The future of snacking doesn’t have to mean choosing between what tastes good and what feels good. N!CK’S, the Swedish-born confectionery and snacking brand, is accelerating its UK expansion with a growing retail footprint spanning Morrisons, Ocado and Sainsbury’s, alongside existing listings in Boots and leading fitness clubs including Third Space.The expansion marks a significant step in the brand’s UK growth ambitions, as demand grows for snacks that combine indulgent taste with more considered nutritional credentials. With its protein wafer bars, N!CK’S is targeting the space between traditional confectionery and functional sports nutrition, offering consumers a more treat-led approach to protein snacking.
At the heart of the expansion are N!CK’S protein wafer bars: a deliciously indulgent snack delivering 10g of protein per 40g bar, with no added sugar. The range comes in five flavours: Chocolate, Vanilla, Orange Chocolate, Hazelnut and Peanut Butter. Founded in 2013 in Sweden by Niclas Luthman, N!CK’S was born from a desire to enjoy chocolate and other sweet treats without compromising on sugar intake. Following a prediabetes diagnosis, Niclas began experimenting with recipes to create delicious products without added sugar. Thousands of experiments later, the brand was established with a mission to close the gap between indulgence and health through food innovation.
That ambition is now fuelling international growth. N!CK’S has built a presence across 15 markets, spanning confectionery, protein bars, ice cream and sweeteners. Its total non-frozen sales grew by 33% between 2023 and 2025, reflecting strong momentum across its confectionery and protein bar portfolio.
The UK represents an exciting next chapter, with N!CK’S looking to reach consumers well beyond the traditional sports nutrition aisle. While protein bars have long been associated with workout routines and performance goals, N!CK’S sees a much bigger opportunity. It exists to make protein an easy, enjoyable part of everyday snacking. Its positioning – great taste comes first, and better-for-you credentials should never mean settling for less.
Alongside its grocery expansion, N!CK’S is building its presence in the out-of-home fitness channel, with a rollout into PureGym planned for December and existing listings at Bannatyne, Fitness First and Third Space. These channels provide further opportunities to reach active consumers looking for convenient snacks that fit around busy lifestyles.
Jesper Mathiasson, (VP of Sales) at N!CK’S, says: “The UK is a hugely exciting market for N!CK’S, and these new retail partnerships are a major step forward in our ambition to make better-for-you snacking more accessible. We believe people should never have to choose between a genuinely delicious treat and making more considered food choices. That’s why we put taste at the heart of everything we do, with no added sugar and protein adding to the appeal. We’re here to shake up the category, bring a little more joy to everyday snacking and show consumers that better-for-you can still be seriously indulgent.”
As the lines between confectionery, everyday snacking and functional nutrition continue to blur, the brand is betting on a simple idea with big potential – that the next generation of better-for-you snacks won’t ask consumers to compromise.
