Shoppers’ choices in gluten-free bars and sports nutrition are vast, but Europa may have some new items that consumers may want to zero-in on.

The View co-host Elisabeth Hasselbeck with WholeFoods Publisher Heather Wainer [left] and Editor Kaylynn Chiarello-Ebner [right]

The firm is distributing several lines that are unique in that their innovators are celebrities who know a thing or two about developing interesting and great-tasting products. All making appearances at Expo West, retailers got to hear first-hand about what makes these products unique, and WholeFoods was on hand to bring you all the details.

First up, Elisabeth Hasselbeck, co-host of The View, ABC news contributor and author, met with show attendees to show off her NoGii line of gluten-free products and present some new flavors. A gluten-free (GF) living advocate, Hasselbeck told WholeFoods what distinguishes her bars in the crowded GF market. “Our bars are different than other GF bars,” states Hasselbeck, explaining that they “deliver something more than just a gluten-free label. That wasn’t enough for me.”

She says it was important to not only make an all-natural, gluten-free bar, but also with one that blows you away. “I’m a long-time Celiac and a chocolate lover…when you get diagnosed with Celiac, you still want foods that satisfy without having sugar alcohols and junk in there.” Hasselbeck believes that just because something is gluten-free doesn’t mean it’s good for your body, so she insisted her bars not only taste delicious but also be high in protein, and not have excessive amounts of carbs, fat, sugar and calories.

Newly launched at the show were NoGii Rocky Road Super Protein bar and NoGii Kids Chocolate Chip snack bar.

Meanwhile, celebrity trainer Gunnar Peterson spoke about his new 14 to Lean program, which includes three all-natural supplement formulas (an evening appetite suppressant, an energy catalyst and a “finishing” supplement for the program’s final three days) with a 14-day diet and exercise program for results within two weeks. Peterson says the program is a “kick start for losing weight.” He says the 14-day program teaches a “way of living” as opposed to a “way of dieting.”  

Celebrity Trainer Gunnar Peterson with WholeFoods Editor Kaylynn Chiarello-Ebner

He states, “It’s not, ‘Take these pills, and go on your way”…we need to learn how to make better choices,” adding that while the programs is intended for those who have “short notice” to look great, users will get the tools they need to continue with healthy eating and living.

Last, Phil Keoghan, host of The Amazing Race, launched No Opportunity Wasted gluten-free energy/snack/trail bars in four flavors plus A3 functional snacks and Road Rash ointment. “There are a lot of bars out there that have a lot of great ingredients, but sometimes the taste is so awful that people don’t gravitate toward them,” says Keoghan. “No Opportunity Wasted bars are ones you’ll want to eat, particularly the ones we designed for a younger crowd…our priority was to make a bar that is not only good for you, but also tastes great.”


Phil Keoghan of The Amazing Race

He says that young people often aren’t taught how to eat properly. “There’s little education about understanding carbohydrates, proteins, how to build your body, how to eat properly…if you owned a Porshe, you wouldn’t fuel that car with bad fuel. So, you have young people who are putting the wrong things in their bodies and then expecting to go out there and perform.”

Key ingredient in the line are chia and manuka honey, which Koeghan says are great energy sources.

 “In my opinion, there’s no reason why you shouldn’t be eating something that tastes great,” says Keoghan. “It’s the best-tasting bar out there.”


Published in WholeFoods Magazine, May 2013 (online 3/29/13)