Fibre One is making its first foray into the sports nutrition category with a duo of protein bars.
It will launch the bars, called Fibre One Protein, in two flavours – Caramel and Cookies & Cream.
Like its brownie bars, the protein bars come in at 90 calories per 24g bar, and contain 10g protein and 1g sugar.
Fibre One owner General Mills said the duo would “meet a range of lifestyle and dietary needs”.
Its marketing manager Adrienne Burke said research had found that 71% of Fibre One shoppers were interested in protein but were wary of the high sugar and calorie content of bars currently on the market.
She billed the new range “the ideal alternative” that would “give the perfect protein boost, especially for the pre- and post-gym occasion”.
The duo will launch exclusively into Tesco from 2 November (rsp: £2.89/3x24g).