USA – A new line of plant-based protein bars, RE:DO, is set to transform the American snacking landscape by introducing a taste of Swedish-style nutrition.
Founded by Donnie SC Lygonis, Mellanmal Inc. aims to fill a gap in the market for healthier, less sugary snacks.
These bars are designed to provide a nutritious alternative to traditional American snacks, which often contain a lot of sugar.
Lygonis, a serial entrepreneur and fitness instructor, has a rich background in the Swedish innovation ecosystem.
He initially came to the U.S. in 2016 to help Nordic startups establish a foothold in Silicon Valley. However, he quickly noticed a lack of the “mellanmål”—Swedish for “between meals”—snacks he was accustomed to.
“As a fitness professional, I was used to eating six meals a day,” he explained. “I wanted to introduce a new concept to Americans: a healthy small meal that keeps energy levels steady without the overload of sugary snacks.”
The RE:DO bars, certified as “Good Fuel” by the Swedish Olympic Committee, are crafted to meet the nutritional needs of active individuals.
Pierre Johansson, a professional hockey player, designed them to provide the equivalent of a bowl of oatmeal and an egg in a convenient bar form. “The bars are not just about protein; they also include slow carbs to fuel the body effectively,” Lygonis noted.
Currently, the RE:DO bars come in five flavours: Chocolate, Salted Caramel, Raspberry, Mocha Latte, and the popular Swedish Chocolate Ball, which is inspired by a traditional Swedish treat.
“Yes, the snack is sweet, but the bar only borrows the flavor, not all the sugar,” Lygonis emphasized. This careful formulation allows the bars to cater to a broad audience, including athletes, children, and anyone seeking nutritious energy without excessive calories.
The U.S. healthy snack market is experiencing rapid growth, estimated at US$22 billion in 2023. Lygonis pointed out that while the U.S. and Swedish markets share similarities, American snacks are significantly sweeter.
“Everything is sweeter in the U.S.,” he remarked. “That presents a challenge when introducing Swedish products. So far, the RE:DO bars have received rave reviews, indicating we’re on the right track.”
The collaboration with the Swedish Olympic Committee was born from a desire to educate athletes and parents about good nutrition, especially in light of rising concerns regarding eating disorders among athletes.
“The Olympic Committee wanted to show what good nutrition means for active people,” Lygonis explained. “Our products were among the first to receive their certification, which is an incredible endorsement.”
Mellanmal Inc. plans to expand its offerings in the U.S. market. “We have exciting new flavors and all-natural energy beverages launching this autumn,” Lygonis shared.
“Once RE:DO is established, we will introduce more innovative Swedish brands, including one based on cutting-edge sports nutrition research.”
Mellanmal Inc. is poised to make a significant impact with a mission to redefine snacking in America. The introduction of RE: DO bars brings Swedish culinary traditions to the forefront and promotes a healthier approach to snacking that aligns with the growing consumer demand for nutritious options.
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