Abbott Laboratories, Inc.’s new line of Curate snack foods could inject new sponsorship activity in the snack bar category.

Abbott launched Curate to tap into the growing number of adults seeking healthy snacking options. The line features six snack bars made with quinoa, elderberry and other healthy-for-you ingredients.

The timing of the launch bodes well for Abbott. Sales in the nutritional snack bar category rose nearly 9 percent to $2.8 billion in the year-ended Jan. 24, 2016, according to IRI, a Chicago-based market research firm. The increase exceeds the 4.8 percent increase in the overall snack bar/granola bar category.

While Abbott sponsors one of the largest global platforms in endurance sports—the Abbott World Marathon Majors—it remains to be seen if the company will leverage the partnership on behalf of Curate. Several AWMM events already have sponsors in the snack bar category, many of which have category exclusivity.

Who Does What: Snack Bars

Sales at U.S. supermarkets, drugstores, mass market retailers, gasoline/c-stores, military commissaries and select club and dollar stores in the year-ending Jan. 24, 2016, per IRI, a Chicago-based market research firm (@iriworldwide).