Protein bar brand Grenade is to launch Soft Core, a range of protein bars with a soft core and gooey centre formulated to “deliver a more indulgent way to enjoy protein,” it said.
The 50g bars come in three treat-first flavours - Golden Caramel Flavour, Chocolate Peanut Butter Flavour and Double Chocolate. They deliver the indulgence of a treat while packing 15g of protein and less than 2g of sugar per bar.
The launch offers retailers a “distinct point of difference in the protein bar segment,” with elevated textures and flavours designed to remove shopper barriers to entry. The Soft Core range follows the success of Grenade Creme Egg Soft Core bar, which launched as a limited edition at Easter this year.
Rachel Austerberry, UK retail sales director, said: “Our new range hits the sweet spot between indulgence and high protein snacking. Consumers want protein snacks that feel like a proper treat, and this launch delivers the soft texture and rich centre they are looking for.
“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 Soft Core launch is being supported with an ATL campaign running from September to October and disruptive POS in stores. The range is available from August across grocery, convenience and wholesale channels.
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