TREK, the UK’s number two Protein Bar and one of the fastest-growing brands in Cereal & Sports Nutrition Bars, is redefining the category with the launch of its all-new High Protein Low Sugar range – a landmark moment for high protein snacking.
For years, the sports nutrition category has leaned heavily on artificial sweeteners, chemical nasties and animal-derived ingredients to keep sugar content down and protein content up. But TREK has become the first brand to crack the code naturally, launching the first ever high protein low sugar bars made with 100% naturally sourced ingredients – no artificial sweeteners, no shortcuts and no compromise.
The core High Protein Low Sugar range features soft centres in Choc Caramel and Choc Peanut Butter, coated in rich chocolate and layered with caramel. Joining the line-up is a new High Protein Biscoff® bar, delivering the iconic taste of Biscoff® with a generous layer of the irreplicable spread, all while achieving a -47% sugar reduction. Naturally sweetened using chicory fibre and stevia leaf extract, each bar is also high in fibre, 100% plant-based, free from artificial sweeteners, and delivers 12g-15g of plant-based protein – making them the perfect pre- or post-gym fuel.
Alice Boardman, marketing manager at TREK, says: “This isn’t just an NPD story. It’s a turning point for the protein bar category. Just as other food and drink sectors have had to reformulate in response to consumer demand, the same shift is happening in functional snacking – and we’re proud to be leading it.
“After years of research, product development and trials, we’ve proven you don’t need chemical shortcuts to deliver what shoppers want: a delicious, high-protein, low-sugar bar made from 100% plant-based ingredients. This is our boldest launch yet, and we know it’s going to unlock huge incremental growth opportunities for the category.”
Consumer demand for high protein products is booming. Protein bars, drinks and powders are now worth £225m, growing +24.2% year-on-year. And within total snack bars, protein bars are the fastest-growing segment, up +£37.6m over the past two years.
Boardman continues: “Some might ask, why now? The category is in strong growth and TREK is performing well. But we’re not a brand that settles.
“We’re always looking ahead to what consumers want next, and when we saw that low sugar ranked as the number one attribute consumers look for in snack bars, alongside a rising demand for natural ingredients, we knew now was the time to innovate, particularly because nearly two-thirds of Brits are actively reducing sugar, and almost half say they struggle to control their intake.
“So, we worked hard to innovate, and made it our mission to deliver the great-tasting TREK bars consumers love, but with reduced sugar and remaining true to our identity: only ever using natural ingredients. Until now, shoppers have been forced to choose between function and quality. With this launch, they no longer have to.”
TREK is already propelling the category forward as one of the fastest-growing players, with sales up +£4.9m year-on-year, taking the brand to over £32m RSV. Much of this growth has been driven by the success of TREK Power (+121.3% year-on-year), which now sells 8 bars every minute – including the standout TREK Power Biscoff®, worth £4.6m in just a year.
TREK expects the High Protein Low Sugar range to push the brand into even more baskets, combining what TREK already does best with even better taste, stronger health credentials and category defining innovation. The launch will be supported with a social media and digital campaign, sampling and activation across TREK’s key sports and exercise partners, Saracens and Run Through.
The new range will launch first into Sainsbury’s stores from 25th May, available in 44g singles (RRP £1.92 and included in supermarket meal deals), and 3x44g Multipacks (RRP £4.95). The 55g singles (RRP £2.88) will also be available in the Wholesale and Convenience channels in May. The rollout will continue throughout Grocery across 2025.
