FRANK, a new savoury, high-protein snack bar brand, has secured its first UK retail listing with Whole Foods Market UK, launching nationwide across the retailer’s six UK stores and online from today.
Positioned as an alternative to the heavily sweetened protein bar category, FRANK offers a savoury, high-protein, high-fibre bar made from 100% natural ingredients, with no ultra-processed additives. The launch responds to growing consumer demand for functional snacks that deliver sustained energy without excessive sugar. The availability in Whole Foods is an unprecedented achievement for the brand, as it launches today with the high street listing alongside its direct-to-consumer ecommerce store.
The brand debuts with two SKUs – Rosemary Sea Salt and Chilli Lime – designed for on-the-go consumption across afternoon, pre- or post-workout, and meal-adjacent occasions.
Founder of FRANK, Sam: “I made FRANK because I believe protein-packed snacks for busy days shouldn’t have to be full of artificial ingredients or regret. Too many protein bars stretch the truth, so when I couldn’t find a bar without the junk, or the sweetness, I made one. A savoury bar, with real ingredients your body actually recognises. When I met the team at Whole Foods Market, they instinctively understood our mission and loved the bars. Getting their backing shows just how much appetite there is for savoury, high-protein snacking.”
FRANK bars contain 16g of complete protein, are 100% natural, and deliver 222 calories per bar, targeting consumers seeking functional nutrition without added sugar spikes or artificial fillers.
Ellie O’Sullivan, category merchant at Whole Foods Market, said: “Our snack range is constantly evolving and we’re always looking for innovation in this category. Our customers want real, recognisable ingredients and products that taste good while nourishing their body. Creativity in this category is rife, but rarely does it tick every box – FRANK stood out to us as a bar that offered something completely new, and we’re excited to be the first to bring it to shelves in our 6 stores across the UK.”
As an award-winning documentary editor, Founder Sam experienced first-hand the effects of the sugar crash, spending long hours in the cutting room and fuelling on whatever snack bars he could find. His mission is to challenge the ‘health’ claims of other brands, with transparent ingredients and sourcing, and no compromise on quality or flavour.
Ahead of its retail debut, FRANK received strong early feedback from buyers and consumers at the Lunch! trade show in 2025, where the savoury format and clean ingredient profile resonated with attendees seeking alternatives to sweet protein snacks.
Alongside the Whole Foods Market listing, FRANK is backed by British entrepreneur Nick Birkett (Mr Bao, Co-founder Connect), has launched its direct-to-consumer website at eatfrank.com and is currently in discussions with additional UK retail partners.
Sam said: “After a year’s obsessive graft, we’re finally ready to share FRANK. The reaction at Lunch! was unreal and really supportive of our mission to help make the healthy choice the easy one. We’re thrilled to partner with Whole Foods Market, who share this belief.”
