Leading ready-to-drink protein brand UFIT has expanded its portfolio with the launch of a new range of protein bars called Loaded.
Containing 15g of protein and low in sugar, UFIT Loaded bars are available in two flavours: Caramelised Biscuit, and White Chocolate Cookie. They are made with natural flavours and real chocolate, and are aimed at health-conscious consumers looking for an on-the-go snack.
The brand noted that 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 aims to disrupt this trend, offering shoppers an HFSS-compliant and “delicious” choice with an attractive price point of £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, re-engaging 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.”
The launch of UFIT Loaded Protein Bars is being supported by a £10k marketing investment across influencer social media channels and digital advertising. They are available now in B&M, with a wider roll-out to follow.
