After strong growth, the cereal/granola bar category is showing slower growth. A report on “Food Bars in the U.S.” by Packaged Facts estimated U.S. sales of cereal/granola bars at $3.1 billion in 2011, with flat sales for the overall category, despite some growth in premium granola bars. Experian Simmons data showed that 40% of adults use cereal/granola bar products overall, said David Sprinkle, research director at Packaged Facts.
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