Proudly already leading the way in the protein category, global leading sports and nutrition brand, Grenade®, is now outselling all other chocolate bar brands in UK supermarkets.
Grenade®, has boosted its total value sales and is the second bestselling chocolate bar in the UK with the exception of Kinder Bueno – jumping from fourth to second spot in an as little as eight months. Within the latest 12 weeks alone, Grenade® Carb Killa® has a 31% share of the total market and has driven 78% of the growth.
Alan Barratt, CEO and founder of leading sports nutrition manufacturer, Grenade® comments: “In August 2018 we became the fourth best-selling chocolate bar in the UK, something that seemed such an achievement when we launched our Carb Killa® bars in 2015. We then made it our mission to climb even higher to compete with the biggest brands in the world.
“Eight months later and we are now outselling all other chocolate bar brands in UK supermarkets apart from Kinder Beuno. That number one spot is now within reach. Let the bar wars begin!”
Snacking is a major market within the UK and is currently estimated to be worth around £18billion however, the sector’s rapidly evolving and an increasing number of shoppers (45%) are looking to transform their snacking habits by turning to healthier options.
As an industry leader, Grenade®, who grew by a staggering 152% within the convenience channel last year and drove 62% of all value growth within total protein bars, is spearheading a new way of thinking that comes with a healthy range of flavour-packed treats, all designed to challenge people’s perception of what wholesome foods actually taste like.
Nearly half of all shoppers are actively looking for food and drink products with lower sugar content as they make more informed choices about what they eat. This has led to an increase in healthy snacking which, combined with a desire for more active lifestyles, has seen a significant rise in the growth of protein containing products. Furthermore, three in four UK consumers say that taste is the most important reason for buying a snack, providing manufacturers and retailers with more of an incentive to offer products that deliver in terms of taste and functional benefit.
Alan continues: “In today’s society, the snacking sector is being driven by three key drivers – health, taste and innovation, and it’s essential that the products that are out there tick all of these three boxes. We are on a mission to banish bland and thanks to our Snacking Revolution campaign, more and more consumers will become switched on to the fact that nutritious and appealing snacks do exist and that healthier eating doesn’t ever have to be boring”
Grenade’s hero products are currently its Carb Killa® range, which are the best-selling protein bars on the market, outselling the second biggest brand by more than 50%. All bars within this range contain up 23g of protein and less than 2g of sugar per bar and are triple-layered with nougat, caramel and real Belgian chocolate. They’re also available in a range of mouth-watering and memorable flavours, including its two new additions, Dark Chocolate Raspberry and White Chocolate Salted Peanut.
“It’s important manufacturers and brands respond to consumer demand for healthier alternatives that use less sugar or low sugar alternatives, as well as boost the nutritional value of their products by adding protein. In addition, people’s lifestyles are now much busier and there’s a high demand for healthy snacking products that keep them fuller for longer whilst providing optimum nutrition,” concludes Alan.
For more information about Grenade’s revolutionary range of products and its Snacking Revolution visit www.grenade.com.
 IRI Marketplace Total UK Market Protein Bars £Value Sales Qtr to 24/03/19)
 IRI Marketplace Total UK Convenience 52we 02/12/18.