Why there's an epidemic failure in the protein bar industry.

There's an epidemic failure in how most protein bar consumers evaluate the calories in the bars they consume. The fundamental misunderstanding that whey protein, mixed with artificial bulking agents and refined fats for binding and then coated in chocolate, is healthy and will drive performance. 

Whey protein is dairy and requires the enzyme lactase for digestion which we do not have after infancy, resulting in gut inflammation. Addiotnal 

The large elephant in the industry is that protein bars are healthy