Premier Protein, the great-tasting everyday protein brand, already popular in the US and across Europe is launching its range of bars in the UK this month, with a targeted plan for distribution in the impulse channel.
The bars are aimed at those who want protein products as part of their healthier lifestyle choices and offer a convenient protein proposition at an affordable price point. Already a top-selling brand in the US, the bars have a simple and appealing lifestyle pack design with clear nutritionals, helping consumers to make an easy choice.
Whilst attracting a broad target audience, the Premier Protein range also boasts competitive nutritionals, without compromising on taste. Retailing at £1.49 and 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).
Almost half of UK consumers want to increase the amount of protein in their diets and the bars have been launched to capitalise on this growing sector, providing a mainstream, great-tasting proposition for shoppers looking for a protein-based choice.
Premier Protein will also 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 to these audiences.
Zoe Stroud, Active Nutrition Brand Manager, 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 all of our 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. Whilst 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.”
Premier Protein is available now from Ocado, Dhamecha and Parfetts, before being rolled out to additional retailers. Its sister brand PowerBar is also set for a UK grocery and convenience launch.
Part of BellRing Brands, a publicly-traded subsidiary of Post Holdings, Premier Protein will be brought to market by Weetabix Food Company.
 Future Thinking, 2018