 Kraft paid a 37% premium over Balance Bar's then-current trading price.Analysts cited Balance Bar's agreement to market a line of bars with weight loss firm Jenny Craig, Inc. as a factor that drove up the price.Another factor accounting for the premium may have been that Kraft's purchase was part of a rush by large food manufacturers such as General Mills, PepsiCo and the Adolph Coors Company to snap up well-established natural foods companies such as Cascadian Farm, Mother's Oatmeal and Blue Moon Beer respectively.