VALHALLA, N.Y. — Balance Bar Co. is launching a new web site, marketing plan and several new products as part of an effort to reintroduce the brand to customers. Private equity fund Brynwood Partners VI L.P. acquired Balance Bar from Kraft Foods Inc. in November 2009. Michael Sands will lead the effort. Brynwood Partners recruited him in 2009, and he is now president and chief executive officer of Balance Bar. Earlier, he was co-founder and c.e.o. of Lesser Evil Brand Snack Co. Balance Bar will introduce such new products as double chocolate brownie, lemon meringue crunch and s’mores. Balance Bar said it will conduct in-market sampling programs in 10 major markets over the next year, including in-store activity, radio partnerships, branded giveaways, on-line contests and coupons.
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