Nutri-Grain goes crunchy | Premier Protein launches muffins

Food Dive reported the development on 2026-01-09. Mars-owned Nutri-Grain is tapping into consumer demand for healthier ingredients, while Stone Brewing partners with Hopwtr on an IPA-flavored sparkling water.

The report places the news in a wider commercial context. Leftovers is our look at a few of the product ideas popping up everywhere. Some are intriguing, some sound amazing and some are the kinds of ideas we would never dream of. We can’t write about everything that we get pitched, so here are some leftovers pulled from our inboxes. Best known for its softer bar, Nutri-Grain is adding a crunchy offering to its lineup.

For the food sector, the practical implications extend beyond the immediate announcement. The new Nutri-Grain Crunchy is made with healthier ingredients consumers are seeking out, including oats, barley, buckwheat, rye and quinoa. The Mars-owned brand is also avoiding the attributes shoppers are moving away from. Nutri-Grain Crunchy is non-GMO, peanut-free and does not contain high fructose corn syrup, artificial flavors or colors.

Attention now turns to how companies, customers and regulators respond. "Our goal with Nutri-Grain Crunchy was to bring something new to the aisle without losing what people already love about the brand," Eileen Flaherty-Yao, senior director of brand marketing at Mars, said in a statement. The company noted that consumer demand for nutritional offerings continues to increase, especially around fiber.