almost two years.

He then set a new sales record by selling another million bars between February and June.

Besides energy bars, it also sells protein and vegan bars known as Happy Bar Sport and Happy Bar Vegan in India.

For its business in the United States, the company is launching under the Thop brand, which is Indian slang for something quirky and breathtaking.

The Thop Energy Bar is now sold on Amazon US at a reduced price of 12 packs for US $ 19.99 and is also available through its official website.

Talk to Nutra Ingredients-Asia, Kamini Jha, Head of Alliances at Fitsport Nutrition Foods, said the Thop Energy Bar was similar to Happy Bar in terms of ingredients and formulations, and only differed in brand name, packaging and size. the part.

Each Thop energy bar contains 50g and provides 8.06g of protein and 17g of dietary fiber, while each Happy Bar contains 30g and therefore has a lower protein composition at 4.90g and dietary fiber at 10.20 g.

The difference in portion sizes is adjusting to the eating habits of American consumers, according to Jha.

“The energy bar is considered a meal replacement in the United States and consumers expect an energy bar to be enough for a meal and last a few hours. A bar of 30g will not be enough.she says.

Prior to launch, the company had already received orders for Happy Bar from the United States, mostly from the Indian diaspora community.

Overall, the target consumers in the United States would be active people, those who are frequently on the move, as well as parents who want healthy snacks for their children.

“The US market is very knowledgeable about packaged foods and they don’t need more of an introduction to energy bars.

“We will stay true to our goal of providing products that taste great, are natural and allow consumers to feel the ingredients and the texture of the ingredients, instead of a powdered bar.”she said, when asked about competitive strategies in the US market.

Depending on reception and market ideas, the company could launch its protein and vegan bars in the United States.

Internal market plans

Back home, the company has put in place an aggressive distribution plan, where it stretches from south to north, west and east India, which is also one of the main reasons why sales have accelerated in recent months.

Across India, the products are sold in supermarkets, wellness stores, online, hospitals and at a number of train stations.

The company is aiming for a greater presence in travel and catering services, particularly in airports and train stations.

“There are now flights across India, but they are no longer operating at the capacity they previously had and we plan to do a full-fledged expansion once the COVID-19 pandemic stabilizes.” Jha said, adding that there were fears of a third wave of infections in late August.

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