Behind the Taste with Henk Jan Neerhof, VP R&D at EMPWR

Passion Meets Purpose

When asked what excites him most about his role, Henk Jan doesn’t hesitate:

“The challenge is to make functional, healthier foods taste so good that the final consumer really enjoy eating. That’s what drives me every day.”

From protein, nut-based bars to energy and diet-friendly innovations, his team thrives on transforming nutritional science into indulgent consumer experiences.

Balancing Creativity with Scale

R&D in food manufacturing often means walking a tightrope between creative freedom and industrial feasibility. This balance is where EMPWR excels:

The Secret to the Candy Bar Effect

If you’ve ever tried an EMPWR-made bar, you know the taste experience is different. That’s no accident.

“The secret,” says Henk Jan, “lies in ingredient selection and process know-how. We know which proteins and functional ingredients deliver the best taste and texture. That gives us a real competitive edge.”

But indulgence doesn’t mean losing sight of nutrition: “A 50% protein bar will never taste like a confectionary bar, but our job is to make sure it tastes better than expected. And sometimes it really can come close to a confectionary-like experience.”

We Co-Create

So how does a new idea become a finished bar on the shelf? At EMPWR, it’s always a co-creation with the customer:

1. It starts with the brand. They know their target group and product-market fit, and that becomes the starting point for development. With our extensive experience and market insights we are the ideal long-term partner. We can advise you strategically and help you achieve sustainable growth.
2. Concept development. Together with our sales and R&D teams, we translate those needs into concepts and prototypes.
3. Trial and approval. Pilot and industrial runs confirm processability and taste before moving into full production.
4. Launch and extend. Once on the market, many products keep on evolving into new flavors, formats, or ranges.

As Henk Jan explains, development always comes down to a few key focuses: nutrition, target group, legislation, and taste. “These factors can set boundaries, but they also guide our creativity. Protein levels, claims, or ingredient restrictions may shape what we can do, and regulations must always be respected. But one requirement never changes — it has to taste good.”

Advice for Brands and Retailers

The protein bar category keeps growing, and now is the time for to step in. To maximize sales potential, our Vice President of R&D suggests that:

The Sweet Spot

With more than two decades of innovation behind him, Henk Jan still gets excited about every new project.

“When I compare today’s bars with the ones we were making 25 years ago, the difference is incredible. Back then I would just taste-test them, and move on. Now they’re so extremely delicious I actually eat them every time. And 10 years from now, they’ll be even better. There’s so much possible in this market.”

And if he could design his own personal dream bar? “A soft bar that tastes like candy, but with all the nutrition you’d expect from a protein bar. That’s the sweet spot.”

Why Partner with EMPWR?

From idea to launch, EMPWR combines deep R&D expertise, sharp trend awareness, and operational excellence to create protein bars that stand out in taste, texture, and market impact. More than a manufacturer, EMPWR is a true growth partner for brands and retailers. Every bar is an indulgent experience that consumers love and our partners trust.