After all of this struggle with BioTechUSA’s ZERO BARs, I didn’t expect anything special from this just-released B Protein Bar. But they surprised me a lot. And I would say it’s a very good protein bar, but there’s a catch in it.
As you know, I’m not a great fan of BioTechUSA protein bars. To put it simply and as mild as I can, their ZERO BARs are quite far from being tasty. Actually, they are tasteless, the most. But usually, they’re bitter. Now, for a change, they introduce their new line of protein bars, B Protein Bar. And to my surprise, they’re pretty nice. But they’re not perfect. Why?
The smell. It was executed really good. There’s a whiff combination of banana and dried banana with a touch of chocolate. It has a pleasant aroma and it’s really inviting. Also, its texture is really good. The bar is soft throughout, so it’s nice and pleasant to bite into it and eat. It’s not overly chewy or sticky, having a decently good moistness. In short, well done, BioTechUSA. At last, I would say!
Taste-wise, it’s nearly perfect.
The taste of this BioTechUSA protein bar is decently good. I would go as far as saying it’s way above the average. There’s a pleasant flavour of banana and dried banana. And that’s it. Yes, it’s coated with chocolate, but there’s no taste of it here. And that’s OK, as it’s not the flavour of this bar. Still, there’s no weird aroma or aftertaste here. Overall, the bar is middling sweet and for many, especially banana lovers, it might be a nicely satisfying protein snack.
Would I want to have another of this BioTechUSA B protein bar right after the first one? Not much. And there’s only one reason for that. A yellow reason.
The thing is, this protein bar contains Tartazine (or Yellow 5 colourant, or E102). After its re-evaluation in 2009, EFSA (European Food Safety Authority) determined that ‘the available scientific evidence does not substantiate a link between the colour additives and behavioural effects’. Still, the EU requires products that contain them to be marked with the statement ‘May have an adverse effect on activity and attention in children’. 
Anyway, this protein bar is pretty big at 70g and it packs who knows how many calories and other macros? There is nutritional information given for 100g only (well done. NOT. And -1 pt in macro criteria). Quick math shows a single bar packs a rather largish 257kcal, 21g (30%) protein and 1.6g of sugar. Not bad. The ingredients list is free from added sugar, palm oil or syrups. For a change, it contains, as you already know, Tartazine. Oh, well.
This is a decently good and lovely protein bar. With a small flaw.
I was more than happy when I tried this BioTechUSA B Protein Bar Banana Flavour. It’s lovely, it’s tasty and it’s 70g. However, as I was going further (macros) and further (ingredients), my enthusiasm was going lower and lower. Eventually, it went down to ‘meeeh’. Don’t get me wrong! It’s a decently good and tasty protein bar. But its execution could be much better.
Will I buy it again? Due to Yellow 5 colourant in it, I will NOT. It’s not I’m afraid of it. But I’d want it to have better ingredients than that, obviously.