Natural Balance Foods has launched a new Trek Power Biscoff protein bar – the first and only protein bar to contain 100% real Biscoff.
The innovation comes at a time of exceptional growth for Trek, one of the UK’s fastest growing cereal bar brands, growing +20.4% and delivering +£4.6m retail sales value year-on-year (IRI). With huge brand awareness, Biscoff is one of the most distinctive UK brands, and this collaboration aims to recruit new shoppers to the category, as well as drive excitement among existing customers.
Alice Boardman, senior brand manager at Natural Balance Foods, said: “We have seen a surge in demand from consumers on social media calling out for a Biscoff innovation in the protein space and we’re proud to be the ones to deliver this. The launch combines the love and awareness of the iconic Biscoff brand, with the prevailing trend of protein, wrapped up in a vegan, 100% plant-based bar from Trek.
“Consumer research has shown us that 84% of those surveyed said they would buy a Trek Power Biscoff bar, and it is the number one most desired new bar amongst respondents.”
The new bars are rolling out in a single (55g) format. Each single bar contains 15g of plant-based protein.
The launch is supported with shopper programmes across the convenience channel, including travel and forecourts, with in-store activation to drive trial among shoppers and fuel them on their journeys. In addition to the channel specific activity, the launch is backed by the brand’s biggest ever marketing campaign, spanning across paid digital media, influencer activity, sampling, trade and consumer PR, and support through Trek’s ongoing partnership with Saracens.
