Cereal bar brand TREK has revealed that its retail sales have hit £30m for the first time after another year of double-digit growth (+12%). The brand noted that its latest launch – TREK Power Biscoff – has played a major role in fuelling its strong performance.
Since its listing in supermarkets six months ago, both the 3x multipack and single bar have achieved strong results, with sales for the range hitting £2.1m. Not only did TREK Power Biscoff become the number one best-selling launch in the Cereal & Sports Nutrition Bars category, but the product has also become one of TREK’s bestsellers, holding a 41% share of the brand’s high protein ‘POWER’ range.
The brand noted that there remains significant headroom for growth. Currently, retail distribution for the product stands at 42% for the multipacks and 34% for the singles. With further distribution gains, TREK believes its Biscoff variant has the potential to rival the current leading products in the protein bar category.
TREK is currently supporting the Power Biscoff range with a consumer campaign that includes paid digital, social media and influencer activity.
Alice Boardman, Marketing Manager at TREK, said: “We knew when we first launched TREK Power Biscoff earlier this year that consumers were going to love it, but the response has been beyond anything we ever expected. With 4 TREK Power Biscoff bars sold every minute and over 1 million bars sold so far, it’s clear that there’s high demand for high-protein, plant-based snacks that provide natural energy and deliver best-in-class taste.
“TREK Power Biscoff has been fundamental to TREK becoming a £30m brand, and we can’t wait to see what the future holds, particularly as we go live with the next phase of our consumer campaign to support the launch.”
