[MONDAY MINUTE] Why Your Protein Bar Now Tastes Like a 5-Star Restaurant

Who’s better at making functional foods, functional beverages, and/or nutritional supplements taste the best…certified flavor chemists or famous chefs? Unless you’re an industry insider like me that truly understands the rarity of certified flavor chemists is equivalent to Master Sommeliers, you most likely believe famous chefs would be able to create the best-tasting products. And I totally get…food television and social media have transformed chefs from behind-the-scenes professionals to household names and cultural influencers. And functional CPG brands are starting to realize they can successfully leverage famous chefs’ skills, personality, and culinary philosophies to help differentiate themselves in crowded product categories. So, welcome to the “chef-partnered era” of functional CPG products. Most recently, we’ve seen IQBAR partner with Michelin-starred chef Thomas Keller and Premier Protein collaborate with the iconic Christina Tosi and her team at Milk Bar. And saving the best for last…Robert Irvine was instrumental in creating FITCRUNCH protein bars that recently was acquired by 1440 Foods.