I can tell you from a competitive aspect, we are not here yet.
I work with all bodybuilding supplements, pricing, and competitive analysis on a daily basis. While supplements sales can be up to 40% of total sales for chains like Whole Foods and Wild Oats, it is a less than 15% for major chains such as WalMart, Kroger, Stop and Shop, Ahold, and the like. The Organic/supplement movement is still emerging in the United States-it's a niche market. While people are making wiser choices to eat better, the cost remains prohibitive to most on a budget because the current supply outweighs the current demand. In addition, you have to have items on the shelf that will turn quickly and provide a gross margin. While protein bars and protein shakes turn a great gross profit, they don't move as much as say, fruit, pretzels, new age beverages, soda or candy. This is why you see a lot of candy, soda and salty snacks at Blockbusters- they are impulse and turn a good profit. The general public will not shift its buying from soda and candy to protein bars and protein shakes. They are two different customer types. You can forget your idea- it will not work in the U.S right now. The general public's attitude toward making lifestyle changes and tackling childhood obesity must be addressed first and throwing protein bars and protein shakes at them won't do it- it has to be done through education.