Mediterra expands better-for-you snack category

Telemaque Lavidas, founder of Mediterra Nutrition Bars, says the "Mediterranean Diet" is less of a diet and more of a lifestyle.  GHQ: What was the inspiration behind the product line? Telemaque Lavidas: After moving to New York from my homeland of Greece, I became passionate about adapting the traditional Mediterranean diet to meet the fast pace of modern life in America. I wanted to create “clean label” snacks for different snacking occasions throughout the day that would offer all of the pure and authentic Mediterranean ingredients I grew up eating. My background is in health and wellness and I want to help people live a healthier lifestyle. What influence does the Mediterranean diet have on people's eating habits? Less of a diet and more of a lifestyle, the Mediterranean Diet is a way of eating based on the traditional foods (and drinks) of the countries surrounding the Mediterranean Sea. There is an emphasis on consuming more whole grains, fruits, greens and healthy fats and less meat and sweets. It has been studied and noted by scores of leading scientists as one of the healthiest lifestyles in the world. May is National Mediterranean Diet month and we hope to work with retailers to be part of their merchandising and promotional efforts. Mediterra launched at the end of June in a crowded sector. What has the response been? Better than what we could have expected. Right out of the gates, our broker Acosta Sales and Marketing agreed to bring us on. We also got into UNFI and KeHe. Within the first two months, Natural Grocers by Vitamin Cottage and Sprouts brought us in. By the end of this year, we will be in more than 350 Target stores. The response is unprecedented. The savory bar flavors are the first of its’ kind and consumers are relieved to have an alternative to sweet bars. Any Surprises? Actually, yes! What’s interesting is how retailers are cross merchandising the bars. Not only are they being placed in the nutrition bar/snack areas but also we are finding at some retailers the bars are being placed in the wine section as the savory flavors pair really well with wine and beer. Consumers are cutting up the bars and placing them on their cheese platter or in a “nut” bowl as a snack when entertaining. In addition, consumers tell us they are using the savory bars as salad toppers – like a crouton – so retailers also can merchandise the bars in the fresh section. This all happened organically. Talk about the health benefits of some of the key ingredients?  Mediterra bars are loaded with fiber, nutrients and vitamins instead of complex sugars, and saturated fats. All the ingredients are items found in the Mediterranean region. The Savory Bars have pea crisps, olive oil, amaranth, an ancient grain and different vegetables, seeds and nuts. The “Sesame Honey Energy Bars” contain only a few ingredients including, roasted sesame seeds, Greek honey, pistachios or orange peel, respectively. Sesame seeds and honey provide natural and long lasting energy ideal for pre or post workout or an activity. The “Yogurt and Oat Bars” feature fig, pistachios, sunflower seeds, raisins and other fruits, such as apricots or cherry. What trends are you seeing in the snack bar category overall, and what do you predict down the road? As a direct result of listening to its retailers, distributors and consumers alike, Mediterra is now actively pursuing complementary and innovative Mediterranean snacks to add to its product range. The “Better For You” Mediterranean snacks category will only continue to grow and consumers will continue to demand clean labels. The Mediterra brand promises to surpass consumer quality expectations as well as to deliver on superior and unique taste propositions.