The Class-Action Lawsuit: A Catalyst for Change
The most significant and immediate factor contributing to the demise of Tiger's Milk was the class-action lawsuit filed in September 2019. The suit targeted Schiff Nutrition International and Reckitt Benckiser, the previous owners, and accused them of false advertising. The plaintiffs argued that the bars' "protein-rich" labeling was misleading, asserting that with just 6 grams of protein per bar, they did not meet consumer expectations, especially when compared to their high sugar and carbohydrate content.
For context, FDA guidelines recommend that a food product labeled "high," "rich in," or an "excellent source of" protein contain at least 20 percent of the recommended daily value. The lawsuit claimed Tiger's Milk bars provided only about 12 percent of the recommended daily value, positioning them closer to a candy bar than a nutritional supplement.
Although the lawsuit was dismissed in January 2020, the negative press and damage to brand reputation had already taken a toll. The legal battle tarnished the perception of Tiger's Milk as a healthy, protein-forward snack and highlighted its dated nutritional profile compared to modern competitors.
Failed Rebranding and Ownership Changes
The brand's troubles were compounded by a series of ownership changes and an unsuccessful attempt at revitalization. McCormick & Company acquired the Tiger's Milk brand in 2017. Following the class-action lawsuit, McCormick initiated a rebrand in 2020, hiring a digital media company to create a new identity for the bars. The goal was to pivot the marketing away from the now-controversial "protein-powered" claims towards a broader appeal.
Reasons for the rebrand's failure included:
- Loss of brand identity: Long-time fans felt the new versions strayed too far from the nostalgic original, which was more of a candy-bar alternative.
- Negative consumer reaction: The new flavors and formulations were widely disliked, with some customers even complaining about quality control issues like chocolate bloom.
- Market saturation: The highly competitive modern nutrition bar market proved difficult for the legacy brand to re-enter successfully. Competitors like Think!, Perfect Bar, and Power Crunch had already established themselves with stronger, more accurate nutritional claims.
Ultimately, the rebrand did not generate the positive market momentum that McCormick had hoped for. The company decided that continuing to bear the risk of a failing property was not a worthwhile investment, and production was officially ceased by December 2022.
A Market That Moved On
The market for energy and nutrition bars has evolved dramatically since Tiger's Milk was first introduced in the 1960s. What was once a simple, wholesome-seeming snack now faced stiff competition from products offering superior nutritional profiles and more accurate labeling. The comparison below highlights the outdated nutritional balance that hurt the brand's standing in the modern market.
| Feature | Original Tiger's Milk (pre-2020) | Modern Protein Bars (e.g., Perfect Bar) |
|---|---|---|
| Protein Content | Approx. 6 grams | Up to 20 grams or more |
| Sugar Content | High sugar and carb content | Many focus on lower sugar or use alternative sweeteners |
| Market Niche | Nostalgic "nutritional" snack | Targeted, functional health food |
| Marketing Focus | "America's Original Nutrition Bar" | Specific benefits: muscle recovery, energy, high protein |
The market shifted towards transparency, functional ingredients, and higher protein-to-sugar ratios, leaving the original Tiger's Milk concept behind. This market evolution, combined with the legal and rebranding issues, created a perfect storm that made its discontinuation almost inevitable.
Conclusion
The story of Tiger's Milk is a case study in how a legacy brand can falter when faced with modern market pressures and consumer expectations. While the 2019 class-action lawsuit was a major turning point, it was not the sole cause. The brand had also been struggling with an outdated nutritional profile for years, and its parent company, McCormick, ultimately failed to execute a successful rebrand. The combination of a reputational blow, shifting consumer preferences, and a highly competitive market proved to be an insurmountable challenge, leading to the final discontinuation of the beloved classic snack.
A Final Thought
For many, Tiger's Milk was more than just a bar—it was a nostalgic treat. However, in the business world, sentimentality rarely trumps profitability and legal risk. The discontinuation of Tiger's Milk underscores how companies must adapt or be left behind as consumer values and industry standards evolve.
