Cadbury is adding a variant to its Boost brand, Boost + Protein, which contains 12 grams of protein – four times more protein and 32% less sugar than standard Boost bar.

The Boost brand including Boost + Protein will also be supported by a £1m campaign that includes OOH, sampling, PR, digital and social media activity.

Retailers will be able to maximise the opportunity with a range of on- and off-shelf POS available. Boost + Protein is also included in Cadbury’s biggest ever on-pack promotion promo Match and Win at launch.

Richard Weisinger, senior brand manager for Cadbury singles, commented: “As the nation’s favourite chocolate brand, consumers know and expect great tasting bars from us and we know 83% of consumers interested in protein are not prepared to sacrifice on taste. We’ve crafted this bar over time to ensure that we can meet the consumer need for protein while still delivering a great taste and hunger satisfaction of standard Boost bar.

“Our recipe had fantastic results in consumer taste tests versus competitors, with liking scores on par with standard Boost. With this strong consumer feedback, we believe this offer can attract consumers who want the best of both worlds – extra Protein and taste.”