Suissa Miller Launches Diet Bars

Balance Bar, making inroads into the $1 billion diet bar category, will launch Jenny Craig Nutrition Bars next month backed by a $5 million campaign tagged “Tastes great. Lose weight. Naturally.”
The campaign, via Suissa Miller, Los Angeles, kicks off March 6 and runs through September, targeting weight-conscious women aged 25-45. Ads in 10- and 30-second versions convey on-the-go convenience and wholesomeness.
Balance Bar, entering a segment dominated by Slim Fast, inked a 20-year licensing deal last fall with Jenny Craig for a line of soy-enriched nutritional bars, ready-to-drink/powdered drink mixes and cookies to be sold at retail.