On pre-sale now and with a restricted run accessible on UK retail cabinets from January till April 2026, the brand new SKU guarantees consumers ‘subsequent degree’ protein indulgence.
“I can fairly confidently say it’s our greatest bar ever,” the model’s founder Alan Barrett informed NutraIngredients. “We’ve taken what folks love about Grenade and paired it with essentially the most iconic Easter deal with to lift the bar—pardon the pun—on what folks ought to count on from their snacks.”
“It’s additionally a primary for us because the bar has a ‘delicate core’—one thing we’ve by no means accomplished earlier than.”
The model’s softest core but is made out of “gentle, fluffy protein dough” to type the yolk-colored Creme Egg flavored filling, with the bar offering 13 grams of protein and two grams of sugar.
After the resounding success of the Grenade-Oreo collaboration, the workforce expects this launch to hit the bottom working and assist the model attain new audiences.
“The Grenade-Oreo collaboration proved an instantaneous hit and has continued to steer the cost as our best-selling bar since, with the Oreo White variant in second place too,” mentioned Barratt.
Each SKUs have sat comfortably within the high three protein bars since launches in 2022 and 2023, respectively (Circana, Complete UK Market, Protein bars, worth gross sales 52w/e 28.09.25).
“Teaming up with such globally recognizable and iconic manufacturers continues to introduce the entire protein bar class to new patrons who’re possibly but to be satisfied to check out a protein bar full cease,” Barratt added.
Nick Morgan, managing director at energetic vitamin market insights agency Vitamin Built-in, mentioned collabs between widespread manufacturers similar to these have a number of advantages.
“Crucial is normalization—somebody who hasn’t entertained a protein bar earlier than could also be tempted as a result of the collaboration makes it really feel extra regular, presumably even nostalgic,” Morgan defined. “So, it’s a nice car for rising relevance to extra folks.”
For these customers who already eat protein bars, he mentioned the collaboration could assist drive trial.
“In spite of everything, the protein bar class could be very saturated in the intervening time with a variety of comparable merchandise. A collaboration is among the solely methods that can not be copied.”
If nothing else, he mentioned the launch will seize customers’ creativeness and garner gross sales by means of sheer intrigue.
UPF debate will increase scrutiny
Protein bars had been lately introduced below the highlight throughout the contentious Joe Wicks ‘Licence to Kill’ documentary which aired on mainstream UK tv final month (October).
Morgan mentioned he believed this system would have had a combined, however very short-term, influence on the class as a complete.
Nonetheless, the UPF debate typically is placing these merchandise below further scrutiny.
“Within the brief time period, I’d be shocked in case you didn’t discover some customers transfer away from protein bars. Equally, I believe some customers responded otherwise, and continued to eat protein bars as a result of they felt empowered to make their very own selections,” he mentioned. “Generally— like nearly all of information—it’s doubtless forgotten already for almost all.”
He added: “I feel the larger image of UPFs stays an vital matter and can run, so there continues to be scrutiny for every product class to place itself properly and attempt to be one of the best model of itself.“
