UFIT, the UK’s Number 1 Ready-To-Drink protein brand, will expand its leading portfolio of health-focused snacks and drinks with the launch of UFIT Loaded Protein Bars. Focused on combining taste, value and nutrition, the duo will be available in discounters from 28th December, with online listings to follow in January 2025.
Packed with 15g of protein and low sugar, UFIT Loaded intends to reenergise consumer interest in the protein bar category with delicious and popular flavours: Caramelised Biscuit, and White Chocolate Cookie. Made with natural flavours and real chocolate, they offer a delicious option for health-conscious consumers that are perfect for on-the-go snacking.
Protein bars are typically seen as expensive and still have negative taste connotations by consumers. This has made the category highly competitive, with value-based bars tending to be small and lacking in shelf presence. UFIT Loaded disrupts this trend, offering shoppers an HFSS compliant and delicious choice with an attractive price point of only £1.29 per bar.
Richard Northridge, sales director at UFIT, said: “Launching UFIT Loaded is an obvious next step for us, bringing a new and complementary dimension to our leading protein product range.
“Our loyal shoppers expect quality and value, and that’s exactly what our new bars offer: a great-tasting snack with high protein and low sugar that are accessibly priced, reengaging with consumers who may have moved away from the category previously.
“Our goal is to help people get the most out of every day by bringing protein to the masses, with a range of convenient protein products that “fit around you.” Whether you’re on the move, busy at work or looking for something to keep you fuller for longer, UFIT makes it simple and enjoyable to stay on top.”
As the UK’s leading RTD protein brand with a 30% market share, UFIT is at the forefront of the category. This is highlighted further by its performance in the impulse channel, where it sells more RTD protein bottles than any other brand. Its core range of protein shakes also boast the highest product loyalty among all other RTD protein brands, including retailer own-labels.
The launch of UFIT Loaded Protein Bars is supported by a £10k marketing investment across influencer social media channels and digital advertising and will be first available in B&M from 28th December.
