Grenade launches range of Soft Core protein bars

Grenade, the UK’s number one protein bar brand[2], is launching Grenade Soft Core, a range of protein bars with a soft core and gooey centre formulated to deliver a more indulgent way to enjoy protein. The launch brings Grenade’s disruptive, no compromise attitude to a 50g bar format, with three treat-first flavours: Golden Caramel Flavour, Chocolate Peanut Butter Flavour and Double Chocolate.

Grenade Soft Core Protein Bars combines a soft dough core with a gooey centre and a thick chocolate outer later, delivering all the indulgence of a treat while packing 15g of protein and less than 2g of sugar per bar. As shoppers continue to look for convenient protein options that do not compromise on taste or texture, Grenade Soft Core Protein Bars are designed to help retailers tap into the growing demand for 10-19g protein snacks[3].

With 75% of UK snack eaters saying that snacks combining different textures appeal to them[4] and 70% are interested in filled snack bars[5], the new range of flavours offer an elevated taste and texture beyond traditional protein bars. The Chocolate Peanut Butter Flavour bar combines peanut butter flavour dough with a smooth peanut butter style centre and milk chocolate coating, while the Golden Caramel flavour pairs caramel flavour dough with a rich, indulgent caramel flavour centre and smooth white chocolate coating. The Double Chocolate flavour will also feature a chocolate cocoa dough with a rich chocolatey centre, all coated in milk chocolate.

The launch offers retailers a distinct point of difference in the protein bar segment with elevated textures and flavours that are 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, delivering 87% incremental sales[6].

Rachel Austerberry, UK Retail Sales Director at Grenade, said: “Our Grenade Soft Core Protein Bar 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, while still offering 15g of protein and less than 2g of sugar per bar. With Soft Core, 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 launch is being supported with an above-the-line campaign running from September to October and disruptive point of sale in store. The Grenade Soft Core Protein Bar range is available from August across grocery, convenience and wholesale channels as well as Amazon.