TREK, the UK’s number 2 Protein Bar and fastest-growing brand in Cereal & Sports Nutrition Bars, is celebrating phenomenal growth in 2025, with brand value hitting £41.5 million, following a +27.7% year-on-year value sales increase. This marks five consecutive years of double-digit growth for the brand – cementing its transformation from a disruptive challenger to a category leader.
Penetration gains have contributed to 53% of TREK’s overall annual growth, with more households than ever now keeping TREK stocked in the cupboard. This proves that the brand is growing through new shoppers, thanks to a sharp focus across product, partnerships and purpose – a trio of levers that TREK has refined to drive meaningful and incremental category value.
At the heart of the performance is TREK’s product portfolio. Its signature Protein Flapjacks continue to resonate with mainstream audiences – with sales totalling over £31m, accounting for 76% of the brand’s total sales – while innovative NPD is drawing in new shoppers. January saw the brand launch TREK Biscoff® Protein Flapjack, which has already exceeded expectations as the number 1 NPD within the Cereal Bars category for 2025. This was followed in May by TREK’s new High Protein Low Sugar range which, for the first time, delivers low sugar protein bars using only natural ingredients, removing over 8 million teaspoons of sugar from the category annually.
Brand activity has also stepped up in 2025, with a new three-year partnership between TREK and RunThrough – the UK’s largest programme of mass participation running events. As the exclusive official snack bar and protein bar partner, TREK has presence across every RunThrough event, plus enhanced visibility at the brand’s four headline runs: RunThrough’s London Half & 10k, Gloucester Half Marathon, Warrington Running Festival and Battersea Park Half Marathon. This partnership provides the opportunity to reach 400,000 runners across 310 events annually – building vital top-of-funnel awareness and trial. Initial results speak volumes, with 44% of surveyed participants saying they became aware of TREK for the first time at the event or through event communications, and 92% stating they would purchase TREK in the future.
TREK’s RunThrough activation builds on the success of ongoing partnerships with Saracens – reaching over 112,000 fans at Stone X Stadium this past 24/25 season and cumulative broadcast reach of 2.75m people – and Decathlon, both of which continue to increase brand reach and relevance across fitness-minded individuals. Both partnerships have become valuable touchpoints in the brand’s awareness strategy.
All this is underpinned by a brand message that’s more relevant than ever: natural energy for all. With consumers increasingly scrutinising ingredients and looking for simpler, more recognisable options, TREK’s commitment to plant-based protein, no artificial sweeteners, and feel-good formats is striking a chord.
“Our growth story stands apart in a market where many are relying on price increases to drive performance. Instead, we’re proud to be driving genuine, incremental growth in the category by bringing in new shoppers,” says Alice Boardman, marketing manager at TREK.
“We’re doing this through demand-driven innovation, plus partnerships that just make sense – all while staying true to what TREK has always been about: natural and delicious energy for all.
“TREK isn’t a brand for a niche audience – it’s for everyone. Whether it’s a dog walk with a Flapjack or a 10k finish-line refuel with High Protein Low Sugar, our inclusive, flexible range is designed to fuel every type of lifestyle. If you’re not stocking TREK yet, now’s the time.”
With even more activity in the pipeline, the final quarter of 2025 is set to round off a landmark year for TREK.
