Eatlean Protein is launching High Fibre Cheese Bites, billed as the first product of its kind in the cheese category, to combine high protein and high fibre in one functional snack.
Launching on Monday 29 June, with a RSP pf £1.65, the new product arrives as demand for fibre continues to grow at pace, fuelled by a new generation of health-conscious consumers and social media trends.
The fibremaxxing trend has generated almost 1 million uses of #fibre on Instagram with the search term ‘fibremaxxing’ used over 235k times on TikTok. With 96% of people failing to meet recommended daily fibre targets, the trend has the potential to deliver meaningful health benefits. Vypr research also found that 67% of regular convenience store shoppers would like to see greater availability of high fibre snacks while 64% are looking to increase their fibre intake. When asked which health benefit drove their interest in high fibre products most, 27% said digestive health.
Head of brand at Eatlean, Bethan Lamont, said: “Whilst we sit as a protein first cheese brand, we’ve seen fast growing demand for nutritional layering from our consumers across our cheese and snacking products. Our cheese heavily over-indexes with an U44 consumer, so it’s crucial that we are continually innovating to meet the demands of an increasingly health conscious and nutritionally educated consumer group.
“Our new High Fibre Cheese Bites combine all the benefits of high protein and high fibre in a natural, macro balanced, portion-controlled snack. Protein and fibre together offer benefits across satiety, blood sugar control, muscle maintenance and gut health, all areas that we know are of increasing concern to our U44 consumers.
“We see our High Fibre Cheese Bites as offering an incremental step on the fibre ladder as consumers stand to benefit most from increasing fibre intake across multiple touchpoints throughout the day, across various sources,” added Lamont. “Total cheese snacking sees latest unit growth of 15.9%, we see huge potential in adding further functionality to a fast-growing category, and we’re proud to be first to market in that.”
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