Mondelez brands Grenade and Oreo have teamed up to launch a co-branded protein bar.
The NPD, which is the result of 18 months’ development, features a vanilla-flavoured creme layer and a nougat centre, topped with sugar-free cookie pieces and wrapped in Grenade’s low-sugar chocolate.
Each 60g bar provides 21g of protein and just 1g of sugar.
The bars will be available via Grenade’s webstore on 26 January. They will also roll into Asda, Tesco, Sainsbury’s, the Co-op, Holland & Barrett, Booker, Bestway and other wholesalers over the coming weeks (rsp: £2.86/60g).
Grenade, which has contributed 54% growth to the protein bar category over the past two years [IRI 52 w/e 7 August 2022], was snapped up by Cadbury owner Mondelez in March 2021.
“After partnering with Mondelez in 2021, a collaboration with one of their great products was first on our list to go out and get done,” said Grenade head of product Rob Page, adding that “Oreo was the perfect fit”.
“Our hope is the co-branded bar continues the work done by the Grenade brand, delivering added benefits without compromising on taste, whilst bringing new consumers into Grenade protein bars.”
Oreo UK senior brand manager Rafael Espesani said: “We are really excited to partner with Grenade for this exclusive launch, bringing two iconic snacking brands together for a flavoursome and unique product that will surprise and delight consumers.”
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