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Balance Bar Company is a leader in the nutritional foods and natural products industry. Natural products contain no artificial colors, flavors, chemicals, or preservatives. All Balance Bar products have 40 percent calories from carbohydrates, 30 percent from protein, and 30 percent from dietary fats. Competing firms also make products based on this controversial 40-30-30 Zone Diet, popularized by a 1995 best-selling book that recommended it as a way to lose weight. Balance Bar Company appeals to busy professionals who may not have time for a balanced meal or may need a nutritious snack. In the late 1990s the company added more products and fortified them with vitamins and herbs. A number of celebrity trainers and athletes use or endorse the Balance Bar products.