A range of bars under the Premier Protein brand is launching in the UK this month after success in the US and mainland Europe.

The bars are aimed at those who want protein products at an affordable price point as part of a healthier lifestyle choice.

Retailing at £1.49, they are available in three flavours: Chocolate Brownie; Chocolate Peanut Butter; and White Chocolate & Vanilla. The bars contain 20g protein and 1.3g sugar per bar (50g).

Premier Protein said almost half of UK consumers want to increase the amount of protein in their diets (Future Thinking, 2018 ) and the bars have been launched to capitalise on this growing sector.

The company will be offering independent retailers category management advice on how to grow the current protein area, as well as supporting the brand via digital, social media and sampling activity. An influencer campaign will target fitness and lifestyle bloggers to raise awareness.

Active nutrition brand manager Zoe Stroud said: “There is a huge opportunity for protein in the convenience channel and we’re confident that the Premier Protein brand can meet consumer demands. Taste is paramount when it comes to repeat purchase and Premier Protein performed extremely well in testing. The product also offers excellent nutritionals with a high protein but low-sugar content, at an accessible price point. We’re confident it will be a hit in the UK with shoppers looking to become the healthiest versions of themselves, as it already is across Europe and the US.

“Protein is becoming more mainstream but is still yet to reach its full potential. While more protein brands are entering the lifestyle nutrition and healthy snacking market than before, there is a real opportunity for a protein brand which offers taste, nutrition and value. We know there is confusion, especially relating to category management and where to stock in store, so we’re eager to work with retailers to help grow the category and maximise their sales.”

The brand is being brought to market by Weetabix Food Company and will be available through Dhamecha and Parfetts, before being rolled out to additional retailers.