Malaysia’s Agro Jerneh Sdn Bhd, the company behind the Moolabar energy bar, has introduced a new, more sophisticated and relevant packaging that appeals to adults. The energy bar now comes with three variants Active (dates almond), Calm (roselle almond) and Power (banana almond) to target different functional usage occasions. The underlying key claims for all these products are:
– No preservatives
– Rich with fibre
– No artificial ingredients
– Low in calorie
– Nutritious & naturally tasty
– No cholesterol
– Natural novel flavour
– Gluten free
The key ingredients of the Calm variant are rolled oats, puffed rice, glucose syrup, roselle paste, almond flakes, honey, roselle candy, concentrated juice, maltodextrin, vegetable fat, skimmed milk powder and emulsifier: soy lechitin. Each bar weighs 22g and each pack contains six bars.
It is prudent for Agro Jerneh to come up with a new packaging for Moola. As you can see, the old packaging, now targeting school kids, has a children-centric design. It does not stand out in a crowded shelf. The company admitted the product was not doing well in stores and therefore decided to promote the old packaging in schools, while the new version will be sold in mass market retailers. At the time of writing, the new packaging is still not available in the market. The company also exports the energy bar to Oman and is aimed at children.
Agro Jerneh produces Nutrixprezz energy bar for Felda Wellness Corporation. Nutrixprezz is sold primarily in the convenience store channel in Malaysia. An interesting fact about the name Moolabar. According to the company, they coined the name Moola because they wanted consumers to start or ‘mula‘ in Malay their day with the energy bar. The word ‘mula’ is given a more NZ sounding name ‘Moola’.
For the new packaging to work, marketing has to revolve around Calm, Power and Active. The gym channel is also a suitable place to promote the energy bar.