Trek, from Natural Balance Foods, has signed a two-year deal as the official nutrition bar for Tough Mudder UK - the series of 10-12 mile runs with military-style obtacles.

Trek will use this to drive brand awareness and trial of both Trek bars and new Trek Chunks. All Tough Mudder participants will be offered Trek samples at event feeding stations, while all finishers will also receive free samples of Trek Protein Energy Bars. Natural Balance Foods also intends to maximise the partnership by using it as part of a larger, integrated marketing campaign across print, digital, social media, in-store and on packaging.

Marina Love, Natural Balance Foods marketing director, said: “Trek is the UK’s No 1 Sports Nutrition and Lifestyle Energy Cereal Bar with sales of £10.9m and driving fantastic growth of 78% (IRI Infoscan Retail Data w/e 25.03.2017) adding £4.8m in sales in the latest MAT. It’s also the 13th biggest cereal bar brand and the fastest growing top 15 brand.

“Tough Mudder UK typically sees 10,000 t0 15,000 people per event, and around 70% of competitors are male with an average age of 29 years – the perfect demographic for growing the Trek audience. We’d encourage retailers to stock up on Trek bars and Chunks to make the most of the increased exposure Tough Mudder will bring.”