When you pick up a protein bar, what’s the first thing you check?
The protein number? The sugar? The fibre? Have you ever stopped to wonder if those numbers actually tell the full story?
Over the past decade, the snack industry has quietly trained us to believe that a “healthy bar” must tick a very specific box:
- high protein
- high fibre
- low sugar
Sounds good, right? But here’s the catch: this recipe is often achieved with isolated fibres, sugar alcohols, and lab-processed ingredients that don’t always feel so great once you’ve eaten them.
So, how did we get here? And more importantly, do we really want to stay here?
How the “Standard” was created
Over time, some brands have learned to play the “numbers game” on labels. Ingredients like isolated fibres (chicory root, polydextrose) can boost the fibre count, while sugar alcohols (sorbitol, maltitol, erythritol, glycerol) are often listed separately and subtracted when brands calculate “net carbs” to make the bar low-carb. While FSANZ requires total carbohydrates to be reported on the Nutrition Information Panel, “net carbs” is a marketing term, so these numbers can be misleading.
These tricks make a bar look amazing on the front: 20g protein, 15g fibre, only 2g sugar. A health dream? Or clever maths? Do the numbers really tell you what your body will feel after eating it?
That’s why you’ll often see fibres like chicory root, polydextrose, or soluble corn fibre listed as the first, second, or third ingredient. They pump up the fibre count, reduce “net carbs,” and fit the profile consumers have been taught to expect.
But how does it feel in your body?
This is where it gets interesting.
Have you ever eaten a “healthy” bar and felt… bloated? Or noticed that fine-print warning about “excess consumption may cause laxative effects”? That’s the side of the story most marketing leaves out.
- Sugar alcohols can cause digestive discomfort for many people.
- Isolated fibres like chicory root or polydextrose may not behave the same way as the fibre naturally found in dates, psyllium husk, or nuts.
- Satiety isn’t just about macros. Protein and fibre are important, but the whole food matrix, the texture, the processing, the other ingredients—all play a huge role in how satisfied we feel.
So, here’s the real question: if a bar checks all the numbers but leaves you uncomfortable or still hungry, is it really doing its job? And more importantly, should it?
The Snack Identity Crisis
Have you noticed how the muesli bar aisle has changed? Even brands that once prided themselves on simple oat or fruit bars are now jumping on the “protein” and/or "low carb" bandwagon. It seems like many brands are trying to fit into the same mould: more protein, more fibre, less sugar, no matter how it’s achieved.
But should every snack be engineered into a high-protein, low-carb product? Can we just enjoy a snack without obsessing over protein numbers and “net carbs”?
Sneaky Wholefoods: Staying in Our Own Lane
At Sneaky Wholefoods, we’ve chosen not to follow the industry playbook. We don’t believe the “standard” has to be the standard for everyone. Instead we choose:
- No sugar alcohols. You won’t find the laxative-warning fine print here.
- No artificial sweeteners.
- Fibre from real food. Psyllium husk, nuts, seeds, fruit, fibres your body recognises.
- Wholefoods ingredients first. Simple, nutrient-rich ingredients form the base of all our snacks.
We know FSANZ cares about transparency in food and so do we. That’s why our ingredient lists are simple, understandable and recognisable.
So, what do you really want from a protein bar?
One that looks perfect on a label but leaves you hungry an hour later? Or one that makes you feel good in your body, fuels your routine and actually tastes like real food?
We know our answer. What’s yours?
