Grenade has unveiled Soft Core Protein Bar, a three-strong snack bar lineup with gooey centres.
Golden Caramel, Chocolate Peanut Butter, and Double Chocolate (rsp: £2.95/50g) will launch in grocery, convenience and wholesale channels from August.
Featuring a “soft dough core, gooey centre and thick chocolate outer layer”, the bar was designed to deliver the “indulgence of a treat” while providing 15g of protein and less than 2g of sugar per bar, Grenade said.
The Chocolate Peanut Butter variant combines peanut butter flavoured-dough with a smooth peanut butter centre and milk chocolate coating, while Golden Caramel pairs caramel flavoured-dough with a rich caramel flavour centre and white chocolate coating. Double Chocolate features a chocolate cocoa dough with a rich chocolatey centre, coated in milk chocolate.
The launch comes amid demand for textured snacks, with 75% of UK snack consumers attracted to products with multiple textures and 70% interested in filled snack bars, according to Mintel data cited by Grenade. The new range also tapped into growing demand for snacks containing between 10g and 19g of protein, the brand added.
“Consumers want protein snacks that feel like a proper treat, and this launch delivers the soft texture and rich centre they are looking for, while still offering 15g of protein and less than 2g of sugar per bar,” said Rachel Austerberry, UK retail sales director at Grenade.
“With Soft Core, we’re giving shoppers a delicious reason to say, ‘Wait… this is protein?’ and giving retailers a new range that brings drive excitement in the protein bar fixture, drives incremental sales and helps grow the protein category.”
The launch will be supported by an ATL campaign running in September and October, as well as in-store point of sale.
It comes after Grenade joined forces with Mondelez stablemate Cadbury to launch a Creme Egg Protein bar at Easter.
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