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It was like any added branch attic but for the aroma, which smelled like grandma’s kitchen.

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Thousands of diet confined whirred by on agent belts afore actuality arranged by dozens of workers in Bakery Barn’s afresh broadcast bulb in Pleasant Hills.

Adherent with muscle-building protein, the confined would be awash beneath names like Pro-Crunch and FIT Crunch in GNC, Whole Foods, Dick’s Sporting Goods and Costco stores, amid others.

The confined are declared to be acceptable for you, but they didn’t accept to aftertaste that way. And authoritative diet aftertaste bigger is how Bakery Barn has acclaimed itself, said Leslie Calhoun, business development administrator for Bakery Barn.

“Baked is better,” Calhoun said. “We’re seeing that bodies are compassionate that now.”

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The aggregation makes private-label protein confined for about two dozen companies, Calhoun said, including GNC, MusclePharm, Usana Bloom Sciences and Pure Protein. Growing appeal has led Bakery Barn to aggrandize through the contempo accession of 15,000 aboveboard anxiety of assembly amplitude and bifold its workforce in the accomplished three years.

Calhoun said the company’s success has been congenital on its charge to baking the bars, instead of application added methods of production. That is what Bakery Barn admiral accept has acclaimed their array of protein confined in a $2.6 billion North American market.

The aftertaste and arrangement accept brought their articles accolades. The online fettle armpit Bodybuilding.com afresh called the company’s Peanut Butter FIT Crunch Bar the best-tasting protein bar.

“I anticipate baking is the approaching of protein bars,” said Mike Spinosa, carnality admiral of Pervine Foods in Pleasant Hills, which affairs with Bakery Barn to accomplish the FIT Crunch brand. “The baking action allows for a altered tasting and arrangement experience. Ninety-nine percent of the protein confined out there are fabricated by the aforementioned technology that was out there back 1977.”

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(Bakery Barn architect Sean Perich is a part-owner of Pervine, a abstracted company. Spinosa does not accept a banking pale in Bakery Barn.)

For decades, the prevailing adjustment of authoritative protein confined has been through a algid banishment action affiliated to a Play Chef fun factory. Manufacturers mix up the protein-fortified concoction and columnist it into preformed blocks. The action is acceptable for authoritative a dense, high-calorie and nutrient-rich product, but the taffy-like arrangement can be a turnoff for consumers, Calhoun said.

That was the bewilderment Perich encountered 15 years ago back he started authoritative his bars. There wasn’t a lot of selection, and none absolutely tasted acceptable to him, Calhoun said.

“He jokes that he anticipation to himself, ‘I could accomplish article that tastes that terrible,’ ” Calhoun said.

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The accouterments he had accessible to him were whey protein crumb from GNC, Toll House cookie chef and an oven.

It took him added than a year of balloon and absurdity afore he had a compound that annoyed him. Back he took them to the gym, accompany and colleagues began allurement him what he was eating. Then in backward 2001, a sports diet benefactor who had apparent Perich bistro one put in an adjustment for 2,400 of the high-protein cookies. Subsequent orders followed, and in the decade and a bisected since, the aggregation has developed into a $35 actor business.

Back Perich’s aboriginal adjustment in 2001, the activity and diet bar bazaar has developed 257 percent, according to bazaar analysis close Euromonitor International.

Protein-fortified aliment bars, which at one time were captivated primarily by fettle enthusiasts and anatomy builders, accept gone mainstream. They aren’t aloof for aggressive athletes. Health-conscious Americans attractive for a bushing bite or meal supplement accept become an important customer for the products, arch to their accretion attendance everywhere from bazaar aisles to gas base accessibility stores.

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“People are busy, but they appetite article that’s portable, alimental and economical,” said Jean Heggie, who advance the bazaar for diet confined as chief artefact administrator for DuPont Diet & Health, a specialty aliment capacity supplier to the aliment industry. “More consumers accept become acquainted with the allowances of protein, its comestible allowances and allowance bodies feel full.”

Casual consumers of protein confined accept placed a college accent on aftertaste and texture. It’s not abundant to apperceive that article is acceptable for you — they appetite it to aftertaste good, Heggie said.

Flavor and arrangement are amid the top influences on customer acquirement decisions, she said. And companies accept been experimenting with means of authoritative the articles aftertaste beneath like a bloom supplement and added like a snack.

The advance in the bazaar has admiring added competition. There are added than 50 brands from which consumers can choose, Heggie said.

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Bakery Barn continues to advance in analysis and development, Calhoun said, but the company’s success will break abiding in the action that led to its success.

“There’s added brands advancing out every day,” Calhoun said. “But for us, we aloof stick to what we know. And that’s baking.”

Chris Fleisher is a agents biographer for Trib Total Media. He can be accomplished at 412-320-7854 or c [email protected]

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