Vitality Brands, makers of Well Naturally good-for-you snack bars, are set to eclipse the current energy/ breakfast/ snack bar market with the Australian launch of their latest innovation, Freggie Nutri-bars.

In a world first, Vitality Brands uses a revolutionary process whereby the phytonutrient goodness of ripe fruits and vegetables are captured and naturally processed into a standardized concentrate, before being infused into a healthy wholegrain bar. Harnessing more than just the natural health benefits of fruits and vegetables, the concentrate delivers an incredible fruity aroma and taste, whilst being free from artificial colours, flavours or preservatives.

“Unlike anything the Australian market has ever seen, the Freggie Bar is a true revolutionary concept - finally giving consumers the goodness of fresh fruit and vegetables in a tasty, satisfying and convenient bar line,” explains James Wright, Vitality Brands Managing Director.

“Government, health professionals, and consumers all agree that the benefits of fruit and vegetables rank No. 1 when it comes to optimum health. The problem is that vegetables don’t always taste good and are not easily eaten on the run – a real issue when attempting to appeal to finicky children’s palates or for adults who are working longer hours than ever before. With less than 32% of Australians eating their daily recommended intake of vegetables(Ref 1), Freggie presents the healthy alternative when taste and convenience are paramount,” states Wright.

The Freggie concentrate captures the natural Carotenoids and Polyphenols within pumpkins, carrots, tomatoes and elderberries (along with many other fruits), all reputed for their powerful antioxidant benefits. With additional fruits chosen for their superior taste, the Freggie Nutri-bar smashes the notion that tasty can’t be good-for-you.

(Ref 1) National Health and Medical Research Council 2001 (survey of 13,000 Australians)