Bol Foods has further reformulated its Power Shakes, months after relaunching the range.
A trio of plant-based shakes in Vanilla, Chocolate and Salted Caramel rolled into Tesco, Co-op, Waitrose and Ocado (rsp: £3.25/410g) in May. They were designed to target the breakfast consumption occasion, Bol said at the time.
The shakes – originally rolled out in 2020 and then relaunched again in 2022 – had “a smoother, more indulgent texture” than previous incarnations, it added.
However, the supplier has tweaked the range again, cutting the sugar content of the meal replacement shakes by 50% and trebling their fibre content.
The new Power Shake recipe incorporated “a blend of hearty oats, moreish banana, decadent nut butters, caramelly dates, and coconut”, alongside a prebiotic fibre blend, said Bol.
The shakes still contain up to 22g of protein, alongside 26 vitamins and minerals and no sweeteners, gums, or preservatives.
“It’s estimated that around 90% of UK adults don’t get enough fibre,” said Bol Foods marketing director Jo Taylor. “As part of our mission to offer delicious, nutritionally complete food, we wanted our Power Shakes to provide a meaningful source of fibre, alongside all the nutrients your body needs in a meal.”
Citing Euromonitor data, Bol said the meal replacement category in the UK was currently worth £142m, and forecast to grow by 82% over the next five years.
In 2025, the supplier said it planned to launch a nationwide ATL campaign to “amplify awareness” of its Power Shakes range, as well as invest in promotions, sampling and shopper marketing.
Its ambition was to become “the fastest-growing RTD nutritionally complete meal in the UK”, it added.
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