GlaxoSmithKline is set to ramp up its sports nutrition portfolio with the launch of nine high-protein Maximuscle bars.

Available from 1 January, the NPD offers 20g of protein per bar and comes in flavours that include Chocolate Brownie, Millionaires’ Shortbread, Cookie Dough (60g), Oat & Raisin Flapjack and Berry & Yoghurt (90g). The range is also divided by consumer need, formulated to either help build strength (Cyclone), add mass (Progain), nourish muscle (Promax), or maintain weight (Promax Lean). Rsp is £1.99.

The new products will be supported with a campaign to help retailers to capitalise on ‘gym purists’ and ‘performance professionals’, who make up a core part of the sports and nutrition audience.

Bars were the fastest-growing segment in sports nutrition, worth £31m in value sales, and were one of the ways shoppers entered the category, according to Monica Michalopoulou, MaxiNutrition marketing manager.

“Plus, 61% of consumption is for meal or snack occasions,” she added. “So by offering a range of great-tasting new flavours, we can offer what consumers are looking for.”