Horlicks nutribar, cereals and milk variant was indeed a filler. Having done a market survey for the concept of nutribars in India among my fellow mates, I thought it is here to stay. This was about 4 months back, I guess. Recently, I found myself paying for these bars at the Star-Baazar cash counter in Bengaluru. Filler is what I explained the bar as, because towards the end you contest between the choice of having it completely or leaving some for later. On touching the finishing line (I was hungry enough to finish it at one-go), you might feel a soft-corner for the other decision. Why I say this, is because of the monotonicity of the bar. Munching, munching and munching -- not that its a long thing but because it is a solid easy-to-bite-in crunchy bar with a punch of Horlicks milk drink flavor. This flavor, is a knock-out as it would remind you of the drink definitely!
Attractive for sure, this new concept in India is targeted at the young-adults who would prefer to binge on a healthy crunchy snack. But, does this replace our mouth-watering salty/spicy snacks? Maybe, Maybe not!
Depends how hard-core health conscious you are and till what extend can u stuff in a 3gm of a 114 cal bar, not really getting bored of it's flavors.
The need-gap for this product can be filled (when created) only when this brand can force itself through the clutter and announce loud to the people that 'this is what you are looking for'. Lets see what strategies come into play as this brand forays into a niche segment to compete with other snacks like biscuits as its major threat and the limited recipe as a weakness.
How do Indians respond to this entry and how bright is its future -- coming up next!
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