TREK, the UK’s number two Protein Bar and fastest-growing brand in Cereal & Sports Nutrition Bars, has revealed that it has seen strong growth in 2025, with brand value hitting £41.5m, following a 27.7% year-on-year increase. This marks five consecutive years of double-digit growth for the brand.
Penetration gains have contributed to 53% of TREK’s overall annual growth, with the brand expanding through new shoppers, attributed to a focus on product, partnerships, and purpose – a trio of levers that TREK has refined to “drive meaningful and incremental category value”.
At the heart of the performance is TREK’s product portfolio. Its signature Protein Flapjacks continue to resonate with mainstream audiences, with sales totalling over £31m, accounting for 76% of the brand’s total sales, while NPD is drawing in new shoppers. January saw the brand launch TREK Biscoff Protein Flapjack, which has already exceeded expectations as the number one NPD within the Cereal Bars category for 2025. This was followed in May by TREK’s new High Protein Low Sugar range.
Brand activity has also stepped up in 2025, with a new three-year partnership between TREK and RunThrough – the UK’s largest programme of mass participation running events. The brand noted that the partnership provides the opportunity to reach 400,000 runners across 310 events annually – building top-of-funnel awareness and trial.
TREK’s RunThrough activation builds on ongoing partnerships with Saracens Rugby Club and Decathlon.
Meanwhile, with consumers increasingly scrutinising ingredients and looking for simpler, more recognisable options, TREK stated that its commitment to plant-based protein and no artificial sweeteners is striking a chord.
“Our growth story stands apart in a market where many are relying on price increases to drive performance. Instead, we’re proud to be driving genuine, incremental growth in the category by bringing in new shoppers,” said Alice Boardman, Marketing Manager at TREK.
“We’re doing this through demand-driven innovation, plus partnerships that just make sense – all while staying true to what TREK has always been about: natural and delicious energy for all.
“TREK isn’t a brand for a niche audience – it’s for everyone. Whether it’s a dog walk with a Flapjack or a 10k finish-line refuel with High Protein Low Sugar, our inclusive, flexible range is designed to fuel every type of lifestyle. If you’re not stocking TREK yet, now’s the time.”
