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Over Two Years to Achieve True Decadence

Report from Natural Products Expo West (Pre-Show)

In yesterday’s blog post, I mentioned that we are about to exhibit at the world’s largest natural products trade show, Natural Products Expo West, in Anaheim CA. The show officially starts on Friday of this week and runs through the end of day on Sunday. We’ll be posting photos of the our participation at the show on our Facebook, Twitter, and brand new Instagram page. We want you to share in the show excitement.

One of the exciting things that happens at this show is the introduction of new products. If you want to get an advance look at what products will be introduced onto the store shelves over the next six months, this is the place to be. It is fascinating to see the new flavor ideas, ingredient trends, packaging designs, nutritional focus, and above all, have the opportunity to taste the new products to see what’s about to be a big hit, or a major bomb.

With that in mind, before the rest of the world sees it on Friday, we want to give you a sneak peek to our newest product launch, and give you an idea as to what went into this extremely exciting product line.

Enjoy Life Decadent Bars

Available in four 100% naturally decadent flavors (S’mores, Cinnamon Bun, Chocolate EJ_Choc_Sunbutter_3DR_v2SunButter, and Cherry Cobbler), these bars are one of the best tasting product lines we have ever introduced. Using unique grains, no artificial ingredients, a proprietary blend of flours, 100% certified gluten-free, free from dairy, egg, wheat, soy, peanut, tree nut, fish and shellfish, verified non-GMO, kosher and halal certified, these bars are one of the most amazing product developments ever introduced into the category, by any company. (Did we mention the melt-in-your mouth drizzle on top of the bar? Yum!)

To provide you with some insight as to what’s involved when we introduce a product, we thought we would share with you the significant timeline for this product development. It will help you better understand why it takes as long as it does to get new products onto the retailer’s store shelves.

December, 2010:     New Product Development Meeting for Decadent Bars

January, 2011:         Proposal Accepted from Internationally Known Development Kitchen

March 2011:             Ideation of Taste, Texture, Ingredients

May 2011:                 First Taste Trials

August, 2011:           New Equipment Identified for Production

December 2011:       Launch Strategy Developed

March 2012:             Ingredients Sourced and Costings Completed

June 2012:                Decision to Move Forward on Project

July 2012:                 Kick-off Meeting for Taste Refinement

August 2012:            Production Equipment Ordered

September 2012:      Package Design Commenced

December 2012:       Recipes Finalized, Trial Production

February 2013:         Packaging Completed, First Production Run

March 2013:             Introduction to the Trade – Expo West

May 2013:                 Product Will Start to Appear on Shelf

There you have it. It has taken us over two years to develop our new bars that are more decadent than you can ever imagine. This timeline might seem long, especially for a nimble company such as Enjoy Life, but when you are doing what we are doing, the time involved is significant.

These days, it is pretty easy to make a Gluten Free Bar. Everyone is doing it; in fact this week alone many major companies are introducing their “me-too” entries into the category. But there is a reason why no other company is introducing a line of Gluten Free bars that are also free from the top 8 allergens, verified non-GMO, made with absolutely no artificial ingredients, and most of all, tastes so good you would never know it is produced for people with food intolerances. It’s really difficult to do.

Some people ask us how we do what we do and wonder if it is magic. This makes us smile.

It isn’t magic that makes us as good as we are. It’s leadership, expertise, and the willingness to get it right. Rather than rush product to the shelf like many of our competitors, we choose to get it right. Even if it does take over 2 years from concept to shelf.

Thanks for being patient. It allows us to provide you with the very best products that are great tasting and safe for the entire family. You should see what we have in store for you coming out in 2015. We’re working on it right now.








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14 Responses to “Over Two Years to Achieve True Decadence”

  1. Adam Says:

    Get in my mouth!


  2. Keeley McGuire Says:

    Oh my goodness! This is FANTASTIC!! Thank you thank you!!


  3. Todd B. Says:

    great post, Joel. Can’t wait to try them this weekend!


  4. Elizabeth Says:

    They look absolutely amazing!!! Thank you ELF for making fantastic treats that are safe for my son and so many others.

    One question: is there pea protein in them?

    Please say no!!!!


  5. Lynda Says:

    I’m going to show my kids the timeline. They are the ones who truly appreciate all the effort, time & work that goes into delivering new products for people with dietary restrictions. They will be soooooooooooooooooooo excited to hear about these bars. I’m always looking for lunch box snacks, so I thank you too!! It really helps a kid not to feel like such an outsider, when you keep making great stuff like this!! The West Family


  6. Jennifer Says:

    My son is going to be thrilled. Poor little guy has a very limited amount of snacks that he can have. This will surely make him happy. Can’t wait to get my hands on it! I can pre-order and have them shipped to me?


  7. Joanne C Says:

    Can you purchase these chocolate Sunbutter bars in a retail store


  8. janice Says:

    Exciting news! When will they be available in Canada?


  9. Erica D. Says:

    THE S’MORES IS SO GOOD! Was so happy to try it at Expo West ! :)


    • Joel Says:

      So pleased you liked them. We are very excited about this new introduction. The response has been great. Thanks for your wonderful support.


  10. Elizabeth Says:

    Can’t wait to try these!!!!



  1. Celiac-Disease.com Enjoy Life Introduces Decadent Bars - March 14, 2013

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