[October 23, 2014]

NuGo Nutrition Alerts Consumers That the Protein Bars They're Eating Are Likely Coated in Fake Dark Chocolate

NuGo Nutrition, the fastest growing lifestyle brand in the natural foods category, today announced it is on an ambitious path to educate the public with the truth about what is really in their protein bars. Despite what labels and advertising state, most protein bars with dark chocolate don't actually use REAL dark chocolate and are simply imposters. Consider this a warning; if the ingredients on a label include Palm Kernel Oil (PKO), a consumer is not eating real dark chocolate. Even worse, PKO's chocolate coating is "fake" chocolate and cancels out any nutritional health benefits, making the typical protein bar more comparable to an unhealthy candy bar than a nutritional snack.

NuGo Nutrition challenges consumers to ask themselves, "Am I being deceived into thinking I'm eating something healthy?" and "Do dark chocolate-coated protein bars I eat taste waxy and too sweet?" Many consumers deal with this reality because they believe they're eating real dark chocolate and want the protein packed in the bar; however, most protein bars are covered with "chocolate-flavored" saturated vegetable fats (PKO) that diminish the taste and healthy benefits of real dark chocolate which can lead to increases in LDL (bad) cholesterol.

To ensure consumers are buying real, melt-in-your-mouth dark chocolate, NuGo Nutrition is arming the public with information and resources to encourage the FDA to stop the deceit. On its web site, you can find NuGo Nutrition's petition that tells the story of REAL dark chocolate and request of the FDA to develop a labeling standard for dark chocolate to stop the proliferation of "chocolate imposters." When NuGo Nutrition labels a bar as dark chocolate, it means REAL dark chocolate - which not only tastes delicious but also is a natural source of flavonol antioxidants that help neutralize free radicals and protect the body from cell damage. Real dark chocolate uses all the properties of the cocoa bean, including natural cocoa butter, which is considered a much healthier fat. Studies have found that REAL dark chocolate can reduce inflammation and lower blood pressure and may have a positive impact on memory, brain performance, heart health, blood pressure, cholesterol, stroke risk, mood, stress, and longevity. (Sources: http://www.webmd.com/diet/features/health-by-chocolate; http://authoritynutrition.com/7-health-benefits-dark-chocolate/).

"Shouldn't chocolate be delicious, guilt-free and something worth enjoying?" asked David Levine, CEO of NuGo Nutrition and recent recipient of the 2014 Regional Ernst & Young Entrepreneur of the ear award. "The clear answer is yes, but unfortunately, consumers today are overwhelmed with media messages and marketing that can mislead and misinform, and in the protein bar category, this is rampant. It's high time consumers know the truth about what they're putting in their bodies, which is why we remain steadfast in our mission to create nutritious protein bars and spare no expense to use real dark chocolate so consumers know exactly what they're getting. We will no longer sit back and watch other companies deceive the public with false advertising and masking PKO-flavored coating as real chocolate, which is exactly why we launched this campaign."

The FDA has set a strict standard that defines what can be labeled as milk and also white chocolate, where the use of PKO is prohibited. As a result, consumers can be confident they're eating real milk or white chocolate because the label does not allow PKO to be substituted for cocoa butter, as is the case with real dark chocolate. There are several products that promise dark chocolate, but what consumers are really buying is chocolate flavored palm kernel oil, which compromises the taste and texture of the chocolate, and negates the health benefits of dark chocolate.

Vegetable fats (palm oil, palm kernel oil, cottonseed oil, etc.) are cheaper ingredients, and do not need to be shipped or stored with strict temperature controls, so other companies save on the cost of shipping and storing real dark chocolate; and, others lack technical expertise to produce real dark chocolate. Other companies invest in machinery that processes their bars at rapid speeds focused solely on improving profit, while NuGo invests in the time and resources necessary, to prepare each batch of bars using pure dark chocolate and quality ingredients all while controlling temperature throughout distribution.

NuGo goes to great lengths to ensure the integrity of real chocolate is not compromised and the consumer reaps the benefits.

The components of REAL dark chocolate are cocoa powder (non-fat solids) and cocoa butter from the cacao bean with a small amount of real sugar to cut the bitterness. Cocoa butter melts below body temperature, releasing delicious flavor immediately in the mouth. When cocoa butter is replaced with a vegetable fat, it imparts that waxy texture and too sweet taste. If vegetable fat coatings are used, the ingredients list must state "chocolaty" or "chocolate flavored coating and vegetable oil." That is the only way a consumer would know the bar does not include real dark chocolate. Sometimes the ingredients listed will illegally even state "dark chocolate coating" to add to the confusion. In addition, remaining conscious of sugar intake as part of a healthy lifestyle is not just a trend, it's a fundamental game changer in maintaining health. There are many food products that tout low sugar, but what is truly hiding in low sugar or sugar-free protein bars are sugar alcohols, like Maltitol or Erythritol, which have a high glycemic index and can have a negative impact on health, like causing stomach problems. Also, artificial sweeteners are known to increase sugar cravings and directly impact mood and are now linked to glucose intolerance. Low sugar snack bars made with sugar alcohols and/or artificial sweeteners are often coated in fake dark chocolate. NuGo's Slim bars are the only low sugar bars not using artificial sweeteners or Maltitol.

NuGo Nutrition is passionate about keeping families active and healthy, which is why it's committed to keeping GMOs, artificial hormones, stomach-upsetting sugar alcohols and artificial sweeteners out of NuGo products. Consumers interested in learning more and helping stop the deception, can go to NuGo's web site to get information and sign the petition to help the company reach its goal of 5,000 signatures.

About NuGo Nutrition

NuGo bars are proudly made in the USA and sold at Whole Foods, high quality retailers, OfficeMax and Office Depot, convenient stores, drug stores, airports, online and more. NuGo Nutrition produces the healthiest and most delicious line of protein bars featuring protein and other lifestyle benefits, including vegan, low sugar (with no artificial sweeteners), gluten-free, organic and more. NuGo bars have a mouth watering, crispy taste made from a light bakery style mix featuring protein, unlike most nutrition bars that are uncooked dough packed into wrappers resulting in a bad taste. NuGo bars use real milk chocolate and antioxidant-rich real dark chocolate to make the bars the best tasting and healthiest available; and are made to meet various lifestyle needs including: low sugar (no Maltitol or artificial sweeteners), gourmet non-GMO dark protein, USDA certified Organic, gluten-free, high fiber, OU pareve, soy-free, high protein and low glycemic, and Kosher. NuGo Dark, NuGO Slim, NuGO STRONGER, and NuGO FREE are certified gluten-free by the Gluten-Free Certification Organization (GFCO), making them a safe choice for people with celiac disease. NuGo Nutrition is headquartered in Pittsburgh with offices in San Francisco and New York, and bars are sold throughout the United States and in Canada, Israel, Singapore, Mexico, Caribbean and Central America. For more information go to: www.nugonutrition.com; www.facebook.com/NuGoNutrition; Twitter (News - Alert)@nugonutrition; and www.pinterest.com/nugonutrition.

EDITOR's NOTE: CEO David Levine is available for interviews and in-studio appearances. Please contact Laura Hall at [email protected] or 917.544.6344.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20141023006147/en/

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