Balance Bar® Launches New Ad Campaign Highlighting Balanced Nutrition, Great Taste And Lasting Energy

RONKONKOMA, N.Y., May 20, 2013 /PRNewswire/ -- Balance Bar®, maker of one of America's original nutrition energy bars, has launched a new ad campaign that celebrates the balanced nutrition, great taste and lasting energy the popular Balance Bar brand provides. Focused on national print and television ads throughout August, the campaign features an illustrated couple looking to find their balance in a teeter-totter world where we are always on-the-go and running from one thing to the next.

The new campaign, conceived of and produced by the in-house creative team at NBTY, parent company of Balance Bar, will reinvigorate the brand and make Balance Bar top-of-mind again with consumers when they are faced with so many options in a crowded and growing space. Loved by Americans for more than 20 years, Balance Bar's proven 40/30/30 nutrition model balances carbs, quality protein and dietary fat to help maintain blood sugar levels (already within a normal range) to enjoy lasting balanced energy.

"Today's busy lifestyles make nutrition energy bars more relevant and popular than ever.  The category is growing at double digit rates¹, and more than one-third of Americans often eat snacks instead of meals when on-the-go²," said Katia Facchetti, Chief Marketing Officer for NBTY. "This growing consumer trend of needing convenient everyday products that will give you the sustained energy to keep you going is a perfect fit for what Balance Bar has always provided – balanced nutrition for long-lasting energy in a great tasting bar."

In addition to the robust ad campaign, Balance Bar will continue to reach consumers through online and in-store promotions, public relation efforts, event sampling programs and social media campaigns. Currently, Balance Bar is promoting a Facebook sweepstakes offering fans a chance to win a trip to see the Northern Lights in Alaska to celebrate the brand's newly launched Dark chocolate line. Contestants are asked to "own the dark" by finding hidden codes in various images posted online at Balance.com, Facebook and Twitter as well as on coupons at sampling events through June 14.

As the newest addition to the Balance Bar lineup, the Balance Bar Dark line is available in three decadent flavors all featuring dark chocolate coating – Dark Chocolate Crunch, Dark Chocolate Coconut and Dark Chocolate Peanut. It is the first nutrition energy bar line on the market to include 100% Rainforest Alliance Certified™ cocoa and bear their well-respected seal. It is also the first gluten-free line from Balance Bar.

For more information about Balance Bar® and the new campaign, visit Balance.com, Facebook.com/BalanceBar and Twitter.com/BalanceBar

¹Source: Nielsen xAOC data for latest 52 weeks
²Source: SymphonyIRI's 2012 Consumer Snacking Survey

About Balance Bar
Founded in 1992, Balance Bar®, one of America's original nutrition/energy bars, inspires consumers to lead active, well-rounded and balanced lives by providing great-tasting, convenient nutrition for lasting energy and to help satisfy hunger. Balance Bars are available in five unique product lines (Original, Gold, Dark, Bare and mini) and all 21 flavors are based on the 40/30/30 balanced nutrition model – a proven formula developed by scientists to help stabilize blood sugar levels (already within a normal range) to enjoy lasting balanced energy; 40% of total calories from carbs, 30% from quality protein and 30% from dietary fat. For more information, visit www.Balance.com. Follow Balance Bar for tips and nutritional information on Facebook (www.facebook.com/BalanceBar) and Twitter (www.twitter.com/BalanceBar).

About NBTY
NBTY is the leading vertically integrated manufacturer, marketer, distributor and retailer of high-quality vitamins, nutritional supplements and related products in the United States, with operations worldwide. NBTY currently markets over 25,000 SKUs under many brands, including Nature's Bounty®, Sundown®, American Health®, Ester-C®, Solgar®, MET-Rx®, Pure Protein®, Balance Bar®, Osteo Bi-Flex®, SISU®, Rexall®, Body Fortress®,  Puritan's Pride®, Vitamin World®, Holland & Barrett®, GNC (UK)®, Physiologics®, and  De Tuinen®. For more information please visit www.nbty.com.

SOURCE Balance Bar