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. 

Nutri-Grain hardens its image

Best known for its softer bar, Nutri-Grain is adding a crunchy offering to its lineup.

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.

Nutri-Grain Crunchy, which will appear at select retailers this month, is available in Chocolate Chip Chia and Honey Oat Flax. A 10-count box will cost $4.49.

“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. At the same time, Mars cited a 2024 USDA report that found the average American consumes about half of the recommended daily fiber intake. This gap created an opportunity for Nutri-Grain Crunchy.

Each bar contains at least 23 grams of whole grains and provides a “good source” of fiber, Mars said.

— Christopher Doering

Premier Protein builds muscle in muffins

Premier Protein is giving consumers another way to get the popular nutrient into their diets.

The BellRing-owned brand is partnering with Hometown Food Company to launch Premier Protein Muffin Mixes and Microwavable Muffin Cups. The product is available in Blueberry and Chocolate Chip, with each serving delivering 13 to 15 grams of protein. 

“We’re thrilled to bring protein-powered convenience to a new category,” Dan Anglemyer, chief operating officer of Hometown Food Company, said in a statement. “Our Muffin Mixes and Muffin Cups make it easier than ever for people to enjoy high-protein options that fit seamlessly into their daily routines — whether at home or on the go.”

Hometown Food, with a host of products ranging from Pillsbury and Hungry Jack to Birch Benders and Martha White, is a logical choice for Premier to partner with on muffins. The Chicago-based company can provide its insight and expertise of the baking space as well as consumer tastes and habits to help with the new offerings. 

While Premier Protein is best known for its shakes and powders, the brand is no stranger to the food space, with cereal and pancake mixes among the items already on the market.

But as consumers look for new and convenient ways to get protein, the company is looking for ways to extend its reach. Premier said the new muffins are aimed at consumers looking for protein-packed options at breakfast or an afternoon pick-me-up. 

— Christopher Doering

Stone Brewing, Hopwtr collaborate on IPA-flavored sparkling water

As more consumers opt for moderation in Dry January, two companies are brewing up an IPA-inspired sparkling water.

Stone Brewing is partnering with Hopwtr to create a nonalcoholic, sugar-free and calorie-free beverage made with a similar hop blend as the beer maker’s signature IPA. The beverage, dubbed Centennial Citrus, has added adaptogens and nootropics, a core part of Hopwtr’s recipe.

The new beverage is available in six packs at retailers, including Sprouts Farmers Market grocery stores, as well as through Hopwtr’s website. 

Hop water sits at the intersection of nonalcoholic beer and better-for-you sparkling water. Hopwtr was founded in 2020 to sell the beverage to traditional craft beer consumers and wellness-focused shoppers. It fits into the better-for-you niche because of its added functional benefits, such as adaptogens and nootropics.

The Centennial Citrus flavor is aimed at “hop enthusiasts,” Hopwtr CEO and Co-Founder Jordan Bass said in the release.

For Stone Brewing, the Hopwtr collaboration allows it to bring its hop expertise to a “new territory.”

“[W]e’re delivering the same bold hop character you’d find in Stone beer, but for brand new occasions,” Jeremy Moynier, senior manager of brewing and innovation at Stone Brewing, said in a press release.